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The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis

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  • Finsterwalder, Jörg
  • Kuppelwieser, Volker G.
  • de Villiers, Matthew

Abstract

One can assume that there is most likely not a single person in the western world who has not been to a cinema, nor seen a trailer for a film to be released. This paper discusses consumer expectation influencers of film content and quality based on exploratory qualitative research using the screening of film trailers in New Zealand. The results show that the actors are the greatest influencers on film quality expectations, whilst genre has the greatest influence on film content expectations. This research underlines that whilst film marketers unlike film makers usually have no input in choosing actors, director or genre, they have the power to mediate how these are exposed to consumers in film trailers.

Suggested Citation

  • Finsterwalder, Jörg & Kuppelwieser, Volker G. & de Villiers, Matthew, 2012. "The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 589-595.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:6:p:589-595
    DOI: 10.1016/j.jretconser.2012.07.004
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    References listed on IDEAS

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    Cited by:

    1. Sauer, Matthias, 2014. "Cue-recognition effects in the assessment of movie trailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 376-382.
    2. Pöppel, Jürgen & Finsterwalder, Jörg & Laycock, Rebecca A., 2018. "Developing a film-based service experience blueprinting technique," Journal of Business Research, Elsevier, vol. 85(C), pages 459-466.
    3. Suckfüll, Monika & Moellering, Kristin, 2015. "The differential success of movie trailers," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 138-144.
    4. Thaichon, Park & Quach, Sara, 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 82-91.

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