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.


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.


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


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

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