Young Thai and Uk Consumers' Experiences of Television Product Placement- Engagement, Resistance and Objectification

This paper reports a cross-cultural interpretive study of young Thai and UK consumers’ experiences of television product placement. It sets this within first-hand practitioner accounts of current practice in each country which show that product placement is a booming industry operating within relatively ill-defined regulatory parameters, resulting in some illicit practices. The consumer data were interpreted through three pre-eminent themes: engagement, resistance and objectification. Within a prevalent mood of acquiescence there was some evidence that Thai consumers exhibit ‘Generation Y’ resistance to incongruent placement practices. This limited resistance occurred within a general mood of acquiescence to, engagement with and reflexive understanding of, product placement practices.

Citation:

Rungpaka Amy Tiwsakul and Christopher Hackley (2006) ,"Young Thai and Uk Consumers' Experiences of Television Product Placement- Engagement, Resistance and Objectification", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 372-377.