The role of personal relevance in the value creation process of edutainment consumption

Abstract

This paper explores the value creation process in an edutainment context. It attempts to capture the dual, differential value creation processes through two pathways, namely, affective and cognitive. Results revealed that affective and cognitive values not only increase customer satisfaction but also enhance consumer well‐being. Moreover, contrary to conventional belief asserting that value creation is a universal process, this study finds that those who had higher personal relevance with the edutainment context experienced more intense emotional and intellectual values, which in turn enhanced both their satisfaction, well‐being, and revisit intention. Results suggest that marketers need to rethink their engagement strategy in order to create both emotional and intellectual value for customers.

The art and science of systemic wellness in Black communities: Qualitative evaluation of a multimodal theatrical production

“…Both of these factors can disrupt the immersion process necessary for transportation. This finding is consistent with the literature that asserts how important the stability of the interaction environment is to a viewer’s emotional response and overall evaluation (Chan, 2019).…”

“…Findings from the research aim to make contribution to a body ‘of research [that is] often focused on the impact of edutainment on communication, persuasion, and learning outcomes (Haytko, 2006; Kurthakoti et al, 2013; Singhal and Rogers, 2002)’. (Chan, 2019: 200). Published research using transportation dimensions typically uses less complex presentation structures, or more traditional unimodal narrative text(s).…”

Wish list thinking: The quasi‐endowment effect's impact on online wish lists outcomes

“…Finally, the model fit indices indicate an acceptable model fit (CFI = .99, NFI = .98, GFI = .97, RMSEA = .08, SRMR = .02, with χ 2 [4] = 18.102, p = .001). While a significant p ‐value may suggest a poor fit, the ratio between χ 2 and the number of degrees of freedom is less than the cut‐off of 5 (4.5) (Chan, 2019).…”

Effects of awe on consumer preferences for healthy versus unhealthy food products

“…The final sample was of 137 (59.9% female, M age = 30.02). In line with Chan (), sample demographic characteristics and results for testing differences between awe and neutral conditions from Study 1 to Study 3 are listed in detail (Table ). The samples recruited were randomly assigned to each of two conditions in all the three studies, and there are no significant differences in sample characteristics between awe and neutral conditions (except for significant gender differences in Study 3 and the results does not change if we include gender as a covariate).…”