I am the kind of person who enjoys movies; however, this does not apply to all genres. Interestingly, despite being a girl who is still interested in boys, my favourite genre of movie is gay movies. In general, I make a decision whether or not I will watch a movie by reading its review, and I have yet to be disappointed from this. This corresponds to Scott and Yalch’s (1980) claim that a favourable review would intensify a consumer’s expectation, if her previous experience indicated that the pleasure she got from watching movies is same as her prediction from a review. I think the basic reason why I selected “Transamerica” is precisely because its review was so interesting. Nonetheless, apart from that particular reason, there are other reasons which influence my continuing to watch gay movies – a feeling of sameness and a relief of tension arising from internal conflicts.
How similar we are: The theory of mood congruence
I am a 23 year-old girl born into a family of scientists; my dad is a physician, my mom is a scientist, and my elder sister is pursuing her Ph.D. as a physicist. Despite being one year younger than my sister, I have always been in the same class with her.
Since my first year in kindergarten, I was kind of homesick, so I ran to my sister’s classroom and stuck with her all the time. Because of my stubbornness, my teacher gave up forcing me back ...
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...atives of socialization. Marketing theory, 9, pp.75-94.
TICE, D.M., BRATSLAVSKY, E., and BAUMEISTER, F., 2001. Emotional distress regulation takes precedence over impulse control: If you feel bad, do It!, Journal of personality and social psychology, 80, pp.53-67.
WENZLAFF, R.M. and PROHASKA, M. L., 1989. When misery prefers company: Depression, attributions, and responses to others' moods. Journal of Experimental Social Psychology, 25, pp.220-233.
WILSON, T.D., LISLE, D.J. and KRAFT, D., 1989. Preferences as expectation-driven inferences: Effects of affective expectations on affective experience. Journal of personality and social psychology, 56, pp.519-530.
IRAPOPORT, 2005. Excellent real-life comedy/drama from a different point of view. The Internet Movie Data Base website. Access from: http://www.imdb.com/title/tt0407265/ [Accessed 19 November 2009]
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