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Measuring Word of Mouth's Impact on Theatrical Movie Admissions

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  • Charles C. Moul
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    Abstract

    "Information transmission among consumers (i.e., word of mouth) has received little empirical examination. I offer a technique that can identify and measure the impact of word of mouth, and apply it to data from U.S. theatrical movie admissions. While variables and movie fixed effects comprise the bulk of observed variation, the variance attributable to word of mouth is statistically significant. Results indicate approximately 10% of the variation in consumer expectations of movies can be directly or indirectly attributed to information transmission. Information appears to affect consumer behavior quickly, with the length of a movie's run mattering more than the number of prior admissions." Copyright 2007, The Author(s) Journal Compilation (c) 2007 Blackwell Publishing.

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    Bibliographic Info

    Article provided by Wiley Blackwell in its journal Journal of Economics & Management Strategy.

    Volume (Year): 16 (2007)
    Issue (Month): 4 (December)
    Pages: 859-892

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    Handle: RePEc:bla:jemstr:v:16:y:2007:i:4:p:859-892

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    Web page: http://www.kellogg.northwestern.edu/research/journals/JEMS/

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    Web: http://www.blackwellpublishing.com/journal.asp?ref=1058-6407&site=1

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    Cited by:
    1. M. Rimscha, 2013. "It’s not the economy, stupid! External effects on the supply and demand of cinema entertainment," Journal of Cultural Economics, Springer, vol. 37(4), pages 433-455, November.
    2. Thomas Cadet & Sophie Larribeau & Thierry Pénard, 2012. "Network effects, Customer Satisfaction and Recommendation on the Mobile Phone Market," Economics Working Paper Archive (University of Rennes 1 & University of Caen) 201242, Center for Research in Economics and Management (CREM), University of Rennes 1, University of Caen and CNRS.
    3. Gazley, Aaron & Clark, Gemma & Sinha, Ashish, 2011. "Understanding preferences for motion pictures," Journal of Business Research, Elsevier, vol. 64(8), pages 854-861, August.
    4. Dalton, John & Leung, Tin Cheuk, 2013. "Strategic Decision-Making in Hollywood Release Gaps," MPRA Paper 52439, University Library of Munich, Germany.

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