Cross‐cultural differences in evaluating product characteristics: motion pictures

Purpose - The purpose of this paper is to analyse culture and its influence on the way people evaluate different movie characteristics such as budget, stars, being a sequel, and genre. Design/methodology/approach - The paper examines the moderating effect that two of Hofstede's cultural dimensions have on five important movie characteristics related to the ultimate success of a movie. Based on the recommendations and analytical framework provided by Sharmaet al. moderated multiple regression was performed, followed by a subgroup analysis. Findings - The results indicate that the presence of stars and being a sequel are considered positive signals for the quality of a movie across cultures, associated with higher revenues only in countries with high uncertainty avoidance. Initial investments in a movie are important regardless of the culture of the audience. In terms of film genre, our results demonstrate in agreement with our expectations that drama as a genre is preferred in cultures with lower masculine scores. However, the action genre seems to be a universal genre regardless of the culture of the viewers, and is associated with positive increase in revenues in all countries. Research limitations/implications - The study has an issue with missing data. However, it provides some important insights on the moderating role of culture and on universal movie characteristics that require further investigation. Practical implications - Considering cultural variations across different markets is especially important for culturally embedded products such as motion pictures. The results of the current research suggest that studio executives may select appropriate markets to enter depending on the characteristics of the movie and cultural background of these markets. Originality/value - The paper adds to an underdeveloped area in motion picture research, investigating the relationship between culture and movie characteristics. Moreover, the findings can be extended to other experiential products with significant cultural content, such as books, theatrical performances, etc. Future research can identify other factors that are important for the success of movies in an international context. After identifying relevant factors countries may be clustered into homogeneous segments and different strategies may be developed and targeted to specific segments.