Document Type

Article

Publication Date

Fall 2006

Publication Title

Journal of Current Issues and Research in Advertising

Volume

28

Issue

2

First Page

33

Last Page

53

Abstract

Including branded products within mass media programming is becoming common. Previous research has focused almost entirely on college-age students' attitudes about placements in movies and television. This research focuses on Baby Boomers and is the first to include questions about multiple media in forming attitudes towards product placements. Six hypotheses were tested. Attitude toward product placement is related to media consumption. Males appear more positive than females. Interactions effects of media consumption x gender and media consumption x age appear insignificant. Analytical results, graphs, tables and managerial implications and representative comments from respondents are presented.

Comments

This is an Author's Accepted Manuscript of an article published inSchmoll, N. M. M. A., Hafer, J. P. D., Hilt, M. P. D., & Reilly, H. (2006). Baby Boomers' Attitudes towards Product Placements. Journal of Current Issues & Research in Advertising, 28, 2, 33-53. © 2006 Taylor & Francis, available online at: http://www.tandfonline.com/doi/abs/10.1080/10641734.2006.10505197.