Why do people identify with Batman but not Iron Man? Or Kylo Ren but not Han Solo? Or Avengers but not Justice League? These decisions inform everything from movies, spinoff ideas, fan loyalty, sales, and toy production. Results from a multiyear research study examining over 650 pop culture characters conducted by Keith W. Beard, Psy.D. (professor, department of psychology, Marshall University), April Fugett, Ph.D. (professor, department of psychology, Marshall University), Britani Black, Elijah Wise, Josh Carter, and Jacob Mills (doctoral students, Marshall University) demonstrate how personality and psychological factors inform character preference and brand allegiance, particularly in a market where new releases may influence character recognition and popularity. These results and additional information will be discussed.
