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Consumer personality and lifestyles at the box office and beyond: How demographics, lifestyles and personalities predict movie consumption by Palomba, Anthony is a Business, Management and Accounting article available to read on EtoBox.

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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 hypercompetition 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 (N1⁄4301). Implications include cultivating consumer profiles and anticipating how certain personalities and lifestyles may help measure certain movie genre and movie platform consumption. "What the studios need to do is start embracing the front end of the business...to start knowing who their customers are, and to start building mechanisms to communicate with them, and tell them when their new product is coming out...[selling films] is going to get a lot more interesting, more precise, cheaper, [and] efficient" -Steve Jobs at a 2010 digital conference (Rainey, 2016).

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

Author

Palomba, Anthony

Publisher

Elsevier Science; Elsevier ; Elsevier Ltd.; Elsevier BV (ISSN 0969-6989)

Published

2020

Language

EN

Field

Business, Management and Accounting (Social Sciences)