Socialization of product placements: How are emerging adults influenced by parents, peers, and media?

dc.contributor.committeeChairBichard, Shannon
dc.contributor.committeeMemberCummins, R. Glenn
dc.contributor.committeeMemberShafer, Autumn
dc.contributor.committeeMemberLaverie, Debra A.
dc.creatorCraig, Clay
dc.date.available2013-09-08T20:08:00Z
dc.date.issued2013-05
dc.description.abstractThe use of product placement continues to flourish; yet there is a dearth of research examining the processes associated with the effects of this integrated marketing communication (IMC) tool. This study attempts to fill the lacuna by utilizing the theory of consumer socialization to evaluate the processes that influence product placement attitudes and behaviors. Through the use of an online survey of emerging adults (18-25 years old) the current study examined how socialization agents (peers, parents, and media) influenced attitudes associated with product placement and the related behaviors. Analysis indicates a complex relationship between socialization agents and attitudes, with media having the strongest direct influence on behavior. Results contribute to the evolution of consumer socialization theory by adding breadth of application and specificity of measurement, while simultaneously contributing to marketers’ knowledge about the relationship between product placement attitudes and behavior.
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/2346/50650
dc.language.isoen_US
dc.rights.availabilityUnrestricted.
dc.subjectProduct placement
dc.subjectConsumer socialization
dc.subjectAdvertising
dc.subjectMedia
dc.subjectSurvey
dc.titleSocialization of product placements: How are emerging adults influenced by parents, peers, and media?
dc.typeDissertation
thesis.degree.departmentMass Communications
thesis.degree.disciplineMass Communications
thesis.degree.grantorTexas Tech University
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy

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