Social and Behavioral Sciences Commons^™

Exploring Consumers' Attitudes And Behavior Toward Product Placement In Television Shows, Eun Seon Kwon

Media Studies - Theses

In recent years, many studies have investigated consumers' attitudes toward product placement in media content such as movies and television shows. However, few studies have used systematic framework to assess influence of social structural variables and socialization agents on consumers' product placement attitudes and purchase intentions for product placements in television shows. Based on Consumer Socialization framework and agenda-setting, cultivation theory, current study investigates product placement attitudes and behavioral intentions among college students. The results show that peer communication, one of the socialization agents, has strongest relationship with for both placement-related attitudes and purchase intentions. Findings also show the associations …