Abstract
ABSTRACT This cross-cultural study examined young adults’ perceptions of the regulations on product placement (PPL) and the effects of a wide array of individual-difference factors on audience responses to PPL in the United States and Korea. Results showed that both U.S. and Korean respondents expressed more positive attitudes toward weak PPL regulations rather than strong regulations. Some individual-difference factors, such as attitude toward advertising, ethical concerns about PPL, perceived realism, and materialism, had to do with the respondents’ attitudes toward PPL, PPL acceptability, and PPL-related behavior. However, the relative strength of the relationships between the individual-difference factors and responses to PPL varied between the two countries. Regulatory and managerial implications are discussed.
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