Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

High Empathy (Mostly Women), Low Empathy (Mostly Men) and the Movies

New research suggests that producers of emotional films can increase
their male audience by emphasizing the films’ disconnection from
reality.

~A

High Empathy (Mostly Women), Low Empathy (Mostly Men) and the Movies – New York Times
Women looking for a movie date and filmmakers looking to increase box-office receipts both know that many men have little interest in melodramatic tearjerkers. New research, however, suggests that producers of emotional films can increase their male audience by emphasizing the films’ disconnection from reality.

“We found that when guys are told a story is fictitious, they really like it,”said Jennifer Argo, an associate marketing professor at the University of Alberta and co-author of a study (with Rui Zhu and Darren W. Dahl of the University of British Columbia) that will appear in The Journal of Consumer Research.

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Filed under: Consumer, film, living target, Media, Men, Women

One Response

  1. Robert Fattorini says:

    Show me this “research” There is nothing really being said in this article. The point of films is to escape reality and create a new one. Love is most females fantasies, and power is most men’s fantasies. That’s why most men watch action or horror films and women drag us to see these stupid mindless soap opera films. Hollywood has lost site of tasteful cinema long ago. So these types of “studies” which are such bullshit because, well for one, I wasn’t asked my opinion of the matter, so how can it be an accurate account of every male and female’s opinion, when it’s only based of x amount of people. All films are emotional, that’s how films connect to people. So the whole study is obsolete and unnessecary.

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