Research on the Effect of Product Placement Based on PKM Model——Take Popular Variety Shows as An Example

Based on the persuasive knowledge model (PKM), college students were tested to investigate the effects of the interaction of gender, product involvement and persuasive knowledge on consumers' advertising attitude and purchase intention. The results show that the level of product involvement has different effects on consumers' advertising attitude and purchase intention. The effects of persuasive knowledge are different. When product involvement is low, women's advertising attitude and purchase intention are higher than men's. When product involvement is high, women's purchase intention is still higher than men's, but their advertising attitude is lower than men's. When persuasion knowledge is low, women's advertising attitude and purchase intention are higher than men's; when persuasion knowledge is high, men's advertising attitude and purchase intention are higher than women's.