Quality signals in motion picture advertising /
This study examines the reliability of quality signals in advertising for experience goods. The revenue streams of motion pictures in their first-run are used to conduct an empirical investigation of the consistency between i) pre-release quality signals derived from advertising and the other chara...
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| Format: | Thesis Book |
| Language: | English |
| Published: |
[Place of publication not identified] :
[publisher not identified] ;
2000.
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| Subjects: | |
| Online Access: | http://proxy.library.tamu.edu/login?url=http://proquest.umi.com/pqdweb?did=728403561&sid=1&Fmt=2&clientId=2945&RQT=309&VName=PQD |
| Summary: | This study examines the reliability of quality signals in advertising for experience goods. The revenue streams of motion pictures in their first-run are used to conduct an empirical investigation of the consistency between i) pre-release quality signals derived from advertising and the other characteristics known prior to opening and, ii) post-release quality signals which are largely generated by word-of-mouth communication after opening. While there is an abundance of theoretical literature on the relationship between advertising and quality for new products, there are very few empirical studies that address this issue because of the difficulty in separating the signals received from various information sources. Motion pictures provide an ideal setting for this investigation because of the ability to define information sets into pre- and post-opening. Moreover, price is constant across films, so that box-office revenue is an indicator of quality, inasmuch as it reveals the number of consumers for whom expected quality exceeds the price of admission. |
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| Item Description: | Vita. "Major Subject: Economics". |
| Physical Description: | vii, 151 leaves : illustrations ; 28 cm. Issued also on microfiche from University Microfilm Inc. |
| Bibliography: | Includes bibliographical references (leaves 138-142). |