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Influence of personality traits on parasocial relationship with sports celebrities: A hierarchical approach
Author(s) -
Sun Tao,
Wu Guohua
Publication year - 2012
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1378
Subject(s) - trait , psychology , situational ethics , personality , hierarchy , big five personality traits , social psychology , political science , computer science , programming language , law
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.