Effect of Psychological Ownership of Favorite Idols on Consciousness toward Other Fans and Well-Being

Abstract

This study focuses on idol fans’ idolatry behaviors (oshi-katsu) and discusses the necessity of considering psychological ownership to understand these behaviors. Most idol fans tend to have psychological ownership of their favorite idols, which produces paradoxical consciousness toward other fans (doutan). This study also empirically examines whether their psychological ownership affects their well-being and intention to continue idolatry behaviors. Confirmatory Factor Analysis using data collected from 550 idol fans revealed that psychological ownership of an idol is composed of psychological identity and responsibility. Further, Structural Equation Modeling showed that psychological identity positively affects companion consciousness toward other fans, and psychological responsibility positively influences competitive consciousness toward them. Although companion consciousness positively affects their well-being and intention to continue idolatry behaviors, competitive consciousness positively impacts well-being and negatively influences intention to continue idolatry behaviors. Some possible reasons for the different effects of the two kinds of consciousness on consequent factors are discussed.

Keywords

• psychological ownership
• idol fan
• idolatry behavior
• consciousness toward other fans
• well-being