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dc.contributor.advisorCunningham, Isabella C. M.en
dc.creatorJohnson, Glynnis Michelleen
dc.date.accessioned2012-08-10T19:05:01Zen
dc.date.available2012-08-10T19:05:01Zen
dc.date.issued2008-12en
dc.identifier.urihttp://hdl.handle.net/2152/17379en
dc.descriptiontexten
dc.description.abstractThe goal of the study was to explore African Americans’ perceptions and acceptance of products used for placement in movies and to compare their perceptions to those of Anglo Americans. A mix between and repeated measures ANOVA was run to test four hypotheses dealing with race, gender and product differences. A factor analysis was run on the 30 attitudinal measures. A content analysis was done on the comments obtained from the open-ended question. Cross-tabulations were run on product and media consumption data. The results indicated that there are differences in the perceptions and acceptance of products used for placement in movies across ethnic and cultural groups in the U.S., specifically African American and Anglo Americans. Not only were African Americans less likely to accept ethically charged products for product placement in movies than Anglo Americans, their product acceptance ratings, in general, were lower than those of Anglo Americans. In fact, African American males rated all of the products lower than African American females and Anglo American males and females. The implications are that product, race, gender, frequency of movie watching and attitudinal differences should be considered when the product placement strategy is used. Advertisers and marketers should use caution when using the product placement strategy to target the African American market and when selecting the types of products to be used for placement.en
dc.format.mediumelectronicen
dc.language.isoengen
dc.rightsCopyright is held by the author. Presentation of this material on the Libraries' web site by University Libraries, The University of Texas at Austin was made possible under a limited license grant from the author who has retained all copyrights in the works.en
dc.subjectAfrican Americansen
dc.subjectAnglo Americansen
dc.subjectPerceptionen
dc.subjectProduct placement in filmen
dc.subjectRaceen
dc.subjectGenderen
dc.subjectProduct differencesen
dc.subjectProduct acceptanceen
dc.titleConsumers' perception of the ethics and acceptability of product placement in movies : African Americans and Anglo Americansen
dc.description.departmentAdvertisingen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorThe University of Texas at Austinen
thesis.degree.levelDoctoralen
thesis.degree.nameDoctor of Philosophyen


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