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ISSN : 1229-8778
This study is investigated the relationship between digit ratio(2D:4D) and consumption. The survey data drawn from male and female college students, 154 college students responded to questions designed to measure consumption-related interests, sex-typed consumption behavior, awareness of sex role behavior, and attitude of homosexual appeal advertising with video clip. And the length of the right 2nd and 4th digits was measured from the crease proximal to the palm to the tip of the digit. In this study sex differences were found for the dimensions movie, shopping, exercise, listening to music, performance, fashion/beauty, and game. There was a positive significant correlation between the right digit ratio and sex-typed consumption behavior, with higher digit ratios associated with higher adornment and clothes expression. We found a significant positive correlation of digit ratio with masculine women in awareness of sex role behavior, but not in men. The results further revealed a tendency for positive correlation between digit ratio and attitude of homosexual appeal advertising, but not in women. Based on the finding of this study, theoretical contribution and managerial implications are discussed.
The propose of this paper is to investigate customer satisfaction and consumer participation in the decision making perspective as a way of consumption activation strategy. Six hypotheses are presented. First, relating to customer satisfaction, consumers who rarely commit judgmental fallacy were high more than those who frequently commit judgmental fallacy, consumer who use satisfactory standard was high more than those who use maximizing standard. Also, in the case of consumers who frequently commit judgmental fallacy, satisfactory standard consumers' customer satisfaction was more high than maximizing standard consumer's customer satisfaction, but in the case of consumers who rarely commit judgemental fallacy, there was not different between satisfactory standard consumers and maximizing standard consumers. Then, relating to consumer participation, consumers who frequently commit judgmental fallacy participated more than those who rarely commit judgmental fallacy, but consumer who use satisfactory standard participated more than those who use maximizing standard. Also, Interaction effect of judgmental fallacy and judgmental standard was found. Finally, in addition to future studies, I discussed implication of this findings.
The first purpose of this article is to find inconsistency between Korean consumer's implicit and explicit attitudes toward products. Increasing number of studies in consumer domain have identified the moderators of the consistency between implicit and explicit attitudes. In this article self-consciousness and attitude importance were used as moderators. This study showed expected differences in implicit attitudes between users of two coffee brands, also revealing significant correlations between IAT-measured implicit attitudes and explicit attitudes. And as predicted, increased attitude importance resulted in stronger IAT-explicit attitude correlations. But self-consciousness have no moderating effect in this study.
This research addressed the interactive influences of regulatory focus, difficulty of making extension, and parent-extension similarity on brand extension evaluation. We tried to develop Yeo(2006)' s research which had shown the moderating role of parent-extension similarity in making difficulty effects issued by Aaker & Keller(1990). Specifically, we predicted the moderating role of regulatory focus in effects of parent-extension similarity and difficulty of making extension on brand extension evaluation. In prevention focus, subjects will evaluate more negatively toward the dissimilar extension, especially high difficult- dissimilar extension. In promotion condition, however, subjects will evaluate less negatively toward the dissimilar extension, especially the negativity on difficult-dissimilar extension attenuated highly. We made a 2(regulatory focus: prevention/promotion) × 2(similarity: similar/dissimilar) × 2(difficulty of making extension: high/low) between subjects design in order to take a empirical test. A three-way ANOVA supported our predictions and related implications were discussed.
This study has a blog usage experience with china netizen. We found the impact that blog usage motive, involvement and political-society disposition influence on a journalism role with a blog. This study collected the blog usage motive, involvement and political society disposition through in depth interview, and developed the measurement scales. We collected the data with china netizen with blog usage experienced of 296 persons. Results were as follows: First, A blog usage motive appeared seven, self-expressive and informational search motives were revealed that we had an influence on blog role recognition. Second, they had the difference in a blog usage motive according to a blog involvement and blog involvement reveled that we had an influence on blog role recognition. Third, the society involvement disposition of china netizen had an influence on blog role recognition, it effects on significantly social motivation of blog usage. The implication of this study is a follows. We verified the blog usage motive, and blog involvement and society involvement disposition are important elements which understand a blog usage motive. Finally, we confirmed that psychological and social motive related to blog role recognition.
This study evaluated the recent consumer's decision making phenomenon; which consumers make decisions based on the overall brand image, rather than the product's features. Focusing on food and beverage brand, the study intended to find a meaning in a new relationship between image and text as well as it's intention which evaluates the communication between brands and consumers. Through the study a new issue was brought out; if the brand image can be designed with the combinations of image/ text and the emotional connection to the consumer, then the brand identity will play an important role. The first result of the analysis was made to a point of 'a dream and stories' has to be put into a brand image. the methode is to bring “a dream and stories” of a brand image to consumers, rather than the brand product itself. Most of the leading brands have common theme which they have created “the story” as their own PR strategies. Secondly, in order to establish emotional brand image, identity is necessary for their brand image building. The elements of emotional branding methode will be mind identity, behavior identity, and visual identity. Finally, the two medium, text and images express sharp opposition to each other, but according to the change of trend, a phenomenon which a proportion gradually moving images was observed.Now, companies should act quickly upon on the analysis of the consumer's behavior for the competition between companies as the company of prior occupation among the market.
The present study was designed to investigate the role of automatic and intuitive information, when presented together with deliberative and cognitive contextual information, in affecting investment behavior under the situation of uncertain and risky decision. Each participant, playing a role as trustor in laboratory trust games, was instructed to decide the amount of investment based on a photograph of the face and prior repayment ratio (RR) of a trustee. To examine the effect of information presentation order, participant viewed facial information prior to repayment ratio in the half of the trials, and the order was reversed for the rest of the trials. The experimental findings suggest that investment decisions can be influenced by facial trustworthiness of trustees even when repayment ratio is provided together. In addition, the effect of facial impression in investment decision can be significantly modulated by the presentation order, revealing increased facial impression effect in the trials where facial information follows RR information. The present study suggests that human investment behavior can be the final product of close interplay between two independent decision modules: intuitive vs. logical decision systems, supporting the idea of the dual process model.
Perceived price fairness of consumers has become an important consideration factor in firm's pricing policies and prior research has emphasized the importance of causes and types of price change. According to prior research, consumers perceive the price change as fair when an increase in a firm's cost makes their price change, whereas consumers perceive the price change as unfair when the pursuit of firm's profit makes their price change. In the context of types of price change, consumers are more sensitive to loss occurrence than to gain decrease. Thus, consumers perceive removal of discounted price more fairly than price increase. But prior research did not consider the motivation level of consumers and suggested the results of the limited situation. Thus, they raise questions about generalizability of results. Therefore, this research examines the roles of self-regulatory focus and the types of price change on fairness perceptions of consumers across causes of price change. Especially, this research suggests “gain decrease” as “capacity decrease of products”(experiment 1) or “quality decrease”(experiment 2). The findings indicate that consumers were more likely to perceive fairness when firm's price change was caused by increasing cost(vs. the pursuit of profit). Also, when price change was caused by increasing cost, the effects of self-regulatory focus and the types of price change were not significant. However, when price change was caused by the pursuit of profit, the effects of the types of price change on fairness perceptions of consumers vary depending on self-regulatory focus. Individuals in a promotion focus regarded price increase more fairly than quality decrease or capacity decrease of products, whereas individuals in a prevention focus considered quality or capacity decrease more fairly than price increase. Finally, discussion of the results, implications, and new ideas for further research were suggested.
This study defines the type of barrier and conducts the impact of barrier in experiential consumption. There are many studies on leisure constrains, but these researches have several limitations. First, these studies have overlooked different roles of barrier and dealt with the only negative aspects of barrier. Also, previous studies on leisure constraints show only few barriers. So, this study attempts to complement the lack of existing research and has purposes as follows. First, it is to show both the positive and the negative impacts that had been overlooked in the previous researches. Second, it is to propose the barrier traits derived from experience, unlike the barrier traits suggested in previous studies. Third, this research intends to find the effects which these various kinds of barriers have. But, because of the lack of research, the model of study was established by using qualitative research methods. Fourth, it is to verify the detail relationship through quantitative research. To achieve the goal of this study, the following research methods were used. For the first, the theoretical model was established through literature review, and then the detail effects were explored by using indepth-interview. Also, the results of indepth-interview were tested by using survey research method. Based on these test process, this study shows several meaningful results as follows. First, this study identifies the type of barrier, such as ‘barrier on equipment’, ‘barrier on time’, ‘barrier on place’, ‘barrier on knowledge/skill’, ‘barrier on knowledge/skill acquisition process’, ‘barrier on norm’, ‘barrier on the probability’. Unlike previous studies, these barriers include the various barriers to be measurable by multi-item. Second, this study shows how these barriers affect experience. Dropping accessibility toward the experience, barriers negatively influence on experience intention. And stimulating access-drivers toward the experience, barriers positively influence on experience intention. The accessibility includes physical accessibility (accessibility toward funds, accessibility toward time, accessibility toward ability, accessibility toward companion) and psychological accessibility. And in the access drivers, envy-exploration driver and arousal seeking driver were confirmed. These results provide new perspectives on barriers, and contribute to the academic development. Also, these results can be used practically in various fields related to the barrier.