Product placement in movies_ A cross-cultural analysis of Austrian, French and American consumers' attitudes

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1、ProductPlacementsinMovies:ACross-CulturalAnalysisofAustrian,FrenchandAmericanConsumers'AttitudesTb^vardThisEmerging,InternationalPromotionalMediumStephenJ.Gould,PolaB.GuptaandSonjaGrabner-KrauterThispaperreportsonacross-culturalstudywhichteststherobustnessoftheapproachdevelop

2、edbyGuptaandGould(1997)concerninguseofproductplacementsinmovies.UsingtheirAmericandataasacompari-sonpoint,additionaldatausingthesamequestionnairewerecollectedinAustriaandFrance.Asaninterna-tionalmediuminwhichmoviesfreelycrossborders,productplacementisalsoalessadaptableone,rel

3、ativetocommercialssinceitremainsinthemovieregardlessofthenationwhereitisshown.Applyingathree-prongedframeworkwhichconsideredcountry,productandindividualdifferencesandtheirinteractiveeffects,theresultsofthisstudyindicatethewaysinwhichallthreehaveanimpactontheacceptabilityofpro

4、ductplacementsandonpotentialpurchasebehavior.Finally,implicationsformanagingandfurtherresearchingproductplacementsbasedonthisframeworkaredrawn.StephenJ.Gould(Ph.D.,TheProductplacementinthemovies,accordingtoGuptaandGould(1997,p.GraduateCenteroftheCity37),"involvesincorporating

5、brandsinmoviesinreturnformoneyorforUniversityofNewYork),ProfessorofMarketing,BaruchCollege,TheCitysomepromotionalorotherconsideration."Suchplacement(includingthatUniversityofNewYork.inothermediasuchastelevision)hasalsobeenviewedasahybridofPolaB.Gupta(Ph.D.,Stateadvertisingand

6、publicity(Balasubramanian1994).ResearchhasindicatedUniversityofNewYorkatBuffalo),theimportanceofproductplacementasanadditiontothepromotionmixAssociateProfessorofMarketing,UniversityofNorthernIowa.althoughthereremainsanumberofchallengingissuesconcerningit.ToSoDJaGrabner-Kraute

7、r(Ph.D.,date,suchresearchhasmainlycenteredonproductplacement'sefficacyUniversityofGraz,Austria),(BabinandCarder1995,1996;Gupta,BalasubramanianandKlassen2000;AssociateProfessorofMarketingandGuptaandLord1998;Karrh1994;OngandMeri1994;VollmersandMizerskiInternationalManagement,Un

8、iversityofKlagenfurt,Austria.1994)andethicalacceptability(GuptaandGo