Sung, Yongjun2017-04-202018-01-222017-04-202018-01-222007-05http://hdl.handle.net/2152/46553No 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.electronicengCopyright © 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.Product placementKoreaUnited StatesThesisRestricted