Previous research in the area of product placement in movies has suggested that it may influence brand recognition, recall, attitudes, and acceptance of the placements in general. However, a limited number of studies have attempted to correlate audience beliefs toward product placements with subsequent purchase behaviors. This study presents an exploratory examination of the correlation between beliefs about product placement and reported product usage following exposure. The results suggest that a subset of beliefs may be usefil in predicting product usage behavior. The discussion concludes with managerial implications for including consumer actions as a measure of product placement's effectiveness.
This study explores sexual health risk attitudes among women aged 50 and older. Focus group research found that women 50+ are aware of the risk for sexually transmitted diseases (STDs), but are uncomfortable about seeking health information from their regular physician who may erroneously believe that they already possess the knowledge. Although they know the importance of condom use in avoiding STDs, they may avoid negotiating condom use with their partners in an effort to avoid conflict or rejection. The results highlight a need for greater focus on women 50+ who continue to pursue active sex lives.
Results of the study suggest racial differences still exist when it comes to attitudes toward homosexuality in the United States. Findings indicate Black individuals hold significantly less favorable attitudes toward lesbian/gay/bisexual (LGB) individuals than non-Hispanic White individuals but not Hispanics, after controlling for demographics. Hispanic individuals' attitudes toward LGBs were not significantly different from those of non-Hispanic Whites. Despite less favorable attitudes toward LGBs, however, Black Americans display a significantly lower likelihood of engaging in LGB-directed microaggressions than both non-Hispanic Whites and Hispanics. Finally, the results of the study indicate that as non-Hispanic White individuals' ethnic identity gets stronger, their likelihood of engaging in microaggressions toward LGBs increases, more so than Black or Hispanic individuals.
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