Acceptability and Ethics of Product Placement in Sport Video Games

Journal of Promotion Management 10/2010; 16(4):411-427. DOI: 10.1080/10496491003591386


Product placement in sport video games is an emerging area of marketing and advertising communication, but it also raises controversial ethical issues. In order to investigate these issues from a consumer perspective, this study examines the perceptions of the acceptability of product placement in sport video games (SVGs). Data were gathered from 253 sport video gamers using an online survey. The results indicate that while sport video gamers generally have favorable attitudes toward product placement in sport video games, ethically-charged products such as alcohol, cigarettes, and guns are perceived as less acceptable than other products. Individual differences among sport video gamers are found based on their related attitudes, hours of playing sport video games, and gender. Also, sport video gamers who have favorable attitudes toward product placement, in general, are more likely to intend to purchase a product or brand which may be placed in sport video games.

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    • "The second group of studies have centered on examining the factors that impact on the effectiveness of product placement as regards usual consumer response variables such as recall and recognition, attitude towards the brand or towards the placement, and purchase intention unique marketing communication technique (Reijmersdal, Neijens & Smit, 2007), perceptions of consumers (Craig-Lees, Scott & Wong, 2008), consumer response (Nelson, 2003), cross-cultural challenges (Lee, Sung & Gregorio, 2011), sport video games and ethics (Kim & McClung, 2010) Hollywood cinema and heroic brand images (Galician & Bourdeau, 2004). According to Reijmersdal (2009) brand placement has a positive effect on brand memory, but it can affect attitudes and behavior without memory of the placement. "
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