Date of Award

6-2012

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Media Studies

Advisor(s)

Jong-Hyuok Jung

Keywords

Attitude Change, Consumer Behavior, Peer Communication, Product Placement, Television Shows

Subject Categories

Mass Communication

Abstract

In recent years, many studies have investigated consumers' attitudes toward product placement in media content such as movies and television shows. However, few studies have used systematic framework to assess influence of social structural variables and socialization agents on consumers' product placement attitudes and purchase intentions for product placements in television shows. Based on Consumer Socialization framework and agenda-setting, cultivation theory, current study investigates product placement attitudes and behavioral intentions among college students. The results show that peer communication, one of the socialization agents, has strongest relationship with for both placement-related attitudes and purchase intentions. Findings also show the associations between different demographic variables and consumers' attitudes and purchase intentions.

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Open Access

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