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- Title
Heroes, Villains, Wildcats and Marketing Science Discussion of New Directions in Consumer Behavior and Consumer Research.
- Authors
O'Guinn, Thomas C.
- Abstract
The article discusses the results of various research on the effects of identification with comic book heroes and villains of consumption on materialism among former comic book readers. One author, Belk, has proposed the effects of contextual and incidental learning relevant to identification with comic book consumption characters on consumer attitudes. Another, Holbrook, emphasized the implications of marketing and consumer research on semiology, stressing the analysis of symbol systems as interactive processes. Semiology is then perceived more effective when it operates in both directions, by being self-reflexive and giving more meaning on the consumption experience when using a media.
- Subjects
CONSUMER behavior; COMIC strip characters; CONSUMPTION (Economics); CONSUMER attitudes; IDENTIFICATION; CONSUMER preferences; HEROES in mass media; CONSUMER research; SEMANTICS; VILLAINS in mass media
- Publication
Advances in Consumer Research, 1989, Vol 16, Issue 1, p426
- ISSN
0098-9258
- Publication type
Article