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

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

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 6, 589-595

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.

Keywords: Film trailers; Entertainment services; Consumer expectations formation; Film content; Film quality; Explorative research (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:6:p:589-595

DOI: 10.1016/j.jretconser.2012.07.004

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