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Why Entertainment Products are Unique: Key Characteristics

  • Thorsten Hennig-ThurauEmail author
  • Mark B. Houston
Chapter

Abstract

This chapter shows the set of critical characteristics of entertainment products that make them stand out from other types of products. Our overview of these characteristics provides the foundation for developing a marketing mix for entertainment products that takes their uniqueness into account. Their hedonic and cultural nature makes it difficult for consumers to judge the quality of entertainment products when deciding whether or not to buy them—and, because they are also artistic and creative offerings, sometimes difficult to truly judge even after consuming them. Entertainment products also have economic characteristics that affect managerial decisions; they are information goods (which means that most costs are incurred in creating the “first copy,” with each additional copy being low- or no-cost), and tend to have short life cycles. Entertainment products can acquire revenues not only from consumers, but also from advertisers and other parties, and “externalities” exist between these parties. This chapter provides a critical foundation for the rest of the book.

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Authors and Affiliations

  1. 1.University of MünsterMünsterGermany
  2. 2.The Neeley School of BusinessTexas Christian UniversityFort WorthUSA

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