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To View or Not to View, That is the Question: Understanding Movie Titles' Comprehensibility and Need for Closure

주경희|김지윤
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2024.04|상품학연구 (Journal of Product Research)|제42권 제2호|pp. 73-81|DOI 10.36345/kacst.2024.42.2.009

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comprehensibilityK-contentsneed for cognitive closureneed for closureintention to viewK-moviescontent title
주제분류경영학

초록

This study aims to empirically investigate the impact of the comprehensibility of K-content titles on viewing intention. Specifically, the objective is to analyze how the comprehensibility level of K-content titles influences the intention to view, and whether these effects are different based on individuals' levels of need for closure. The experimental findings reveal distinct differences in the intention to view K-movies contingent upon cognitive closure levels. To elucidate, individuals with a higher need for closure exhibit greater intentions to view movies with titles that are more comprehensible, as opposed to those with less comprehensible titles. Conversely, individuals with a lower need for closure demonstrate higher viewing intentions towards movies with less comprehensible titles, as opposed to those with titles that are more comprehensible. This research emphasizes the significant impact that the comprehensibility of movie titles has on shaping consumer evaluations and viewing intentions. By providing empirical evidence, this research offers a good guidelines on the selection of naming strategies for K-Contents titles. Moreover, recognizing the nuanced role of K-content titles in shaping viewing intention offers a strategic implications for contents creators and distributors aiming to penetrate global markets. Tailoring effective titles to resonate with diverse cognitive preference styles not only enhances audience engagement but also fosters cross-cultural popularity and acceptance of K-contents.

Abstract

This study aims to empirically investigate the impact of the comprehensibility of K-content titles on viewing intention. Specifically, the objective is to analyze how the comprehensibility level of K-content titles influences the intention to view, and whether these effects are different based on individuals' levels of need for closure. The experimental findings reveal distinct differences in the intention to view K-movies contingent upon cognitive closure levels. To elucidate, individuals with a higher need for closure exhibit greater intentions to view movies with titles that are more comprehensible, as opposed to those with less comprehensible titles. Conversely, individuals with a lower need for closure demonstrate higher viewing intentions towards movies with less comprehensible titles, as opposed to those with titles that are more comprehensible. This research emphasizes the significant impact that the comprehensibility of movie titles has on shaping consumer evaluations and viewing intentions. By providing empirical evidence, this research offers a good guidelines on the selection of naming strategies for K-Contents titles. Moreover, recognizing the nuanced role of K-content titles in shaping viewing intention offers a strategic implications for contents creators and distributors aiming to penetrate global markets. Tailoring effective titles to resonate with diverse cognitive preference styles not only enhances audience engagement but also fosters cross-cultural popularity and acceptance of K-contents.

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