Understanding attitudes toward and behaviors in response to product placement

Federico De Gregorio, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

138 Citations (Scopus)


Product placement attitudes have largely been assessed using college students or relatively small samples. In addition, no systematic framework has been used to investigate the origins or influencing social factors of such attitudes and how these interact with demographic characteristics. Using an online survey, we adopt the consumer socialization framework to examine placement-related attitudes and behaviors among 3,340 adults. Peer communication, a variable not previously investigated in this research stream, was the strongest predictor of both product placement attitudes and behaviors. Findings also reveal differences in both attitudes and behaviors across a range of demographic characteristics, including income, gender, and ethnicity.

Original languageEnglish
Pages (from-to)83-96
Number of pages14
JournalJournal of Advertising
Issue number1
Publication statusPublished - 2010 Apr 1
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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