Is this real life? Is it just fantasy? The development and validation of a media-evoked fantasy scale

IF 2.7 Q2 BUSINESS
Delancy H. S. Bennett, Geraldo R M Matos, Nwamaka A. Anaza, Cecilia Ruvalcaba, Mitchell L. Hamilton
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引用次数: 0

Abstract

Purpose Prior research has indicated that narratives may lead to fantasy which may evoke narrative transportation. Researchers have also established that narrative transportation affects persuasion, changes in attitudes and brand evaluations. To this end, several studies have focused on narrative consumption (i.e. being hooked into a narrative) and the aforementioned consequences of narrative transportation. However, research investigating the role that fantasy plays in consumers’ journey from narrative consumption to narrative transportation is scant. The purpose of this paper is to develop a multidimensional scale for measuring narrative-driven fantasy in order to detail which dimensions of fantasy facilitate narrative transportation. Further, this paper posits that prior research has overlooked the mediating role that fantasy plays within the narrative consumption and narrative transportation process. As the exploration of overlooked mediators is important for theory development, this paper uses the scale developed here to test for fantasy as a mediator. Design/methodology/approach This research involves four studies, taking a multi-methodology approach including one-on-one interviews and questionnaires. Exploratory factor analysis and sequential equation modeling are used to develop a valid scale for fantasy. Findings This work results in the development of an eight-item scale of narrative-driven fantasy, highlighting two dimensions of fantasy: identification and passport. Further, this work finds that both dimensions of fantasy mediate the relationship between the level of narrative consumption (being hooked into the narrative) and narrative transportation. Research limitations/implications The studies were conducted with respondents only from the USA, potentially limiting its generalizability to other countries and cultures. This research has several implications. This paper introduces a model that highlights fantasy’s role within the narrative consumption and narrative transportation fields of study. It also delineates a scale that measures the different dimensions of fantasy. This scale can be used to gain further understanding of the strength and type of fantasy that narratives consumed via various mediums (music, movies, commercials) evoke, the relationship between these measures and narrative transportation, and the subsequent changes in intentions and attitudes. Further, the identification of fantasy as a mediator in the relationship between narrative consumption and narrative transportation allows for further theory development and exploration. Practical implications The fantasy scale that is detailed in this paper may be used to indicate which celebrities, music, images, movies, commercials, products, brands and other stimuli best evoke narrative-based fantasy. The scale should apply to all types of fantasizing, enhancing the understanding of what increases levels of fantasy and the effects of such fantasy on persuasion. Originality/value This research extends the literature on consumer engagement in narrative consumption and transportation by providing novel and valid scale measures for narrative-based fantasy. The fantasy scale provided is internally consistent and proves accurate across many samples and stimuli. The scale is also short (only eight items) and easy to administer. Additionally, to the best of the authors’ knowledge, this work is the first to generate insights into the mediating role that fantasy plays within the narrative consumption and narrative transportation framework.
这是真实的生活吗?这只是幻想吗?媒介诱发幻想量表的开发和验证
目的以往的研究表明,叙事可能导致幻想,从而引发叙事运输。研究人员还证实,叙事转移会影响说服力、态度变化和品牌评价。为此,一些研究将重点放在叙事消费(即沉迷于叙事)和上述叙事运输的后果上。然而,关于幻想在消费者从叙事消费到叙事运输过程中所起作用的研究却很少。本文的目的是建立一个多维尺度来衡量叙事驱动幻想,以详细说明哪些维度的幻想促进叙事运输。此外,本文认为以往的研究忽视了幻想在叙事消费和叙事运输过程中的中介作用。由于探索被忽视的中介对理论发展很重要,本文使用这里开发的量表来测试幻想作为中介。设计/方法/方法本研究包括四项研究,采用多方法方法,包括一对一访谈和问卷调查。探索性因子分析和序列方程模型用于开发一个有效的幻想量表。这项工作的结果是开发了一个由八个项目组成的叙事驱动的幻想量表,突出了幻想的两个维度:身份和护照。此外,本研究发现,幻想的两个维度都调解了叙事消费水平(沉迷于叙事)和叙事运输之间的关系。研究的局限性/影响:这些研究仅针对来自美国的受访者进行,可能限制了其对其他国家和文化的推广。这项研究有几个含义。本文介绍了一个模型,该模型突出了幻想在叙事消费和叙事运输研究领域中的作用。它还描绘了一个衡量幻想不同维度的尺度。这个尺度可以用来进一步理解叙事通过各种媒介(音乐、电影、广告)所唤起的幻想的强度和类型,这些度量和叙事传递之间的关系,以及随后意图和态度的变化。此外,将幻想作为叙事消费和叙事运输之间关系的中介,为进一步的理论发展和探索提供了空间。实际意义本文中详述的幻想量表可以用来指出哪些名人、音乐、图像、电影、广告、产品、品牌和其他刺激最能唤起基于叙事的幻想。这个量表应该适用于所有类型的幻想,增强人们对是什么增加了幻想的水平以及这种幻想对说服的影响的理解。原创性/价值本研究通过为叙事性幻想提供新颖有效的尺度测量,扩展了关于消费者参与叙事消费和运输的文献。所提供的幻想量表在内部是一致的,并且在许多样本和刺激中被证明是准确的。量表也很短(只有8个项目)并且易于管理。此外,据作者所知,这项研究首次揭示了幻想在叙事消费和叙事运输框架中所起的中介作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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