Understanding Attitudes Toward and Behaviors in Response to Product Placement

By Federico de Gregorio, Yongjun Sung. 2010

188 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/104c6b8d746ca77711d2bf47fc9528e0701ce166

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In Organizational Behavior and Human Resource Management

Citations in the corpus

Children's Responses to Advertising in Social Games (2013, background): “In addition, research investigating children’s peer influence susceptibility in relation to the persuasive effect of advertising in general, and brand placement in particular, is still missing (de Gregorio and Sung 2010).”
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) (2018, background): “Higher education has been shown to be associated with more critical thinking and more critical evaluations of sponsored content (De Gregorio and Sung 2010).”
The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, methodology): “According to the study by De Gregorio and Sung (2010), peer communication proved to be an important influencing factor on the attitude toward product placements and product placement behavior in general.”
Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender (2017, unknown): “Third, a majority of consumer socialization research primarily examines how antecedents and agents directly in ﬂ uence the outcomes (De Gregorio & Sung, 2010; Mangleburg & Bristol, 1998).”
Understanding the green buying behavior of younger Millennials from India and the United States: A structural equation modeling approach (2016, background): “…source of desirable and undesirable consumption behavior, leading to materialistic goals (Moschis and Churchill 1978), favorable attitudes toward product placement (De Gregorio and Sung 2010), green purchase behavior (Lee 2008), and consumption-oriented decision making (Singh, Chao, and Kwon 2006).”
Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge (2016, result): “Since the acceptance of placements varies by age and education (de Gregorio and Sung 2010), the results obtained from student samples may be limited in their external validity (see van Reijmersdal, Neijens, and Smit 2009; Meltzer, Naab, and Daschmann 2012).”