Movie Preference before Watching The Roles of Actor’s Fit in Expertise and Actor Likeability
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This study empirically examines the effect of perceived fit between an actor and a movie in the formation of a priori movie preference. The results show that when the actor’s expertise matches well with the movie,viewers’ movie preference increases. Results also indicate that news about the actor that is irrelevant to the movie can also significantly influence movie evaluation. Movie consumers showed less change in self-based preference but more change in mass other-based preference when information stimuli about a specific actor(Fit-in-expertise or Expertise-irrelevant information) were provided, indicating the possibility of the third-person effect in movie preference formation.
Abstract
This study empirically examines the effect of perceived fit between an actor and a movie in the formation of a priori movie preference. The results show that when the actor’s expertise matches well with the movie,viewers’ movie preference increases. Results also indicate that news about the actor that is irrelevant to the movie can also significantly influence movie evaluation. Movie consumers showed less change in self-based preference but more change in mass other-based preference when information stimuli about a specific actor(Fit-in-expertise or Expertise-irrelevant information) were provided, indicating the possibility of the third-person effect in movie preference formation.
참고문헌 (29)
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