Influence of Previous Star Wars Films on Star Wars Fan Attitudes. The <a href=http://stephendann.net/articles/pdf/Prior%20Product%20Preference%20influence%20of%20star%20wars.pdf>full study</a> examined the attitudes of a group of Star Wars fans queuing for the midnight session of Revenge of the Sith. Influences on attitudes to RotS turned out to be preference for Empire Strikes Back and Attack of the Clones. The study also examined the impact of attitudes to the Star Wars franchise and the use of Star Wars characters for endorsing Pepsi.

1. Prior Product Preference Dr Stephen Dann AMPR, QUT Influence of Previous Star Wars Films on Star Wars Fan Attitudes

2. Background A long time ago in a market research lab far far away…

7. Prior Attitudes SD Mean Movie 0.66 4.63 Liked Episode IV: Return of the Jedi 0.59 4.74 Liked Episode V: The Empire Strikes Back 0.75 4.50 Liked Episode IV: A New Hope 1.08 3.71 Liked Episode II: Attack of the Clones 1.21 3.22 Liked Episode I: The Phantom Menace

9. Prior Product v Optimism Table 4: Prior Product Preference and Optimism towards Episode III ** Correlation is significant at the .01 level (2-tailed). 0.241** 0.333** 0.292** 0.437** 0.275** Summed scale .166* .230** .214** .224** - TV commercials have encouraged me to be optimistic about Episode III .240** .274** .325** .354** .203** I am hopeful about Episode III .258** .309** .279** .538** .387** I believe Episode III will be a good film - .195* - .290** - I am optimistic about Episode III .211** .331** .262** .388** .294** The trailer left me excited VI V IV II I Episode

13. Ad Sample

18. Questions?