Abstract Mass media formats such as films may affect attitude and behavior at social, group or individual level. Existing literature lack sufficient evidence and results on the way according to which, films may influence in a positive manner entrepreneurial attitude. Research and results reported herein provide insight with respect to different executional factor formats that can be used in the design of effective short-films aimed toward fostering positive entrepreneurial attitude. Drawing on a sample of 221 engineering students and by means of Conjoint Analysis, we launched an experimental investigation aiming to understand perceived preferences for different combinations of short films’ executional characteristics. Results suggest that the source of the message is perceived as the most important factor for the construction of effective short films followed by the length of the film. Research results reported herein represent a first step towards the better understanding of the design and construction of effective audiovisual means for the promotion of entrepreneurship and hence maximize the use of limited funding sources.
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