Product Placement in Films: A Comparative Study of American and Chinese Consumers’ Attitudes

Abstract

This study delves into the differing attitudes of Chinese and American students regarding product placement (PPL) in major motion films. It employs a theoretical framework comprising three key aspects of PPL: its historical evolution, brand integration, and past perceptions. The research employs two primary research methods, questionnaires and focus group interviews, in order to gather insights and opinions from consumers on their views and attitudes toward PPL. Drawing upon the findings from the questionnaires and insights obtained through interviews with Chinese and American consumers, it reveals two distinct sets of attitudes: Chinese participants predominantly express strong reservations about PPL, while a majority of American respondents present diverse arguments in support of its efficacy in the American media ecology in general and in films in particular. While data collection for this study was undertaken already in 2015, this data is nevertheless worth analyzing, both for historic reasons as well as for revealing continuing differing trends in different cultures regarding their media awareness.

Keywords

• american students
• chinese students
• cognition and attitude
• consumer attitudes
• product placement
• survey