Abstract：Currently, lots of immature characteristics exist in the product?placement market in China, which arouse mixed voices from the target audiences. Under such circumstances, it is urgent that the government needs to make rules and regulations to balance between the interests of those target audiences and the development of the market. The undergraduates are regarded as the heavy consumers of television programs and movies. We adopt twoside arguments, fear arousal, gainloss of esteem, and discrepancy as the priming factors based on their static attitudes. The results indicate that the subjects’ ethical anxieties increase and their demands of rules and regulations decrease; however, it has no significant influence on their acceptability of product placed. On the other hand, by using the time pressure as the priming factor to measure their implicit attitudes, the results show that both the attitudes of product placement and the acceptability of product placed have significant correlation with the explicit attitudes.
2013, Vol. 10 
