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Humanizing a Superhero: An Empirical Test in the Comic Books Industry

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  • Michela Addis
  • Gabriele Troilo

Abstract

One of the most firmly-established and widespread marketing policies in the comic book industry is the humanization of superheroes as a strategy to achieve success, especially for characters populating the Marvel Universe. However, there is no clear evidence of how exactly artists actually and operatively create human superheroes, and whether those variables truly affect sales of comic books. To address those two issues we run a quali-quantitative study by interviewing experts, and regressing sales on a broad range of variables of comic books gathered through content analysis and secondary data sources. Our findings show that humanization is not as powerful as expected in driving sales of comic books.

Suggested Citation

  • Michela Addis & Gabriele Troilo, 2016. "Humanizing a Superhero: An Empirical Test in the Comic Books Industry," International Business Research, Canadian Center of Science and Education, vol. 9(11), pages 189-200, November.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:11:p:189-200
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    References listed on IDEAS

    as
    1. Jennifer J. Argo & Rui (Juliet) Zhu & Darren W. Dahl, 2008. "Fact or Fiction: An Investigation of Empathy Differences in Response to Emotional Melodramatic Entertainment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 614-623, August.
    2. Rapp, Adam & Ogilvie, Jessica & Bachrach, Daniel G., 2015. "Sales leadership icons and models: How comic book superheroes would make great sales leaders," Business Horizons, Elsevier, vol. 58(3), pages 261-274.
    3. Belk, Russell W, 1987. "Material Values in the Comics: A Content Analysis of Comic Books Featuring Themes of Wealth," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(1), pages 26-42, June.
    4. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    comic books; content analysis; human superheroes; regression analysis; success;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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