Consumer personality and lifestyles at the box office and beyond: How demographics, lifestyles and personalities predict movie consumption

Anthony Palomba

Journal of Retailing and Consumer Services, 2020, vol. 55, issue C

Abstract: While movie studios have leveraged data traditionally through demographics, there may be missed opportunities in securing further granular insights through personality and lifestyle scales. Due to the amount of hyper-competition among movies but also across platforms, marketers and advertisers may revisit consideration of how consumer personality and consumer lifestyle may aid them in predicting movie frequency consumption across genres and platforms. This study deployed a survey and collected a national randomized sample (N=301). Implications include cultivating consumer profiles and anticipating how certain personalities and lifestyles may help measure certain movie genre and movie platform consumption.

Keywords: Movie marketing; Diffusion of innovation; Movie genre; Movie platform (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s096969891930462x

DOI: 10.1016/j.jretconser.2020.102083

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