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ISSN : 1229-8778
Consumer’s Aesthetic Seeking Tendency(CAST) is the cognitive and emotional-behavioral feature to consume according to the aesthetic of product design. The purposes of this study are to develop and examine validation of consumer’s aesthetic seeking tendency scale. Results suggest that CAST scale has acceptable level of reliability and validity as a tool.
Due to the Internet’s growing popularity, online reviews is acting increasingly important as a critical factor on evaluating product features. Accordingly, many firms are taking advantage of online consumer review as a new marketing tool. Also, the effects of promotion and prevention motivations are different when positive or negative online reviews are represented. The study was performed to examine how consumer regulatory-focus(prevention vs. promotion) and brand awareness(high vs. low) affects attitude and purchase intention toward products presented with online reviews consisting of either positive or negative information. The results show that promotion-focused consumers have more favorable attitude and higher purchase intention than prevention-focused consumers when positive online reviews are represented, however, prevention-focused consumers have less favorable attitude and lower purchase intention than promotion-focused consumers when negative online reviews are represented. Also, brand awareness has positive effects on attitude and purchase intention toward products’ negative online reviews. Finally, because prevention-focused consumers have high level of loss aversion based on loss aversion, prevention-focused consumers have less favorable attitude and lower purchase intention than promotion-focused consumers when products have negative online reviews and poor brand awareness. Based on the findings, the theoretical and managerial implication are then discussed.
This research is designed to prove the effect of PPL in the advertisement, based on fact that PPL used in the past movies or television programs are widening its ranges to use of plays, music videos, advertisements, and internet. This research proved the effect of placement and appearance of the advertisement, which is the characteristic of advertisement stimulus and effect of PPL for product involvement which is characteristic related to consumers. To prove this research, the lab was tested on 8groups used by2×2×2 factorial design. The lab tested the effect of PPL on interest possibilities of the product, the recall for the brand name and recognition reaction for remembrance reaction, the attitude of the product for the attitude reaction, and reason to purchase for consumer reaction behavior. As the result, high involvement product found out to be more highly meaningful than the low involvement product on possibility of attractiveness recognition reaction, attitude of the product, and reason to purchase. Second, on-set placement had the higher possibilities of attraction, attitude of a product, and reason to purchase intention than the creative placement. Third, for differences based on appearance type showed that when the brand name appeared possibilities of attraction, remembrance reaction, and reason to purchase resulted higher than in between when the brand name did not appear. At last product involvement and appearance type, effect of interaction appeared. Thus, the issue of appearance of brand name has the greater impact on possibility of attraction of the product than product involvement. This research showed the possibilities of PPL effect on various media, related to factors that impact the PPL effect, and suggested that for use of PPL strategy by proving the effect of characteristic of advertisement stimulus and characteristic of consumer.
Although expiration date plays an important role in consumption decision, consumers pay not much attention to it. As such, to solve this problem, the current research examined the influence of self-regulatory resource on willingness to use of product that past its expiration date by resource depletion. The result revealed that compared with no resource depletion condition, participants in resource depletion condition showed less willingness to use the product that past its expiration date. However, no difference was found between resource depletion and no depletion condition in product with valid expiration date. Thus, this research suggests, in consumers' health perspective, an potential implication of emphasizing the importance of expiration date by depleting cognitive resources.
The purpose of this paper was to examine and validate of scale for classification of decision making style. In first study that was exploratory study, 242 undergraduates were asked to answer Korean version of general decision making style(GDMS) scale(Scott & Bruce, 1995) and scale of decision making competency(Nam, 2005). Each scale was consisted of Likert 5 points scale. To examine reliability and validity of Korean GDMS scale, data were analyzed by internal consistency, factor analysis, and correlation analysis. The result showed that internal consistency was high, that 5 factors were extracted and that relationships between factors of decision making style with factors of decision making competency scale were high. Also, construct validity, convergent and discriminant validity as well as reliability were accepted as recognized level. In second study that employed covariance structure model analysis as confirmatory study, 215 participants who include various ages were asked to fill out the shortened Korean version of GDMS that consisted of 20 items. Results showed that both reliability and validity of the shortened Korean version of GDMS were high. Though items were reduced, internal consistency was still high and fitness indexes of confirmatory factor analysis model were high. Finally, in addition to limitations of this study, themes and directions of future research were discussed.
This study was conducted to investigate how cause-related advertising influences consumer's attitude toward advertising and attitude toward the company. In particular, the study focused on the inter-relationship between the company, cause and consumer. To this end, an online survey technique was employed where consumers evaluated the ads and companies after viewing four types of cause-related advertising. The result showed that ads with high company-cause fit generated more positive attitude toward the ad and the company. Ads with high company-cause fit also resulted in greater changes in attitude toward company between pre-exposure and post-exposure condition. In addition to company-cause fit, consumer’s involvement with the cause and pre-exposure attitude toward the company were found to be influential on attitude toward ad and the company. The positive attitude toward the cause-related ad were considered to be transferred to the favorable attitude toward the company as well. Two-way ANOVA results showed that there are interaction effects among involvement with the cause, pre-exposure attitude toward the company, and the company-cause fit. Especially, 1) the interaction between company-cause fit and involvement with the cause, and 2) the interaction between involvement with the cause and pre-exposure attitude toward the company were playing moderating roles in deciding attitude toward the ad. These findings suggest implications for effective message design strategy and target audience segmentation in cause-related advertising.
The purpose of this research is to examine the effects of the severity of service failure, the main source of service failure, and the equity of social commerce companies on consumers’ trust change toward social commerce companies. In addition, this study is to examine the moderating effect of service failure seriousness and equity level of social commerce companies on change in consumers’ trust depending on the source of service failure. The results showed that seriousness of service failure and the equity level of social commerce companies significantly affect the change in consumer trust. When the service failure is caused by social commerce companies and service failure is severe, it was found that consumer trust change was bigger toward social commerce companies with high equity compared to those with lower equity. However, when service failure severity is low, there was no significant change in comsumer trust. On the other hand, when the source of service failure is service provider and service failure severity is high, the change in consumers trust was not signifiant. However, when service failure severity is low, the change in trust level was significantly higher for social commerce companies with high brand equity.
There is need of specific study on receiving and participating attitude of online postscript according to consumers’ characteristics because online postscript of purchased and used experience is acting increasingly important as criteria factor on purchase intention. This study analyzes empirically difference among consumers’ types of shopping value on receiving and participating attitude of online postscript after introducing internet shopping value as consumers’ characteristic valuable. First, in case of difference among consumers’ types of shopping value on receiving attitude of online postscript, three types show meaningful difference on degree of reliability and reception. Convenience and information seeking type is the highest and amusement seeking type is the lowest. In addition to, all of three types make most reference to contents of product quality or performance. Second, in case of difference among consumers' types of shopping value on participating attitude of online postscript, three types show meaningful difference on degree of writing one’s own online postscript but don’t show meaningful difference on degree of responding about other consumers’ questions. Convenience and information seeking type is the highest and amusement seeking type is the lowest in only degree of writing one’s own online postscript. In terms of simple percentage of three types about participating purpose, amusement seeking type and convenience and information seeking type are motivated by satisfaction of product or service but economic seeking type is motivated by saved money or discount.
This study examined the wear-in and wear-out of advertising effects according to arousal, presentation of advertising time, and cognitive need caused by repetition advertising and cable television programs. The results of experimental study for verification are as follows: First, for wear-in, there was no significant effect of exposure frequencies. For wear-out, however, it was found that significant effect of strong repetition was higher than that of weak repetition. Second, for both wear-in and wear-out, interaction effect of exposure frequencies and presentation of advertising time left was found. Third, drama which has low broadcast program arousal showed higher wear-in for repetition advertising, while entertainment program which has high arousal showed higher wear-out. Fourth, there was no interaction effect for both wear-in and wear-out of program arousal and advertising exposure frequencies. Fifth, the examination of wear-in of repetition advertising effect for cognitive need showed that the higher cognitive need is, the higher the repetition advertising effect is. But no difference in cognitive need was found for wear-out. These results provide implications for establishing advertising media strategy for cable broadcasting, as well as suggestions for further studies.
While Amway has sold daily necessities using unique selling method such as multi-level selling, it has recently developed the brand vision for Nutrilite and conducted the advertising campaign to communicate its vision to potential consumers. It is very unusual case that a company using a direct selling system is conducting advertising campaigns through mass media. This case introduced the overview of Amway business, analyzed the strategic rational for brand management from environmental change perspective(overall market environment, competitive situation, and distribution channel), and summarized the advertising strategy based on its brand vision. Finally this case evaluated the results of the advertising campaign and provided the directions for future brand management.