Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes Toward This Emerging, International Promotional Medium

摘要

This paper reports on a cross-cultural study which tests the robustness of the approach developed by Gupta and Gould (1997) concerning use of product placements in movies. Using their American data as a compari- son point, additional data using the same questionnaire were collected in Austria and France. As an interna- tional medium in which movies freely cross borders, product placement is also a less adaptable one, relative to commercials since it remain in the movie regardless of the nation where it is shown.