The Role of Social Context on Attitudes Towards Product Placement in Children’S Films

Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
Nikoletta Siamagka, University of Reading, UK
Amandeep Takhar, University of Bedfordshire, UK
Evelyn Derera, University of KwaZulu-Natal, South Africa
Francesca Evans, UK
This interpretive study explores the role of social context on attitudes towards product placement in children’s films. Our findings reveal that children are influenced through product placement by discussing brands placed within films, as well as being enticed to eat the products that are placed within movies.
[ to cite ]:
Pepukayi Chitakunye, Nikoletta Siamagka, Amandeep Takhar, Evelyn Derera, and Francesca Evans (2013) ,"The Role of Social Context on Attitudes Towards Product Placement in Children’S Films", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.