Graduation Year

2025

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Economics

Reader 1

Nayana Bose

Reader 2

Roberto Pedace

Abstract

This paper investigates the impact of product placement in films on consumer behavior and company profits, analyzing data from 103 instances of product placements across various film characteristics, including budget, genre, cast, and box office revenue. Through a comprehensive literature review, the study contextualizes product placement as a significant marketing strategy that leverages emotional engagement and brand visibility in media. Employing multivariable regression models, the research examines the relationships between product placements and changes in gross profits over time to examine the effectiveness of specific film attributes on company profitability. The findings suggest that while product placement can influence consumer behavior, factors such as storytelling quality and audience engagement may play a more critical role than previously assumed. This paper serves as a compelling suggestion for companies to consider how they employ product placement as a marketing strategy.

Download

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.

Share

COinS