There is business like show business! What marketing scholars and managers can learn from 40 years of entertainment science research
梳理了40年娱乐科学的研究成果，提炼出娱乐产品的六大特征（享乐、叙事、文化、创意、创新、数字），并指出这些特征在其他行业同样存在，为营销学者和经理人提供了跨行业学习的洞见，尤其针对虚拟世界和生成式AI等趋势给出了最佳实践。
Abstract For over four decades, scholars have developed the field of entertainment science, establishing a thorough understanding of the business behind filmed, recorded, written, and programmed media products and services, encompassing consumer behavior and strategic decision-making. Building on six foundational characteristics that jointly define entertainment offerings (i.e., their hedonic, narrative, cultural, creative, innovative, and digital nature), we synthesize key findings from entertainment science research. Since each of these characteristics can be found individually in various industries, this review offers substantial potential for learning beyond the entertainment world. Leveraging the entertainment industry’s pioneering role in major cross-industry trends, including virtual worlds and generative AI, we then provide best practices for adapting to these developments. We conclude by proposing a comprehensive agenda for future research on each of the foundational entertainment characteristics within the field of entertainment science and beyond.