The Role Of Gender, Individual Trait, And Emotion

1036 Words Jul 8th, 2015 5 Pages
The role of gender, individual trait, and emotion in response to advertisements using violent vs. non-violent images and messages to promote mediated MMA consumption.
Sang Yoon Ryu

Over the past few decades, Mixed Martial Arts (MMA) industry has dramatically increased (Kim et al, 2008; Lim et al., 2010; Damon et al, 2009; Andrew et al, 2009; Kwak, & McDaniel, 2013). The sport exceeded boxing and wrestling as the preferred combat sport among young people (Lafayette & Hibbered, 2006). The Ultimate Fighting Championship (UFC), which is the most popular MMA-promotion company in the MMA industry, has successfully arrived at media-consumption by the pay-per view and being shown in the prime time on TV. It also has expended their industry domestically and globally by increasing number of female and international players as well as events held in new countries. This booming sport has led researchers to examine its fan demographics, motivations, and media-consumption behaviors (e.g., Andrew et al., 2009; Kim et al., 2009; Kim et al., 2008; Lim et al., 2010; Frederick et at., 2012). Despite its great success, highly violent characters bring controversial issue (Madkour, 2011). Moreover, little is known about the violent image’s effect on current viewers and future customer’s intention.
Some media literature found that men were more interested in violent content than women (e.g., Schierman & Rowland, 1985; Zuckerman & Litle, 1986). Gender differences affect the pattern…
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