Sex, spies and celluloid: Movie content preference, choice, and involvement

This study empirically tests the congruity between movie‐content preference and choice on television, video, and at the cinema; and the impact of consumer involvement on this relationship. The results support the need to treat preference and choice differentially. Media type added little in way of e...

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Bibliographic Details
Published in:Psychology & marketing 2002-05, Vol.19 (5), p.427-445
Main Authors: Garlin, Francine V., McGuiggan, Robyn L.
Format: Article
Language:English
Subjects:
Behavior
Decision making
Motion picture industry
Preferences
Product choice
Statistical analysis
Studies
Television programs
Variables
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Summary:This study empirically tests the congruity between movie‐content preference and choice on television, video, and at the cinema; and the impact of consumer involvement on this relationship. The results support the need to treat preference and choice differentially. Media type added little in way of explanation of changes in preference–choice congruence. Involvement with movie choice was found to vary by medium, yet correlational analysis showed that it did not unequivocally change the nature of preference–choice congruence. Nonetheless, further enquiry into the role of involvement is warranted before it is dismissed as irrelevant in the choice of leisure media products. © 2002 Wiley Periodicals, Inc.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.10018