東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

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

Hesketh, Joanna I.

FindBook

Google Book

Amazon

博客來

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

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour./
作者:	Hesketh, Joanna I.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	144 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-11, Section: B.
Contained By:	Dissertations Abstracts International82-11B.
標題:	Psychology. -
電子資源:	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.
LDR:03304nmm a2200385 4500 001 2283489
005 20211029101459.5
008 220723s2021 ||||||||||||||||| ||eng d
020 $a 9798728251255
035 $a (MiAaPQ)AAI28495644
035 $a AAI28495644
040 $a MiAaPQ $c MiAaPQ
100 1 $a Hesketh, Joanna I. $3 3562454
245 1 0 $a Why I Need That: How Identity-Based Relationships Between Viewer, Film, and Product Can Lead to Purchase Behaviour.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2021
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.
590 $a School code: 1503.
650 4 $a Psychology. $3 519075
650 4 $a Multimedia communications. $3 590562
653 $a Archetype theory
653 $a Buying and media
653 $a Consumer behavior
653 $a Identity and film
653 $a Product placement
653 $a Self-other-object
690 $a 0621
690 $a 0338
690 $a 0558
710 2 $a Fielding Graduate University. $b The School of Psychology. $3 1669722
773 0 $t Dissertations Abstracts International $g 82-11B.
790 $a 1503
791 $a Ph.D.
792 $a 2021
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28495644