Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium

  title={Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium},
  author={S. Gould and Pola B. Gupta and Sonja Grabner-Kr{\"a}uter},
  journal={Journal of Advertising},
  pages={41 - 58}
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 their American data as a comparison point, additional data using the same questionnaire were collected in Austria and France. As an international medium in which movies freely cross borders, product placement is also a less adaptable one, relative to commercials since it remains in the movie regardless of the… Expand
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