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ISSN : 1229-8778
This research divided sales promotion into price-off promotion and value-added promotion and suggested that consumer response would be influenced by promotion type and framing. Specifically, the authors suggested that in case of price-off promotion cent-off promotion would be more effective than percentage-off promotion and this effect would be moderated by consumers' need for cognition. In addition, the authors posited that in case of value-added promotion 1+1(buy-one-get-one-free) promotion would be more effective than two-for-one promotion and this effect would be moderated by consumers' persuasive knowledge. The results of two studies indicated that while consumers with low need for cognition showed more positive response towards price-off promotion than percentage-off promotion, consumer with high need for cognition showed the same level of consumer response towards both promotions. In addition, consumers showed more positive response towards 1+1 promotion than two-for-one promotion and this effect was limited to consumers with low persuasion knowledge. This study expanded the scope of promotion literature and provided marketing practitioners practical implications.
The purpose of this study is expanding the study on corporate social responsibility(CSR) and enhancing the understanding of consumer's attitude toward brand by applying real corporate reputation and consumer's social value orientation. As the results of the experiment, prosocial consumers showed favorable brand attitude regardless of the corporate reputation when the company carried out social responsibility performance. On the other hand, proself consumers didn't consider the corporate social responsibility and just showed favorable brand attitude when the corporate reputation was high. However, proself consumers were influenced by corporate social responsibility when the corporate reputation was low. The implications of this study are as follows. First of all, this study showed that the effect of CSR strategy varied with consumer's characteristics. Therefore, when marketers plan cause related marketing or sponsorship, they have to provide a differentiated service after analyzing consumer thoroughly. Also this study showed that CSR strategy made favorable brand attitude when company had low reputation. Accordingly, company that has low reputation should use marketing strategies that emphasize the corporate social responsibility to draw favorable attitude of consumer.
The purpose of this study was to understand the effects of two different types of envy (malicious and benign) on envy-arousing-products liking and willingness to purchase such products depending on levels of self-esteem. One hundred sixteen employees of a manufacturing company participated in a scenario-based experiment. Participants were manipulated to experience either malicious envy or benign envy and were asked to rate how much they were attracted to the given products and how much they would be willing to pay to buy it. Results indicated that the participants who were manipulated to feel benign envy rated higher product liking and willingness to purchase than those who were manipulated to feel malicious envy. In addition, individuals’ levels of self-esteem were significantly interacted with the effect of types of envy on product liking as well as purchasing intention. Specifically, higher self-esteem participants showed lower product liking and weaker product purchasing intention than those with lower self-esteem when malicious envy was experienced. Theoretical and practical implications and limitations of the results were discussed.
This study was performed to identify the psychological effects of nature tourism based on Attention Restoration Theory(Kaplan, 1995) through two sub studies. In study 1, the data of 270 people were collected from internet survey, who had experienced some pleasure travel within the past 6 months. Environmental experience of 5 factors(fascination, being away, extent, compatibility, and self expression/ identification) were compared between nature tourists and the other tourists. As the anticipations, the results showed that nature tourists group had significantly and positively higher scores on all dimensions of experience than others. However, there were not different effect sizes of these environmental experience factors on the perceived stress reduction and subjective happiness between two groups. Study 2 performed a quasi experiment to test the effect of nature tourism on psychological indexes of cognitive and affective states. The data of experimental group was 66 undergraduates who took nature tourism as a group, were compared to the control group of null travelling 20 students during the same period. The results informed that any psychological state had not significant change among three points of measurement which were pre-travel, onsite, and 2 weeks later of travel, except for attentional concentration power scored of seeking for wrong words. The means of wrong words scores has lowered at the onsite point and been recovered at the two weeks later to the level of the pre-travel. Additionally, any factor of the 5 onsite experience as the independents had non-significant effected on the two weeks later scores of psychological states. Instead the 2 weeks later recalled tourism experience had significantly effected on the present psychological states. These results implied that the psychological effects of nature tourism could be varied depending on fatigue of travelling and memory of experience. In conclusion, implications and limitations of the study were discussed.
This study examined the effects of consumers' self-regulatory mode on time scarcity promotion. The design of this research was comprised of 2(self-regulatory mode: assessment mode vs. locomotion mode) × 2(time scarcity message vs. non-scarcity message) between subjects factorial design. The finding revealed that consumers who have assessment mode showed more positive evaluation toward products that used scarcity message than those of non-scarcity message. On the other hand, consumers who have locomotion mode demonstrated no difference of product evaluations across two message conditions. Also we found the mediating role of anticipated regret attributed to no purchase on product evaluations. Finally our research could give the implication that time-scarcity promotion effects may vary depending on the consumer's self-regulatory mode and firms need to develop their scarcity marketing strategy based on regulatory mode.
In provided similarity of extension product and brand image influence on consumer evaluation of vertical brand extension products, viewing relevance theory of brand extension, this study conducted experimental research using real brand. Firstly, showing analyzed results about the effect of technical similarity of extension product on consumer evaluations of vertical brand extension, downward extension product is evaluated more high than upward extension product alike preceding research results in case of small technical similarity extension and is evaluated without difference between of upward and downward extension product in case of big technical similarity. Showing analyzed results about influence of brand image components on consumer evaluations of vertical brand extension according to technical similarity of extension products, in case of big technical similarity extension, upward extension product is influenced larger by functional image and downward extension product is influenced larger by experiential image and symbolic image. In case of small technical similarity extension, under being influenced commonly without difference by experiential image, upward extension product is influenced larger by symbolic image and downward extension product is influenced larger by functional image. This results show the fact that the influence of brand image on consumer evaluation is different according types of extension depending upon vertical extension and technical similarity.
The purpose of this study was to examine the effects of the exposure frequency of PPL and prior brand attitude on brand recognition and brand attitude. In addition, we considered that the exposure frequency of PPL and prior brand attitude will have interaction effect on brand recognition and brand attitude. To achieve this goal, the experiment were designed by 3 exposure frequency of PPL (1/4/8) * 3 prior brand attitude (positive/ neutral/ negative) between subject factor. The total of 191 undergraduate students were recruited and asked to watch a drama and then to answer questions about the brand recognition and brand attitude. The results of this study were as follows. First, as the exposure frequency of PPL increases, viewers can better process the brand's appearance, thereby increasing brand recognition and positive brand attitude. Second, prior brand attitude has no effect on brand recognition. However, prior brand attitude has significant effect on brand attitude. Thus, positive prior brand attitude and neutral prior brand attitude produced more positive attitude towards placed brand. Conversely, negative prior brand attitude produced more negative attitude towards placed brand. Third, there was no interaction effects between exposure frequency of PPL and prior brand attitude on brand recognition. On the other side, there was significant interaction effects between exposure frequency of PPL and prior brand attitude on brand attitude. In particular, as the exposure frequency of PPL increases, viewers who have positive or neutral prior brand attitude produced more positive attitude towards placed brand. Conversely, viewers who have negative prior brand attitude produced more negative attitude towards placed brand.