Conceptualisation, Consumer and Cognition: the 3 Cs That Will Advance Product Placement Research

Before useful product placement research and effective practice can occur, several conceptual issues must be resolved. Specifically, product placement needs to be clearly distinguished from advertising message embeds, endorsement, sponsorship, advertainment and other liminal activities. Essentially this involves defining and establishing the parameters of product placement, identifying the factors that affect placement processing, developing an ontology of placement context, and identifying what effects are possible and effective ways for measuring these effects. This paper aims to address all of these issues, thus offering a framework for future product placement research.



Citation:

Jane Scott and Margaret Craig-Lees (2006) ,"Conceptualisation, Consumer and Cognition: the 3 Cs That Will Advance Product Placement Research", 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: 365-371.

Authors

Jane Scott, University of New South Wales, Australia
Margaret Craig-Lees, Auckland University of Technology, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



Share Proceeding

Featured papers

See More

Featured

Better Marketing for a Better World

Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More

Featured

G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal

Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.