ACKNOWLEDGEMENT

We have done this project not only for marks but also to increase our knowledge.

We would like to offer our profound thanks to our honorable faculty, Fairuze Chowdhury
Lecturer Department of Marketing &International Business, North South University, for her
patient direction, energetic consolation and helpful scrutinizes. She has given us the brilliant
chances to do this awesome project on why Disney world bans adult from dressing up. We have
analyzed consumer behavior based on different theory which we have learned throughout the
course.

Secondly, we would like to thank our friends and family and group mates who helped us in every
situation.
Introduction
Disney bans adult from dressing up. But adult somehow managed to be a part of this word.
Though adult can’t properly dress up like any Disney character, they dress up in a way to make
them feel like that character. They add color combination, little details to look like a particular
character. From their obsession they made a community called Disney bounding. Their
consuming behaviors differentiate them from other personality, culture, attitude etc.

Nature of personality:
After analyzing the advertisement, the consumer Sarah has a consistent personality. As she said
she do anything and everything related to Disney. Consistent personality is defined as consistent
responses to environmental stimuli or we can also say patterns of behavior that are consistent and
enduring. Day after day she is doing the same thing and has been a part of Disney bounding
where all Disney lovers meet together, talk to each other, play together and make special bond.

The girl Yeveet has individual differences. She tries to mix thing up to look like Disney. She
loves Disney but she is especially obsessed with one character Ariel from the little mermaid. She
doesn’t buy clothes related to a character; she made her own dresses to satisfy her taste.

On the other hand Chelcy has a change personality, as she get older her love desire for Disney
grew. She is from a small town, for her to be in Disney is a expensive dream. But after getting a
chance her life changed, she transform her as a Disney influencer.

Freud theory:
In the advertisement Sarah loves to socialize, she has own moral value. Ahe is playing a role is
that individual satisfies needs in a socially acceptable fashion. She can be described as more of a
superego person. She works in a conscious level of mind.

The other girl Yeveet, she had a hard time fitting in. She was confused where she belongs. Her
conscious part of the mind tells her she is not properly part of America not mexico. So she kind
of find herself similar to the Disney character Ariel. She confirm to herself she is in the in
between space. She figure out she belongs to Disney land. The ego is the individual’s self-
concept and is the manifestation of objective reality as it develops after interaction with the
external world. Ego is the individual’s conscious control and it functions as an internal monitor.

According to freud theory, Chelcy’s behavior seemed like superego. She is happy and satisfied
with what she has, she is more emotional with the people she has. She is very conscious on her
behavior, she love to socialize.
Trait Theory:
Sarah and Chelcy is very innovative in consumer. She would like to were anything related to
Disney and anything that can makes her feel like Disney character. She is low dogmatic person,
as she is very open to new product. She rely on own value when evaluating product which makes
her inner directed person. They tries on being different character by wearing regular dresses,
their exploratory purchasing behavior says they are variety novelty seeking person.

Yeveet is also very innovative in consumption. She has high need for cognition, as she makes
her own clothes keeping in mind that she should look like any particular Disney character. She is
also inner directed, follows her own value wants to hold what’s dear to her even in adulthood.
She is also a variety novelty seeking person, she innovates ideas for her dresses.

Culture:
All of the Character in the advertisement are influenced by Disney and living a life which falls
under Disney culture. They learned through observation from childhood by watching Disney
cartoons, movies. Now they live a life to share this culture with others. Now they share
Acculturation. Which is not only a foreign culture, it’s a combination of various culture.

Brand Personality:
Brand personality is associated with the ideas of brand identity and brand image. Disney’s brand
personality is family friendly, wholesome fun for all ages. The organization has been imparting
that Disneyland is the "most joyful spot on earth"(Walt Disney) for a long time through Walt
Disney's inventive thoughts and creative mind. Considerably after this time the organization
adheres to their foundations always remembering that, "It was altogether begun by a
mouse"(Walt Disney),according toemily.sherwood/disneyland-s-brand-personality. Since
brand collaboration began,Disney's design impression currently looks increasingly like a body
pummel. There are Disney collections at Gucci, Forever21, and Walmart. Mickey and Minnie
fashion has more than doubled last five years.

Consumer Materialism:
Consumer from Disneyland are highly materialistic. Highly materialistic consumers define
themselves by acquiring possessions. They are self-centered and love to show off their
belongings. In “Style Out There” videos the Disney bounders are all self obsessed and they were
all into a Disney’s character. For example, Disney bounder names Yviette were characterized of
Ariel.
Self-Image:
An image of self somewhere in between the actual and ideal self. For example, Yviette thinks
that her personality and characters are similar to Ariel (a Disney character). Yviette’s parents
took her outside of class to teach her how to speak in English and she felt like that was pretty
much Ariel, who was not feeling really part of mer-world, but not too much of the human world.
Ariel’s story was very similar to Yviette.She’s in that in-between space. Yviette was neither from
America nor from Mexico.

Virtual Group:
Sarah, Yeveet and Chelcy work like a virtual team. Their team is a group of individuals who
work across time, space and organizational boundaries with links strengthened by webs of
communication technology. Disney bans adult from dressing up. But they somehow managed to
be a part of Disney world. They require new ways of working across boundaries through the
systems of Disney. They are self selecting groups of individuals engaged in sustained computer
mediated interactions around common interest of dressing up like any Disney character by
shared their norms and values.

Approach goals:
Their goals to add color combination, little details to look like a particular Disney character in
which individuals are positively motivated to look good and receive favorable judgment from
others. Their goals were defined focused on obtaining positive outcomes. Their goal is approach
oriented, pleasing interactions and relationships are defined as those which provide such rewards
as companionship, understanding and fun.

Brand community:
When we think about brands that have huge a huge community of followers, one of the first ones
is the house of mouse. For a company that was founded nearly 100 years ago, Disney has done
everything possible to make their brand not just a media company but a complete entertainment
experience, according tohttps://www.disneyinternational.com/ . Disney bans adult from dressing
up, but they can wear hats, wigs, caps, transparent wing. With beloved characters is the perfect
vehicle for building lasting emotional relationships with each of their customers, no matter where
they are in the world.
TRA attitude model
The TRA attitude model is composed of three components: cognition, emotion, and action.

1. Cognition refers to consumer perceptions and beliefs about people and things. In this Disney
case, both Sarah, Yeveet and Chelcy considered Disney to be synonymous with joy, and
they believed that Disneybounders would bring them happiness and joy.

2. Emotion refers to the consumer's impressions and feelings about a product or brand, and
then evaluates them. Because Sarah, Yeveet and Chelcy's feelings towards Disneyland are
positive, they have a positive evaluation of Disney. For example, Chelsea and Yvette both
expressed a special sense of Disneyland, thinking that Disneyland is like home to bring them
a sense of belonging, to satisfy Chelcy's childhood dreams, and to find back for Yvette.

3. Action refers to the actual action taken against the attitude object. Because they both have a
good understanding and feeling about Disneyland, they buy fabrics to make border costumes
and cosplay; Sarah does anything about Disney and goes to Disneyland in different
countries; Yeveet purchases more than 500 Mickey Ear; Chelcy moved from the
countryside to settle next door to the "castle".

Attitude towards objects:

In the film, they are happy in Disneyland. They say that Disney is like home, making Disney
border clothes, holding Disney-related activities, purchasing related products, and expressing
that Disney brings them happiness. They have a love for Disney.

Motivation
Sarah: The desire to involve more Disney-related things gave her motivation, and her love for
Disney prompted her to organize related events, make videos, and make cosplay costumes to
satisfy her.

Yeveet : Eager to feel a sense of belonging and self-identity. The similarity between the Little
Mermaid and her own situation drives Yvette to fall in love with Disney and do related things in
pursuit of self-identity.
Chelcy: She said that going to Disneyland and becoming a princess in a fairy tale was her dream
when she was a child, but because of various factors that have not been realized, so realizing her
childhood dreams became her motivation driving her to become a Disney lover, buying related
goods and even moving to fulfill her dreams.

Subculture
Adults similar to Sarah, Yeveet and Chelcy can belong to the subculture category of "Disney
addicts". They are obsessed with Disney, making border costumes, buying Disney goods,
checking in Disneyland everywhere, doing everything related to Disney, and taking Disney as
part of their lives. In addition, their border clothing can be classified as "fashion subculture".
Make similar outfits without touching Disney's copyright issues and express your personality
with unique expressions.

Artefacts

Sarah, Yeveet and Chelcy love Disney culture and are passionate about imitating characters with
Disney animated character costumes. But because Disney World bans adults from dressing up

, they create their own Disney border costumes—Yeveet buys fabrics that are similar in color
and materials to the anime character costumes to design and make into the desired style and size
(such as her own little mermaid Clothing) Sarah did the same，and she designed her clothes into
ordinary styles, The clothes produced are very different from the original, but people can
recognize the characters they imitate through the color matching and style. They think they need
some ritual to show Disney culture. Since Disney is a fairy tale world, they also need to dress
themselves as characters in the fairy tale world.
Conclusion:
On this video of style out there, their host Connie Wang travels out into the world to interview
the adults who is participated Disney bounding. Disney bounding is dressing up in a non costume
outfit inspired by their favorite character. The interpretation could include the color scheme,
Disney-merchandised accessories, and/or unique traits of the characters’ more famous looks. 
Basically they can’t cover their face or carry on actual weapon. This not only protects the brand,
but perhaps a safety measure, according to https://www.rd.com/culture/why-disney-bans-adults-in-
costumes/.

References
Disney. (n.d.). Retrieved from https://www.disneyinternational.com/

Refinery29. (2019, March 09). Refinery29. Retrieved from https://www.youtube.com/watch?

v=gyZlAfuJE-k&fb=&fbclid=IwAR3kXpe2iEB53nPctWF-
pPxeFW0rY6ELo1ys6fMJK5feMSto6VixRxpFw2A

Roy, I. (n.d.). Why Disney World Bans Adults Wearing Costumes. Retrieved from Reader's Digest:
https://www.rd.com/culture/why-disney-bans-adults-in-costumes/

Sherwood, E. (2015, August 31). Disneyland’s Brand Personality. Retrieved from