This study examines the influence of individual differences (self-concept clarity, need for emotion, consumer susceptibility to interpersonal influence, attention to social comparison information, need for cognition, and transportability) on consumers belief toward the practice of brand placement. The results of factor analysis show that there are two dimensions: general attitude toward brand placement (ProBPL) and ethical perception of brand placement (Ethics) of belief toward the practice of brand placement. Through hierarchical regression analysis, three levels of individual differences (individual-related level, social-related level, message-related level) were found to be useful predictors of belief toward the practice of brand placement. Also the results show statistically significant predictive power for each individual difference level. The two dimensions of belief toward the practice of brand placement exhibited substantially different patterns of relationships to individual differences. To achieve more effective brand placement strategies, this study finds that individual differences in personality should be considered, along with demographic information (particularly age, race, and income).