Korean wave: Enjoyment factors of Korean dramas in the U.S.

From a disposition theory perspective, successful dramas are driven by the development of strong dispositions towards characters. Thus, disposition theory logic is used to predict the enjoyment of American viewers when watching two different Korean dramas (Personal Preference and Secret Garden). The influence of sex, affective dispositions, empathy, open-mindedness, and past exposure to Korean culture on audience enjoyment is measured. The findings support the basic premise of disposition theory that the development of strong dispositions towards characters is needed in order to develop emotional responses necessary for successful dramas. Disposition theory can be used to explain viewing dispositions in order to predict enjoyment cross-culturally.