Exploring the Effects of Product Placement in Movies and Its Influence on Consumer Behavior-A Case Study of the Transformers Series

Abstract

Product placement has been widely acknowledged as a promotional strategy through the international film industry. However, the receptive extent of the audiences might be depended on the genre of placement. Here, we investigate the factors as well as issues relating to the impact of product placement in a specific action movies Transformers Series. Simultaneously, numerous suggestions would be given regarding product placement about status quo of action movies. In this study, mixed methods are used, containing semi-structure interview and questionnaire. Responses are analyzed using the method of thematic analysis, divided into three themes: the effects of product placement on consumer behaviors; the key factor of product placement and its issues; the effect of brand identity. The results confirm that product placements in movies would have an impact on the consumer behaviors of viewers in terms of their spending power and attitudes. The product placement should be closely linked to the key elements of the film. Thus, the plot should be embedded in the film narratively instead of abruptly and bluntly. Apart from that, our results also indicate that the product placement might also contribute to the mercenary environment. Although it has negative effect on the society, they still accept the product placement in good movies. In addition, the study point out that product placement promote the brand exposure, which enhances the audiences recognition via repeating in the film. As for the future product placement in film industry, it is still a crucial advertisements way for products promotion. This study recommends that the brand should pay attention to the form and the audience’s feelings in the process of product placement. Moreover, the product embedded degree in the film might be worth of considering for the future motion