The project is oriented at the identification of similarities and differences in the decision making processes of book-buyers and film-goers. It is expected that the sought-after benefits, the function of knowledge based on experiences, the partition of the supply into genres and choice criteria are on the whole comparable. In contrast to the decision making process of books, this process regarding film can be characterized as a group process. Secondly, there often is a relationship with other decisions concerning the evening out, because time and place of consumption are controlled by the supplier. Considering these points, reading is less restrained.
|Effective start/end date||1/01/95 → 1/01/00|