Rotten Tomatoes and Chill? Mras and Their Impact on Decision-Making
Allman & Medeiros, Rotten Tomatoes and Chill? MRAs and Their Impact on Decision-making Rotten Tomatoes and Chill? MRAs and Their Impact on Decision-Making Sharon Allman and Jenny Lee-De Medeiros Abstract : The purpose of this research was to examine whether young adults (aged 18-32) look at user- and/or critic-generated movie review aggregates (MRAs) to decide which film to watch, or whether other factors impact their decision-making. The literature on this topic most notably shows a correlation between highly rated movies and better box office results, a preference for MRAs, and potential market benefits of MRAs. This research, which fo- cused on the North American context, contained both quantitative and qualitative methods in the form of an online survey, focus groups, and key informant interviews. The results in- dicate that MRAs are not the preferred method to decide what movie to watch, and instead factors such as family or friends’ recommendations and marketing decisions of the film most affect young adults’ decisions about which films to watch. Keywords: movie review aggregate, MRA, movies, ratings, rating metric, scoring system DOI 10.33137/ijournal.v6i1.35269 © 2020 Allman, S. Medeiros, J. Rotten Tomatoes and Chill? MRAs and Their Impact on Decision-Making. This is an Open Access article distributed under CC-BY. iJournal, Vol 6, No. 1, 1 Allman & Medeiros, Rotten Tomatoes and Chill? MRAs and Their Impact on Decision-making Introductory Statement of Significance Rotten Tomatoes is a movie review aggregate (MRA) available online that assigns a score to a movie based on critic and/or user reviews.
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