Contents

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

Lee, Tae Jun / Sung, Yong Jun / Choi, Se Jung

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.

Issue Date
2011
Publisher
WORLD ADVERTISING RESEARCH CENTER
DOI
10.2501/IJA-30-3-479-507
Journal Title
INTERNATIONAL JOURNAL OF ADVERTISING
Start Page
479
End Page
507
ISSN
0265-0487
Language
English
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