Faculty Publications
Consumers’ Perceptions Of The Ethics And Acceptability Of Product Placements In Movies: Product Category And Individual Differences
Document Type
Article
Journal/Book/Conference Title
Journal of Current Issues and Research in Advertising
Volume
19
Issue
1
First Page
37
Last Page
50
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. © 1997 Taylor and Francis Group, LLC.
Department
Department of Marketing
Original Publication Date
1-1-1997
DOI of published version
10.1080/10641734.1997.10505056
Recommended Citation
Gupta, Pola B. and Gould, Stephen J., "Consumers’ Perceptions Of The Ethics And Acceptability Of Product Placements In Movies: Product Category And Individual Differences" (1997). Faculty Publications. 4024.
https://scholarworks.uni.edu/facpub/4024
