This study investigates relationships between television viewer motivations and their attitudes toward product placement (ATPP) in television dramas in Japan and the USA. It was found that there is a significant positive relationship between the viewers' need for entertainment and ATPP in both countries. However, other factors had a different relationship to ATPP in the two countries--some significant, some not. The results suggest strategy similarities and differences for advertisers, as well asdifferences in the underlying theory for Japanese and US television viewers. The results may also have public policy implications for the somewhat controversial practice of product placement1).
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