Product placement effectiveness: a cross-cultural analysis

In this era of global competition, companies are trying to find efficient and effective ways to market their products and services to different national cultures. One way is through product placement that utilizes the global reach of Hollywood movies. However, minimal research has been conducted that studies product placement effectiveness across cultures. The current study proposes a comprehensive model that analyzes the moderating factors of product placement across cultures: general attitude towards product placement, culture and modality. In addition, the effect of actors and individual differences are also explored. Effectiveness scores are measured using both explicit and implicit memory tests. The findings suggest that modality and culture are the only significant predictors although the influence of culture decreases with the addition of other independent variables in implicit memory measurement.