A Compendium of Research on the Impact of Product Placement on Consumer Buying Behaviour

Abstract

Product placement has grown in popularity as an alternative to television advertising. Product placements are becoming more common, and their forms are so diverse that they can be seen in a wide range of contexts, including film and television dramas, variety shows, and even games. In recent years, TV dramas have become immensely popular among audiences as a type of endless drama. Some of the most popular TV shows in recent years have also inspired advertisers to consider web series as a promotional channel: web series product placements are cheap cost and high yield. Researchers have found that product placements can influence consumer decision-making to a certain extent, however, there is a lack of a unified explanation of the formation mechanisms behind them and the extent of their influence. As a result, the focus of this essay is on the relationship between product placements and consumer purchase behavior. This essay chooses product placements in TV dramas as the research object, analyzes and researches the effect of product placements on influencing consumers' decision-making from the viewers' cognitive, psychological, and behavioral perspectives, and makes recommendations for improving product placements based on the findings. The essay discovered that the use of product placements' scenes, as well as the high match between advertisements and contents, have a significant impact on consumers' purchasing behaviors; Product placements influence consumers' brand recognition, attitude, purchase intention, and consumption psychology to stimulate consumers' desire to purchase.