Understanding attitudes toward and behaviors in response to product placement

Federico De Gregorio, Youngjun Sung

Research output: Contribution to journalArticle

91 Citations (Scopus)

Abstract

Product placement attitudes have largely been assessed using college students or relatively small samples. In addition, no systematic framework has been used to investigate the origins or influencing social factors of such attitudes and how these interact with demographic characteristics. Using an online survey, we adopt the consumer socialization framework to examine placement-related attitudes and behaviors among 3,340 adults. Peer communication, a variable not previously investigated in this research stream, was the strongest predictor of both product placement attitudes and behaviors. Findings also reveal differences in both attitudes and behaviors across a range of demographic characteristics, including income, gender, and ethnicity.

Original languageEnglish
Pages (from-to)83-96
Number of pages14
JournalJournal of Advertising
Volume39
Issue number1
DOIs
Publication statusPublished - 2010 Apr 1
Externally publishedYes

Fingerprint

product placement
Students
Communication
online survey
socialization
social factors
ethnicity
Product placement
income
communication
gender
Demographic characteristics

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

Understanding attitudes toward and behaviors in response to product placement. / De Gregorio, Federico; Sung, Youngjun.

In: Journal of Advertising, Vol. 39, No. 1, 01.04.2010, p. 83-96.

Research output: Contribution to journalArticle

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