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dc.contributor.authorMeng, Yutong
dc.date.accessioned2018-10-23T13:36:23Z
dc.date.available2018-10-23T13:36:23Z
dc.date.issued2018-08-30
dc.identifier.otherMeng_cornell_0058O_10335
dc.identifier.otherhttp://dissertations.umi.com/cornell:10335
dc.identifier.otherbibid: 10489872
dc.identifier.urihttps://hdl.handle.net/1813/59774
dc.description.abstractWhen marketers commercialize a virtual product that is transferred from a fictional environment into the real world, such a tactic is called reverse product placement (RPP). Compared to the widely used practice of product placement, RPP is relatively unused and unexamined. This study addresses opportunities for RPP and explores consumer motivations to engage with or to avoid a special form of RPP—experiential products. Data from consumer interviews are used to develop a conceptual model of consumer interaction with experiential RPP. Findings highlight the role of consumer involvement with the entertainment content from which a RPP is derived, the influence of perceived sacredness of the fictional domain on one’s motivation to consume an experiential RPP, as well as the potential sources of value that consumers attain or hope to attain by experiencing a "live" version of a "fantasy" context.
dc.language.isoen_US
dc.subjectMarketing
dc.subjectexperience
dc.subjectReverse product placement
dc.subjectRPP
dc.subjectMotivation
dc.titleCONSUMERS AND EXPERIENTIAL REVERSE PRODUCT PLACEMENT: TO ENGAGE OR TO AVOID?
dc.typedissertation or thesis
thesis.degree.disciplineHotel Administration
thesis.degree.grantorCornell University
thesis.degree.levelMaster of Science
thesis.degree.nameM.S., Hotel Administration
dc.contributor.chairKwortnik, Robert J.
dc.contributor.committeeMemberChun, Hae Eun
dcterms.licensehttps://hdl.handle.net/1813/59810
dc.identifier.doihttps://doi.org/10.7298/X4P26WC4


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