Unveiling The Relation Between Product Placement and Consumer Minds in the ‘Stranger Things’ Series
DOI:
https://doi.org/10.37535/104004120246Keywords:
product placement, Stranger Things, consumer behavior, figure and groundAbstract
Product placement is a marketing strategy that involves the integration of branded products into media content. One of the most popular TV series that effectively uses product placement is ‘Stranger Things’, created by The Duffer Brothers. This paper analyzes the impact of product placement on consumer behavior in the context of the ‘Stranger Things’ series. This paper examines the brands that have been featured in the series, the value of their placement, and the effect on consumer behavior. This research uses traditional literature reviews, with analyzing data and journals as the main sources of data. The findings revealed that the appearance of branded products in the series has increased brand awareness and recall among viewers. The paper concludes that product placement in ‘Stranger Things’ has been a successful marketing strategy that has influenced consumer behavior and it is a step that future marketers should consider.
References
Balachandar, S., Mahender, S., Chotai, N. A., L, L., & Meetei, M. T. (2024). Impact of Product Placement of Movies on Consumer Buying Behavior. Journal of Informatics Education and Research, 4(1), 1053-1062. https://doi.org/10.52783/jier.v4i1.681
BENlabs. (2023, August 17). New Study from BENlabs Reveals Product Placement in Media Drives Consumer Behavior. PR Newswire. https://www.prnewswire.com/news-releases/new-study-from-benlabs-reveals-product-placement-in-media-drives-consumer-behavior-301903366.html
Dencheva, V. (2023, January 6). Brand placement value in Stranger Things season four in the U.S. and the UK 2022. Statista. https://www.statista.com/statistics/1338377/product-placement-value-stranger-things-us-uk/
Dudovskiy, J. (2012, June 20). Product Placement as an Effective Marketing Strategy. Business Research Method. https://research-methodology.net/product-placement-and-brand-placement/
Gamage, D., Jayasuriya, N., Rathnayake, N., Herath, K. M., Jayawerdana, D. P. S., & Senarath, D. Y. (2023). Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention. Journal of Asia Business Studies, 17(6), 1110-1124. https://doi.org/10.1108/JABS-04-2022-0126
Gaier, J. (2023, October 30). Top 5 Marketing Trends For 2024. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2023/10/30/top-5-marketing-trends-for-2024/
Karlovitch, S. (2022, July 1). Coke, Lacoste see significant value for “Stranger Things” product placements. Marketing Dive. https://www.marketingdive.com/news/stranger-things-product-placement-coke/626466/
Kaur, R., Sharma, R. K., & Bakshi, A. (2o23). Antecedents and consequences of consumers' attitudes toward product placements: evidence from India. International Journal of Emerging Markets, 18(9), 2698-2717. https://doi.org/10.1108/IJOEM-09-2020-1087
Kenton, W. (2022, December 31). Product placement: definition, how it works, examples. Investopedia. https://www.investopedia.com/terms/p/product-placement.asp
Lepitak, S. (2022, August 17). Stranger Things drives combined brand placement value over $27 million. Adweek. https://www.adweek.com/convergent-tv/stranger-things-drives-combined-brand-placement-value-over-27-million/
Marchand, A., Thurau, T., H., & Best, S. (2015). When James Bond shows off his Omega: does product placement affect its media host? European Journal of Marketing, 49(9/10), 1666-1685. http://dx.doi.org/10.1108/EJM-09-2013-0474
McKechnie, S. A., & Zhou, J. (2003). Product placement in movies: a comparison of Chinese and American consumers’ attitudes. International Journal of Advertising, 22(3), 349-374. https://doi.org/10.1080/02650487.2003.11072858
Meyer, J., Song, R., & Ha, K. (2016). The effect of product placements on the evaluation of movies. European Journal of Marketing, 50(3/4), 530-549. https://doi.org/10.1108/EJM-12-2014-0758
Nguyen, H. (2022, July 7). Measuring the value of product placement of brands in Season 4 of Netflix’s Stranger Things. YouGov. https://business.yougov.com/content/43073-brand-placement-value-netflix-stranger-things-data
Parengkuan, V. J. J., Tulung, J. E., & Arie, F. T. (2020). Influence of Product Placement in Movies and Television Programs Toward Brand Recall of Millennials. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(1), 2085-2094.
Practical Psychology. (2023, September 14). 7 Gestalt principles (Definition + examples). Practical Psychology. https://practicalpie.com/gestalt-principles/
Putri, S. E., Subekti, W. J., Alfansi, L., & Hayadi, I. (2023). The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention. Frontiers in Business and Economics, 2(2), 109-116. https://doi.org/10.56225/finbe.v2i2.225
Russell, C. A. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, 29(3), 306-318. https://doi.org/10.1086/344432
Sagar, E. (2022, August 18). Stranger Things ‘delivers $27m’ in brand placement value. The Media Leader. https://the-media-leader.com/stranger-things-delivers-nearly-30m-in-brand-placement-value/
Schiffman, Leon, G., & Kanuk, L.L. (2011) Consumer Behavior (10th ed.). Pearson Prentice Hall.
Schiffman, Leon, G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.
Sogunle, T., & Sogunle, E. (2023). Traditional Literature Review Versus Systematic Literature Review in The Context of Evidence – Based Medicine. Nigeria Journal of Family Practice, 11(5).
Wu, M., Yang, M., Zeng, Y., & Chen, Q. (2021). Exploring the Effects of Product Placement in Movies and Its Influence on Consumer Behavior-A Case Study of the Transformers Series. In J. Wang, B. Achour, & C. Y. Huang, 7th International Conference on Humanities and Social Science Research (ICHSSR 2021) (pp. 732-737). Atlantis Press. https://doi.org/10.2991/assehr.k.210519.146
