"I Saw it in the Movies": Exploring the Link between Product Placement Beliefs and Reported Usage Behavior

Previous research in the area of product placement in movies has suggested that it may influence brand recognition, recall, attitudes, and acceptance of the placements in general. However, a limited number of studies have attempted to correlate audience beliefs toward product placements with subsequent purchase behaviors. This study presents an exploratory examination of the correlation between beliefs about product placement and reported product usage following exposure. The results suggest that a subset of beliefs may be useful in predicting product usage behavior. The discussion concludes with managerial implications for including consumer actions as a measure of product placement's effectiveness.