Influence of personality traits on parasocial relationship with sports celebrities: A hierarchical approach

Tao Sun

47 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior in Brand Consumption and Identification Personality Traits and Psychology Sports, Gender, and Society

Abstract

ABSTRACT Using the 3M Model of Motivation and Personality as a theoretical framework, this study develops a three‐level hierarchy of personality traits predictive of fans' parasocial relationship with sports celebrities. Specifically, the findings show that parasocial relationship with sports celebrities is determined positively by materialism (the elemental trait), negatively by self‐esteem (the compound trait) and positively by interest in sports spectatorship (the situational trait). Practical and academic implications are provided. Copyright © 2012 John Wiley & Sons, Ltd.

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References

1977Social Learning Theory 1987Practical Issues in Structural Modeling 1956Mass Communication and Para-Social Interaction 1994A First Look at Communication Theory 1995How Consumers Consume: A Typology of Consumption Practices 1997Superstars and me: Predicting the impact of role models on the self.2002Parasocial Interaction: A Review of the Literature and a Model for Future Research 2006Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities

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