Study on the Impact of Product Placement in Films/TV Shows on Consumer BehaviorIntroductionInserting a brand into media content to influence consumer behavior is termed as product positioning . [No. Jay, C. T. Salmon, and S. Chang, “The Hidden History of Product Placement,” Journal of Broadcasting and Electronic Media, vol. 50, n.4, pp. 575-594, December 2006.] Companies pay movie or television producers a good amount of money to place their product/brand on display during the television show or movie [F. Chan, “Product Positioning and Its Effectiveness: A Systematic Review and Proposals for Future Research,” The Marketing Review, vol. 12, no. 1, pp. 39-60, March 2012.]. When celebrities recommend a brand, it creates a positive attitude towards the product. It therefore influences the customer's attitude toward the brand or product [CA Russell and BB Stern, “Consumers, Characters and. Product positioning companies try to introduce new products and try to demonstrate their use to their potential consumers. Recent studies show that product placement positively affects consumer attitudes toward brands that appear in films and television programs. Product placements in television shows and video games have garnered more positive consumer attitudes than product placements in films due to higher consumer recall and brand recognition. Gupta and Lord [Gupta, PB and Lord, KR (1998) "Product Placement in Film: The Effect of Prominence and Modality on Audience Recall", Journal of Current Issues and Research in Advertising, Vol. 20, No. 1, pp. 47–59.] have studied the impact of product placement on consumer recall, and their studies show that product placement in television shows produces greater consumer recall than conventional advertising. Furthermore, their studies indicated that consumers remember products referenced in audio messages better than those seen in visual ones.