浅析负面信息对票房的影响

• 作 者: 刘继昌
• 机 构: 重庆工商大学文学与新闻学院,
• 出 处: 明日风尚
• 发表日期: 2017年14期
• 关键词: 负面信息 体验型 心理期望 负面口碑 期望理论 周星驰 中国电影产业 精神需求 正比关系 继昌

电影票房与受众口碑并不呈现完全的一致性,高票房的电影也可以产生负面口碑。负面信息的产生不可避免,这与手中的心理期望有关,当受众心理期望得不到满足时,负面消息就会被激发出来。电影作为体验型商品,口碑对票房的影响非常重要。当负面信息要作为能够提供受众提前判断体验型产品的功能时,我们看到的“低口碑、高票房”现象就产生了。

Movie box office and audience word of mouth does not show complete consistency, high box office movie can also have a negative reputation. Negative information inevitably generated, which is related to the psychological expectations of the hands, when the psychological expectations of the audience can not be met, the negative news will be stimulated. Movies as experience-based goods, word of mouth on the impact of the box office is very important. When the negative information to be able to provide the audience to determine the experience of advanced products in advance, we see “low reputation, high box office ” phenomenon has arisen.