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ISSN : 1229-8778
This study examined the effect of waiting in a service queue on the evaluation of the repurchase intention focused on its overall process, mediators(negative affect and acceptability) and moderators(disconfirmation of wait time expectation, transaction importance, waiting cost, controllability, stability, and waiting environment) Possible hypotheses were the relationships between perceived waiting and negative affection, carrying possibility, between negative affection and service evaluation, between carrying possibility and service evaluation, and between service quality and repurchase behavior. Data obtained from actual customers in service queue at 35 hotel restaurants. Lisrel was used to analyse the data. The result of study shows that perceived waiting and negative affection, carrying possibility and service evaluation, and service evaluation and repurchasing behavior have positive relationships while perceived waiting and carrying possibility, and negative affection and service evaluation have negative relationships.
Although the practice of highly attractive models(HAM) may be effective from a marketing standpoint, physical attractiveness and the “thin ideal” is a very sensitive issue for many women. The self-concepts of many female adolescents stem primarily from their senses of physical attractiveness, and a woman's global self-esteem also seems to be related to her own physical attractiveness. The importance of physical attractiveness prompts many women to compare themselves with the images of physical perfection, thinness, and beauty found in advertising. Researchers have established that some women compare themselves with the idealized images in advertising and that some women who compare themselves with these HAMs may experience negative feelings as a result. This study tries to extract negative emotion in consumer's response about HAMs. Until now, main research findings of advertisement are that HAMs, such as, ultra-thin, beauty, ideal models, have best effects in ads. But there are no effects in many studies, even several studies have negative emotions about HAMs. Therefore, the goal of this study is to extract negative emotions through FGI and depth interviews. As a result, first, consumers have negative emotions, such as envy, jealousy, psychological distance. Second, this negative emotions are not necessary to have no sales amounts. Though consumers have negative emotions, they want to follow or imitate the attractive models to cover psychological costs. An objection to the psychology of envy, jealousy, psychological distance might state that we have taken three common words, envy, jealousy, psychological distance, given them idiosyncratic meaning, and proceeded to weave a general psychology around them. When a person experiences envy, jealousy, psychological distance, these functions are cued to advantage seeking or advantage preservation. To take note of a lack of, or to seek to preserve, advantage in life are prime organismic motives. If we have prime organismic motives, then there might be a psychology reflective of them. Vignette methodology was used that, for the first time, manipulated envy, jealousy, and psychological distance factorially, a technique designed to overcome insensitivity caused by the frequent co-occurrence of those kinds of emotions. This technique also permitted manipulation of these affective states while avoiding any use of their semantic imprecise verbal labels.
The purposes of this study are to identify factors of experience type and consumer-brand relationship that consumers recognize from a brand at a flagship clothes store and to identify influence of experience type of a brand at a flagship clothes store on consumer-brand relationship and brand equity. Based on answers from total 342 persons, we identified experience type of a brand at a flagship clothes store and consumer-brand relational dimension by an exploratory factor analysis and identified which factors out of experience types of a brand prove a consumer-brand relationship better and also how it influences brand equity using multiple regression analysis.
This study was researched by practical method in a subjectivity study accessible in-depth, in sloughing off old habit of functional quantity analysis about Reception Type on Reception Type on effect of parody-advertising in purchase decision-making of customer. In conclusion, The perception pattern come out in this study were divided into five types in Q-methodology. The result is as follows; it is that divided ‘1(N=9): Active good-feeling Type, 2(N=4): (Negative role Type), 3(N=6): Positive Preference Type’. Like this, it found that is very different type all over. Hereafter, this study is to ascertain acceptance behavior about Reception Type on Reception Type on effect of parody-advertising in purchase decision-making of customer, 21th; to offer a developmental suggestion about it.
This study investigated the relationship between independent-interdependent self-construal and appearance management behavior in Korean and Westerners. The survey data drawn from male and female college students of Korean and American, 203 Korean and 176 American college students responded to questions designed to measure independent-interdependent self-construals, body value, and appearance management behavior. The results showed that Korean is conducted more appearance management behavior and have higher body values than Westerns. More important findings are follows: there are significant difference between independent self and interdependent self-construal in body value and appearance management behavior. Interdependent self-construal shows significant higher beliefs in appearance importance(that is, body value) and more appearance management behavior than independent self-construal in both samples. Overall, these results revealed that cultural self-construal is important factor to explain why Asians, especially Korean, are more concerned about their appearance than Westerns.
In this study, we used an event-related fMRI study. Here we demonstrate that humor repetition and sensitiveness modulate activity in subcortical several cortical regions. In this experiment, Participated in seventeen college students. 20 humorous cartoons were presented in random order for 3 times. These findings offer funny rating increase with activation of NACC. However, funny cartoons were related with deactivation of NACC when cartoons repetition. On the other hand, inferior frontal gyrus and superior frontal gyrus correlated with funny rating when cartoons repetition. These findings suggest that even though behavioral response were the same, it different from psychological and emotional response when humor repetition. When humor cartoons were presented, on the other hand, there were increased with the orbitofrontal cortex/insula hippocampus for sensitiveness person of humor. We evidence that humor repetition and sensitivity inference with unconsciousness humor reponses.
The purpose of this study is to examine the difference of inferences in the condition of two negative affective states of the same valence(anger/sadness) considering consumer's processing styles. Through this new connection between negative affect and inference, we have tried to expand studies on affect. In the experiment study, we examined differential impact of two discrete negative affect(anger/ sadness) considering consumer's processing styles(combination/cognitive/feeling/passive) on the inference time and the amount of inference. And 160 subjects took part in the experiment study. In the case of inference time, for the high affect intensity subjects(combination/feeling processors) responded faster in the condition of anger than sadness. On the other hand, for subjects who were low on affect intensity(cognitive/passive processors) there were no significant differences between anger and sadness. In the case of the amount of inference, there were significant main effects of negative affect and processing styles. However there was no significant two-way interaction effect between negative affect and processing styles. It seems that feeling processors were influenced by task difficulty because they were low on need for cognition but high on affect intensity. This study finds the difference of inferences in the condition of two negative affects of the same valence. It is meaningful in that it shows the importance of studies on affect beyond valence, not in valence.
The construal level theory proposes that a psychological distance has a systematic effect on individuals’ thought and behavior. The present study purposed to apply temporal construal to advertising and consumer behavior. Specifically, we examined the effect of construal level fit on consumer choice of products. 208 participants were presented with one of the four purchase scenarios, which were either near or far (today vs. December) and either convenience goods or shopping goods (portable multimedia player vs. toothpaste). Then their choices between two products with either feasible or desirable advertising messages were measured. Results showed that participants were more likely to select products of which product category, type of advertising messages and expected purchase time were congruent. It suggests that the fitness of construal level affects consumer behaviors on product choice. Our findings have practical implications that they extended the application of the construal level theory to the consumer behavior domain.
The research investigated the perceived reliability across the message sideness, online site credibility and user's characterist in online postscript. It classified user's postscript to the one-sided message vs two-sided message. Also, it investigated the effects of the user's postscript across the type of online site credibility: high or low site. And, it was user's postscript across the information of product's evaluation in online markets. The results of empirical testing are as follows First, the user's postscript of two-sided message is more effective than one-sided message in the online markets. Second, the user's postscript of high credibility site is more effective than low site. Third, in the case on the two-sided postscript message is high credibility site more effective than one-sided message. But, there is no difference between the two in the low credibility online markets. At last, when there is information of product's evaluation message has more influence no information does. In conclusion, this thesis is the meaningful attempt to set a basis for combining the word of mouth effects and message sidedness effects on new research context, the online market. It also provided a new approach and perspective to understand the behavior of online consumer by focusing on how online consumers are influence by the product evaluation information provided from so-called postscript.
This study examines the relationships among different knowledge constructs including subjective knowledge, objective knowledge, and product experience. Specifically, this study explores how objective knowledge, product experience, self confidence, frame of reference, and product involvement are related to subjective knowledge across different product types (utilitarian and hedonic products) using structural equationanl modeling. Multi-group structural equation modeling shows that the effects of objective knowledge, frame of reference and product involvement on subjective knowledge vary depending upon the type of products while the effects of product experience and self-confidence are invariant across product types. In addition, the impacts of product involvement on objective knowledge and product experience are invariant across product types, while product experience varies its influence on objective knowledge depending on the product types. Implications of the findings are discussed in relation to the need for further research on the understanding of the knowledge constructs and their role in consumer information processing.