IJSSH 2014 Vol.4(2): 138-142 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2014.V4.334

The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation

Liew Chee Kit and Elizabeth Lim Qui P’ng
Abstract—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.

Index Terms—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: liewck@iukl.edu.my).
Elizabeth Lim Qui P’ng is with the Sri Sempurna International School, Kuala Lumpur, Malaysia (e-mail: zabethetc@gmail.com).

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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.

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