Abstract
There is no systematic framework has been used to investigate the attitudes toward and behaviors caused by product placement. We modified the consumer socialization framework to examine placement-related attitudes and behaviors. Findings also reveal differences in both attitudes and behaviors across a range of factors, including gender, age and education level.
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Yang, Y., Wang, X., Liu, H. (2012). Analysis on Audience’s Attitudes toward and Behaviors Caused by Product Placement. In: Jin, D., Lin, S. (eds) Advances in Electronic Commerce, Web Application and Communication. Advances in Intelligent and Soft Computing, vol 148. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28655-1_9
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DOI: https://doi.org/10.1007/978-3-642-28655-1_9
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-28654-4
Online ISBN: 978-3-642-28655-1
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