Blame it on Hollywood: The Influence of Films on Paris as Product Location

Alkmini Gkritzali, Joseph Lampel, Caroline Weirtz

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Abstract

This paper explores the way location myths conveyed through Hollywood movies influence consumer expectations, by looking at how the city of Paris is represented inmotion pictures. We develop measures of the location image of Paris in a sample of Hollywood movies released between 1985 and 2011. These are used to examine the
images of Paris held by American consumerswho have never directly experienced the location. Our results show that Hollywood movies project specific location images and myths of Paris.More specifically,we showthat these images fall into two distinct stereotypic patterns and are widely shared by consumers. Individuals who seek
information on location from popular culture are shown to embrace and reproduce Paris myths. The study concludes that the cultural industries influence the cognitive consumption of location through the production and dissemination of meaning, via stories and fueled by perpetual myth making.
Original languageEnglish
Pages (from-to)2363–2370
Number of pages7
JournalJournal of Business Research
Volume69
Issue number7
Early online date16 Oct 2015
DOIs
Publication statusPublished - 2016

Keywords

  • Cultural industries; Cognitive consumption of location; Myth making; Motion pictures; Hollywood; Paris

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