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

@article{Eisend2009ACG,
  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},
  year={2009},
  volume={31},
  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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Abstract Product placement in movies is an important emerging area of marketing and advertising communications, but it also raises controversial ethical issues. In order to investigate these issuesExpand
Product Placements in Movies: An Australian Consumer Perspective on their Ethicality and Acceptability
TLDR
Investigating the attitudes and perceptions of Australian moviegoers in respect to the acceptability of product placement and audience attitudes towards the placement of ethically-charged products indicates that product, gender and movie frequency viewing have an impact on product -placement acceptability. Expand
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