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

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  • Palomba, Anthony

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.

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  • Palomba, Anthony, 2020. "Consumer personality and lifestyles at the box office and beyond: How demographics, lifestyles and personalities predict movie consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s096969891930462x
    DOI: 10.1016/j.jretconser.2020.102083
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    References listed on IDEAS

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    1. Norazah Mohd Suki, 2011. "Modelling Factors Influencing Early Adopters’ Purchase Intention Towards Online Music," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 7(4), pages 46-61, October.
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    4. Díaz, Asunción & Gómez, Mar & Molina, Arturo & Santos, Jesús, 2018. "A segmentation study of cinema consumers based on values and lifestyle," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 79-89.
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    1. Boman, Laura & Lefebvre, Sarah & Urumutta Hewage, Ganga S., 2023. "When push comes to shove: How coach versus student athlete misconduct affects event attendance intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
    3. Islam, Towhidul & Meade, Nigel & Carson, Richard T. & Louviere, Jordan J. & Wang, Juan, 2022. "The usefulness of socio-demographic variables in predicting purchase decisions: Evidence from machine learning procedures," Journal of Business Research, Elsevier, vol. 151(C), pages 324-338.

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