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ISSN : 1229-8778
This study analyzed the contents of the articles published in the Korean Journal of Consumer and Advertising Psychology from 2000 to 2009. During the 10 years, a total of 171 articles were published and analyzed. For a content analysis, the items of the research type, the author, the research topic, the type of participants, method, and the reference were selected. The results showed that the number of co-author papers was much more than that of single author papers. Most of authors belonged to university and very few authors belonged to industry. The number of articles about consumer psychology was 127, the number of articles about advertising psychology was 43, and 1 for statistical technique article. Most of articles(115) used college students as participants. In the case of research method, 157 articles of quantitative study, 12 articles of qualitative study, and 10 articles of theoretical review study were published. Finally future research directions and tasks in Korean consumer and advertising psychology were discussed based on the content analysis.
In this study we aimed to 1) compare a yoga group to a student group in terms of body-related values, self-objectification, body esteem and intension about plastic surgery and 2) examine the causal models in which objectification and self-esteem play mediatory roles between body-related values and intension about plastic surgery. Two groups of women, 153 yoga teachers and 168 undergraduate students, filled out a questionnaire designed to measure body-related values such as operability, inclination, and social instrumentality, objectification variables such as shame and surveillance, body esteem, and body-related behaviors including the intension about plastic surgery. It was revealed that the yoga group had more conservative body values, lower surveillance and shame, higher body-esteem, and low intension about plastic surgery than the student group. These differences between two groups were still valid though the effects of age on those variables were controlled. For the yoga group, the interrelationship between body-related values and self-objectification and body-esteem was low, and the body-esteem had no significant predictive power on the behavioral intension. In case of the college student group, the mediatory role of the self-objectification variable and the body-esteem in terms of the intension about plastic surgery was cleary demonstrated. The Implications of the results for further research were discussed.
This study investigated the effect of elements of humor formation and repetition on humor response by using functional magnetic resonance imaging(fMRI). And examining neural correlation with interaction effect. 20 right-handed participants were scanned with 3T MRI machine while they were evaluating 21 sequentially presented cartoon. Then, each cartoon repeated two time. Results from the fMRI data revealed that the activity in Nucleus accumbens decreasing by repetition. And found that the activity of brain areas such as Amygdala, Anterior cingulate cortex, right Temporoparietal junction was significantly different by humor's elements. Finally, activation of Inferior occipital gyrus, Nucleus accumbens and insula related with the interaction effect of humor's elements and repetition. Present study is frist that conducts psychological response by the effect of elements of humor formation and different effect of repetition using fMRI.
This study examines the consumption of imitative buying behavior is common in modern consumer driven society, however academic research in marketing has not yet been conducted. Therefore, the objective of this study was to develop a scale to measure consumers' imitative buying tendencies to identify the acceleration of imitative consumption as an exploratory research. Due to the lack of precedence in previous research, we conducted qualitative research through the selection of subjects. To design this study, we used “The Social Learning Theory”Bandura, 1975) in social psychology for experiments on imitative behavior, and “Screening process: Procedure at computers”(Chakravarti &Janiszewski, 2003) was also adopted for observation of imitative buying behavior, which were applied to the marketing dimension.Primary research was used in conjunction with FGI techniques to observe the imitative behavior and the imitative buying behavior. As a secondary research, the study was designed to elicit the imitative buying tendency using the In-Depth-Interview through the imitative buying behavior which is the dependent variable. Through the 20 items of the questionnaire for the imitative buying tendency, 3 factors were identified. These factors were named as image orientation, personality orientation, and brand orientation. The result of this analysis showed the reason for imitative buying is not simply imitating a particular model's fashion items or possessions. It could be concluded that the synergy effect was achieved as a result of the model's attributes and the products' attributes to the consumers' psychology.
This research was conducted to investigate the effect of extension similarity, the price of extension product and perceived risk on extension evaluation and purchase intension. Main interest of this research was to clarify the role of perceived risk. That is, how perceived risk moderate the effect of extension similarity and the price of extension product. Extension similarity(2) X price(2) X perceived risk(2) between subjects factorial design was employed. Results supported research hypotheses. In case of high similarity and high perceived risk condition, high priced extension product was preferred to low priced extension product and purchase intension was significantly high. The results reveal that the price preference caused by perceived risk can be generalized to the situation of brand extension. Research limitations and implications of future research were discussed.
Competition among universities in Korea is becoming fierce due to the changing environment. Recently, universities have attended to advertising activities as one of important solutions to cope with fierce competition. This research conducted content analysis of ad. message and creative style of newspaper advertisements for Korean universities. Specifically, content analysis was conducted based on 161 newspaper advertisements for university entrants executed from 2004 to August, 2009. Results showed that amount of advertisements have increased steadily. In case of ad. message, 50% of message was on prospect of future/progress and 40% was on global orientation. This implies that most of universities employed similar message strategy. Visual analysis showed that image of enrolled or graduating students were the most frequently used visuals. The considerable portion of using visuals irrelevant of copy was found. Creative style analysis based on rhetorical figures of headline and visual showed that literal and rhetorical figures were used equally. It is expected that this research provide practical and theoretical implications for effective advertising and creative strategies for university advertisement.
This study examined how consumer self-confidence and cognitive need for closure influence consumers' perceived risk and information search in purchase situations. Five hypotheses were proposed and the data using scenarios of imagined digital camera purchase was collected from 213 students attending universities in Seoul metropolitan area. The data analysis showed that higher need for closure participants perceived higher level of risk in a purchase situation. Also, the higher the participants' consumer self-confidence and the perceived risk, the more information search was found. However, contrary to the expectations, the effect of consumer self-confidence on the perceived risk and the effect of the need for closure on information search were found statistically insignificant. Thus, it could be concluded that the need for closure was mediated by the perceived risk to affect the information search, while the consumer confidence directly influenced the information search without being mediated by the perceive risk. At the end, theoretical and practical implications from this study were discussed.