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The impact of movies on society has been studied by researchers and film professionals for decades. However, less attention is focused specifically on changes and trends regarding perceived lifestyles reflected in movies. This paper aims to collect and examine the various trends that have emerged as a social impact of lifestyles through their portrayal in movies (and in some cases, television shows, that are becoming more and more prevalent form of entertainment). As Movies are universally accessible and popular media, they have the potential to influence the values, lifestyles and attitudes of consumers. The relevance and importance are further enhanced by the fact that through the cultural consumption they aid us in familiarizing, understanding and processing the social changes, new lifestyles and current problems. The logical structure of this paper follows the trends as major themes and their emergence in movies. The themes examined – mainly through the systemization and analysis of literary sources and approaches – were health awareness, addictions (tobacco products, alcohol and narcotic drugs in particular), environmental awareness and sustainability, privacy and relationships (through the representation of men and women in various lifecycle stages and the young adults' perception of sex), and the geek subculture. The research scope of the paper focuses on the western movie releases of the past years, mainly of the United States of America, because they represent the greatest global influence and reach of the movie industry – with constant releases and popularity all over the world. The results of the paper showed that these aforementioned themes reflected in movies have the capacity impact individuals' values, lifestyles and attitudes. Furthermore, the paper will be useful for any researcher who wishes to gain a deeper understanding of the non-advertisement based – as in not product placement, merchandising or other forms of advertisement in the immediate environment of movies – marketing content that has an impact through popular movies on society and consumer behavior.

This paper aims to collect and study the various trends related to cultural consumption, more specifically behaviors reflecting in movie related consumption and choice (influencing both the habits of movie consumption and the related decision making). The paper summarizes and explores these trends from all major levels: the long term scaling 'megatrends' which appear on a global scale (and have major, interconnecting effects that may be perceived over a longer time period); the lower timescale, albeit more relevant 'trends' (which already stars to influence and merge into the everyday life of consumers) and their so-called 'countertrends' that might appear after reaching a certain threshold (along with certain previous trends' reemergence), and the 'latest trends' where even yearly changes and shifts could be shaping the near future (even before affecting the majority of societies). The main purpose of the study is to systemize the literary sources and approaches to trends from the viewpoint of cultural consumption, through the format of literature study, with the focus point and relevance of this compilation being the movie- and movie related consumption. The paper is carried out under the logical structure of exploring trends and their realization in movie consumption, examining both the generally accepted megatrends (such as the effects of technological progress or the changing pace of life) and also such unique phenomena as movie related aspects of comfort orientation, experiences deemed evident by the consumers, movie induced tourism (due to the popularity of filming locations), or even trends related to movie genres and their popularity. Additionally, the study also seeks to find out how certain trends may elicit their own countertrends through strengthening to the point where the opposite effects start to emerge as well. The results of the study can be useful for marketers to have a better grasp on the movie industry trends and especially for researchers, as it provides an important opportunity to better understand movie consumption and behavior of audiences, which may follow larger overlapping trends.

One of the features of films compared to other cultural products is the possibility of their use for advertising and information activities and influence on the formation of needs and audience preferences, as well as different patterns of consumer behavior. The urgency of this scientific problem is that the sale of cinema products today is impossible without a marketing system. The application of different marketing strategies depending on the specific tasks allows a differentiated approach to each project and achieve the goals both from the standpoint of contribution to the development of culture and in terms of obtaining economic effects from the film industry. The main purpose of the study is to substantiate and determine the features of the use of marketing tools in the film industry. The study of marketing services for film production was carried out in accordance with the logical structure of the concept of "7P" (product, promotion, location, price, staff, physical environment, and the process of providing services). Recommendations for the marketing of services in the film industry: first, the choice of methods for watching movies depends on the type of media environment (traditional, digital), secondly, the choice of ways to obtain movies depending on their genre and subject, thirdly, in order to effective promotion of content and perception of the film identified the basic requirements for its trailer. The article proves that the marketing of services in the film industry is aimed not only at meeting the socio-cultural needs of the population but also at the commercialization of the industry, ensuring audience access to films, as well as creating market conditions for its sustainable development. The research materials are the basis for further research on current issues of modern film practice, integration of film production and film consumption.

Keywords: movie consumption, service marketing, consumer behavior, cultural marketing.

A kulturális javak között a film egyik sajátossága, hogy meg­jelenésétől és adottságaitól függően a termék–szolgáltatás spektrum mindkét oldalán elhelyezhető, de a legtöbb esetben a kettő között ingázik. Megtekintési módjától függően eltérő tulajdonságokkal rendelkező, illetve merőben eltérő fogyasztói magatartási formákat kiváltó, összességében egyfajta részben tárgyiasult szolgáltatástermékként lehet kezelni. Jelen tanulmány a fenti kijelentések tükrében vizsgálja a szolgáltatásmarketingben használatos tipológia alkalmazhatóságát a filmek esetében. Ezt követően az elemzésben megkülönbözteti és csoportosítja a házon kívüli, otthoni és az alternatív megtekintési módok esetében felmerülő jellemzőket a szolgáltatásmarketingben használatos "7P" marketing mix értelmezése szerint. Végül korábbi kutatások eredményein keresztül vizsgálja a különböző szempontok hatásait a fogyasztókra, illetve különösen a (hagyományos és digitális) filmes tartalom szolgáltató vállalatokra nézve.

While it is common practice to interrupt various programs – even movies – on our television sets for advertisement breaks, the same could be inconceivable for the average person in a movie theatre setting, or in a home movie watching scenario where the interruption would come in the middle of a previously purchased (or one provided through a subscription based streaming service) movie. The relevance of this scientific problem is that movies and the interest they generate in either mass or niche segments of consumers represent an excellent opportunity for any company to use in the development of their promotional campaign. The reason for this opportunity is that movies themselves are already equipped with many unique features (examples being the genre or the talent involved on either side of the camera) that aid tremendously in the practical implementation of targeted marketing, as in many cases they too are aiming to attract certain consumer segments.

The main purpose of the literature study is to sort the various seemingly ordinary advertisement methods by the types of movie mediums they are attached to, to showcase their main features, possibilities and restrictions which was conducted by summarizing the arguments and counterarguments within the scientific discussion on the topic. The systematization of literary sources and approaches indicate that we are witnessing the effects of the changing movie consumption mechanisms – which mostly occur due to technological changes – on the advertisements that are bounded to them. Last, but not least, through the reassessment of previous studies, we aim to measure the effects of advertisements coming from various mediums and newer solutions have had on consumers, what is the consensus on them in the current scientific discussion and how these might have changed over the past years. The results of the study can be useful for content creators and marketers to have a better grasp on how they could and should approach various kinds of consumer markets. All the while it will serve as one of the main pillars in a future empirical research on consumer behavior regarding movie consumption.
Keywords: consumer behavior, cultural marketing, movie consumption, advertising.

A tanulmány témája az üzletekben történő kozmetikumvásárlások tényezőinek hatása a kozmetikumvásárlási és -fogyasztási döntésekre. A téma jelentősége abban rejlik, hogy a vásárlók egyre szélesebb szortimentű kozmetikai termékpalettából válogathatnak a különböző kozmetikumokat (is) árusító üzletekben, amelyek között megtalálhatóak natúr, vegyi kozmetikumok, illetve ezek valamilyen kombinációja. A tanulmány célja annak a vizsgálata, hogy a fogyasztók/vásárlók milyen tényezők hatására hoznak döntést az üzletekben történő kozmetikumok megvásárlása és használata mellett, és ezek alapján ezen kozmetikai termékek vásárlói és fogyasztói hogyan szegmentálhatók. A kutatás módszertanát tekintve kvantitatív kutatás, formája online megkérdezés (n=1.439). Elvárt eredményekként kerül bemutatásra egy saját elméleti és egy saját kutatási modell, illetve a két modell közötti kapcsolat, továbbá az üzletekben történő kozmetikumvásárlásokra ható faktorok és klaszterek.

A tanulmány témája a környezet- és egészségtudatosság tényezőinek hatása a kozmetikumvásárlási és -fogyasztási döntésekre. A téma jelentősége abban rejlik, hogy a kozmetikai ipar folyamatos "zöldülése" által a vásárlók egyre szélesebb szortimentű kozmetikai termékpalettából válogathatnak, amely, mind a Föld egészségére, mind az azt vásárló fogyasztók egészségi állapotára kedvező hatást gyakorol. A tanulmány célja annak a vizsgálata, hogy a fogyasztók/vásárlók milyen tényezők hatására hoznak döntést a környezet- és egészségtudatos kozmetikai termékek megvásárlása és használata mellett, és ezek alapján ezen kozmetikai termékek vásárlói és fogyasztói hogyan szegmentálhatók. A kutatás módszertanát tekintve kvantitatív kutatás, formája online megkérdezés (n=1.439). Elvárt eredményekként kerül bemutatásra egy saját elméleti és egy saját kutatási modell, illetve a két modell közötti kapcsolat, továbbá a környezet- és egészségtudatos kozmetikumok igénybevételére ható faktorok és klaszterek.