Evolving structures and consumer response: dynamic transformations of The Fugitive and Mission Impossible

Structural analysis is designed to deal with patterns which exist in the human mind and, thereby, impact the ways in which people act and respond to circumstances. As such, structural analysis has value in situations involving consumer choice and preference. Historically, structural analysis, in both literary criticism and consumer research, has tended to be static in nature. Marketing managers, however, are interested in cultural dynamics and what influences consumer preferences and buying patterns as they evolve through time. Here a structural interpretation which is linked to a socio/economic deterministic model, will be used to analyze two popular television series (The Fugitive and Mission Impossible) which were originally aired in the 1960s and were remade into blockbuster feature films in the 1990s. This example will explore the value of a dynamic structural model within marketing management.