Creating Character Identification and Liking in Narratives: The Impact of Protagonist Motivations on Real-Time Audience Responses

Tchernev, John M.

doi:10.1080/15213269.2022.2067878

Cited by 6 publications

(3 citation statements)

References 68 publications

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“…In video games, avatar identification is an “avatar as me” concept, meaning the degree to which a gamer feels close to or the same as the game character (Banks & Bowman, 2016). Prior research found that character/avatar identification had an important role in the effects of media on individuals, which include both the effects of traditional media (e.g., Basil, 1996; Bond & Drogos, 2014; Tchernev, 2022) and that of digital media such as video games (e.g., Klimmt et al, 2010; Soutter & Hitchens, 2016).…”

Section: Literature Review Theories and Hypothesesmentioning

confidence: 99%

“We Found Love”: Romantic Video Game Involvement and Desire for Real-Life Romantic Relationships Among Female Gamers

Wu,

Cai,

Mensah

2023

Social Science Computer Review

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Despite the increasing popularity of female-oriented romantic video games (RVGs, also known as otome games) in Asia, research on this topic is scarce. Drawing upon social exchange theory and social cognitive theory, the current study examined the association of RVG involvement and desire for real-life romantic relationships (RLRRs), and tested a SEM path model delineating the possible pathways linking RVG involvement to RLRR desire. A survey method was adopted to collect data from female RVG players on an online otome games forum in China. Results from a valid sample of 353 respondents (aged 18 or older) showed the direct, indirect, and total effects of RVG involvement on players’ interest in real-life dating and marriage relationships were all negatively significant. It was found that gamers’ avatar identification and parasocial relationships with romantic targets significantly mediated the relationship between RVG involvement and RLRR desire. Adding to a comparatively under-explored line of inquiry on the role of computer games in shaping real-life romance, this study contributes to both game effects and romantic media consumption literature.

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Section: Literature Review Theories and Hypothesesmentioning

confidence: 99%

“We Found Love”: Romantic Video Game Involvement and Desire for Real-Life Romantic Relationships Among Female Gamers

Wu,

Cai,

Mensah

2023

Social Science Computer Review

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“…Burke (1969) put forward a similar concept of identification/empathy, in which speakers consider listeners' language, tonality, attitudes, gestures and ideas to identify ways to persuade them. Therefore, pathos in the present study uses word choice and language to identify with the target audience (Tchernev, 2022). Derived from pathos, empathy emphasizes the language skills of the speaker rather than the receptive ability of the receiver, persuading (male) consumers using their own language and tone.…”

Section: Effects Of Pathos On Brand Masculinitymentioning

confidence: 99%

“…Character identification, which may mediate the generational response to masculine brand stories, describes a consumer's proximity, resemblance, or connection to the character (Dessart, 2018;Milfeld and Flint, 2021). When character identification occurs, consumers become invested in the story character, which predicts enjoyment (Tchernev, 2022). Therefore, stories that create character identification are more likely to activate favorable appraisals.…”

Section: Moderating Effect Of Consumer Generation On Brand Masculinit...mentioning

confidence: 99%

Poison or remedy? Masculinity in a pathos-based sustainable brand story

Huang

Zhuang

2022

APJML

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PurposeThis study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory.Design/methodology/approachThree independent online experiments (N = 398; N = 216; N = 247) were conducted to observe how participants responded to a sustainable brand story. Data collected through a post-experimental survey were used to test the proposed model. Research hypotheses were inspected using SPSS.FindingsThe authors reveal brand masculinity is influenced by varying degrees of pathos: participants who read stories with all three pathos elements (metaphor, humor and empathy) demonstrated the highest level of perceived brand masculinity. Male consumers showed more positive attitudes toward masculine sustainable brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable sustainable brand attitudes.Originality/valueThe study provides a new angle for exploring the relationship between gendered sustainable brand stories and sustainable brand attitudes. It is the first (to the authors’ knowledge) that links Aristotle’s rhetoric theory to brand gender research, and it empirically demonstrates how male consumers from different generational cohorts respond to different masculinity strategies used by sustainable brands.

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Character, contact, and stigma reduction: investigating mediated contact and U.S. digital stories of opioid use disorder

Smith,

Osoro,

Sterner

2024

Journal of Applied Communication Research

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Creating Character Identification and Liking in Narratives: The Impact of Protagonist Motivations on Real-Time Audience Responses

Cited by 6 publications

References 68 publications

“We Found Love”: Romantic Video Game Involvement and Desire for Real-Life Romantic Relationships Among Female Gamers

“We Found Love”: Romantic Video Game Involvement and Desire for Real-Life Romantic Relationships Among Female Gamers

Poison or remedy? Masculinity in a pathos-based sustainable brand story

Character, contact, and stigma reduction: investigating mediated contact and U.S. digital stories of opioid use disorder

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