A Cross-Cultural Generalizability Study of Consumers' Acceptance of Product Placements in Movies

  title={A Cross-Cultural Generalizability Study of Consumers' Acceptance of Product Placements in Movies},
  author={Martin Eisend},
  journal={Journal of Current Issues \& Research in Advertising},
  pages={15 - 25}
  • M. Eisend
  • Published 2009
  • Psychology
  • Journal of Current Issues & Research in Advertising
Abstract By applying a generalizability theory approach, the study shows that product placement acceptability of ethically charged/controversial products is generalizable over different cultures, but not product placement acceptability of neutral products. The universe score shows that attitudes towards product placement for ethically charged/controversial products can be described as “indifferent” (in between “acceptable” and “unacceptable”) consistently over all countries, while neutral… Expand
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