The success of entertainment products such as movies or books varies tremendously, and managers strive to increase the odds by deciding on the right marketing input. Aiming to improve managerial decision making, we suggest and test a quantile regression framework to detect outcome heterogeneity effects of marketing inputs in the entertainment industry. By analyzing the spread of the .9 and the .1 conditioned quantile to the .5 (median) conditioned quantile, we study how much an increase (decrease) of an input factor (star power and quality) changes the spread of the expected outcome (revenues and sales). The spread serves as an indicator for the heterogeneity effect of the input factor regarding the outcome. In two empirical studies, we show how marketing instruments increase (or decrease) outcome heterogeneity by estimating quantile regressions and provide generalizable findings regarding the outcome heterogeneity effects of star power (increases outcome heterogeneity) and quality evaluations (reduces outcome heterogeneity) in the entertainment industry.

电影或书籍等娱乐产品的成功差异很大，经理们努力通过决定正确的营销投入来增加几率。为了改善管理决策，我们建议并测试一个分位数回归框架，以检测娱乐行业营销投入的结果异质性效应。通过分析 .9 和 .1 条件分位数到 .5（中位数）条件分位数的分布，我们研究了输入因子（星级功率和质量）的增加（减少）对预期结果（收入和销售额）的分布有多大变化。散布用作输入因子对结果的异质性效应的指标。在两项实证研究中，我们展示了营销工具如何通过估计分位数回归来增加（或减少）结果异质性，并提供了关于明星力量（增加结果异质性）和质量评估（减少结果异质性）的结果异质性效应的可推广发现娱乐业。