The Role of Social Context on Attitudes Towards Product Placement in Children’S Films
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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Narrative Transportation and Cognitive Responses: The Other Side of the Story
Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Featured
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
Featured
How Temporal Separation in Budgeting Affects Spending Behavior
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA