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Understanding preferences for motion pictures

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  • Gazley, Aaron
  • Clark, Gemma
  • Sinha, Ashish
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    Abstract

    Of interest in the consumer behavior field are the drivers of experiential and aesthetic consumption. This paper considers these questions in the context of the motion picture industry. Most motion picture industry studies use secondary data to elucidate a relationship between movie attributes (genre, star power, critical reviews, distribution strategy, etc.) and box-office revenues. The study gathers primary data from 225 survey respondents in New Zealand to further understand the factors influencing the purchase decision-making process of movie-going consumers. The study uses a factor-analytic approach to map the different genres in attribute space, and to understand the drivers of choice. Overall, the results show genre, movies based on true stories, critical reviews, word-of-mouth, country of origin, pricing strategy as well as star and director power significantly impact consumers' movie choices.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 8 (August)
    Pages: 854-861

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:8:p:854-861

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Factor-analytic Conjoint analysis Motion picture Aesthetics;

    References

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