Abstract

This paper aims to collect and study the various trends related to cultural consumption, more specifically behaviors reflecting in movie related consumption and choice (influencing both the habits of movie consumption and the related decision making). The paper summarizes and explores these trends from all major levels: the long term scaling ‘megatrends’ which appear on a global scale (and have major, interconnecting effects that may be perceived over a longer time period); the lower timescale, albeit more relevant ‘trends’ (which already stars to influence and merge into the everyday life of consumers) and their so-called ‘countertrends’ that might appear after reaching a certain threshold (along with certain previous trends’ reemergence), and the ‘latest trends’ where even yearly changes and shifts could be shaping the near future (even before affecting the majority of societies). The main purpose of the study is to systemize the literary sources and approaches to trends from the viewpoint of cultural consumption, through the format of literature study, with the focus point and relevance of this compilation being the movie- and movie related consumption. The paper is carried out under the logical structure of exploring trends and their realization in movie consumption, examining both the generally accepted megatrends (such as the effects of technological progress or the changing pace of life) and also such unique phenomena as movie related aspects of comfort orientation, experiences deemed evident by the consumers, movie induced tourism (due to the popularity of filming locations), or even trends related to movie genres and their popularity. Additionally, the study also seeks to find out how certain trends may elicit their own countertrends through strengthening to the point where the opposite effects start to emerge as well. The results of the study can be useful for marketers to have a better grasp on the movie industry trends and especially for researchers, as it provides an important opportunity to better understand movie consumption and behavior of audiences, which may follow larger overlapping trends.

Keywords: movie consumption, consumer behavior, cultural marketing, trends, countertrends, megatrends.

JEL Classification: M31, M37.

Cite as: Horváth, A., Balázs, G. (2021). Movie Consumption Related Trends And Countertrends In Consumer Behavior. SocioEconomic Challenges, 5(1), 79-88. https://doi.org/10.21272/sec.5(1).79-88.2021

This work is licensed under a Creative Commons Attribution 4.0 International License

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