27 November, 2007

High Empathy (Mostly Women), Low Empathy (Mostly Men) and the Movies

New York Times:

" Women looking for a movie date and filmmakers looking to increase box-office receipts both know that many men have little interest in melodramatic tearjerkers. New research, however, suggests that producers of emotional films can increase their male audience by emphasizing the films’ disconnection from reality.

“We found that when guys are told a story is fictitious, they really like it,”said Jennifer Argo, an associate marketing professor at the University of Alberta and co-author of a study (with Rui Zhu and Darren W. Dahl of the University of British Columbia) that will appear in The Journal of Consumer Research. "

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