
“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
Type
Article accepté pour publication ou publiéDate
2011Journal name
Recherche et applications en marketingVolume
26Number
4Publisher
AFM
Pages
71-88
Metadata
Show full item recordAbstract (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 / Keywords
taste; judgment; professional experts; ordinary consumers; web users; critics; convergence; divergence; moviesRelated items
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