“The taste of others” : divergences in tastes between professional experts and ordinary consumers of movies in France
Debenedetti, Stéphane; Larceneux, Fabrice (2011), “The taste of others” : divergences in tastes between professional experts and ordinary consumers of movies in France, Recherche et applications en marketing, 26, 4, p. 71-88
TypeArticle accepté pour publication ou publié
Journal nameRecherche et applications en marketing
MetadataShow full item record
Abstract (EN)The omnipresence of professional experts in the debates and marketing strategies around movies raises the question of the proximity of their judgments with those of the "ordinary consumer". Two theoretical perspectives compete on this matter: divergence or convergence of tastes. Based on a sample of 622 popular films released between 2005 and 2009 in France, this research confirms the divergence of tastes: professional experts grant no special value to movies that ordinary consumers prefer. However, our results also suggest that publication on the Internet of "hybrid" tastes (those of web users and media critics) builds an artificial form of convergence which can be useful for the market’s actors.
Subjects / Keywordstaste; judgment; professional experts; ordinary consumers; web users; critics; convergence; divergence; movies
Showing items related by title and author.
Le "goût des autres" : de la divergence des goûts entre spécialistes et consommateurs ordinaires de films en France Debenedetti, Stéphane; Larceneux, Fabrice (2011) Article accepté pour publication ou publié
The effect of hyperchoice on the consumer and the moderating effect of the brand: an application in the jewelry market Larceneux, Fabrice; Rieunier, Sophie; Fady, André (2007) Article accepté pour publication ou publié
The economic and professional structures of veterinary expertise: understanding antimicrobial use in industrial livestock farming through the development of the veterinary drug market (France, 1970s-1980s) Fortané, Nicolas (2019) Communication / Conférence