Product placements in movies: an Australian consumer perspective on their ethicality and acceptability

Title: Product placements in movies: an Australian consumer perspective on their ethicality and acceptability
Creator: Brennan, Stacey; Rosenberger III, Philip J.; Hementera, Veronica
Relation: Marketing Bulletin (Online Edition) Vol. 15
Relation: http://marketing-bulletin.massey.ac.nz/abstract.asp?id=164&source=volume
Publisher: Massey University Department of Marketing
Resource Type: journal article
Date: 2004
Description: This paper replicates prior research and investigates the attitudes and perceptions of Australian moviegoers in respect to the acceptability of product placement and audience attitudes towards the placement of ethically-charged products, such as alcohol, guns and cigarettes. The findings indicate that product, gender and movie frequency viewing have an impact on product-placement acceptability. Australian consumers find ethically-charged products to be less acceptable than neutral products. Gender comparisons revealed that males are more accepting of both ethically-charged and neutral placements. Comparisons to the previous American, Austrian and French findings showed a similar pattern of individual influences on product-placement perceptions.
Subject: survey; product placement; replication; Australia; film
Identifier: uon:1798
Identifier: http://hdl.handle.net/1959.13/27564
Identifier: ISSN:0113-6895
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