The Influence of Hero and Villain Labels on the Perception of Vice and Virtue Products

The placement of heroes and villains is ubiquitous on labels and packages in the marketplace. In this research, we examine the influence of a hero versus a villain label on the preference for virtue versus vice products. Across seven laboratory and field studies, we find that consumers derive higher utility for a hero (villain) label with a vice (virtue) food than from a hero (villain) label with a virtue (vice) food. Relying on a coherence‐based explanation, we propose that a hero label adds a beneficial aspect to vice foods, making them appear less harmful, whereas a villain label adds an edgy aspect to virtue foods, making them appear more fun. This research provides insights into the effect of hero and villain branding and offers implications for marketing strategy and public policy.     

Heroic DVD portrayals: What US and Taiwanese adolescents admire and understand

Viewing media aggression can be a risk factor for the long-term well being of viewers, and heroes have been targeted as a major risk factor in this relationship because they commit justified acts of aggression. However, little is known about the specific aspects of heroic conduct that viewers find worthy of emulation. We examined US and Taiwanese adolescents' and college students' identification with, and perceptions of, heroic characters portrayed in a DVD narrative as well as their comprehension of the narrative. Those who thought that certain characters were heroes were more likely to identify with them. However, the qualities that viewers found attractive in heroes were compassion and thinking before using force, not aggression or vengeance. Those who did not understand the program well were more likely to identify with the villain, and they were also more likely to misattribute prosocial qualities to the villain. The results suggest that at least for older viewers, heroic behavior is admired and emulated for prosocial rather than antisocial conduct, and that poor plot-comprehension is one factor that contributes to younger viewers' identification with, and imitation of, antisocial role models.     

Children’s conception of heroes,villains, the self,and others in China: A developmental study

ABSTRACT

Children learn about good and bad people from storybooks and cultural representations of heroes and villains. To probe their ideas about good and bad people, two experiments were conducted. In Experiment 1, 8-year-olds in China proved able to conceptualize goodness and badness in a graded rather than a dichotomous fashion. They located heroes at the upper end of a vertical scale, villains at the lower end, and ordinary children in between. In Experiment 2, a wider age range of children evaluated five figures (a hero; a villain; the self; a best friend; and an ordinary child). Children again showed a non-dichotomous scaling. They positioned the hero at the upper end and the villain at the lower end. In the intervening space, children positioned a best friend above the self and the self above an ordinary child. With age, children’s differentiation between the self and an ordinary child decreased.     

Gender Differences in Children’s Hero Attributions: Personal Hero Choices and Evaluations of Typical Male and Female Heroes

The current study investigated gender differences in the personal hero choices, hero attributions, and characteristics attributed to “typical” male and female heroes of children living in the Midwestern United States (N = 103; mean age = 10 years). Questionnaires were completed in a school setting. The majority of girls chose heroes personally known to them; boys chose personal and public figures equally often. Most boys chose same gender heroes; girls’ nominations were mixed. Gender differences were also seen in the characteristics children attributed to their own heroes and in their conceptions of “typical” male and female heroes. Children rated same-gender “typical” heroes more positively on many attributes, except for stereotypically masculine characteristics. Gender socialization, stereotypes, and in-group favoritism were used to explain these findings. Portions of this project were presented at the 2003 Society for Research on Child Development Biennial Meeting. We wish to thank Anna V. Persson and Sara E. Goldstein for their assistance on the early development of this study. We also appreciate the children, teachers, guidance counselors and principals at Leipsic Local School and Pandora-Gilboa Elementary School for making this study possible. Inquiries about this study should be addressed to Shayla Holub, .     

Athletes as heroes and role models: an ancient model

A common argument for the social value of sport is that athletes serve as heroes who inspire people – especially young people – to strive for excellence. This argument has been questioned by sport philosophers at a variety of levels. Not only do athletes seem unsuited to be heroes or role models in the conventional sense, it is unclear more generally what the social and educational value of athletic excellence could be. In this essay, I construct an argument for the social and educational value of sport built upon the relationship between athletes, heroes, and the song culture that celebrated them in ancient Greece. On this model, athletes are neither heroes nor role models in the conventional sense. Rather, athletes, athletics, and the poets who extolled them were part of a cultural conspiracy to celebrate and inspire virtue (aretē) by connecting a community with its heroic past. Festivals such as the Olympic Games, but also local events such as funeral games, educated and unified communities by cultivating an aesthetic appreciation for virtue and by inspiring youth to strive for it. Ancient athletes were not heroes, rather they re-enacted heroic struggles, thereby experiencing heroic virtues, and inspiring both artists and spectators to bond with the higher ideals implied by their shared belief in divine ancestry. In this way, athletes, athletics, and the media that celebrated them played important social and educational roles. Insofar as modern sport performs a similar service, its association with heroism and with moral education may ultimately be justified.