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Experiencing film: Subjective personal introspection and popular film consumption

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  • Hart, Andrew
  • Kerrigan, Finola
  • vom Lehn, Dirk

Abstract

How and why audiences consume films is a much-researched yet inconclusive area of film marketing. Film is an experiential product and qualitative research methods are a suitable way of gaining insight into how people choose between different film offerings and how they assess their film viewing experience. Before we can understand others' choices and experiences, we first must understand ourselves. We therefore begin our investigation by taking a snapshot of our experiences facilitated by Subjective Personal Introspection (SPI) to gain insight into how the lead author makes sense of his film consumption. The key findings complement and advance current debates in film and experiential consumption. Indeed, the theoretical contribution is two fold; the development of a film consumption experience model based on three-interrelated classification dimensions (film characteristics, viewing environment, situational environment), which collectively impacts the lead author's consumption behavior, and our expansion of Schmitt's (1999) SEMs model.

Suggested Citation

  • Hart, Andrew & Kerrigan, Finola & vom Lehn, Dirk, 2016. "Experiencing film: Subjective personal introspection and popular film consumption," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 375-391.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:2:p:375-391
    DOI: 10.1016/j.ijresmar.2015.08.005
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