The antihero prevails in recent American drama television series. Characters such as
mobster kingpin Tony Soprano (The Sopranos), meth cook and gangster-in-the-making …

Using a sample of users of Apple/Mac products, this study found that brand identification
with Apple was positively related to schadenfreude (pleasure at misfortunes) toward rival …

Purpose The purpose of this study is to explore the antecedents of consumer entitlement
among loyal consumers in response to a perceived brand failure, as well as the effect of …

Although personal opinions and behefs influence consumer behavior, research linking such
factors to sport consumption is deficient. Hence, two studies are developed. Study 1 …

This chapter presents a disposition model of emotional reactivity to dramatic happenings.
The model applies to such reactivity irrespective of the reality status of witnessed social …

Prior research in consumer decision-making describes the increased utility derived from
consideration of both cognitive and emotive determinants of choice (ie, a dual-process …

In today's media environment, TV programmers and advertisers must strive ever harder to
attract the attention of audiences. Yet what may be even more crucial is engaging audiences …

African American life has been depicted by entertainment media and has arguably become
one of the most influential genres of popular culture today. Distinct characteristics of African …

إﯾﻣﺎن ﺳﯾد ﻋﻠﻲ د. Page 1 ﻪﺘﻗﻼﻋﻭ ﺔﻳﺮﺼﳌﺍ ﺔﻴﺋﺎﻀﻔﻟﺍ ﺕﺍﻮﻨﻘﻟﺎﺑ ﺔﻴﻧﻮﻳﺰﻔﻴﻠﺘﻟﺍ ﺎﻣﺍﺭﺪﻠﻟ ﺭﻮﻬﻤﳉﺍ ﺽﺮﻌﺗ ﺔﻴﻧﺍﺪﻴﻣ ﺔﺳﺍﺭﺩ :ﻪﻳﺪﻟ ﺔﻴﺗﺎﻴﳊﺍ
ﺎﺿﺮﻟﺍ ﺕﺎﻳﻮﺘﺴﲟ إ دادﻋ .د ﻲﻠﻋ دﯾﺳ نﺎﻣﯾإ )*( (*) ﺔﯿﻋﻮﻨﻟا ﺔﯿﺑﺮﺘﻟا ﺔﯿﻠﻛ ﻲﻓ يﻮﺑﺮﺘﻟا مﻼﻋﻹا سرﺪﻣ .ﺲﻤﺷ ﻦﯿﻋ ﺔﻌﻣﺎﺟ Page 2 …‎

본 연구는 최근 급부상하고 있는 드라마 산업을 대상으로 하여 청중 (시청자) 들의 드라마
선택과 관련된 마인드 셋 (mindsets) 을 분석하는 것을 목적으로 한다. 본 연구에서 저자는 빠른 …