“I Saw it in the Movies”: Exploring the Link between Product Placement Beliefs and Reported Usage Behavior

  title={“I Saw it in the Movies”: Exploring the Link between Product Placement Beliefs and Reported Usage Behavior},
  author={Cynthia R. Morton and Meredith Friedman},
  journal={Journal of Current Issues \& Research in Advertising},
  pages={33 - 40}
Abstract Previous research in the area of product placement in movies has suggested that it may influence brand recognition, recall, attitudes, and acceptance of the placements in general. However, a limited number of studies have attempted to correlate audience beliefs toward product placements with subsequent purchase behaviors. This study presents an exploratory examination of the correlation between beliefs about product placement and reported product usage following exposure. The results… Expand
Exploring consumer's attitudes and behavior toward product placement in television shows
In recent years, many studies have investigated consumers’ attitudes toward product placement in media content such as movies and television shows. However, few studies have used systematic frameworkExpand
How using versus showing interaction between characters and products boosts product placement effectiveness
This paper argues and shows that a specific type of placement, character–product interaction (CPI), is able to achieve effectiveness across measures of placement success, and demonstrates the consistent advantage of CPI placements over static prominent placements. Expand
The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior
Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple backgroundExpand
Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets
ABSTRACT This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another twoExpand
Advertising Versus Product Placements: How Consumers Assess the Value of Each
Advertising professionals today are facing more challenges than ever before because of the dramatic manner in which the mass media have transformed during the past 50 years. The changing mediaExpand
Antecedents and consequences of consumers' attitudes toward product placements: evidence from India
  • Ravineet Kaur, Rakesh Kumar Sharma, A. Bakshi
  • Business
  • International Journal of Emerging Markets
  • 2021
PurposeAdvertising clutter has fueled the rise of nontraditional advertising methods. The current study, conducted in India, adopted the consumer socialization framework to assess product placementExpand
The Behavioral Effects of Negative Product Placements in Movies
No previous studies have examined how negative brand placements influence consumer behavior. According to this study's theoretical framework and empirical results, the effectiveness of theseExpand
Understanding Attitudes Toward and Behaviors in Response to Product Placement
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 influencingExpand
Product placement by global brands as an alternative strategy: is it worth in emerging market?
This paper examines the nature and role of the product placement in the film as an alternative strategy for better brand recall. For this study, four films – two successful and another twoExpand
A New Branch of Advertising
It shows that placement characteristics, such as placement commerciality, modality, and prominence, have a strong impact on audience reactions and calls for development of theories on capacity constraints and implicit processing as these can explain effects that are specific to brand placement. Expand


Viewers' Recognition of Brands Placed Within a Film
Product placement in motion pictures has grown enormously in recent years, but there is very little empirical research regarding its communication effectiveness. The few prior empirical studies haveExpand
The influence of product-placement type & exposure time on product-placement recognition
The results support the industry practice of classifying product placements into creative and on-set, since placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. Expand
Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall
Abstract A promotional strategy of growing interest is the placement of branded products in movies. An experiment compared the recall effectiveness of common product-placement strategies with eachExpand
Should Product Placement in Movies Be Banned
Product placement is a flourishing promotional strat- egy. It is the contentious practice of arranging for brand-name goods to make prominent, paid-for appearances in films, television pro- grams,Expand
Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium
Abstract This paper reports on a cross-cultural study which tests the robustness of the approach developed by Gupta and Gould (1997) concerning use of product placements in movies. Using theirExpand
Brand Placement: A Review
This review clarifies the definition of brand placement and outlines an emerging body of research into placement, especially in its potential impact on program audiences. Expand
Cigarette Smoking in the Movies: The Influence of Product Placement on Attitudes Toward Smoking and Smokers1
Product placement in which actors use products on screen to promote those products, has received little research attention. The current research examines the effects of cigarette use in movies onExpand
Audience attitudes towards brand (product) placement: Singapore and the United States
The practice of brand (or product) placement has changed dramatically over the past 20 years, from one that was relatively local and unsophisticated to one that is often global in scope and purpose.Expand
Consumers' Attitudes Toward Product Placement in Movies
An attitudinal study reveals that most consumers do not object to product placement in motion pictures and prefer it over alternative forms of on-the-screen promotional activities because it is con...
Moviegoers' Experiences and Interpretations of Brands in Films Revisited
Abstract The article provides further phenomenological understanding of how brand props are interpreted within the everyday lived experience of the movie audience. Building on previous focus groupExpand