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Why I Need That: How Identity-Based ...

Hesketh, Joanna I.

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Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour./
Author:	Hesketh, Joanna I.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	144 p.
Notes:	Source: Dissertations Abstracts International, Volume: 82-11, Section: B.
Contained By:	Dissertations Abstracts International82-11B.
Subject:	Psychology. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28495644
ISBN:	9798728251255

Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour.
Hesketh, Joanna I.

Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 144 p.

Source: Dissertations Abstracts International, Volume: 82-11, Section: B.

Thesis (Ph.D.)--Fielding Graduate University, 2021.

This item must not be sold to any third party vendors.

Previous research on product placement focused on a dichotomous approach correlating effective placements with measures of modality, recall, prominence, integrity, and attention. However, the need to develop a more complex approach that looks at the intersection between the viewer, the film, and the product emerged from the literature. Heider's self-other-object model was applied to explore the idea of that which we form meaning in relation to; the idea that the social perception of the self and other (e.g., objects in the world) creates meaning for the other as an object. For this research, Self is the viewer, Other is the film, and Object is the product. This research took a relational approach to understanding how the identity of a viewer of a product placement intersects across the identity of the film in which the product was placed and the identity of the product placed in the film. A survey of 91 participants was conducted online. Participants answered questions about how they attribute adjectives to themselves, to the film, and to the product. Adjectives were selected based on archetypes and used to measure an identity-based relationship which is a measure of the degree to which the viewer-identity, film-identity, and product-identity are in agreement. This was done using Lin's concordance correlation coefficient. The relationship was then correlated to purchase intention or purchase behaviour. Results, with a medium effects size, show that when purchase intention exists, an identity-based relationship is indicated connecting the identity of the viewer (viewer-identity) and the identity of the product (product-identity); in addition, when purchase behaviour has occurred the identity-based relationship is now indicated as between the identity of the film (film-identity) and the identity of the product (product-identity). The evidence does not suggest that a fully epistemic triangle of an identity-based relationship between viewer, film, and product occurs. Further exploration of self-media-product model is recommended.

ISBN: 9798728251255Subjects--Topical Terms:

519075
Psychology.
Subjects--Index Terms:

Archetype theory

Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour.
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245 1 0 $a Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour.
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300 $a 144 p.
500 $a Source: Dissertations Abstracts International, Volume: 82-11, Section: B.
500 $a Advisor: Tuma, Regina.
502 $a Thesis (Ph.D.)--Fielding Graduate University, 2021.
506 $a This item must not be sold to any third party vendors.
520 $a Previous research on product placement focused on a dichotomous approach correlating effective placements with measures of modality, recall, prominence, integrity, and attention. However, the need to develop a more complex approach that looks at the intersection between the viewer, the film, and the product emerged from the literature. Heider's self-other-object model was applied to explore the idea of that which we form meaning in relation to; the idea that the social perception of the self and other (e.g., objects in the world) creates meaning for the other as an object. For this research, Self is the viewer, Other is the film, and Object is the product. This research took a relational approach to understanding how the identity of a viewer of a product placement intersects across the identity of the film in which the product was placed and the identity of the product placed in the film. A survey of 91 participants was conducted online. Participants answered questions about how they attribute adjectives to themselves, to the film, and to the product. Adjectives were selected based on archetypes and used to measure an identity-based relationship which is a measure of the degree to which the viewer-identity, film-identity, and product-identity are in agreement. This was done using Lin's concordance correlation coefficient. The relationship was then correlated to purchase intention or purchase behaviour. Results, with a medium effects size, show that when purchase intention exists, an identity-based relationship is indicated connecting the identity of the viewer (viewer-identity) and the identity of the product (product-identity); in addition, when purchase behaviour has occurred the identity-based relationship is now indicated as between the identity of the film (film-identity) and the identity of the product (product-identity). The evidence does not suggest that a fully epistemic triangle of an identity-based relationship between viewer, film, and product occurs. Further exploration of self-media-product model is recommended.
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