search query: @indexterm market research / total: 2057
reference: 99 / 2057
| Author: | d'Astous, A. Colbert, F. |
| Title: | Moviegoers' consultation of critical reviews: Psychological antecedents and consequences |
| Journal: | International Journal of Arts Management
2002 : FALL, VOL. 5:1, p. 24-35 |
| Index terms: | Marketing Market research Film industry Leisure industry Consumer behaviour Canada |
| Language: | eng |
| Abstract: | A small number of studies have investigated the impact of reviews on the success of a newly released movie. However, there has been no research on the psychological antecedents of the consultation of film reviews and the effects of review consultation on moviegoers' information processing. The authors divide the moviegoer market into four segments on the basis of two dimensions: the intensity of review consultation (high versus low), and the evaluative direction of the review (positive vs. negative). The findings indicate that moviegoers' confidence in the opinions of critics differs according to their level of self-esteem, susceptibility to social pressure and degree of knowledge about cinema. Implications for the elaboration and implementation of specific strategies for the marketing of motion pictures are discussed. |
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