Relações entre valores pessoais e preferência por categorias de filmes

AUTOR(ES)

Keynes Fortes

DATA DE PUBLICAÇÃO

2006

RESUMO

This study investigated the predictive relation between personal values and the preference for cinematic categories (genres and types of movies) assuming the possibility of audience selectiveness and of different messages in different movie categories; as probably people make an attempt to watch movies that present thematic contend that are congruent to their values. Personal values are defined as goals or end-states that transcend specific actions and situations, ordered by their importance and serve as principles that guide a persons life. The knowledge of individuals values have been relevant to the understanding of a variety of social phenomena, however, it is still scarce the amount of information on their impact over the consumption of cultural products. That way, the specific objectives of this work were: (1) investigate the influence of motivational types of human values on the preference of movie genres, (2) investigate the influence of motivational types of human values on the preference of movie types. The Portrait Questionnaire by Schwartz and one scale to measure movie category preference developed in this study were used. The research was carried out in movie theaters of the three main exhibitors in Brasilia with 926 participants. Standard Multiple Regressions were carried out between the motivational types and the preference for the 15 categories (movies and types) of films. The results revealed that the motivational types were significant predictors of the preference for all movie categories present in the study, generally, corroborating the results from previous research. Finally, this work might be another step in the development of studies on values in Brazil and a contribution to the research in consumer psychology, especially, in the context of cultural consumption.

ASSUNTO(S)

psicologia filmes-categorias valores pessoais comportamento do consumidor

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