Effects of loneliness, need for cognition and life satisfaction on involvement in the twilight saga : segmentation and product preferences of the Twilight Saga’s consumers.

• Main Authors: Chen, Joan Shumin., Lim, Jiahui., Liu, Xiaoyan.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/35449
• Institution: Nanyang Technological University

This report aims to find out how loneliness, need for cognition and life satisfaction affect individuals’ involvement in the Twilight Saga. These three factors are psychosocial variables pertaining to escapism. Our results partially supported the hypotheses that respondents who experience loneliness and have a low need for cognition are more likely to be involved in the Twilight Saga. However, no significant results proved the link between low life satisfaction and involvement. We also took into account significant interacting effect between loneliness and life satisfaction in our model. In addition, we divided the respondents into two distinct clusters. Respondents in Cluster 1 are found to have a dominant personality that reflects ‘Openness’ and they prefer the brands Toyota and Subway. Respondents in Cluster 2 have a dominant personality that reflects ‘Agreeableness’ and they prefer Mercedes and McDonald’s. This report allows marketers to make use of the differences in respondents’ product and brand preferences to provide a more targeted advertising campaign and product offerings to individuals who are highly involved in the Twilight Saga. Our broad range of product brand personalities helps to extend its application to products with similar brand personalities. Marketers can make use of this information when they seek product placement opportunities with the Twilight Saga, especially with two upcoming movies in the horizon. The Twilight Saga’s success has brought in a wide base of staunch supporters and they represent a huge source of potential consumer expenditure to marketers.