This research highlights the influence of globalization in Indian films (including product placement – PPL) and fashion, gauging perceived effects of PPL on self and others among Indian audiences. Although critics assume media effects, little is known about how audiences feel about the changes in the film industry, or the perceived influences of film on fashion and consumption imagery. Across two studies, we seek to fill those research gaps. Featuring 32 interviews, Study 1 revealed a relationship between fashion in film and in real life. Perceived effects of PPLs on self were found only among younger women; other respondents believed that others (“youngsters”) were affected more than they were, in line with third-person perception theory. In Study 2, a survey gauging 158 Indians’ beliefs about perceived effects of PPL on self versus others showed that gender and attitude toward PPL influenced the nature of the perceived effects. Both studies indicate that gender drives the perceived influence of PPL on consumption.
- Fashion industry
- Product placement
- Third-person perception influence
ASJC Scopus subject areas
- Cultural Studies
- Strategy and Management
- Management of Technology and Innovation