Product Placement in TV Shows: The Effect of Consumer Socialization Agents on Product Placement Attitude and Purchase Intention

Eunseon Kwon,Jong-Hyuok Jung

doi:10.29333/ojcmt/2448

Abstract

In recent years, many studies have investigated consumers‟ attitudes toward product placement in media content, such as movies and TV shows. However, few studies have explored the influence of peer communication and media consumption on product placement attitudes and purchase intention of products that displayed in TV shows. Drawing on the consumer socialization framework, the current study investigates product placement attitudes and behavioral intentions via online survey. Moreover, this research examined the impact of reading online consumer review of placed products as an extended socialization variable. Results show that peer communication, a socialization agent, is strongly related to both product placement-related attitudes and purchase intentions. Findings also indicate that reading online consumer reviews of placed products is a good predictor of consumers‟ purchase intentions.

Highlights

Companies are often frustrated by devices, such as digital video recorders (DVRs), which allow consumers to skip advertisements on TV, weakening once effective tool to promote brands or products
Product placement attitudes among AfricanAmerican and Caucasian adolescents(Bush et al, 1999; Choi & La Ferle, 2004) and consumers‟ attitudes toward product placement in movies (Gupta & Gould, 1997;de Gregorio & Sung, 2010) are well documented; little is known about consumers‟ general attitudes toward product placement in TV shows
Results of this study suggest that peer communication played a major part in forming consumers‟ general attitudes toward advertising, especially toward general advertising on TV

Summary

Introduction

Companies are often frustrated by devices, such as digital video recorders (DVRs), which allow consumers to skip advertisements on TV, weakening once effective tool to promote brands or products. The current study seeks to address the following research question: How do consumer socialization agents (peer communication, online consumer reviews, watching TV shows) affect consumers‟ attitudes toward product placement in TV shows and their behavioral intentions? Literature Review To explore the factors that influence consumers‟ behavioral intentions and attitudes toward product placement in TV shows, the following sections review consumer socialization theory as well as peer communication, online consumer review, media usage, attitude toward product placement, and purchase intentions.

Results

Conclusion