Consumers' attitudes towards product placement in three media : a cross-cultural study of the U.S. and Korea

No previous study has yet examined attitude toward product placement in the U.S. and Korea together. To fill the gap in a body of product placement literature, the current study was conducted to examine any differences and similarities on consumers' attitude toward product placement in three different media: film, television, and music. Further, a previously unexamined element in the literature, genre, was incorporated. The results suggest that both American and Korean consumers have generally positive attitudes toward product placement in films and television. However, with regard to music, both groups express uncertain opinions towards the product placement practice. In addition, specific product types and media genres are considered especially appropriate or inappropriate for the practice. Implications for practitioners and public policy makers are provided.