267
Views
2
CrossRef citations to date
0
Altmetric
Articles

Exploring first- versus third-person perceptions of product placement influence on consumption and fashion in India

探索植入式广告的第一者vs.第三者感知对印度消费和时尚的影响

, &
Pages 103-119 | Received 01 Feb 2014, Accepted 05 Sep 2014, Published online: 11 Mar 2015

References

  • AppaduraiA., & BreckenridgeC. A. (1995). Public modernity in India. In A.Appadurai & C. A.Breckenridge (Eds.), Consuming modernity: Public culture in a South Asian world (pp. 1–20). Minneapolis, MN: University of Minnesota Press.
  • BalasubramanianS. K., KarrhJ. A., & PatwardhanH. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35, 115–141. doi:10.2753/JOA0091-3367350308.
  • Central Intelligence Agency. (2014). CIA – The world factbook – India. Retrieved from https://www.cia.gov/library/publications/the-world-factbook/geos/in.html.
  • ChoubeyV., & BumbR. (2013). Promotion using product placement in movies: Perception of rural and urban Indian audience. Indian Journal of Marketing, 43, 35–41.
  • DashS. K., & SabatD. R. (2012). The impact of celebrity endorsed TV commercials on demographic dynamics of attitude: Indian context. International Journal of Research in Management & Technology (IJRMT), 2, 192–204.
  • DavisonW. P. (1983). The third-person effect in communication. Public Opinion Quarterly, 47(1), 1–15. doi:10.1086/268763.
  • DeLormeD. E., & ReidL. N. (1999). Moviegoers' experiences and interpretations of brands in films revisited. Journal of Advertising, 28, 71–95. doi:10.1080/00913367.1999.10673584.
  • DuckJ. M., HoggM. A., & TerryD. L. (2000). The perceived impact of persuasive messages on ‘us’ and ‘them.’. In D. L.Terry & M. A.Hogg (Eds.), Attitudes, behaviour, and social context: The role of norms and group membership (pp. 265–291). Mahwah, NJ: Erlbaum.
  • DwyerR., & PatelD. (2002). Cinema India: The visual culture of Hindi film. New Brunswick, NJ: Rutgers University Press.
  • EfronR. (1969). What is perception? In Proceedings of the Boston Colloquium for the Philosophy of Science 1966/1968. Boston Studies in the Philosophy of Science, 4, 137–173.
  • FetscherinM. (2010). The main determinants of Bollywood movie box office sales. Journal of Global Marketing, 23, 461–476. doi:10.1080/08911762.2010.521117.
  • GolanG. J., & DayA. G. (2008). The first-person effect and its behavioral consequences: A new trend in the twenty-five year history of third-person effect research. Mass Communication and Society, 11, 539–556. doi:10.1080/15205430802368621.
  • GouldS. J., GuptaP. B., & Grabner-kräuterS. (2000). Product placements in movies: A cross-cultural analysis of Austrian, French and American consumers' attitudes toward this emerging, international promotional medium. Journal of Advertising, 29, 41–58. doi:10.1080/00913367.2000.10673623.
  • GrierS. A., & BrumbaughA. M. (2007). Compared to whom? The impact of status on third person effects in advertising persuasion in a South African context. Journal of Consumer Behaviour, 6, 5–18. doi:10.1002/cb.203.
  • GuntherA. C. (1995). Overrating the X-rating: The third-person perception and support for censorship of pornography. Journal of Communication, 45, 27–38. doi:10.1111/j.1460-2466.1995.tb00712.x.
  • GuntherA. C., & ThorsonE. (1992). Perceived persuasive effects of product commercials and public service announcements: Third-person effects in new domains. Communication Research, 19, 574–596. doi:10.1177/009365092019005002.
  • GuptaP. B., & GouldS. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19, 37–50. doi:10.1080/10641734.1997.10505056.
  • GuptaS., & MillerN. J. (2010). US Consumers' perceptions of garments inspired by Indonesian culture. Journal of Global Fashion Marketing, 1, 80–88. doi:10.1080/20932685.2010.10593060.
  • HassamA. (2009). Melbourne, Indian popular cinema and the marketing of an enviable cosmopolitan lifestyle. Studies in South Asian Film & Media, 1, 45–64. doi:10.1386/safm.1.1.45_1.
  • India Retail Biz. (2006). Socio economic classes (SEC categories). Retrieved from http://www.indiaretailbiz.com/blog/2006/10/15/socio-economic-classes-sec-categories/.
  • KhareA. (2014). Antecedents to fashion clothing involvement: Role of global self-identity, cosmopolitanism, and normative influence. Journal of Global Fashion Marketing, 5, 39–59. doi:10.1080/20932685.2013.856099.
  • KhareA., MishraA., & ParveenC. (2012). Influence of collective self esteem on fashion clothing involvement among Indian women. Journal of Fashion Marketing and Management: An International Journal, 16, 42–63. doi:10.1108/13612021211203023.
  • KimH.-Y., YooJ.-J., ChoiD., KimJ., & JohnsonK. K. P. (2011). Personal luxury values associated with fashion brand consumption: An exploratory analysis of demographic variations in the United States. Journal of Global Fashion Marketing, 2, 130–138. doi:10.1080/20932685.2011.10593091.
  • KripalaniC. (2006). Trendsetting and product placement in Bollywood film: Consumerism through consumption. New Cinemas: Journal of Contemporary Film, 4, 197–215. http://dx.doi.org/10.1386/ncin.4.3.197_110.1386/ncin.4.3.197_110.1386/ncin.4.3.197_1.
  • KureshiS., & SoodV. (2011). In-film placement trends: A comparative study of Bollywood and Hollywood. Journal of Indian Business Research, 3, 244–262.
  • KurienC. T. (1995). Aspects of India's economy. New Delhi, India: Orient Longman.
  • MathurM., & GoswamiS. (2012). A study of consumer behavior and product placement in Indian cinema. Annals of Management Research, 2, 29–38.
  • MaxwellJ. A. (2005). Qualitative research design: An interactive approach (4th ed.). Thousand Oaks, CA: Sage.
  • Media and Entertainment in India. (2011). Digital road ahead. Retrieved from www.deloitte.com/in.
  • MishraV. (2002). Bollywood cinema: Temples of desire. New York, NY: Routledge.
  • NelsonM. R., & DeshpandeS. (2013). The prevalence of and consumer response to foreign and domestic brand placement in Bollywood movies. Journal of Advertising, 42(1), 1–15. doi:10.1080/00913367.2012.749195.
  • NelsonM. R., & McLeodL. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29, 515–528. doi:10.1111/j.1470-6431.2005.00429.x.
  • ParkS.-Y., & YangY. (2010). The effect of celebrity conformity on the purchase intention of celebrity sponsorship brand: The moderating effects of symbolic consumption and face-saving. Journal of Global Fashion Marketing, 1, 215–229. doi:10.1080/20932685.2010.10593073.
  • PerloffR. M. (1999). The third person effect: A critical review and synthesis. Media Psychology, 1, 353–378. doi:10.1207/s1532785xmep0104_4.
  • PricewaterhouseCoopers (PWC) Report. (2013). Indian entertainment and media outlook 2013. Retrieved from http://www.pwc.in/assets/pdfs/india-entertainment-and-media-outlook/india-entertainment-and-media-outlook-2013.pdf.
  • ProninE., GilovichT., & RossL. (2004). Objectivity in the eye of the beholder: Divergent perceptions of bias in self versus others. Psychological Review, 111, 781–799. doi:10.1037/0033-295X.111.3.781.
  • RaisonM. (2009). From elephant to tiger: Brands and branding in India. In R.Clifton (Ed.), Brands and branding (2nd ed., pp. 198–205). New York, NY: Bloomberg Press.
  • RajagopalanR., & HeitmeyerJ. (2005). Ethnicity and consumer choice: A study of consumer levels of involvement in Indian ethnic apparel and contemporary American clothing. Journal of Fashion Marketing and Management: An International Journal, 9, 83–105. doi:10.1108/13612020510586424.
  • RaoS. (2007). The globalization of Bollywood: An ethnography of non-elite audiences in India. The Communication Review, 10, 57–76. doi:10.1080/10714420601168491.
  • RussellC. A., & SternB. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35, 7–21. doi:10.2753/JOA0091-3367350101.
  • SchaeferD. J., & KaranK. (2011). Bollywood cinema at the crossroads: Tracking the dimensions of globalization in postcolonial popular Hindi cinema. Mass Communication and Society, 14, 700–719. doi:10.1080/15205436.2010.530380.
  • ShiwareS. (2013). Is India the next big player in luxury retail? Retrieved from www.style.com/stylefile/2013/03/is-india-the-next-big-player-in-luxury-retail.
  • StraussA., & CorbinJ. (1994). Grounded theory methodology: An overview. In N.Denzin & Y. S.Lincoln (Eds.), Handbook of qualitative research (pp. 1–18). London: Sage.
  • SungY., de GregorioF., & JungJ. -H. (2009). Non-student consumer attitudes towards product placement: Implications for public policy and advertisers. International Journal of Advertising, 28, 257–285. doi:10.2501/S0265048709200564.
  • TakharA., MaclaranP., ParsonsE., & BroderickA. (2010). Consuming Bollywood: Young Sikhs social comparisons with heroes and heroines in Indian films. Journal of Marketing Management, 26, 1057–1073. doi:10.1080/0267257X.2010.508978.
  • TiwsakulR., HackleyC., & SzmiginI. (2005). Explicit, non-integrated product placement in British television programmes. International Journal of Advertising, 24, 95–111.
  • TsaiM., LiangW., & LiuM. (2007). The effects of subliminal advertising on consumer attitudes and buying intentions. International Journal of Management, 24, 3–14.
  • WiedmannK.-P., HennigsN., & LangnerS. (2010). Spreading the word of fashion: Identifying social influencers in fashion marketing. Journal of Global Fashion Marketing, 1, 142–153. doi:10.1080/20932685.2010.10593066.
  • Wilkinson-WeberC. M. (2004). Behind the seams: Designers and tailors in popular Hindi cinema. Visual Anthropology Review, 20, 3–21. doi:10.1525/var.2004.20.2.3.
  • Wilkinson-WeberC. M. (2010). From commodity to costume: Productive consumption in the making of Bollywood film looks. Journal of Material Culture, 15, 3–29. doi:10.1177/1359183510355227.
  • YooJ.-J., & KimH. -Y. (2010). Use of beauty products among U.S. adolescents: An exploration of media influence. Journal of Global Fashion Marketing, 1, 172–181. doi:10.1080/20932685.2010.10593069.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.