{"title":"Consumers’ Responses to Product Placement in Movies","authors":"Ravineet Kaur","doi":"10.1002/joe.70022","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>Product placement, a covert yet influential advertising technique, has garnered sufficient attention from marketing professionals. To better understand its effectiveness, the present study examined consumers’ perceptions and responses to product placements. The present study used a within-subjects experimental design. Participants (<i>N</i> = 600) were asked to watch movie excerpts containing product placements. Following this, they were asked to fill out a structured questionnaire. The results demonstrated that execution factors (prominence and character product interaction [CPI]) and individual difference factors (brand familiarity, product involvement, and appreciation of media content) significantly impact consumers’ brand attitudes, which in turn positively impact purchase intentions. The results also demonstrated that brand self-congruity positively impacts purchase intentions. This study can help practitioners formulate effective product placement strategies to reach the audiences.</p>\n </div>","PeriodicalId":35064,"journal":{"name":"Global Business and Organizational Excellence","volume":"45 3","pages":"303-318"},"PeriodicalIF":0.0000,"publicationDate":"2025-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Global Business and Organizational Excellence","FirstCategoryId":"1085","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/joe.70022","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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Abstract
Product placement, a covert yet influential advertising technique, has garnered sufficient attention from marketing professionals. To better understand its effectiveness, the present study examined consumers’ perceptions and responses to product placements. The present study used a within-subjects experimental design. Participants (N = 600) were asked to watch movie excerpts containing product placements. Following this, they were asked to fill out a structured questionnaire. The results demonstrated that execution factors (prominence and character product interaction [CPI]) and individual difference factors (brand familiarity, product involvement, and appreciation of media content) significantly impact consumers’ brand attitudes, which in turn positively impact purchase intentions. The results also demonstrated that brand self-congruity positively impacts purchase intentions. This study can help practitioners formulate effective product placement strategies to reach the audiences.
期刊介绍：
For leaders and managers in an increasingly globalized world, Global Business and Organizational Excellence (GBOE) offers first-hand case studies of best practices of people in organizations meeting varied challenges of competitiveness, as well as perspectives on strategies, techniques, and knowledge that help such people lead their organizations to excel. GBOE provides its readers with unique insights into how organizations are achieving competitive advantage through transformational leadership--at the top, and in various functions that make up the whole. The focus is always on the people -- how to coordinate, communicate among, organize, reward, teach, learn from, and inspire people who make the important things happen.
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