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RESEARCH PRODUCT

Cross-cultural Differences in Movie Selection. Decision-making of German, U.S., and Singaporean Media Users for Video-on-Demand Movies

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ABSTRACTThis article investigates the process of individual decision-making for movies on video-on-demand platforms from a cross-cultural perspective. Models of decision-making and movie selection act as theoretical underpinning. The article focuses on the information search phase and examines media consumers' information use during movie selection. Empirically the article relies on an online survey among N = 694 German, the U.S., and Singaporean students. Results indicate that participants considered only a limited amount of information before carrying out their choice. Participants shared a preference for product-related cues over crowd-related cues signaling previous user-experiences. With respect to cross-cultural differences, results point to a higher amount of crowd-related information used by Singaporean participants.