The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis (2012)
Type of ContentJournal Articles
PublisherUniversity of Canterbury. Management
AuthorsFinsterwalder, J., Kuppelwieser, V.G., de Villiers, M.show all
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.
CitationFinsterwalder, 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.
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Keywordsfilm trailers; entertainment services; consumer expectations formation; film content; film quality; explorative research
ANZSRC Fields of Research19 - Studies in the Creative Arts and Writing::1902 - Film, Television and Digital Media::190201 - Cinema Studies
15 - Commerce, Management, Tourism and Services::1505 - Marketing::150501 - Consumer-Oriented Product or Service Development