Exploring first- versus third-person perceptions of product placement influence on consumption and fashion in India
Bibliographic record
Abstract
This research highlights the influence of globalization in Indian films (including product placement – PPL) and fashion, gauging perceived effects of PPL on self and others among Indian audiences. Although critics assume media effects, little is known about how audiences feel about the changes in the film industry, or the perceived influences of film on fashion and consumption imagery. Across two studies, we seek to fill those research gaps. Featuring 32 interviews, Study 1 revealed a relationship between fashion in film and in real life. Perceived effects of PPLs on self were found only among younger women; other respondents believed that others (“youngsters”) were affected more than they were, in line with third-person perception theory. In Study 2, a survey gauging 158 Indians' beliefs about perceived effects of PPL on self versus others showed that gender and attitude toward PPL influenced the nature of the perceived effects. Both studies indicate that gender drives the perceived influence of PPL on consumption.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.002 | 0.001 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.002 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".