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The effect of anomalous emotional scenes in children’s movies on future revenues
Eurasian Business Review ( IF 4.0 ) Pub Date : 2019-11-22 , DOI: 10.1007/s40821-019-00140-x
Ahmad Mostafa Abdeltawab , Zakia Obaidalahe

Studying children’s consumption behavior is a sensitive topic, especially in marketing, because children are often not the decision makers for the products and items they consume. Rather, the parents are the moderators and possessors of the purchasing power. Accordingly, parents’ prepurchase acceptance is a crucial determinant in the purchase decisions. Several factors related to the ethical content of children’s movies affect parents’ purchase decisions, including the level of emotional scenes that are depicted in a movie. This research aims to explore the effect of anomalous emotional scenes (AES) in children’s movies on the future revenues of production companies through parents’ acceptance/rejection rates and, consequently reactions to the AES. A total of 791 participants/parents from eight different countries participated by completing a questionnaire for the purpose of this study. Cultural and religious factors were taken into consideration to ensure cross-cultural results. The findings from the quantitative analysis of this study revealed that Anomalous Emotional Scenes perceived by parents in children’s movies negatively impact their demand because of ethical concerns, which are influenced by the cultural factor and not a religion factor. The negative impact consequently reduces potential new and repetitive purchases, which subsequently affects the incremental earnings of the company and thus reduces the overall revenues of the movie. Therefore, AES are a new additional factor that affects the revenues of children’s movies.



中文翻译:

儿童电影中情感场景的异常对未来收入的影响

研究儿童的消费行为是一个敏感的话题,尤其是在市场营销中,因为儿童通常不是他们消费的产品和物品的决策者。相反,父母是购买力的调节者和拥有者。因此,父母的购买前接受度是购买决定中的关键决定因素。与儿童电影的道德内容有关的几个因素会影响父母的购买决定,包括电影中描绘的情感场景的水平。这项研究旨在探讨儿童电影中异常情感场景(AES)通过父母的接受/拒绝率以及因此对AES的反应对制片公司未来收入的影响。为了完成本研究,来自八个不同国家的791名参与者/父母参加了问卷调查。考虑文化和宗教因素以确保跨文化成果。这项研究定量分析的结果表明,由于道德方面的考虑,父母在儿童电影中感知到的异常情感场景会对他们的需求产生负面影响,而道德方面的关注受文化因素而非宗教因素的影响。负面影响因此减少了潜在的新的和重复的购买,这随后影响了公司的增量收入,从而减少了电影的总收入。因此,AES是影响儿童电影收入的新的附加因素。考虑文化和宗教因素以确保跨文化成果。这项研究定量分析的结果表明,由于道德方面的考虑,父母在儿童电影中看到的异常情感场景会对他们的需求产生负面影响,而道德方面的关注受文化因素而非宗教因素的影响。负面影响因此减少了潜在的新的和重复的购买,这随后影响了公司的增量收入,从而减少了电影的总收入。因此,AES是影响儿童电影收入的新的附加因素。考虑文化和宗教因素以确保跨文化成果。这项研究定量分析的结果表明,由于道德方面的考虑,父母在儿童电影中感知到的异常情感场景会对他们的需求产生负面影响,而道德方面的关注受文化因素而非宗教因素的影响。负面影响因此减少了潜在的新的和重复的购买,这随后影响了公司的增量收入,从而减少了电影的总收入。因此,AES是影响儿童电影收入的新的附加因素。这项研究定量分析的结果表明,由于道德方面的考虑,父母在儿童电影中感知到的异常情感场景会对他们的需求产生负面影响,而道德方面的关注受文化因素而非宗教因素的影响。负面影响因此减少了潜在的新的和重复的购买,这随后影响了公司的增量收入,从而减少了电影的总收入。因此,AES是影响儿童电影收入的新的附加因素。这项研究定量分析的结果表明,由于道德方面的考虑,父母在儿童电影中看到的异常情感场景会对他们的需求产生负面影响,而道德方面的关注受文化因素而非宗教因素的影响。负面影响因此减少了潜在的新的和重复的购买,这随后影响了公司的增量收入,从而减少了电影的总收入。因此,AES是影响儿童电影收入的新的附加因素。随后影响了公司的增量收入,从而降低了电影的总收入。因此,AES是影响儿童电影收入的新的附加因素。随后影响了公司的增量收入,从而降低了电影的总收入。因此,AES是影响儿童电影收入的新的附加因素。

更新日期:2019-11-22
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