Date of Award
Spring 2022
Degree Name
Bachelor of Science (BS)
Advisor(s)
Luke Kachersky
Abstract
"Paw Patrol" has significantly influenced the landscape of consumer products since its inception by Keith Chapman, who developed the concept post the 2008 economic downturn. Beyond just a children's television show, it exemplifies the profound impact of strategic character creation and aggressive licensing models on merchandise sales, which surpassed $1 billion in 2018. This study investigates the broader phenomenon of character licensing, which accounted for 43.8% of all global retail sales of licensed merchandise in 2019, showing a marked increase from the previous year. Despite the economic success of such licensing, research on consumer behavior related to character-based products remains sparse. This research aims to fill that gap by exploring three perspectives on the role of licensing—those of industry executives, parents, and children. The executives provide insight into strategic decisions, parents discuss their motivations behind purchases, and children describe how character affinity influences their behavior and preferences. Additionally, the study draws parallels from celebrity endorsements to further understand the dynamics between consumer self-concept and brand relationships, emphasizing the 'Process-Transfer Model' where consumer evaluation of celebrities—or by extension, characters—transfers to the products they endorse. By examining the multifaceted interactions between character licensing and consumer behavior, this study seeks to uncover why licensed characters hold such sway over consumer purchasing decisions, particularly in the context of family and youth-oriented products.
Recommended Citation
Polis, Michael, "Examining the relationship between consumers and fictional characters in the purchase decision-making process" (2022). Gabelli School of Business Honors Thesis Collection. 38.
https://research.library.fordham.edu/gabelli_thesis/38
