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

DC Field Value Language
dc.contributor.authorLee, Tae Jun-
dc.contributor.authorSung, Yong Jun-
dc.contributor.authorChoi, Se Jung-
dc.date.available2018-12-06T04:45:02Z-
dc.date.created2018-01-08-
dc.date.issued2011-
dc.identifier.issn0265-0487-
dc.identifier.urihttps://archives.kdischool.ac.kr/handle/11125/28724-
dc.identifier.uri10.2501/IJA-30-3-479-507-
dc.description.abstractThis 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.-
dc.languageEnglish-
dc.publisherWORLD ADVERTISING RESEARCH CENTER-
dc.titleYoung adults' responses to product placement in movies and television shows : A comparative study of the United States and South Korea-
dc.typeArticle-
dc.identifier.bibliographicCitationINTERNATIONAL JOURNAL OF ADVERTISING, v.30, no.3, pp.479 - 507-
dc.description.journalClass1-
dc.description.isOpenAccessN-
dc.identifier.wosid000294516900006-
dc.citation.endPage507-
dc.citation.number3-
dc.citation.startPage479-
dc.citation.titleINTERNATIONAL JOURNAL OF ADVERTISING-
dc.citation.volume30-
dc.contributor.affiliatedAuthorLee, Tae Jun-
dc.identifier.doi10.2501/IJA-30-3-479-507-
dc.identifier.scopusid2-s2.0-80053213730-
Files in This Item:
    There are no files associated with this item.
Appears in Collections:

Click the button and follow the links to connect to the full text. (KDI CL members only)

qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

상단으로 이동