Degree Type

Thesis

Date of Award

2012

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Lulu Rodriguez

Abstract

Moviegoers regularly encounter movie reviews and word of mouth (WOM) prior to seeing a film. This thesis examined (1) whether reviews and WOM influence moviegoers' post-viewing opinions of a film and (2) whether this information's influence is moderated by moviegoing frequency. Using a between-subjects factorial design, the study gave participants positive or negative information about a film that they were led to believe came from either professional movie reviews or students at their university. Participants then watched the film and gave their opinions of its quality. The study found that, regardless of valence or source, this information did not significantly influence participants' post-viewing opinions of the film. In addition, frequency of moviegoing did not moderate the information's impact on those opinions. Potential explanations for these results and future directions for study are discussed.

DOI

https://doi.org/10.31274/etd-180810-64

Copyright Owner

Scott Schrage

Language

en

File Format

application/pdf

File Size

55 pages

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