A sample of a synopsis form generated by AI: on joyconomy

A sample of a synopsis form generated by AI: on joyconomy

[The word count figure of the following synopsis form is roughly around 440-460 words (project title and reference list are not included in the word count figure)]

**** This synopsis is based on the blog note example of a preliminary proposal prototype on joyconomy. My request to generative AI is as follows:

"Please highlight the following information elements from the dissertation proposal and related information to produce a proposal application form (a synopsis form) in 400 words (the dissertation title [item 1] and reference list [item 5] are not included in the word count): 1. Project title 2. Project background 2.1. A research theme statement 2.2. Academic context: 2 main research issues 2.3. Public and business context: 2 public media-related issues 2.4 The researcher's positionality 3. The research methodology 3.1 Research philosophy and research approach to use. 3.2 2 primary research methods to use 3.3. 1 secondary research method to use 4. Literature review 4.1 2 academic theories to use 5. A reference list."

 

1. Project title
Exploring Joy‑Centric Entertainment Experiences and Consumer Behavior among Generation Y and Generation Z in Hong Kong: A Mixed‑Methods Study

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2. Project background (synopsis text begins; target 400 words)

2.1 Research theme statement
This project explores how Generation Y and Generation Z in Hong Kong perceive and respond to joy‑centric entertainment experiences, and how these perceptions translate into consumer behavior and marketing opportunities within the emerging joyconomy.

2.2 Academic context: 2 main research issues
First, hedonic and experiential consumption research highlights the importance of fantasies, feelings and fun in shaping consumer value judgements, yet there is limited empirical work applying these ideas specifically to joy‑branded entertainment experiences among Hong Kong youth. Second, existing studies of youth consumption and media use show strong engagement with entertainment and digital content, but more research is needed on how joy‑related attributes (e.g. escapism, social connection, nostalgia) drive satisfaction, word‑of‑mouth and revisit intentions in a city‑specific context.cityu.edu+1

2.3 Public and business context: 2 public media‑related issues
Recent Hong Kong and regional media coverage has identified an emerging trend of “emotional spending”, where young consumers prioritise affordable, mood‑boosting purchases and experiences, including concerts and other entertainment events. At the same time, reports highlight high screen time, stress and anxiety among youth, alongside a strong appetite for uplifting experiences, music and leisure activities that help them relax and reset, creating new opportunities for brands to design joy‑centric offerings.bastillepost+3

2.4 Researcher’s positionality
The researcher is a part‑time MBA student and lecturer based in Hong Kong, experienced in supervising MBA dissertations and strongly interested in entertainment, consumer behavior and research methodology. This dual academic‑practitioner position supports a pragmatist focus on generating theoretically informed yet practically useful insights for Hong Kong entertainment marketers, while remaining reflexive about personal familiarity with local culture and youth entertainment trends.

2.5 Research objectives and questions
The study aims to: (1) explore how Gen Y and Gen Z in Hong Kong define and evaluate joy‑centric entertainment; (2) examine how key joy‑related attributes influence satisfaction, word‑of‑mouth and revisit intention; (3) investigate the role of social media in discovery and co‑creation of joyful experiences; and (4) derive practical marketing implications for local entertainment firms. Accordingly, the core questions ask: (a) how these cohorts conceptualise joy‑centric entertainment and differ in their evaluations; (b) which experience attributes most strongly drive behavioral outcomes; and (c) how digital engagement patterns around joyful entertainment can be translated into marketing opportunities.

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3. Research methodology

3.1 Research philosophy and approach
The study adopts a pragmatist philosophy and an exploratory mixed‑methods approach, integrating quantitative and qualitative strands to address complex questions about joy‑centric entertainment behavior.research.library.gsu

3.2 Two primary research methods
The primary methods are a questionnaire survey of Gen Y and Gen Z entertainment consumers in Hong Kong, and focus groups with participants from both cohorts to explore meanings of joy, motivations and perceived value in greater depth.repository.eduhk

3.3 One secondary research method
A secondary qualitative method will analyse public‑media and industry content related to youth emotional spending, entertainment and joy‑oriented consumption, using thematic analysis to contextualise primary findings within wider social and business narratives.marketing-interactive+1

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4. Literature review

4.1 Two academic theories to use
Hedonic and experiential consumption theory will be used to conceptualise joy‑centric entertainment as consumption of fantasies, feelings and fun, and to define experiential value dimensions relevant to satisfaction and behavioral intentions (Holbrook & Hirschman, 1982; Holbrook, 1999). The theory of planned behavior will frame how attitudes towards joy‑centric entertainment, subjective norms and perceived behavioral control jointly shape intention to attend and revisit events among Gen Y and Gen Z consumers in Hong Kong (Ajzen, 1991).

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5. Reference list (not counted in word total)

Ajzen, I., 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), pp.179–211.

Holbrook, M.B. & Hirschman, E.C., 1982. The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), pp.132–140.

Holbrook, M.B., 1999. Consumer Value: A Framework for Analysis and Research. London: Routledge.

Katz, E., Blumler, J.G. & Gurevitch, M., 1974. Utilization of mass communication by the individual. In: G. Blumler & E. Katz, eds. The Uses of Mass Communications: Current Perspectives on Gratifications Research. Beverly Hills, CA: Sage, pp.19–32.

Rubin, A.M., 1983. Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting, 27(1), pp.37–51.

I now ask poe.com to trim the synopsis form; now the synopsis form word count figure is 398 words. The trimmed version is as follows:

The trimmed proposal synopsis (≤400 words; title & references excluded)

Project title
Exploring Joy‑Centric Entertainment Experiences and Consumer Behavior among Generation Y and Generation Z in Hong Kong: A Mixed‑Methods Study

1. Research theme statement
This project explores how Generation Y and Generation Z in Hong Kong perceive and engage with joy‑centric entertainment experiences, and how these perceptions translate into consumer behavior and marketing opportunities within the emerging “joyconomy”.

2. Academic context: key research issues
First, hedonic and experiential consumption research highlights how fantasies, feelings, and fun shape consumers’ value judgments; however, there is limited empirical work applying these ideas specifically to joy‑branded entertainment experiences among Hong Kong youth. Second, while existing studies show strong youth engagement with entertainment and digital media, more research is needed on how joy‑related attributes—such as escapism, social connection, and nostalgia—drive satisfaction, word‑of‑mouth, and revisit intentions in a city‑specific context.

3. Public and business context: key issues
Recent Hong Kong and regional media coverage points to an “emotional spending” trend, where young consumers prioritize affordable, mood‑boosting purchases and experiences (e.g., concerts and entertainment events). At the same time, reports describe high screen time, stress, and anxiety among youth alongside a strong desire for uplifting experiences, music, and leisure activities that help them relax and “reset”. These patterns suggest growing opportunities for brands to design joy‑centric offerings.

4. Researcher’s positionality
The researcher is a part‑time MBA student and lecturer in Hong Kong with experience supervising MBA dissertations, and interests spanning entertainment, consumer behavior, and research methodology. This dual academic‑practitioner position supports a pragmatist focus on insights that are theoretically informed yet practically useful for local entertainment marketers, while remaining reflexive about personal familiarity with local youth culture and entertainment trends.

5. Research objectives and questions
The study aims to: (1) explore how Gen Y and Gen Z define and evaluate joy‑centric entertainment; (2) examine how joy‑related attributes influence satisfaction, word‑of‑mouth, and revisit intention; (3) investigate the role of social media in discovery and co‑creation of joyfully experienced entertainment; and (4) derive practical marketing implications for local entertainment firms. Core questions ask how the cohorts conceptualize joy‑centric entertainment and differ in evaluation, which experience attributes most strongly drive behavioral outcomes, and how digital engagement patterns around joyful entertainment can be translated into marketing opportunities.

6. Methodology (brief)
A pragmatist exploratory mixed‑methods design is used, combining a questionnaire survey and focus groups, with an additional secondary thematic analysis of public media and industry content on youth emotional spending and joy‑oriented consumption to contextualise primary findings.

7. Literature review (theories to use)
Hedonic and experiential consumption theory conceptualizes joy‑centric entertainment as consumption of fantasies, feelings, and fun, informing experiential value dimensions relevant to satisfaction and behavioral intentions (Holbrook & Hirschman, 1982; Holbrook, 1999). The theory of planned behavior frames how attitudes, subjective norms, and perceived behavioral control jointly shape intention to attend and revisit joy‑centric events among Gen Y and Gen Z consumers in Hong Kong (Ajzen, 1991).

8. Reference list (not counted in word total)

Ajzen, I., 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), pp.179–211.

Holbrook, M.B. & Hirschman, E.C., 1982. The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), pp.132–140.

Holbrook, M.B., 1999. Consumer Value: A Framework for Analysis and Research. London: Routledge.

Katz, E., Blumler, J.G. & Gurevitch, M., 1974. Utilization of mass communication by the individual. In: G. Blumler & E. Katz, eds. The Uses of Mass Communications: Current Perspectives on Gratifications Research. Beverly Hills, CA: Sage, pp.19–32.

Rubin, A.M., 1983. Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting, 27(1), pp.37–51.

A collection of blog notes on using chatgpt for research purpose.