Editing Product placement (section)

===Audience demographics===

====Cultural attributes====
Older research cited a difference between different cultural areas. For example, Australians,<ref>{{cite journal|last1=Brennan|first1=Stacey|last2=Rosenberger|first2=Philip J. III.|last3=Hementera|first3=Veronica|title=Product Placements in Movies: An Australian Consumer Perspective on their Ethicality and Acceptability|journal=Marketing Bulletin|date=2004|volume=15|pages=1–16}}</ref> Austrians<ref>{{cite journal|last=Gould|first=Stephen|author2=Gupta, P. B. |author3=Grabner-Kräuter, S. |title=Product placements in movies: A cross-cultural analysis of Austrian, French and American consumers' attitudes toward this emerging, international promotional medium|journal=Journal of Advertising|year=2000|volume=29|issue=4|pages=41–58|doi=10.1080/00913367.2000.10673623|s2cid=143100726}}</ref> and Germans<ref>{{cite journal|last1=Eisend|first1=Martin|title=A Cross-Cultural Generalizability Study of Consumers' Acceptance of Product Placements in Movies|journal=Journal of Current Issues & Research in Advertising|date=2009|volume=31|issue=1|pages=15–25|doi=10.1080/10641734.2009.10505254|s2cid=144554077}}</ref><ref>{{cite journal|last1=Rössler|first1=Patrick|last2=Bacher|first2=Julia|title=Transcultural Effects of Product Placement in Movies: A comparison of Placement Impact in Germany and the USA|journal=Zeitschrift für Medienpsychologie |date=2002|volume=14|issue=3|pages=98–108|doi=10.1026//1617-6383.14.3.98}}</ref> tended to evaluate product placement more critically and show less positive reactions than Americans or people from certain Asian countries such as India.<ref>{{cite journal|last1=Nelson|first1=Michelle R.|last2=Deshpande|first2=Sameer|title=The Prevalence of and Consumer Response to Foreign and Domestic Brand Placement in Bollywood Movies|journal=Journal of Advertising|date=2013|volume=42|issue=1|pages=1–15|doi=10.1080/00913367.2012.749195|s2cid=167632779}}</ref><ref>{{cite journal|last1=Karrh|first1=James A.|last2=Frith|first2=Katherine Toland|last3=Callison|first3=Coy|title=Audience Attitudes towards Brand (Product) Placement: Singapore and the United States|journal=International Journal of Advertising|date=2001|volume=20|issue=1|pages=3–24|doi=10.1080/02650487.2001.11104874|s2cid=168092842}}</ref><ref>{{cite journal|last1=McKechnie|first1=Sally A.|last2=Zhou|first2=Jia|title=Product Placement in Movies: A Comparison of Chinese and American Consumers' Attitudes|journal=International Journal of Advertising|date=2003|volume=22|issue=3|pages=349–374|doi=10.1080/02650487.2003.11072858|s2cid=167527716}}</ref>

====Age====
Children are usually more easily influenced than adults.<ref>{{cite book|last1=Gunter|first1=Barrie|last2=Oates|first2=Caroline|last3=Blades|first3=Mark|title=Advertising to Children on TV: Content, Impact, and Regulation|date=2005|publisher=Lawrence Erlbaum|location=Mahwah, NJ|isbn=978-0805844887|url-access=registration|url=https://archive.org/details/advertisingtochi00gunt}}</ref><ref>{{cite journal|last1=Hang|first1=Haiming|title=The implicit influence of bimodal brand placement on children: information integration or information interference?|journal=International Journal of Advertising|date=2012|volume=31|issue=3|page=465|doi=10.2501/IJA-31-3-465-484|s2cid=166749452}}</ref><ref>{{cite journal|last1=Owen|first1=Laura|last2=Lewis|first2=Charlie|last3=Auty|first3=Susan|last4=Buijzen|first4=Moniek|title=Is Children's Understanding of Nontraditional Advertising Comparable to Their Understanding of Television Advertising?|journal=Journal of Public Policy & Marketing|date=2013|volume=32|issue=2|pages=195–206|doi=10.1509/jppm.09.003|s2cid=146181260}}</ref> In a 2013 study on children's (age 6–14) ability to recognize product placement in film; the following results were found. Children between ages 6 and 9 did not understand that a company had to pay for the product to be in the film or had confusion on why a company would pay to have a product appear in a film. After age 10 most children were able to identify that an external company paid for the product to appear. Children between age 6 and 9 could not identify themselves as the target audience for the product placement. After age 10 most children understood that the product placement was targeted towards them. Children between age 6 and 9 could not identify the intention of product placement. Children between age 10 and 12 still had confusion over the intention of a company placing their product in a film. Children over the age of 12 had full understanding of the marketing intentions of a company placing its product in a film.<ref>{{Cite journal|last1=Grohs|first1=Reinhard|last2=Reisinger|first2=Heribert|last3=Wolfsteiner|first3=Elisabeth|last4=Haas|first4=Johanna|date=2013|title=At What Age and How Does Understanding of Product Placement Develop?|journal=Marketing ZFP |publisher=Verlag C.H.Beck|volume=35|pages=22–31|doi=10.15358/0344-1369_2013_1_22}}</ref>

====Gender====
If the product is endorsed by a person, there are stronger [[Priming (psychology)|priming]] effects if the audience is the same gender.<ref>{{cite journal|last1=Fenko|first1=Anna|last2=Wilemijn|first2=Drost|title=A study in pink: What determines the success of gender-specific advertising?|journal=13th International Conferences on Research in Advertising (ICORIA), Amsterdam, 26–28 June|date=2014}}</ref> Women can be influenced more easily,<ref>{{cite journal|last1=Chen|first1=Huan|last2=Haley|first2=Eric|title=Product Placement in Social Games: Consumer Experiences in China|journal=Journal of Advertising|date=2014|volume=43|issue=3|pages=286–295|doi=10.1080/00913367.2013.858086|s2cid=144821225}}</ref><ref>{{cite journal|last1=de Gregorio|first1=Frederico|last2=Sung|first2=Yongjun|title=Understanding Attitudes Toward and Behaviors in Response to Product Placement|journal=Journal of Advertising|date=2010|volume=39|issue=1|pages=83–96|doi=10.2753/JOA0091-3367390106|s2cid=140392026}}</ref> but show more negative reactions when the product can be described as ethically questionable (e.g. alcohol).<ref>{{cite journal|last1=Gupta|first1=Pola B.|last2=Gould|first2=Stephen J.|title=Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences|journal=Journal of Current Issues & Research in Advertising |date=1997|volume=19|issue=1|pages=38–50|doi=10.1080/10641734.1997.10505056}}</ref>