Early findings on the effects of watching web-based movie trailers for young persons

Abstract

The aim of this paper is to present exploratory research findings that offer an understanding of consumer behaviour in the context of web-based movie trailers. Central to this research is to expose three key periods of behaviour. These are the anticipation of the film, the experience of the film and the recollection of the experience, particularly by 15 to 24 year olds . The role of the web-based trailer as a moderator is pivotal. This research agenda is critical as there is a lack of empirical evidence and theoretical knowledge concerning the effect of a web-based movie trailer. The goal of this research is to begin to make in-roads and draw conclusions and new theories in this fertile area of study.