Resumo

AZUELA-FLORES, José Ignacio; FERNANDEZ-BLANCO, Víctor  e  SANZO-PEREZ, María José. The effects of critics reviews on movie demand. Contad. Adm [online]. 2012, vol.57, n.2, pp.201-222. ISSN 0186-1042.

Most research on the impact of critics on movie attendance behavior has examined aggregated data but the effect on the behavior has not been observed. Our aim is to fll this gap by analyzing if movie reviews increase movie attendance at the individual level. In order to achieve this goal, the cultural demand model of learning-by-consuming-process was extended to incorporate the effects of the movie reviews. Using the information contained in the Survey of Cultural Practice and Habits in Spain, we estimated an ordered probit model. Our empirical results show that reading reviews strongly increases movie attendance frequency. Moreover, it can be seen that no matter whether the review is positive or negative, the frequency of movie attendance always increases. Accordingly with our results, the worst review it is the one that is never made, so we conclude as the popular saying "very bad reviews are the next best thing to good reviews".

Palavras-chave : critics; film reviews; consumer behavior; taste formation; movie demand.