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5.3a Generation Matters? Examining How U.S. Consumers Respond and Process Product Placement: Test of Serial Mediation Model by Generations
Abstract
Despite extensive research in product placement, little research has examined how different generation of consumers respond to product placement. Employing consumer socialization perspective and hierarchy-of-effects model, we examined how US consumers in four different generational groups (i.e., boomers, gen X, gen Y, and gen Z) responded to product placement across cognitive, affective, and conative stages; and how such responses are hierarchically processed in each generation group. Analyzing nationally representative sample of US adults (N= 27,367), the results of the study revealed that consumers’ cognitive, affective, and conative responses are significantly different by generation groups. Following serial mediation model tests revealed that the four group’s product placement processing models are similar but not identical, representing each generation group has idiosyncratic hierarchy-of-effect model in responses to product placement. We discussed theoretical and practical implications of the findings.
First & Corresponding Author
Chang Dae Ham, Korean American Communication Association
Authors in the order to be printed.
Cahng-Dae Ham, Korean American Communication Association; Sela Sar, University of Illinois; Un Chae Chung, University of Illinois