Towards Measuring the Personality of Performing Arts Awards: Scale Development and Theoretical Implications

This paper will provide insight into the personality dimensions that can be attributed to performing arts awards, and thus generate a scale to measure these dimensions. This area of work rests upon the idea that there is self-concept congruency between a viewer and product or service, and that there are instances where attributes of a human nature can be, in fact, attributed to them. The study will look particularly at a mixed sample of televised performing arts awards shows (The Academy Awards, The Prime-Time Emmy Awards, The Tony Awards, The Grammy Awards and The Golden Globe Awards) and the various motivations and interests of viewers to watch, or not watch, such shows. Based upon its position in the literature and its intended contribution, this study will propose a four-step scale development process.