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

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dc.contributor.advisorSung, Yongjun
dc.creatorLee, Taejun, 1977-
dc.date.accessioned2017-04-20T19:26:43Z
dc.date.accessioned2018-01-22T22:32:06Z
dc.date.available2017-04-20T19:26:43Z
dc.date.available2018-01-22T22:32:06Z
dc.date.issued2007-05
dc.description.abstractNo 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.en_US
dc.description.departmentAdvertisingen_US
dc.format.mediumelectronicen_US
dc.identifierdoi:10.15781/T24J0B328
dc.identifier.urihttp://hdl.handle.net/2152/46553
dc.language.isoengen_US
dc.relation.ispartofUT Electronic Theses and Dissertationsen_US
dc.rightsCopyright © is held by the author. Presentation of this material on the Libraries' web site by University Libraries, The University of Texas at Austin was made possible under a limited license grant from the author who has retained all copyrights in the works.en_US
dc.rights.restrictionRestricteden_US
dc.subjectProduct placementen_US
dc.subjectKoreaen_US
dc.subjectUnited Statesen_US
dc.titleConsumers' attitudes towards product placement in three media : a cross-cultural study of the U.S. and Koreaen_US
dc.typeThesisen_US
dc.type.genreThesisen_US

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