—This study examines the influence of product
placement in television shows and movies toward consumer
behavior. 100 respondents from the Klang Valley, aged from 18
to 25 participated in this research. The methodology uses
convenience sampling. The data analysis is done with the SPSS
windows software. This study integrates the Theory of
Reasoned Action to test five different hypotheses. The main
findings show that beliefs of a person about product placement
can affect the individual’s attitude. In addition, normative
norms have a significant relationship with subjective norms.
Both attitude and subjective norms have a direct effect on
purchase intention. Lastly, purchase intention will affect a
person’s consumer behavior. Some suggestions are given to
advertisers and marketing researchers respectively.
—Consumer behavior, product placement,
purchasing intention, theory of reasoned action.
Liew Chee Kit is with the Infrastructure University Kuala Lumpur,
Kajang 43300 Malaysia (e-mail: firstname.lastname@example.org).
Elizabeth Lim Qui P’ng is with the Sri Sempurna International School,
Kuala Lumpur, Malaysia (e-mail: email@example.com).
Cite: Liew Chee Kit and Elizabeth Lim Qui P’ng, " The Effectiveness of Product Placement: The Influence of
Product Placement towards Consumer Behavior of the
Millennial Generation," International Journal of Social Science and Humanity vol. 4, no. 2, pp. 138-142, 2014.