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This article provides additional information about moviegoers. It aims to define, through a correctly applied methodology, the motivational factors (internal, external or experiential) that determine the choice of one film over another. The analysis of these factors has been able to establish those that have a greater or lesser effect on the consumer's decision-making process. This can be of great significance in terms of the economic impact that this decision has on the final box officedoi:10.3926/hdbr.181 fatcat:4aimbqrzbfcvtijsko3fu6qace