Generational and Economic Differences in the Effectiveness of Product Placement: A Predictive Approach Using CART Analysis

Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer attitudes and purchasing behaviour through subtle brand exposure in audiovisual media. Despite its growing prevalence, the effectiveness of product placement in shaping purchase intentions remains influenced by various demographic and behavioural factors. This study examines how demographic and economic factors jointly shape consumer responses to product placement and identifies the key determinants of consumers’ likelihood of purchasing products featured in audiovisual media. Data for the study were collected through a questionnaire survey and analysed using a combination of non-parametric subgroup tests, contingency-based association analysis, and machine-learning classification methods to assess both marginal group differences and multivariate interaction patterns. In addition to inferential testing, predictive models were developed using CART and alternative modelling techniques to verify the robustness of the identified predictors across analytical frameworks. The results reveal statistically significant generational and economic heterogeneity in awareness of product placement and purchase probability, highlighting the dominant role of age in shaping purchasing behaviour. The findings contribute to a deeper understanding of behavioural segmentation in audiovisual marketing and provide insights for optimising marketing communication strategies within audiovisual content.