Consumer Attitudes towards Product Placement: Implications for Public Policy

Document Type


Publication Date

Fall 2007


As a form of covert marketing communication tool, the practice of placing branded products within films for commercial purposes has gained popularity among marketers and brand managers. At the same time, the popularity of this practice increases concerns and discussions of public well-being from various groups such as public policy makers, consumer interest groups, regulatory agencies, and consumers. By employing a survey with a sample of 3,340 non-students, the current study provides a more accurate picture of attitudes towards product placement in films. Overall findings suggest that consumers are overall positively disposed toward product placement, do not see a need for regulation, and have a tendency towards neutrality regarding several of the practice’s facets.