Topics: Film, Film criticism, Motion Picture Association of America film rating system Pages: 8 (2681 words) Published: October 24, 2013
A STUDY ON EFFECTS OF MOVIE REVIEWS ON CONSUMER-DECISION MAKING Vaughn Kieffer S. Morales, Minerva L. Sy, & Kimberly Mae S. Talan San Beda College – College of Arts and Sciences

This research studies on how the consumer is satisfied with regard to the effects of movie reviews. Using individual viewer-level data, this research highlights how viewers' own observation and reviews and movie publics' shared sentiments illuminate consumer-decision making using survey method. The authors found that various aspects of these ratings explain consumers' new movie reviews as a measure of consumer-decision making. In addition, they also learned where that consumer usually trusts with regards to the movie reviews. .

Keywords: viewer-level effects, movie ratings, movie revenues, consumer satisfaction

Several industries focus on how the professionals or even the consumers' reacts to the products and brands. Also, they offer insights with regard to its quality. One example is when a professional movie critic’s suggests and offer insights with regard to the artistic and entertainment worth and quality of the upcoming movies. Movie comments posts, suggestions, and evaluations by the consumers have been abundant online over time as well as for the other products and brands - as an example, consumer review books on goodreads.com, movies on rottentomatoes.com, video games on gamespot.com, gadgets on gadgetsreview.com, restaurants at citysearch.com and so much more.

Philippines have provided a government agency that is responsible for the classification and review of television programs, movies, and home video, which is the Movie and Television Review and Classification Board(MTRCB). There are 7 following criteria in the judgment of the Board. First is theme, the film should not contain violence, threat, abuse, horror, or other themes that may cause fear or disturbance to a young, child's mind. Second, the researchers have language, the film may contain dialogue or other word representations beyond polite language, but profane, offensive and sexually-suggestive language or gestures shall not be allowed. Next, the researchers have nudity. The film may contain as well as natural non-sexual nudity. After that the researchers have sex. The film cannot contain and depict sexual activity. Following that is violence. The depiction of any violence must be mild, brief, infrequent, and unlikely to cause undue anxiety or fear to young children. Sixth is horror, the depiction of horror and frightening scenes should be mild, brief, and unlikely to cause undue anxiety or fear to young children. Lastly, the researchers have drugs; there shall be no depiction of, or reference to, prohibited drugs or their use.

Both evaluations from professional critics and sub-standard publics are found to be helpful for the consumers’ satisfaction, in share because absolute number of new products and the frequency of their launches can be overwhelmingfor them. Likewise, there are numerous such products appear wholly unique, so a comparison of the Forever21, UNIQLO, and Cotton-On in the Philippines, or a comparison of the movies such as The Hunger Games, Harry Potter and The Deathly Hallows Part 2and the Breaking Dawn Part 2 are hard; consequently, evaluation, insights, and ratings of both sub-standard consumers and professional critics are contributions of decision making as well as consumer satisfaction.

Sexton(2008) provided information that the motion picture rating system as people knowtoday is one that replaced the outdated and ridiculous Hays Code in the 1960s. Prior to the familiar ratings system of G through NC-17, nearly every movie in Hollywood would have been rated a G or PG following the institution of the Hays Code. The concept of splitting films into those suitable for a 10- and 40-year-old was foreign until the 1960s. Interestingly, the entire move towards adopting what is still referred to as a voluntary ratings code, but which is actually...
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