Online citations, reference lists, and bibliographies.
← Back to Search

Commentary---Antibusiness Movies And Folk Marketing

Steven M. Shugan
Published 2006 · Business

Save to my Library
Download PDF
Analyze on Scholarcy
Share
We observe a disproportional number of movies that vividly portray business and businesspeople with an unfavorable bias, often depicting ordinary business activity as zero-sum and sometimes depicting it as callous, immoral, and criminal. These movies also often aggrevate existing economic misconceptions that might include what we could call folk marketing. Folk marketing includes false ideas, such as marketing being a zero-sum game (rather than adding value), marketing research being intrusive clandestine surveillance (rather than advocating the buy viewpoint), and secrecy about market data being evidence of nefarious activities (rather than simply hiding strategies from competitors). Marketing scholars need to combat vigorously these false ideas. Moreover, when advertisements sponsor movies, it might be necessary to consider the conjoined movie content and the consistency of that content with the desired brand image.
This paper references
10.1080/00031305.1998.10480529
Logistic Regression, Categorical Predictors, and Goodness-of-Fit: It Depends on Who You Ask
Jeffrey S Simonoff (1998)
10.1111/J.1460-2466.1997.TB02693.X
Does Hollywood hate business or money
S. Lichter (1997)
10.1287/MKSC.1030.0038
Technological Advances, Transaction Costs, and Consumer Welfare
Rajeev K. Tyagi (2004)
10.1007/S11002-006-7416-0
Can good marketing carry a bad product? Evidence from the motion picture industry
T. Hennig-Thurau (2006)
10.2307/1287358
Advertising in America: The Consumer View
R. Bauer (1968)
10.1287/MKSC.1040.0106
Modeling Movie Life Cycles and Market Share
A. Ainslie (2005)
10.1287/MKSC.1050.0149
The Lead-Lag Puzzle of Demand and Distribution: A Graphical Method Applied to Movies
Robert Krider (2005)
10.1287/MKSC.1050.0177
The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions
J. Eliashberg (2006)
10.1177/002224377301000316
Will the Real Consumer Activist Please Stand Up: An Examination of Consumers’ Opinions about Marketing Practices
Thomas P. Hustad (1973)
The View from Sunset Boulevard: America As Brought to You by the People Who Make Television
B. Stein (1979)
Wall Street (1987): The Stockbroker's Son and the Decade of Greed
R. Arsenault (1998)
10.1287/MKSC.1040.0058
Product Strategy for Innovators in Markets with Network Effects
B. Sun (2004)
Why the FDA keeps blowing it.
C. Leaf (2004)
10.1287/MKSC.1040.0071
Using Online Conversations to Study Word-of-Mouth Communication
D. Godes (2002)
10.1111/J.1460-2466.1992.TB00771.X
Bad Business? A Reexamination of Television's Portrayal of Businesspersons
S. Thomas (1992)
10.1017/CBO9780511614422.005
A Concise Handbook of Movie Industry Economics: Theatrical Release and the Launching of Motion Pictures
Charles C. Moul (2005)
10.1177/002224379803500302
Seasonal Marketing and Timing New Product Introductions
Sonja Radas (1998)
10.2139/SSRN.563181
Wall Street and Vine: Hollywood's View of Business
L. Ribstein (2005)



This paper is referenced by
Semantic Scholar Logo Some data provided by SemanticScholar