Star Wars Fandom

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Influence of Previous Star Wars Films on Star Wars Fan Attitudes. The <a href=http://stephendann.net/articles/pdf/Prior%20Product%20Preference%20influence%20of%20star%20wars.pdf>full study</a> examined the attitudes of a group of Star Wars fans queuing for the midnight session of Revenge of the Sith. Influences on attitudes to RotS turned out to be preference for Empire Strikes Back and Attack of the Clones.

The study also examined the impact of attitudes to the Star Wars franchise and the use of Star Wars characters for endorsing Pepsi.

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Star Wars Fandom

  1. 1. Prior Product Preference Dr Stephen Dann AMPR, QUT Influence of Previous Star Wars Films on Star Wars Fan Attitudes
  2. 2. Background A long time ago in a market research lab far far away…
  3. 3. Project Summary <ul><li>Influence of Prior Product Attitudes towards </li></ul><ul><ul><li>Episode III </li></ul></ul><ul><ul><li>Commercial exploitation of the franchise </li></ul></ul>
  4. 4. Method <ul><li>Survey </li></ul><ul><ul><li>personally administered to the sample population </li></ul></ul><ul><ul><li>200 surveys / 178 useable response (89%) </li></ul></ul><ul><ul><li>estimated total population of 300 filmgoers (n=178, 60% response rate overall). </li></ul></ul><ul><ul><li>Selection of the sampling unit was based on the cinema where the author and their assistant had tickets to the midnight screening. </li></ul></ul>
  5. 5. Study <ul><li>Opinion towards prior Star Wars Movies </li></ul><ul><li>Attitude/Optimism towards Episode III </li></ul><ul><li>Attitude towards Advertising </li></ul>
  6. 6. Sample <ul><ul><li>178 respondents, </li></ul></ul><ul><ul><ul><li>124 males </li></ul></ul></ul><ul><ul><ul><li>42 females (n=166) </li></ul></ul></ul><ul><ul><li>Ages </li></ul></ul><ul><ul><ul><li>16 to 41, </li></ul></ul></ul><ul><ul><ul><li>mean of age of 26.4 (SD=5.8). </li></ul></ul></ul><ul><ul><li>Ethnicity </li></ul></ul><ul><ul><ul><li>88% self identified as Australian, </li></ul></ul></ul><ul><ul><ul><li>12% self identifying with 11 different nationalities (n=164). </li></ul></ul></ul>
  7. 7. Prior Attitudes SD Mean Movie 0.66 4.63 Liked Episode IV: Return of the Jedi 0.59 4.74 Liked Episode V: The Empire Strikes Back 0.75 4.50 Liked Episode IV: A New Hope 1.08 3.71 Liked Episode II: Attack of the Clones 1.21 3.22 Liked Episode I: The Phantom Menace
  8. 8. Prior Product and Optimism <ul><li>Movie Optimism Scale </li></ul><ul><ul><li>based on in part on the Richins (1997) three item optimism scale. </li></ul></ul><ul><li>Scale Vital Stats </li></ul><ul><ul><li>inter item correlation mean of .5507, </li></ul></ul><ul><ul><li>alpha coefficient of .8529. </li></ul></ul><ul><ul><li>Factor Analysis </li></ul></ul><ul><ul><ul><li>Bartlett's Test of Sphericity was significant, </li></ul></ul></ul><ul><ul><ul><li>Kaiser-Meyer-Olkin Measure of Sampling Adequacy was .762 </li></ul></ul></ul><ul><ul><ul><li>Correlations were appropriate </li></ul></ul></ul><ul><ul><ul><li>initial eigenvalue of 3.213, explaining 64% of the variance </li></ul></ul></ul>
  9. 9. Prior Product v Optimism Table 4: Prior Product Preference and Optimism towards Episode III ** Correlation is significant at the .01 level (2-tailed). 0.241** 0.333** 0.292** 0.437** 0.275** Summed scale .166* .230** .214** .224** - TV commercials have encouraged me to be optimistic about Episode III .240** .274** .325** .354** .203** I am hopeful about Episode III .258** .309** .279** .538** .387** I believe Episode III will be a good film - .195* - .290** - I am optimistic about Episode III .211** .331** .262** .388** .294** The trailer left me excited VI V IV II I Episode
  10. 10. Summary <ul><li>Attitude towards Episode II produced the most consistent, and strongest, relationships. </li></ul><ul><ul><li>liked Episode II felt more positively inclined towards Episode III. </li></ul></ul><ul><ul><li>absence of a relationship between preferences for Episode I, IV and VI was unexpected </li></ul></ul><ul><ul><li>weak relationship between Episode V: The Empire Strikes Back and optimism for Episode III may be related to the darker overtones of both movies </li></ul></ul>
  11. 11. Prior Product Experience and Advertising <ul><li>Five scale summed item totals relating to advertising were correlated against the attitudes towards the five Star Wars movies </li></ul><ul><li>Attitudes to advertising were measured on a five item semantic differential scale </li></ul>
  12. 12. Semantic Scale <ul><li>&quot;not at all objectionable“ </li></ul><ul><li>&quot;not annoying“ </li></ul><ul><li>&quot;not at all exploitative“ </li></ul><ul><li>&quot;very persuasive“ </li></ul><ul><li>&quot;impressive, most impressive“ </li></ul><ul><ul><li>alpha of .8244, </li></ul></ul><ul><ul><li>average inter-item correlation of .4812 </li></ul></ul><ul><ul><li>single factor (eigenvalue 2.938, variance 58.77%). </li></ul></ul>
  13. 13. Ad Sample
  14. 14. Commercial Exploitation <ul><li>See paper for the correlation table </li></ul>
  15. 15. Summary <ul><li>Original Trilogy had no relationship with </li></ul><ul><ul><li>attitudes towards the use of Star Wars character in advertising </li></ul></ul><ul><ul><li>the three copy tested items </li></ul></ul><ul><li>Prequel movies had </li></ul><ul><ul><li>significant results on all of the attitude of towards the Star Wars advertising </li></ul></ul><ul><ul><li>Episode IV had a weak correlation with the Website advertising </li></ul></ul>
  16. 16. Prequel Results <ul><li>Episode I </li></ul><ul><ul><li>relatively low correlation scores, </li></ul></ul><ul><ul><ul><li>not a strong predictor. </li></ul></ul></ul><ul><li>Episode II </li></ul><ul><ul><li>higher propensity to be predictors of reactions to the Website advertising, and reaction to the overall advertising </li></ul></ul>-0.349** -0.278** Composite Ad Scale# -0.298** -0.203* Wookie# -0.372** -0.278* Website# -0.262** -0.204** Yoda# 0.256** - Summed Usage Episode II Episode I Correlations
  17. 17. Now what? <ul><li>Classic product did not influence contemporary attitude </li></ul><ul><li>Inconsistent reactions from fans </li></ul><ul><li>Limited application of the Star Wars universe </li></ul>
  18. 18. Questions?

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