‘LOV’ and the big screen: A value-system segmentation of movie goers

Abstract

In this study, Kahle's (1983) list of values (LOV) was used as an approach to segmentation. The objective was to identify the existence of segments among movie goers based on the LOV value-system. The results show that the achievers segment is made up of more than half of the movie audience, the hedonists segment is made up of nearly a third, while the emphatics segment is very small, but nevertheless exists. The consequences of these findings for advertising strategy decisions regarding choice of media and the most appropriate products to advertise on the big screen are presented.