" Le goût des autres ": de la divergence des goûts entre spécialistes et consommateurs ordinaires de films en France

Stéphane Debenedetti () and Fabrice Larceneux ()
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Stéphane Debenedetti: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Fabrice Larceneux: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: The omnipresence of professional experts in the debates and marketing strategies around movies raises the question of the proximity of their judgments with those of the "ordinary consumer". Two theoretical perspectives compete on this matter: divergence or convergence of tastes. Based on a sample of 622 popular films released between 2005 and 2009 in France, this research confirms the divergence of tastes: professional experts grant no special value to movies that ordinary consumers prefer. However, our results also suggest that publication on the Internet of "hybrid" tastes (those of web users and media critics) builds an artificial form of convergence which can be useful for the market's actors.

Keywords: taste; judgment; professional experts; ordinary consumers; web users; critics; movies; Goût; jugement; spécialistes; consommateur; internautes; critiques; convergence; divergence; cinéma (search for similar items in EconPapers)
Date: 2011
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Published in Recherche et Applications en Marketing (French Edition), 2011, 26 (4), pp.71-88

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00663993

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