2015/16 Marketing Seminar 3: “Product Placement in Hong Kong Television Programmes” and “Consumer Perceived Product Innovativeness”

On 18 Feb 2016, Professor Ben Lowe from Kent Business School, University of Kent, visited HSMC to give a research seminar on two contemporary Marketing topics. The first topic was “Product Placement in Hong Kong Television Programmes”, in which Professor Lowe shared the key findings of a content analysis of prime-time television programmes that he and his co-author had conducted.

The second topic was “Consumer Perceived Product Innovativeness (CPPI)”. Professor Lowe defined CPPI within its nomological net and proposed an operational measure based on psychometric testing. Based on a national sample of consumers, the findings would help managers understand key factors influencing consumer perception of product innovativeness. The presentation progressed in a lively atmosphere with dynamic and interesting discussions. Participants were inspired by Professor Lowe’s findings and insightful comments.