Abstract
This study investigated the impact of typographic suitability of movie titles and logos on movie posters, as well as viewers' preferences for movie genres, on viewers’ attitudes toward and intentions to watch movies. Empirical research results revealed that higher typographic suitability of movie titles and logo fonts on movie posters led to more positive attitudes and intentions toward watching the movies. Furthermore, a significant positive influence of movie genre preferences on movie attitude and intention to watch was observed. Lastly, a meaningful mediating effect was found between typographic suitability of movie posters and viewers’ attitudes and intentions toward watching movies.
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