ERIC Number: ED210754
Record Type: RIE
Publication Date: 1982-Feb
Reference Count: 0
The Salience of Selected Variables on Choice for Movie Attendance among High School Students.
Austin, Bruce A.
A questionnaire was designed for a study assessing both the importance of 28 variables in movie attendance and the importance of movie-going as a leisure-time activity. Respondents were 130 ninth and twelfth grade students. The 28 variables were broadly organized into eight categories: movie production personnel, production elements, advertising, criticism and reviewing, interpersonal influence, perception of film content, financial costs to the patron, and miscellaneous. Overall, 4.2% of the sample reported movie-going as a favorite leisure activity. This percentage was slightly higher than those of similar studies, and suggested that movie-going as a leisure activity diminished with age. When data on the 28 variables were analyzed, subject matter of the film and interpersonal contact were the reasons cited most often for going to films. The data also demonstrated the low salience of "behind-the-screen" production personnel in attracting high school movie-goers. The frequent movie-goers in the sample considered more of the 28 variables as being important in making their choices than did the occasional movie-goers. Overall, the 28 variables accounted for nearly one-third of the movie attendance variance in a multiple regression analysis. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Western Speech Communication Association (Denver, CO, February 20-24, 1982).