(Luận văn thạc sĩ) constructing stable preferences effects of dimensions of experience on movie preference in vietnamese facebook community

UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS VIETNAM - NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS CONSTRUCTING STABLE PREFERENCES: EFFECTS OF DIMENSIONS OF EXPERIENCE ON MOVIE PREFERENCE IN VIETNAMESE FACEBOOK COMMUNITY BY MAI QUANG HUY MASTER OF ARTS IN DEVELOPMENT ECONOMICS HO CHI MINH CITY, JULY 2012 UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS VIETNAM - NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS CONSTRUCTING STABLE PREFERENCES: EFFECTS OF DIMENSIONS OF EXPERIENCE ON MOVIE PREFERENCE IN VIETNAMESE FACEBOOK COMMUNITY A thesis submitted in partial fulfilment of the requirements for the degree of MASTER OF ARTS IN DEVELOPMENT ECONOMICS By MAI QUANG HUY Academic Supervisor: DR NGUYEN VAN PHUONG HO CHI MINH CITY, JULY 2012 Contents List of Tables ii List of Figures ii Abstract iii CHAPTER INTRODUCTION 1.1 Problem Statement 1.2 Research Objectives 1.3 Research Question 1.4 Scope of the Study 1.5 Significance of the Study 1.6 Structure of thesis 1.7 Chapter summary CHAPTER LITERATURE REVIEW 2.1 Previous studies 2.2 Analytical framework 2.2.1 Preference 2.2.2 Experience 10 2.2.3 Condition of Experience 11 2.3 Chapter summary 12 CHAPTER RESEARCH METHODOLOGY AND DATA 14 3.1 Empirical Models 14 3.2 Constructing variables 14 3.3 Database 21 3.3.1 Subjects of preference and experience 21 3.3.2 Objects of preference and experience 23 3.4 Chapter summary 24 CHAPTER RESULTS AND DISCUSSION 25 4.1 Data Description 25 4.2 Econometric results 26 4.2.1 Unrestricted models 26 4.2.2 Restricted models 29 4.3 Result explanation 32 4.4 Study limitations 34 4.5 Chapter summary 35 CHAPTER CONCLUSIONS AND IMPLICATIONS 36 Reference 40 Appendix 42 i List of Tables Table 1: Descriptive statistic of dependent variables and five main explanatory variables 25 Table 2: Correlation between dependent variables and main explanatory variables 26 Table 3: Results from four unrestricted models 27 Table 4: Results from four restricted models 29 Table 5: Objects of preference and experience 45 Table 6: Effects of dimensions of experience on Subjective Preference .49 Table 7: Effect of Recognizing Experience on Subjective Preference 50 Table 8: Effects of dimensions of experience on Objective Preference .51 Table 9: Effects of Tasting and Choice Experiences on Objective Preference 52 Table 10: Effects of dimensions of experience and individual movies on Subjective Preference .54 Table 11: Effects of Recognizing Experience and significant movie on Subjective Preference .56 Table 12: Effects of dimensions of experience and individual movies on Objective Preference .57 Table 13: Effects of Tasting and Choice Experiences and significant movies on Objective Preference 59 List of Figures Figure - Effects of existing preference and experience on constructing preference Figure - Analytical framework Figure - Asking flow of questionnaires 44 Figure - Share of voice for selected Vietnamese movies from Oct 2011 to Mar 2012 60 Figure - Vietnam's movies - Sentiment scoring 61 Figure - Weekly buzz of Thiên Mệnh Anh Hùng 62 Figure - Analysis of Thiên Mệnh Anh Hùng 62 ii Abstract In market economy, neoclassical economists tell a story of demand side that every consumer compare utility of each unit of every commodity, to decide to consume the unit that provide higher utility In that story, utility is understood as obvious usefulness that any unit of commodity could provide, and preference is just the result of "utility maximization" process Nevertheless, real world tells another story A unit of any commodity may be useful, useless, or even harmful for a consumer, depending on specific condition at the time of consuming the unit Preference may not only be the result of "utility maximization" but also "harm minimization" process Furthermore, complicated adaptation process could also significantly affects preference of consumer This study investigates the relationship between preference and conditions of experience of Vietnamese movie theater audiences of Facebook community over popular fourteen movies in the time from 3rd to 29th of December 2011 In this study, data was collected by questionnaires over 67 identified Facebook users, and there were 191 raw observations (162 pure observations after validating) The results from logistic regression models indicate that subjective preference associates with recognizing experience (information condition), and objective preference associates with tasting experience (trial condition) and choice experience (easy-choice condition) The results also suggest that objective preference is more stable than subjective preference This study also have evidence of higher level of preference for some movies excluding effects of experience, imply existing preference or unconsidered dimensions of experience that future works should notice Therefore, this study is consistent with previous studies on “Constructing Stable Preference”, and recommends further studies to develop demand-side theories Movie theaters in Viet Nam could also apply this study to affect their customer demand by offering many forms of movie experience iii CHAPTER INTRODUCTION 1.1 Problem Statement Although preference is a key factor of demand side in market economy, relevant theories are not so clear Neoclassical economists explained that consumer compare utility of each unit of a commodity with each of others, to decide to consume the unit that provides higher utility In order to that, consumers must have existing preferences However, these preferences don’t seem to exist, but to be constructed, according to evidences from both psychologists and economists (Bettman, Luce, & Payne, 1998; Hoeffler & Ariely, 1999; Slovic, 1995) Preference is constructed by the decision maker within the decision task and its context This is an emerging generalization in the behavioral decision theory literature (Payne, Bettman, & Johnson, 1993) The constructive preference perspective argues that people often construct their preferences in a given situation based on information available at the time of preference elicitation (Hoeffler & Ariely, 1999) However, this perspective does not mean that previous experiences not affect latter decisions of consumers, but consumers decide their choice based on their relevant experiences, including previous relevant decisions By introducing the concept of "Constructing Stable Preferences", Hoeffler & Ariely (1999) examine some common dimensions of consumer experiences (Effort, Choice and Experience), and effects of these dimensions on formation of preference Movie is a disposable commodity that defines a domain appropriate for studying the impact of experiences like these on consumer preferences Traditionally, Cinema is the seventh art, which supply an entertainment form for modern life and a center to exchange ideas Different from Architecture, Sculpture, Painting, and even Music, Poetry, Dance, works of Cinema are more convenient to reach public, because they are of high level of spreading, they have economies of scale, they maximize viewers’ feeling, and they express life questions as whole systems As an art, each work of cinema define a separate concept, which create different levels of audience’s preferences, and concepts of different works of cinema also create different levels of preference on the same audience As a center of exchanging ideas, cinema is the place where people go to acquire knowledge, emotion and inspiration from the community as well as from over the world Therefore, in cinematography domain, we have many units (movies) to study relationship between preferences for them and experiences about them In Vietnam recent years, unlike in the past, youths got used to watch movies in cinemas, instead of at their homes Therefore, we would choose cinematography domain to investigate relationship between Vietnamese youths’ preference for movies and their experience about these movies Vietnamese youths also tend to exchange their perspective, using social networks like Facebook By focusing on young respondents that is target customers of cinemas, in this study, Facebook community was selected to examine as its impact and popularity 1.2 Research Objectives With objects of movie, and subjects of Vietnamese Facebooker, this study aim to:  Find evidence of relationship between experience and preference  Recognize different types of experience in association with different types of preference  Find evidence of preference stabilization process 1.3 Research Question How can dimensions of experience (recognizing, tasting, choice, effort, and consuming) affect preference for movie in Vietnamese Facebook community? 1.4 Scope of the Study This study aim to clarify relationship between preference and experience in Vietnamese Facebook community, so we ask our friends from our Facebook account friend list (http://www.facebook.com/maiquanghuy?sk=friends) to be respondents of this study Fourteen movies that are examined in this study were recently shown movies, now showing movies, and coming soon movies in the time from 3rd to 29th of December 2011 (table 4, appendix 3) 1.5 Significance of the Study This study supports the concept of “Constructing Stable Preferences”, and further clarifies the demand side of market economy 1.6 Structure of thesis There are five chapters in this study The first chapter introduces the problem of demand side in market economy, and the study itself The second chapter clarifies the concepts of preference and experience, as well as orientates the way this study approach the problem on the base of previous studies The third chapter explains the models being used, and the way these models have been building up The fourth chapter discusses the results of running regression The last chapter concludes the significance of this study 1.7 Chapter summary This chapter presents evolution of economics theories about preference, from existing preference to constructive preference, and the concept of “Constructing Stable Preferences” in cinematography domain, especially in context of Vietnamese Facebook community In this chapter, research objective is stated as to demonstrate the relationship between preference and experience, to support the concept of “Constructing Stable Preferences”, and research question is how five dimensions of experience affect preference for movie The scope of this study is Vietnamese Facebook community in cinematography domain CHAPTER LITERATURE REVIEW 2.1 Previous studies Although there is not any unique theoretical model that explains relationship between experience and preference, there are still some consistent researches so that this study could base on Steve Hoeffler & Dan Ariely (1999) concluded that the condition of experience is related to the type of preference constructed by consumers and the consistency they follow preference They also concluded that the hard and easy conditions disassociate objective and subjective preference Easy conditions of choosing facilitate consumers gain subjective preference, while difficult conditions facilitate objective preference About the consistency, they concluded that, when consumers make a single choice or repeated choices, consistency on the different attributes increased Jonathan E Alevy, Craig E Landry & John A List (2006) viewed the stability of preferences as a key argument to understand fundamental concepts of microeconomic theory, which are often used in public policy analysis They investigated further on anchoring – a presumed modalities for preferences to be constructed – in a field environment, and found mixed evidence of the importance of anchoring (with treatment effects), suggesting that market participants are not affected by irrelevant cues However, the behavior of new market participants is still such an interesting topic to study, and the diversity of anchors in the market environment implies further research in this area to discover basic insights of consumer preferences’ nature Combine results of the two studies, we can understand that inner preference of consumer is constructed by experience in outer condition Later experience interacts with previous constructed preference to form new level of preference, Appendix 13 Vietnam movie removed from Oscar 2012 nominee list http://www.tuoitrenews.vn/cmlink/tuoitrenews/lifestyle/vietnam-movie-removedfrom-oscar-2012-nominee-list-1.59135 Updated : Fri, January 20, 2012,4:55 PM (GMT+0700) A scene in the movie "Khat vong Thang Long" Vietnamese movie “Khat Vong Thang Long” (Thang Long Aspiration) has been removed from the nominee list for the Best Foreign film category of Oscar 2012 The only one Asian movie in the list is “Warriors of the Rainbow: Seediq Bale” of Taiwan According to VietnamNet, it is a surprise when the list does not include China’s “Flowers of War”, by director Zhang Yimou, “Le Havre”, a Finland’s film which won the FIPRESCI award at the Cannes Film Festival or “Where Do We Go Now?” of Lebanon, which took the Audience’s Choice Award at the Toronto Film Festival Other notable movies which are not in the list include: “The Turin Horse” of Hungary, “Once Upon a Time in Anatolia” of Turkey, “Miss Bala” of Mexico and “Declaration of War” of France Movies in this list include Denmark’s “SuperClasico”, Canada’s “Monsieur Lazhar”, Iran’s “A Separation”, Poland’s “In Darkness”, Germany’s “Pina”, Morocco’s Omar Killed Me” and Belgium’s “Bullhead” “Thang Long Aspiration” tells about the chaotic period of Vietnam’s feudal Le and Ly Dynasty in 9th century It won a silver prize for Best Film and two golden prizes for Best Director and Best Supporting Actor at Vietnam’s Golden Kite Award last year The 84th annual Academy awards will take place at the Kodak theatre in Los Angeles on February 26, 2012 63 Appendix 14 Tet movies yet to hit new box-office record http://www.tuoitrenews.vn/cmlink/tuoitrenews/lifestyle/tet-movies-yet-to-hit-newbox-office-record-1.59562 Updated : Sun, January 29, 2012,5:00 PM (GMT+0700) None of the Vietnamese (and foreign movies) that are being screened nationwide for the Lunar New Year season has hit a new record in ticket sales BHD Star Cinema opens earlier and longer than usual during Tet, offering screenings from 7.45 am to am on the following day The number of screenings also increases to sessions a day for Vietnamese movies Thanks to its Tet promotions, theaters, each of which has 666 seats, were packed with movie-goers Out of the Vietnamese movies, Hello Co Ba (Hello Ms Ba), Thien Menh Anh Hung (Blood Letter), Le Phi Tinh Yeu (Love Fee) and Loi Nguyen Huyet Ngai (The Curse of Blood Wormwood), Hello Co Ba attracted the greatest number of audiences At Megastar and Galaxy theatres, however, Thien Menh Anh Hung was the biggest hit Dinh Thanh Huong, director of Galaxy Studio, said Loi Nguyen Huyet Ngai was screened one week earlier than other movies and had garnered a revenue of VND14 billion (US$672,000) Hello Co Ba and Thien Menh Anh Hung have reaped VND11 billion and VND10 64 billion respectively after being in theatres for a week Still, none of these films has been able to break the sales record of last year’s Co Dau Dai Chien (Bride War): VND37 billion (US$1.7 million) Theatre managers said one reason was competition This Tet season, the local film market has been offered many choices of movies 65 Appendix 15 Vietnamese film helps change attitude to gays http://www.tuoitrenews.vn/cmlink/tuoitrenews/lifestyle/vietnamese-film-helpschange-attitude-to-gays-1.58559 Updated : Sun, January 15, 2012,6:13 PM (GMT+0700) Two gay men at a World AIDS Day event in Hanoi In Vietnam, gays are routinely portrayed as people suffering from a condition that can be treated something the makers of "Lost in Paradise" hope to help change Photo: AFP Vietnam's first film to openly feature love and intimacy between gay men is helping to change attitudes in a country where homosexuality is often seen either as a disease or a source of ridicule Curious filmgoers have streamed into cinemas to catch "Lost in Paradise", which chronicles the doomed love affair between a gay prostitute and a book seller and provides a rare glimpse into a usually hidden side of Vietnam For some, the movie was eye-opening, with one Vietnamese woman saying the bittersweet love story had changed her views about homosexuality "Now I think they are just like us," said the 50-year-old state employee, who did not want to give her name, after watching the film in the capital Others, though, seemed uncomfortable, with a group of youths at a recent screening at Hanoi's Platinum Cinema laughing and a teenage girl covering her eyes during a scene in which the two lead actors kiss tenderly Homosexuality remains largely taboo in Vietnam, where Confucian social mores, with their emphasis on tradition and family, still dominate 66 Gays are routinely portrayed as comical figures or as people suffering from a condition that can be treated – something the makers of "Lost in Paradise" hope to help change "We just want to contribute so that gays are better accepted in our society They don't need sympathy or understanding They need equality", said Luong Manh Hai, who stars in the movie and co-wrote the script The film, directed by Vu Ngoc Dang, has been well received by critics at home and abroad, and will be screened at the Berlin International Film Festival in February before a general DVD release in October Hai calls the film "a slice of life", though he admits it was toned down for Vietnam's audiences when censors removed the more sexually explicit scenes In the raciest sequence to survive the cutting room, Hai caresses and kisses his partner's naked body, filmed from an angle that only reveals bare buttocks and leaves the rest of the couple's bedroom antics up to the imagination The film has so far grossed roughly 20 billion dong (US$900,000), "a successful amount for a film of this kind", a staffer at the film's BHD Media production company said, asking not to be named The film has been warmly received by the small gay community of Ho Chi Minh City, where homosexuals feel life is easier than in other parts of the country, said openly gay student Nguyen Quoc Duy "I don't know if the movie succeeded in telling people that being gay is normal, but for sure it helped them understand who we really are and how wrong the prejudice they have against us is," the 21-year-old said Sociologist Le Quang Binh, who has headed several research projects on lesbian and gay issues, said films like "Lost in Paradise", as well as a recent photo exhibition about Hanoi's gay community, were paving the way for more openness about homosexuality "The press has become less discriminatory and more objective when covering gay topics," he said, while social networking sites were also helping to change the perception of homosexuality He noted some local media had covered what was billed as Vietnam's first lesbian wedding in 2010 and the union of two gay men last June, even though the celebrations were only symbolic, with same-sex marriage not legal in Vietnam "The younger generation now is also more open," added Binh, all of which could help make it easier for people to come out of the closet But the country still has some way to go Khoa, a 34-year-old businessman in the Vietnamese capital, said he has yet to reveal his sexuality to his parents who live in the countryside, fearing "unimaginable damage" to his family "I'm doubtful that my parents would change their thinking that gays are sick even if they were to watch 'Lost in Paradise'," he said 67 Still, Khoa said he was encouraged by the slowly changing attitudes around him "It's a long road, but there is light at the end of the tunnel." 68 Appendix 16 Cash witches in Vietnamese cinema http://tuoitrenews.vn/cmlink/tuoitrenews/lifestyle/cash-witches-in-vietnamesecinema-p1-1.58926 http://tuoitrenews.vn/cmlink/tuoitrenews/lifestyle/cash-witches-in-vietnamesecinema-p2-1.58930 Comedian Thai Hoa in his second blockbuster "Long Ruoi" (Big Boss) In the past, film makers received monthly wages and royalties from film studios to produce movies that were sponsored by the state, shown just few times in the cinema, and then stored in the library permanently The time of such subsidies has passed Vietnamese moviemakers now focus on profits as their top priority, and an individual’s effort is calculated by how much money one brings to a film, rather than art values From money-machine comedians After working in drama theaters for a long time, it was not until he joined big-screen cinema with “De Mai Tinh” (Fool for Love) that Thai Hoa started to shine De Mai Tinh is arguably one of Vietnam’s most profitable movies, raking in 30 to 40 VND billions (1.5 to 2.0 USD millions) And Thai Hoa has become the “gold comedian” that every film producers would want to have Thus, his second blockbuster “Long Ruoi” (Big Boss) was composed to make the most of this comedian’s acting talent In order to keep him available for “Long Ruoi” before shooting, the producer pre-paid him 100 VND millions (5000 USD) The profit of 40 VND billion (2 USD millions) that Long Ruoi brought, according to its publisher, is “out of any predictions” And yet the film is a rather cursory entertainment movie with many mistakes in it Despite that, Thai Hoa still proves worthy of his “million-dollar” title On one hand, people are attracted to see the new movie as they want to see how different he is from De Mai Tinh And for those who love De Mai Tinh, film producers have already planned a sequel, “De Hoi Tinh” or “Cuoi Ngay Keo Lo” (Love Puzzle) 69 Unlike Thai Hoa, comedian Hoai Linh was well-known from short comedies in Van Son Entertainment Centre in the US before returning to Viet Nam in 1996 He has long been an idol for common viewers before going on to big screen cinema Thus, when it comes to the time simply entertaining, and not thought-provoking comedies for the Tet holiday, Hoai Linh has quickly become the number one choice of film investors who essentially plan on target audience as well as showing time for their films He is the most starred actor, even in supporting roles, in many movies such as “Nu Hon Than Chet” (Kiss of the Death), “Phat tai” (Prosper), “Cong Chua Teen va Ngu Ho Tuong” (Teenage princess and five bodyguards), and “Bong Ma Hoc Duong” (Ghost at School) Comedian Hoai Linh (left) He also joined this year’s movie “Hello co Ba” (Hello Ms Ba) Obviously, Hoai Linh is not always the trump-card for the success of a movie, but he is so popular in comedies that people recognize it when a movie is advertised with him in one of the acting roles Producers know this and keep inviting him to play a role in their “Tet movies” To the million dollars directors A director whose name is usually on the top of the money-making list is Charlie Nguyen, who directed Vietnam’s first million dollar budget movie, “Dong mau anh hung” (The Rebel) However, this amount was the investing cost for the movie that Nguyen’s family in the US put into the movie in their first attempt to win over Vietnamese cinema The high cost has forced Nguyen to mortgage several houses in the US while awakening his movie dream 70 No longer thinking about movies of true art like “Noi buon chien tranh” (The Sorrow of War) or “Canh dong bat tan” (The Floating Lives), Charlie turned to making comedies, and immediately gained resounding success with “De Mai Tinh” and “Long Ruoi” The compromise of Charlie Nguyen with Vietnamese cinema is exactly what producers hope for, since getting the director’s help in making profit-oriented movies is the crucial condition of cooperation Another director is Nguyen Quang Dung, who became popular at a young age with his first movie, “Hon Truong Ba da hang thit” (Truong Ba’s Soul in Butcher’s Body) Dung quickly realized that his purpose in making films is to bring as much profit as possible Thus he uses various strategies to keep the audience’s interest, such as creating the next part of a series, “Giai cuu than chet” (Saving the Death), when the first one, “Nu hon than chet” (Kiss of the Death) was popular He also made one of Vietnam’s first musicals, “Nhung nu hon ruc ro” (The Brilliant Kisses) Despite critiques from the media, Nguyen Quang Dung has achieved his goal of not incurring losses for his producers, or for himself Charging just an average professional fee and getting profit shares brought by the movie later is how this director works According to Dung, that is also how he pressures himself to make movies which sell like hot cakes Since he stopped working on new movies nearly two years ago, it is unknown what kind of new trick he will use when he returns, since there are many new comedies now If director Victor Vu hasn’t been involved in the suspicious case of his “Giao Lo Dinh Menh” (Inferno), which was said to be a copycat of Hollywood blockbuster “Shattered”, then the more than 35 VND billion (1.7 USD millions) profit for both of his movies “Co Dau Dai Chien” (The Bridal Wars) and “Giao Lo Dinh Menh” would be enough to make him one of the million-dollar directors 71 A poster of "Co dau dai chien" (The bridal wars) by Victor Vu His next film, “Thien Menh Anh Hung” (Blood Letter), is waiting to be distributed while producers determine whether it is a brainchild worth the million dollars, or another doubtful case Another director that must be named is Le Hoang, who gained multiple billions of dong with “Gai nhay” (Bar Dancer), the movie that marks his career shift to focus on profit-oriented movies His upcoming “Cuoc San Vit Troi” (The Hunting of Wild Ducks) with Lan Anh Media as the sole producer, is also an unknown member of the year end’s movies 72 The main cast Ngoc Diep (L) and Huy Khanh in "Co dau dai chien" 73 Phuoc Sang Studio's "Hello Co Ba" featuring comedian Hoai Linh and bodybuilder Pham Van Mach When the cash witches are film producers… Then they bring great fortunes Cost-effective investment in commercial movies, which sometimes disregards the art factor, is how Phuoc Sang’s production company has been working till now With two movies “Ao Lua Ha Dong” (The White Silk Dress) and “Huyen Thoai Bat Tu” (The Lengend Is Alive) directed by his brother Luu Huynh that brought high profit under his belt, the level of Phuoc Sang productions has significantly increased Phuoc Sang, who started his career as a drama actor, later started a studio and produced movies that earned money for odd plots, such as “De Muon” (Surrogate Mother), which was “disgusting” according to many viewers, “Khi Dan Ong Co Bau” (When Men Are Pregnant), “Hon Truong Ba Da Hang Thit”, “Phat Tai”, “Cong Chua Teen Va Ngu Ho Tuong”, “Thien Su 99” (Cherub 99), and this year’s “Hello Co Ba” Comedies produced by Phuoc Sang follow the same formula: Funny stories with popular comedians, and some attractive boys or girls, plus his pretty wife Kim Thu, who is also an actress It is true that Sang has always put hot topics/events of the year in his movies, which explains why he usually starts his projects late, when other Tet movies have already finished their production Last year when he knew of a girl who joined a prospective actor/actress seeking contest that paid 200 VND millions (10,000 USD) to the winner, Sang went to the contest to see how much she loved being an actress and invited her to his movie projects This year he tried to invite athlete Pham Van Mach, who became popular after joining the TV game show “Cap doi hoan hao” (The Perfect Couple) And a great number of viewers from other provinces apart from Ho Chi Minh City are also a lucrative market that Sang never misses 74 A scene featuring actress Do Hai Yen in "Canh dong bat tan" by BHD However, the producer with the highest rank is BHD – who gains big money not only with commercial movies, but also with art movies such as “Canh Dong Bat Tan” (The Floating Lives) and “Hot Boy Noi Loan” (Lost In Paradise) Other successful productions are the Early Risers Group with script-writer Vincent Ngo and talented actor Dustin Nguyen as their trump-cards; and Chanh Phuong production, with popular actor Jonny Tri Nguyen Each year more and more Vietnamese films are produced, which is an encouraging sign for the national cinema There are good movies and bad ones, yet the multimillion dollar profits they bring have shown the eagerness of Vietnamese viewers for local films Viewers and time are fair and decisive judges of movies In order to keep viewers’ support, Vietnamese film producers should focus more on the art and creation of the movie, rather than using marketing tricks that seem to be repeated a lot now Only then will the “cinema witches” win most viewers’ hearts, rather than just make them laugh and then let it go with the movie “Don’t want to repeat myself”: Director Nguyen Quang Dung “I gained financial success almost immediately with my debut movie, and my viewpoint on movie making hasn’t changed since then I divide the production of a movie into different steps, in which persuading the audience and producers is the most important one You have to make movies that audiences want to buy tickets to see, and producers are ensured to not incur aloss with it After each successful movie, you get better financial conditions to invest in another one, and finally get the producer and audience onto your side 75 But I have been filming for four continuous years, which seems long enough I need to take a pause and refresh myself I don’t want to repeat myself in movies When you are seen as a money-machine for producers, they don’t want you to stop You will be wrapped up in work and utterly exhaust yourself Taking a leave for two years and taking time to prepare for another movie project is also an achievement for me Being absorbed in making commercial movies is a dangerous thing that I am always on alert for in my movie career.” Director Charlie Nguyen: A low risk option “After my first movie, “Dong Mau Anh Hung” (The Rebel), received much acclaim from the audience, we had planned a second part of it However, the project was cancelled due to its high production cost Projects that are within my ability are now all commercials movies, and I don’t know when I will be able to produce “The Rebel 2” as expected At least I keep on making new movies and getting producers to invest in my movies The higher the turnover brought from my films, the more trust investors put in me Bringing them the assurance that I am a “low risk option” in movie production is also a pleasure.” 76 77 ... about preference, from existing preference to constructive preference, and the concept of ? ?Constructing Stable Preferences? ?? in cinematography domain, especially in context of Vietnamese Facebook community. .. Consuming 2.2.3 Condition of Experience From the definitions of ? ?Experience? ??, we can measure above dimensions of Experience by define the following conditions of consumer Information (proxy of Recognizing):... cinematography domain Movie choices – Constructing preference in cinematography domain Figure - Effects of existing preference and experience on constructing preference In this study, because of cinematography