Young adults' responses to product placement in movies and television shows i A comparative study of the United States and South Korea

Taejun Lee, Youngjun Sung, Sejung Marina Choi

Research output: Contribution to journalArticle

19 Citations (Scopus)

Abstract

This research examines young adults' attitudes towards product placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea. The results suggest that young adults in both countries perceive film product placement in a similar way but, with respect to television, Korean respondents tend to perceive it as less effective in enhancing content realism and more unethical and misleading. In addition, the findings suggest that, for both film and TV, materialism, attitude towards advertising, and realism enhancement appeared to be significant predictors of consumer cognitive response to product placement. However, cross-cultural differences were observed for TV product placement. In the US, materialism and realism enhancement were found to be most powerful predictors of cognitive response to product placement. In contrast, attitude towards advertising and materialism were found to be the strongest predictors in Korea. Implications for both advertising researchers and practitioners are provided.

Original languageEnglish
Pages (from-to)479-507
Number of pages29
JournalInternational Journal of Advertising
Volume30
Issue number3
DOIs
Publication statusPublished - 2011 Sep 30
Externally publishedYes

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product placement
television show
movies
Television
South Korea
young adult
Marketing
materialism
realism
Korea
cultural difference
television
Movies
Product placement
Comparative study
Young adults
Materialism
Realism
Predictors

ASJC Scopus subject areas

  • Communication
  • Marketing

Cite this

Young adults' responses to product placement in movies and television shows i A comparative study of the United States and South Korea. / Lee, Taejun; Sung, Youngjun; Choi, Sejung Marina.

In: International Journal of Advertising, Vol. 30, No. 3, 30.09.2011, p. 479-507.

Research output: Contribution to journalArticle

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