An investigation into the effects violence has on consumer behaviour within the entertainment industry

Walsh, Conor James (2022) An investigation into the effects violence has on consumer behaviour within the entertainment industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

As long as the entertainment industry has existed, it’s always been assumed violence not only sells, but overall has a positive effect on consumer behaviour. Not only has it always been accepted violence sells but it’s always been accepted the outrageous quantity of violence we witness within the film and Tv series industry. Industry experts and authors have always agreed advertisers are to blame for the absurd levels and quantity of violence as advertising is the act of spreading awareness of a product in an attempt to increase purchase intention and brand image. Not only have movie fans and critics agreed upon the concept that violence sells but researchers have also attempted to prove numerous times the extent to which humans are evolutionary hard wired to pay attention to violence and aggression.

The purpose of this research is to view the concept of violence within entertainment from a different perspective and attempt to shed light on the possibility that violence may in fact hinder consumer behaviour. Aspects of consumer behaviour analysed were brand awareness, initial interest levels, purchase intention and brand memory. Evolutionary theory suggests humans are hard wired over thousands of years to pay attention to violence and therefore cannot be neglected. However, just because humans evolved to pay attention to violence doesn’t mean we find it interesting over lasting periods of time.

Both qualitative and quantitative research was conducted in the form of focus groups and interviews to gain the best possible understanding of how violence effects consumer behaviour within the entertainment industry. The overall findings were presented in the form of a discussion. This research discovered violence has a huge effect on consumer behaviour in more aspects than one and can in fact hinder or discourage consumer interest levels, loyalty and further purchase intention.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Cooper, Anne UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Film Industry
Divisions:	School of Business > Master of Science in Management
Depositing User:	Tamara Malone
Date Deposited:	12 Apr 2023 16:25
Last Modified:	12 Apr 2023 16:25
URI:	https://norma.ncirl.ie/id/eprint/6434

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