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ISSN : 1229-8778
The purpose of this study is to examine how individual differences influence the intention to use coupons and how individuals thought about being perceived as cheap or smart by others. The results of Study 1 indicate that men engage in more impression management on dates than when they are with friends, regardless of the self-monitoring. Women are less concerned about impression management in coupon use than men. The results of Study 2 show that high self-monitors are not very likely to use coupons on dates despite high coupon values. Because a coupon of a high value offers a sufficient economic benefit, low self-monitors are not concerned about impression management. But, when the coupon value is low, they practice impression management according to the social context.
Online consumer review is a key factor for potential consumer which plays a important role in evaluating & making choice a product. Also many firms are taking advantage of online consumer review as a new marketing tool. However, a large amount of online review makes consumers deplete their self-regulatory resource & renders them vulnerable to irrational decision making. This article explores how depleted self-regulatory resources impact consumer's response to online review by conducting two experiments. In experiment 1, we asked participants to solve a cognitive task for the purpose of manipulation to deplete self-resources, & examined the differential effects of online review direction(positive vs. negative) on product evaluation. In addition, a series of studies suggest that the sequential choice may itself drain some of the self's precious resource, thereby leaving the executive function less capable of carrying out its other activities. Based on these recent articles, in experiment 2, we examined the influence of online review on consumer's product evaluation in accordance with depleted resources through decision contexts. These finding suggests that in the first experiment, depleted participants have more favorable attitude than non-depleted participants when positive online reviews are represented, however, depleted participants have less favorable attitude than non-depleted participants when negative online reviews are represented. In the second experiment, complex choice context depleted self-regulatory resources as well as difficult cognitive task. Therefore, participants who experienced complex choice context were susceptible to affect positive review & have more favorable attitude than others who made easy choices. Similar to the results of Study 1, they also seems to be sensitive to negative review & have worse product evaluation when negative review & neutral review were presented simultaneously. Based on the findings, the theoretical & managerial implication are then discussed.
This study examined the effectiveness of using a TV commercial and a digital outdoor ad (a version of TV commercial edited to run on a digital outdoor billboard). In general, companies run the two types of ads in the order of TV-outdoor rather than outdoor-TV. However, the order companies employ may not correspond with the order consumers actually get exposed to the ads. Regarding the possibility, past research has shown that the effectiveness of using multiple types of ads can be affected by the order consumers get exposed to each ad. Such tendency was also evidenced in the experiment this study conducted for TV commercials and digital outdoor ads, that is, consumers responded to the ads more favorably when exposed to the ads in the order of TV-outdoor rather than outdoor-TV. Further, the tendency was found to be moderated by the type of TV commercial. Specifically, the tendency was pronounced when the TV commercial was audio-stimulating one (the one that includes components stimulating consumer's auditory sense rather than visual sense) rather than visual-stimulating one (the one that includes components stimulating consumer's visual sense rather than auditory sense).
In an effort to identify more effective marketing communication of a tourism destination, it appears to be critical to know how Korea is deemed as a destination, what are important attributes in a decision-making process as well as in regard to information acquisition dynamics such as direct experience and participation in marketing activities. In this context, brand image is an important component in consumer behavior studies as it is believed to affect consumers' perceptions and decision making. This study aims to examine the discrepancy between brand image and importance of tourism attributes by utilizing the importance-performance analysis, and familiarity as a reliable indicator of favorable images toward a specific brand for determining effective messages and channels. The findings demonstrate that safety, friendly locals and natural/cultural attributes are to be emphasized for the efficient allocation of marketing resources. And it also indicates that high familiarity to Korea through meeting and making friends of Koreans and engaging in Korean social groups contributes to a positive brand image toward a destination. The results will be conducive to shaping the means and the focal points for successful marketing communication planning.
Despite the well-known effect of social comparison on our thoughts and behaviors, little is known about its influence on financial decision-making in a controlled laboratory setting. To investigate the effect of social comparison on risky financial decisions, the present study used a gambling-like game, where a player can see the outcomes of both himself/herself and the partner at the end of each game trial, and chooses to accept the outcome or to replay the game. A repeated measures ANOVA test using three levels of absolute outcome(gain, break-even and loss) and three levels of relative outcome(gain, equal, and loss) revealed significant main effects as well as an interaction effect of both absolute and relative outcomes on risk-aversion choices. In addition, a subsequent logistic regression analysis revealed that participants’ risk-aversion choices were affected significantly by the relative income only for the absolute loss trials. The present results demonstrated that perceived value of one's monetary outcome during gambling can be affected by others' outcomes, predominantly in a situation of financial loss, potentially providing a useful experimental framework that allows for a quantitative measure of the amount of social comparison.
This study aims to examine the influence of relational benefits on telecommunication service satisfaction and loyalty under varying levels of perceived switching costs. Drawing on the relationship marketing literature, this paper assumes that customer relationship is affected by relational benefits that fulfill motives and needs of exchange partners. This study develops hypotheses how the relational benefits (confidence, social, and special treatment benefits) are related to the satisfaction and loyalty in the Korean telecommunication services. In addition, this study examines the moderating role of perceived switching cost in predicting the relationship between relational benefits and service output variables. A survey was conducted with 111 male and 142 female users using telecommunication services. To test hypotheses, we used the regression analysis with moderating effects. Results indicate that hypotheses receive support in that relational benefits can affect the customer satisfaction and loyalty contingent on different level of perceived switching costs. Specifically, customers who perceive high switching costs tend to be more satisfied than those with low level of perception of switching costs when they receive confidence benefits such as psychological safety and trust in the marketing relationship. Results also show that customers are likely to maintain the relationship with service firms when they receive social benefits including friendship and social supports, contingent on the high level of switching costs. Theoretical and practical implications for customer management and future research implications of the findings are discussed.
As people donate more personally in various ways, there has been growing number of researches finding effective persuasion for donation. Especially several studies revealed an effectiveness of donation according to a facial expression of a child in charity advertisement. Donators tended to donate more to a child with a sad face than to one with a happy face. Current study stated a necessity of separation of charitable purposes and assumed that the effectiveness of donation would be different according to the purpose of donation. The experiment was a 2(recipient’s facial expression: hopeful/hopeless) x 2(charitable purpose: survival/education) within-subject design. As a result, participants felt more sympathetic to faces expressing hopelessness than to hopefulness, but the difference of donation amount between two face conditions was not statistically significant. In addition, participants felt more sympathetic and donated more when the charitable purpose was solving the trouble of survival rather than giving the chance of education. Lastly, amount of donations to a hopeless face was higher in charity for survival than in charity for education, but it was not statistically significant. Also the interaction effect between a face and purpose on sympathy was not found. In the end, this paper suggested its own limitation and implication for future research of donations.