Still Waiting for Olivia Pope and Wonder Woman: An event data analysis on the effects of emotional contagion in movies starring women and actors of colour

Tyrha M. Lindsey-Warren and Serdar Yayla
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Tyrha M. Lindsey-Warren: Clinical Assistant Professor of Marketing, Baylor University, USA

Journal of Cultural Marketing Strategy, 2018, vol. 3, issue 1, 60-69

Abstract: Emotional contagion, also known as word-of-mouth (WOM), is defined as the emotional essence of one person that can be passed on to another person and influence attitudes about an object and/or a product. In the context of motion pictures, how does emotional contagion/WOM travel regarding movies starring women and/or actors of colour? It is observed that Hollywood studios often pull movies out of cinemas before positive WOM/emotional contagion has time to spread, especially regarding those films starring women and actors of colour. Using event data analysis, this paper takes a macro view of this phenomenon by examining the take-offs of movies starring women and actors of colour.

Keywords: emotional contagion; word-of-mouth; movies; women; actors of colour (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2018:v:3:i:1:p:60-69

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