Consumer Perceptions of Artistic Product Innovativeness in Film: Core and Peripheral Attributes

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Aranzazu Gaztelumendi, Richard Huaman-Ramirez

Aranzazu Gaztelumendi PhD is an Assistant Professor of Marketing at ESSCA Business School, France. Her research focuses primarily on innova­tion, arts and experiential marketing. Her work has been published in Information & Management and VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations.
Richard Huaman-Ramirez PhD is an Associate Professor Marketing at KEDGE Business School, France. His research interests include branding and consumer behavior. His work has been published in Information & Management, Journal of Business Research, Psychology & Marketing, European Journal of Marketing, Journal of Retailing and Consumer Services, European Business Review, among many others.

ABSTRACT
We investigate the concept of artistic product innovativeness in the context of film and analyze its positive impacts on consumer perceptions, specifically on time-related experience (i.e., loss of time perception associated with flow) and word of mouth. Our research is based on a quantitative survey conducted in the United States with 296 moviegoers. The data were examined via structural equation modeling (SEM). The results indicated a construct including two dimensions (core innovativeness and peripheral innovativeness) and shown substantial positive relationships with time-related experience and word of mouth. More precisely, we find that both core and peripheral innovativeness increase time-related experience, which in turn enhances word of mouth; moreover, core innovativeness also shows a direct effect on word of mouth, yielding a stronger total influence of core attributes. These results clarify where consumers locate novelty in films and explain via flow how innovativeness shapes time-related experience and word of mouth.

KEYWORDS
Artistic product innovativeness; core-peripheral innovativeness; time-related experience; word of mouth; creative industries