How U.S. Consumers Respond to Product Placement: Cluster Analysis Based on Cognitive and Attitudinal Responses to Advertising in General

Despite extensive research in product placement, little research has examined how different consumer groups respond to product placement. The present study aims to fill this gap, employing cluster analysis to segment U.S. consumers according to cognitive and attitudinal responses they have developed to advertising in general. Analyzing a nationally representative sample of U.S. adults (N = 21,944), this study identified five clusters. The clusters reflect varying responses to product placement on television and in movies, as well as distinct demographic and media usage profiles. These findings are discussed from the perspective of consumer socialization and marketplace social intelligence.