A cross-cultural generalizability study of consumers' acceptance of products in movies

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1、ACross-CulturalGeneralizabilityStudyofConsumers’AcceptanceofProductPlacementsinMoviesMartinEisendByapplyingageneralizabilitytheoryapproach,thestudyshowsthatproductplacementacceptabilityofethicallycharged/controversialproductsisgeneralizableoverdifferentcultures,butnotproductplacem

2、entacceptabilityofneutralproducts.Theuniversescoreshowsthatattitudestowardsproductplacementforethicallycharged/controversialproductscanbedescribedas“indifferent”(inbetween“acceptable”and“unacceptable”)consistentlyoverallcountries,whileneutralproductsarehighlyaccepted,thoughtheacce

3、ptancevariesfromcountrytocountry.Theresultsholdformalesandfemalesandareindependentofchangingproductplacementacceptanceovertheyears.Thefindingssupportcross-culturalconvergenceofconsumerperceptionsforproblematicmarketinganddivergenceforotherissues.Suchfindingsbearsomepracticalimplic

4、ationsforinternationalpromotionalstrat-egies.Furthermore,thestudydemonstratestheusabilityofgeneralizabilitytheoryforcross-culturalstudiesdealingwithmarketingcommunicationstimuli.Introductiongovernmentshaveissuedbansonadvertisingproductssuchascigarettes(Balasubramanian1994).Hence,p

5、rod-Productplacementsareconsideredaveryefficientuctplacementisnotonlyaneffectivemarketingtool;ittoolinthepromotionmix.Quiteanumberoffamousalsoprovokesstrongcriticismandoppositionbycon-examplesshowaremarkableeconomicimpactofprod-sumeractivistsandconsumerpolicymakersastheuctplacemen

6、tssuchastheplacementofHershey’spracticeofplacingparticularproductsinmoviesisReese’sPiececandyinthemovieE.T.thatostensiblyviewedasunethicalbehavior.hasledtoasalesincreaseof65%(BalasubramanianetPerceptionsofethicalbehaviorstronglydependonal.2006).Withthegrowthoftheglobalmovieindus-t

7、heparticularcontext,i.e.,theyareinfluencedbycul-try,productplacementhasincreasedrapidlyandtureandtime.Ethicalconcernsaboutproductplace-worldwide.Productplacementsprovideacost-effec-mentsfurtherdependonparticularitiesoftheproducttiveopportunityforbrandexposuretoever-increasingaswel

8、lasoftheconsumers.Ifandtowhatexte