| Abstract: | We investigate the possibility that an individual‐level decline in preference over time is responsible for the well‐known decline in a movie's revenues after opening. In the first part of this study, using a Canadian panel we show that such a decline does indeed occur in both individual consumers’ anticipated liking of movies, and in actual movie choice. The second part explores the mere newness effect building on the fact that new products carry both private and social values, and proposes that these values decay continuously over time. Capitalizing on the notion that characteristics of market mavens interact differently with private and social values, we develop and show support for hypotheses based on the proposed mechanism. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd. |
