IDEAS home Printed from https://ideas.repec.org/a/ris/jspord/0986.html
   My bibliography  Save this article

The effect of spectators’ cultural values and their involvement on the attitude towards the contents of the television series

Author

Listed:

Abstract

The purpose of this research is to verify that attitudes towards the contents included in a television series are affected by the level of involvement of the viewer with it and by the cultural dimensions at the individual level. Through a self-administered questionnaire, a sample of 240 subjects whose data is submitted to ANCOVA is obtained. The data show significant differences in attitudes toward violence, sex and stereotypes included in television series, such as Game of Thrones, depending on the level of involvement of the viewer. In addition, they also demonstrate the effect of individual cultural values on the attitudes of viewers on television content. This research yields information of interest for the audiovisual sector given that at high levels of involvement, viewers will present more favourable attitudes towards the contents of the television series. On the other hand, cultural values also play an important role in the perception and attitude of the spectators, affecting significantly. They will also be more prone to interaction, creating content and buying related objects. Consequently, it would be key, for companies in the sector, the analysis and empowerment of the audience’s involvement. This research provides new data regarding the involvement of viewers with television series and the attitudes they present to the different contents included in them, analysing the specific case of a current series such as Game of Thrones. In addition, the sixth dimension of Hofstede, Hofstede and Minkov (2010) is proposed and validated at the individual level, as a contribution to literature.

Suggested Citation

  • Rojas-Lamorena, Álvaro & Alcántara-Pilar, Juan & Sánchez-Duarte, Iván & Rodríguez-López, Mª Eugenia, 2019. "The effect of spectators’ cultural values and their involvement on the attitude towards the contents of the television series," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 7(1), pages 53-66.
    • Handle: RePEc:ris:jspord:0986
    as

    Download full text from publisher

    File URL: http://www.cieo.pt/journal/J_1_2019/article4.pdf
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Juan Miguel Alcántara-Pilar & Salvador del Barrio-García & Lucia Porcu & Esmeralda Crespo-Almendros, 2015. "Motivational Duality in Online Consumer Behaviour: Website Usability and Flow State as Moderating Factors," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 79-104, June.
    2. Kim, Sangkyun, 2012. "Audience involvement and film tourism experiences: Emotional places, emotional experiences," Tourism Management, Elsevier, vol. 33(2), pages 387-396.
    3. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    4. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    2. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    3. Daniel Hoppe, 2021. "Argument-Based Versus Emotion-Based Videos During the Early Stages of Recruitment: Effects on Perceived Employer Brand Image, Application Intentions, and Positive Word-of-Mouth," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 31-47, February.
    4. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    5. Juan Miguel Alcántara-Pilar & Salvador del Barrio-García & Lucia Porcu & Esmeralda Crespo-Almendros, 2015. "Motivational Duality in Online Consumer Behaviour: Website Usability and Flow State as Moderating Factors," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 79-104, June.
    6. Yael Steinhart & David Mazursky & Michael Kamins, 2013. "The process by which product availability triggers purchase," Marketing Letters, Springer, vol. 24(3), pages 217-228, September.
    7. Chakraborty, Debarun & Paul, Justin, 2023. "Healthcare apps’ purchase intention: A consumption values perspective," Technovation, Elsevier, vol. 120(C).
    8. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    9. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    10. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    11. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    12. Lewis, Michael & Whitler, Kimberly A. & Hoegg, JoAndrea, 2013. "Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study," Journal of Retailing, Elsevier, vol. 89(3), pages 263-280.
    13. Park, Meungguk & Turner, Brian A. & Pastore, Donna L., 2008. "Effective Public Service Advertisements to Attract Volunteers for the Special Olympics: An Elaboration Likelihood Perspective," Sport Management Review, Elsevier, vol. 11(2), pages 165-192, September.
    14. Krishnamurthy, Anup & Kumar, S. Ramesh, 2018. "Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 149-156.
    15. Gaia Rubera & Andrea Ordanini & David Mazursky, 2010. "Toward a contingency view of new product creativity: Assessing the interactive effects of consumers," Marketing Letters, Springer, vol. 21(2), pages 191-206, June.
    16. Jayesh D. Patel & Dharmesh D. Gadhavi & Yupal S. Shukla, 2017. "Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 1-18, March.
    17. Hsin Hsin Chang & Mohamad Rizal Bin Abdul Hamid, 2010. "An Empirical Investigation Of Internet Banking In Taiwan," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(2), pages 39-47.
    18. Béatrice Parguel & Florence Benoît-Moreau, 2008. "Le rôle de la congruence entre l'enseigne et son engagement dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution," Post-Print halshs-00271742, HAL.
    19. Xinwei Su & Xi Li & Yingchuang Wang & Zhiming Zheng & Yuanshui Huang, 2020. "Awe of Intangible Cultural Heritage: The Perspective of ICH Tourists," SAGE Open, , vol. 10(3), pages 21582440209, July.
    20. Hsiu-Li Liao & Su-Houn Liu & Chi-Wen Lin, 2013. "Information, Experience and Destination Marketing - The Influence of Interactivity on Tourism Website," Review of Economics & Finance, Better Advances Press, Canada, vol. 3, pages 58-69, August.

    More about this item

    Keywords

    Consumer; Cultural Values; Psychological Involvement; Sex; Spectator; Stereotypes; TV Series; Violence;
    All these keywords.

    JEL classification:

    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ris:jspord:0986. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Silvia Fernandes (email available below). General contact details of provider: https://edirc.repec.org/data/ctalgpt.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.