TY - JOUR
T1 - The Breaking Bad Effect
T2 - Priming With an Antihero Increases Sensation Seeking
AU - Ulqinaku, Aulona
AU - Abi, Gülen Sarial
AU - Kinsella, Elaine L.
AU - Igou, Eric R.
N1 - Published online: 6. March 2020
PY - 2021/1
Y1 - 2021/1
N2 - Antiheroes are characters that share features with both heroes and villains, typified as selfish and rule breakers, but who end up doing something good for society. In this research, we examined how priming people with antiheroes (vs. heroes) affected their sensation seeking. We reason that antiheroes (vs. heroes) are more associated with temporally close (vs. past and future) events. Given that sensation seeking is related to being focused on the present (vs. past or future), we hypothesized that if people are primed with antiheroes (vs. heroes) they are more likely to seek sensation. Findings from a series of five experimental studies provide insights into the effect of priming with an antihero on people’s sensation seeking, providing directions for future research in psychology and practical applications in the areas of marketing strategy and consumer behaviour.
AB - Antiheroes are characters that share features with both heroes and villains, typified as selfish and rule breakers, but who end up doing something good for society. In this research, we examined how priming people with antiheroes (vs. heroes) affected their sensation seeking. We reason that antiheroes (vs. heroes) are more associated with temporally close (vs. past and future) events. Given that sensation seeking is related to being focused on the present (vs. past or future), we hypothesized that if people are primed with antiheroes (vs. heroes) they are more likely to seek sensation. Findings from a series of five experimental studies provide insights into the effect of priming with an antihero on people’s sensation seeking, providing directions for future research in psychology and practical applications in the areas of marketing strategy and consumer behaviour.
UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954925254136
U2 - 10.1111/bjso.12374
DO - 10.1111/bjso.12374
M3 - Journal article
VL - 60
SP - 294
EP - 315
JO - British Journal of Social Psychology
JF - British Journal of Social Psychology
SN - 0144-6665
IS - 1
ER -