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Journal of Business & Economics Research – June 2012

Volume 10, Number 6

A Study On Effectiveness Of Movie Trailers Boosting Customers’ Appreciation Desire: A Customer Science Approach Using Statistics And GSR
Takayuki Iida, Aoyama Gakuin University, Japan Akira Goto, Aoyama Gakuin University, Japan Shoya Fukuchi, Aoyama Gakuin University, Japan Kakuro Amasaka, Aoyama Gakuin University, Japan

ABSTRACT In this study, the authors research “Effectiveness of Movie Trailers Boosting Customers’ Appreciation Desire” using statistical science and GSR (Galvanic Skin Response) data. As a result of this study, the authors suggest two models of movie trailers boosting customers’ appreciation desire to make a new movie trailer. Keywords: Movie Trailer Production Approach Model; Statistics; GSR

INTRODUCTION

O

ver the last several years, the authors have been conducting applied research on a Customer Science Approach. In this study, the authors research “Effectiveness of Movie Trailers Boosting Customers’ Appreciation Desire” using statistical science and GSR (Galvanic Skin Response) data. First, shared factors that form the backdrop for the structural elements of movie trailers are identified (picture, story, function, etc.) and a numerical model is used to assess their relative impact. Next, GSR experiments are used as a new way to visualize viewers’ emotional responses and identify key factors that motivate them to see the advertised film. Key factors that affect viewer emotions (including changes in picture brightness, changes in the soundtrack, and sound effects) are then traced via changes in the physical chemistry of the test subjects. The authors then use the information gathered during these tests to formulate two new systematic models for creating movie trailers that will effectively motivate viewers to see the advertised film. The models are...

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