Superstars as Emotion-Eliciting Objects. An Examination of the Effect of the Emotion Mix of Movie Stars

Abstract

This article examines how superstars can influence moviegoers' decision process via eliciting emotions. The article builds upon prior research in the role of emotions in consumption. The data of a survey study are used to capture the emotional profile of superstars. Results from a correspondence analysis indicate that superstars can be classified according to the basic emotions they elicit. The resulting “constellations” of superstars influence spectators' decisions. A nested logit model gives evidence that supports the importance of taking into account the difference among emotions of the same valence. Moreover, the emotional interdependence between superstars seems to influence spectators' willingness to attend a movie.