The 1st order Concepts (Informants words) | 2nd Order themes which relate fully or partially to existing theory. (Authors Key Phrases as Researcher); | Aggregate Dimensions |
Respondent 1 (Female, 18, Bachelors degree student) “I found the novel to be so very cool, adorable, heartwarming and is one of my favorite stories”. “I have no idea about Yakult although I sort of remember Yogurt in the Netflix movie”. | Emotional connect, Behavioral dimension | Cognitive theory and Expectancy Valence Theory (H1 and H2 are supported). |
Respondent 2 (Female, 22, Business Executive) “The movie was so perfect and so nicely adopted from the novel” | Positive re-enforcement | |
Respondent 3 (Male, 19, B.Tech student) “I am sometimes swayed into trying some products and I do have some major likes, but it’s not very often” | Short term motivation to try a product | |
Respondent 4 (Female, 23, Entrepreneur) “If I like the movie, I can buy the novel, I would sometimes, but not always, try the products endorsed in the movie”. “The movies do affect me, emotionally”. | Behavioral tension, Human nature, Respondents narratives of past behavior |