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Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences
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 issues from a consumer point of view, this paper reports on an empirical study of 1012 college students and their perceptions of the acceptability of such placements. The results indicate that while there are generally favorable attitudes toward product placement, ethically-charged products, such as alcohol, cigarettes, and guns, are perceived as less acceptable than others. Individual differences among the students, based on their related attitudes, movie watching frequency, and gender, also have an impact on product placement acceptability. Managerial and research implications reflecting these results are drawn.
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Citations
Cited by
Food Advertising and Marketing Directed at Children and Adolescents in the US
Story, M., & French, S. (2004) · International Journal of Behavioral Nutrition and Physical Activity · doi:10.1186/1479-5868-1-3 · Cited by 725
Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall
Gupta, P. B., & Lord, K. R. (1998) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1998.10505076 · Cited by 587
Self-citationCampbell, M. C., Mohr, G. S., & Verlegh, P. W. J. (2013) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2012.10.012 · Cited by 234
Marketing food and beverages to youth through sports.
Bragg, M. A., Roberto, C. A., Harris, J. L., Brownell, K. D., & Elbel, B. (2018) · Journal of Adolescent Health · doi:10.1016/j.jadohealth.2017.06.016 · Cited by 98
Metadata
- Authors
- Gupta, P. B., & Gould, S. J.
- Venue
- Journal of Current Issues & Research in Advertising
- Publisher
- Informa UK Limited
- Published
- 1997-03
- Volume
- 19
- Issue
- 1
- Pages
- 37-50
- ISSN
- 1064-1734 (ISSN-L)
- 2164-7313
- OpenAlex
- W2001135462
- Cited by
- 328
- References
- 0
- FWCI
- 15.76
- Type
- journal article
- Language
- en
- Open access
- closed
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- Gupta, P. B., & Gould, S. J. (1997). Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences. Journal of Current Issues & Research in Advertising. https://doi.org/10.1080/10641734.1997.10505056
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
