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Study of Impact of Product Placement in Films / TV Shows on Consumer Behaviour Introduction Placing a brand in media content to affect consumer behaviour is defined as Product Placement. [N. Jay, C. T. Salmon, and S. Chang, “The hidden history of product placement,” Journal of Broadcasting and Electronic Media, vol. 50, no.4, pp. 575-594, December 2006.] Companies pay movie or television producers a good amount of money to place their product/brand name displayed during the television show or