Acceptance of Product Placement in Italy: Effects of Personality and Product/Consumer Interactions

Abstract

Product placement refers to the planned and paid insertion of a branded product within a film or any other media that is capable of influencing the attitudes and the beliefs of the audience toward that specific product. The present article reports the results of two experimental studies on the attitudes of Italian consumers toward this practice. Findings show that attitudes change as a function of product type; individual differences, such as gender and age; movie watching frequency; as well as consumers' personality profiles. Product placement in movies is quite recent in Italy, since it became a legal practice only in 2004. A comparison with results from previous studies on product placement acceptance, carried out in the

Characteristics of an Insert Product Placement as a Part of Marketing Communication

“…However, their results regarding gender diff erences are lower. On the other hand, "healthy products" are more accepted by women (Guido, Peluso, Tedeschi, Nicole et al, 2010).…”

Types, Forms and Major Product Categories of Product Placement in the Czech Republic

“…According to Guido et al (2010), the research highlights product placement acceptability on gender basis, especially for some products. The results show a statistically significant difference for two of the ethically charged products: "alcohol" and "guns" in movies are more accepted by men.…”

Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland

“…Indeed, advertisers are very interested in this target, which represents a promising segment in terms of consumption of good and entertainment (McQuail, 2002). Furthermore, this sample is appropriate for cross-cultural comparisons because it consists of the same consumer category (Brée, 1996;Gupta et al, 2000;Poncin & Pieters, 2002;McKechnie & Zhou, 2003Tiwsakul & Hackley, 2005Guido et al, 2010;Lee et al, 2011). The final sample contained 763 young people whose average age was between 20 and 23 years.…”

“…In the same spirit, the study of Guido et al (2010) compare appreciation of product placement between Italy, USA, France, Austria, China and Australia on certain categories of product. It appears that Italians are the least those who appreciate the placement examined for the same product categories.…”