Superstars as Emotion-Eliciting Objects. An Examination of the Effect of the Emotion Mix of Movie Stars

Abstract

This article examines how superstars can influence moviegoers' decision process via eliciting emotions. The article builds upon prior research in the role of emotions in consumption. The data of a survey study are used to capture the emotional profile of superstars. Results from a correspondence analysis indicate that superstars can be classified according to the basic emotions they elicit. The resulting “constellations” of superstars influence spectators' decisions. A nested logit model gives evidence that supports the importance of taking into account the difference among emotions of the same valence. Moreover, the emotional interdependence between superstars seems to influence spectators' willingness to attend a movie.

Notes

¹ I would like to thank an anonymous reviewer for suggesting these examples.

² Following an anonymous reviewer's suggestion it has been analyzed whether the influence of stars as emotion elicited objects were mediated by their gender. The results do not support this possible gender effect. The resulting nested logit model—with two nests, one formed by male superstars and another by female superstars—has inclusive values above one.

³ The author would like to thank a reviewer for suggesting this implication.

Additional information

Notes on contributors

Ana Suárez-Vázquez

Ana Suárez-Vázquez is Associate Professor of Marketing at the University of Oviedo, Asturias, Spain.