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| 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: | Journal Articles
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