Open AccessRotten Tomatoes and Chill? MRAs and Their Impact on Decision-making
Author(s) -
Sharon Allman,
Jenny Lee-De Medeiros
Publication year - 2020
Publication title -
the ijournal
Language(s) - English
Resource type - Journals
ISSN - 2561-7397
DOI - 10.33137/ijournal.v6i1.35269
Subject(s) - mras , context (archaeology) , preference , focus group , psychology , marketing , business , engineering , geography , economics , microeconomics , archaeology , vector control , voltage , induction motor , electrical engineering
The purpose of this research was to examine whether young adults (aged 18-32) look at user- and/or critic-generated movie review aggregates (MRAs) to decide which film to watch, or whether other factors impact their decision-making. The literature on this topic most notably shows a correlation between highly rated movies and better box office results, a preference for MRAs, and potential market benefits of MRAs. This research, which focused on the North American context, contained both quantitative and qualitative methods in the form of an online survey, focus groups, and key informant interviews. The results indicate that MRAs are not the preferred method to decide what movie to watch, and instead factors such as family or friends’ recommendations and marketing decisions of the film most affect young adults’ decisions about which films to watch.