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Please use this identifier to cite or link to this item: http://hdl.handle.net/10092/7290

Title: The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis
Authors: Finsterwalder, J.
Kuppelwieser, V.G.
de Villiers, M.
Keywords: film trailers
entertainment services
consumer expectations formation
film content
film quality
explorative research
Issue Date: 2012
Citation: Finsterwalder, J., Kuppelwieser, V.G., de Villiers, M. (2012) The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis. Journal of Retailing and Consumer Services, 19(6), pp. 589-595.
Source: http://dx.doi.org/10.1016/j.jretconser.2012.07.004
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.
Publisher: University of Canterbury. Management
Description: http://www.journals.elsevier.com/journal-of-retailing-and-consumer-services
Research Fields: Field of Research::19 - Studies in the Creative Arts and Writing::1902 - Film, Television and Digital Media::190201 - Cinema Studies
Field of Research::15 - Commerce, Management, Tourism and Services::1505 - Marketing::150501 - Consumer-Oriented Product or Service Development
URI: http://hdl.handle.net/10092/7290
Rights URI: http://library.canterbury.ac.nz/ir/rights.shtml
Appears in Collections:Business and Law: Journal Articles

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