UNDERSTANDING ATTITUDES TOWARD AND BEHAVIORS IN RESPONSE TO PRODUCT PLACEMENT A Consumer Socialization Framework

Product placement attitudes have largely been assessed using college students or relatively small samples. In addition, no systematic framework has been used to investigate the origins or influencing social factors of such attitudes and how these interact with demographic characteristics. Using an online survey, we adopt the consumer socialization framework to examine placement-related attitudes and behaviors among 3,340 adults. Peer communication, a variable not previously investigated in this research stream, was the strongest predictor of both product placement attitudes and behaviors. Findings also reveal differences in both attitudes and behaviors across a range of demographic characteristics, including income, gender, and ethnicity.