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FILMES AMERICANOS SÃO MELHORES? UM ESTUDO SOBRE OS EFEITOS DO ETNOCENTRISMO NA ESCOLHA DE UM FILME NO CINEMA.

2017; Volume: 1; Issue: 1 Linguagem: Inglês

2446-5763

Gislene Vieira de Oliveira, Pâmela Araújo Batista, Rosilene Pereira de Freitas, Rodolfo Ribeiro, Alexander Homenko Neto,

Consumer Retail Behavior Studies

Brazilian cinema market has shown constant growth and, in parallel, national production and exhibition also increased. Built on this scenario, the paper analyze how consumer evaluates movies available and choose one for a movie session. Theoretical background is bases on about attitudinal models of buying behavior. To evaluate the influence of attributes raised in a qualitative phase, a logistic regression was designed in which the dependent variable is the consumer choice and the independent variables are the attributes that make up the movie. To verify the ethnocentrism role in choosing process, the consumer ethnocentric profile was evaluated according to measure developed by Shimp and Sharma (1987). Results indicate that the attributes that affect more the choice of movies are genre and nationality. Ethnocentric characteristics do not express significant importance in this process and given this fact a research topic derived from this study may be the role of distributors in the exhibition of films, which prioritize foreign films, while consumers may not be sensitive to this variable