This research explores the controversy regarding the issue of taste of consumers of cultural products: is there … convergence or divergence of tastes, such as they are expressed by professional experts and ordinary consumers of films? In other … words, have the ordinary consumers "good taste "? Contrary to recent U.S. studies finding some convergence, our results …

into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities …

dissapointing results of studies investigating their efficiency. In order to better understand how consumers react toward … establishment of a gratification system in accordance with the consumers’ expectations, their perception of the brand associations …