Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study was able to both explore the personality associations of participants and observe if self-congruity, measured by the distance between the self-image node and a brand, is significantly related to participant preference for a brand.
Download count: 0
- Partial requirement for: M.S., Arizona State University, 2018Note typethesis
- Includes bibliographical references (pages 23-26)Note typebibliography
- Field of study: Human Systems Engineering