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Still Waiting for Olivia Pope and Wonder Woman: An event data analysis on the effects of emotional contagion in movies starring women and actors of colour
Journal of Cultural Marketing Strategy,
3
(1),
60-69
(2018)
Abstract
Emotional contagion, also known as word-of-mouth (WOM), is defined as the emotional essence of one person that can be passed on to another person and influence attitudes about an object and/or a product. In the context of motion pictures, how does emotional contagion/WOM travel regarding movies starring women and/or actors of colour? It is observed that Hollywood studios often pull movies out of cinemas before positive WOM/emotional contagion has time to spread, especially regarding those films starring women and actors of colour. Using event data analysis, this paper takes a macro view of this phenomenon by examining the take-offs of movies starring women and actors of colour.
Keywords: emotional contagion; word-of-mouth; movies; women; actors of colour
The full article is available to subscribers to the journal.
Author's Biography
Tyrha M. Lindsey-Warren is a Clinical Assistant Professor of Marketing at Baylor University, and has over 15 years of experience working in marketing and communications in corporate America, Hollywood and nonprofit arenas for such firms as Quincy Jones-David Salzman Entertainment, NBC, Creative Artists Agency, LAI Communications and UniWorld Group. Dr Lindsey-Warren speaks nationally on the topics of crosscultural marketing, digital marketing, effective communications and empowered leadership. Her research streams are rooted in narrative transportation theory, media and advertising, health edutainment, the emotion of empowerment, millennials and movies.
Serdar Yayla is an Assistant Professor of Marketing at Albion College. His experience includes serving as a commercial specialist at Garanti Bank and as an experiential learning member at Evonik Industries. Yayla earned his MBA in marketing from the Krannert School of Management, Purdue University. His research interests are rooted in branding, innovation and international business.
