Description
Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool

Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study was able to both explore the personality associations of participants and observe if self-congruity, measured by the distance between the self-image node and a brand, is significantly related to participant preference for a brand. Self-congruity was found to be significantly related to preference. However, this relationship was mediated by participants’ fiscal and social orientation. Overall, using Pathfinder to generate associative networks and measure self-congruity could be a useful approach for understanding how people perceive and relate to different news media outlets.
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    Title
    • Self-congruity, Preference, and Pathfinder: An Examination of News Media Outlet Knowledge Structures
    Contributors
    Date Created
    2018
    Resource Type
  • Text
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    Note
    • thesis
      Partial requirement for: M.S., Arizona State University, 2018
    • bibliography
      Includes bibliographical references (pages 23-26)
    • Field of study: Human Systems Engineering

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    by Jacob T. Willinger

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