Response of buying‐center participants to B2B product placements

Abstract

Purpose

The purpose of this paper is to review product‐placement research in the consumer‐marketing domain, examine the acceptability of the practice for buying‐center participants, and assess recall, attitude and purchase‐intention responses to B2B products placed in movie scenes.

Design/methodology/approach

Achievement of the research objectives requires the collection of data from a sample of organizational buying‐center participants and their exposure to B2B placements in entertainment‐media contexts. Qualified participants observed a movie containing B2B products within the context of the feature. They then completed a short questionnaire concerning their observations and the impressions gained from that observation.

Findings

Product placements, used prolifically to target household consumers, are beginning to expand into the B2B domain. This research reviews product‐placement research in the B2C domain and examines the acceptability of the practice for a sample of 127 buying‐center participants and their recall, attitude and purchase‐intention responses to B2B products placed in movie scenes. Despite some claimed negativity toward the commercial intent of the practice, results reveal that buying‐center participants find the practice to be generally acceptable for a wide array of B2B products and services.

Practical implications

Additional research supporting these findings could reveal a fruitful promotional outlet for B2B influence through placement within major motion picture productions.

Originality/value

Participants demonstrated an impressive level of recall and a modestly favorable attitude and purchase intention on exposure to experimental B2B placements viewed in movie scenes. Variables moderating that response include liking for and emotions induced by the movie, the degree of prominence and realism of the placement, and its fit with the surrounding movie content.

Citation

Lord, K.R. and Gupta, P.B. (2010), "Response of buying‐center participants to B2B product placements", Journal of Business & Industrial Marketing, Vol. 25 No. 3, pp. 188-195. https://doi.org/10.1108/08858621011027777