Movie reviews: Who are the readers?
Jose Ignacio Azuela Flores
Maria Jose Sanzo-Perez
critics, movie reviews, critic readers, influenced, predicted
The analysis of the relationship between movie reviews and consumer's decision process has focused mainly on the side of critics, who have been defined as "influencers" or as "predictors" (Eliashberg & Shugan, 1997). Also, new ways to measure the impact of the critic have been introduced (Gemser, van Oostrum & Leenders, 2007) and the consistency of their opinions over time has been proved (Ginsburgh & Weyers, 1999). However, there is scarce evidence about the readers of movie reviews: who are they and what is their profile. The objective of this paper is to fill this gap. Using information of Spanish consumers, we estimate a nested logit model that identifies movie review readers. The preliminary results suggest that movie review readers are mainly employed young women without family responsibilities