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ISSN : 1229-8778
The purpose of this study is to effectively persuade subjects who have different traits to conduct recommended health behavior with differently manipulated messages. As a result, there was three-way interaction of message issue × message frame × public body consciousness. Specifically, in high public body consciousness condition, an beauty issue message made a negatively framed message more effectively, and in low public body consciousness condition, a health issue message made a positively framed message more effectively. Although public body consciousness is one of the most important variables in health-related context, it was not considered importantly in message frame study, and the effects of both message issue and message frame by public body consciousness were hardly examined. Thereby, this study extended existing studies.
This study investigates the influence of scarcity message type and message framing on consumers' impulse buying in online price discount advertising. Furthermore, this study identify moderating role of need for cognitive closure within which the impulse buying effect of scarcity message type and message framing operates. For the experiment, 2(scarcity message type: quantity-limited message vs. time-limited message) × 2 (message framing: positive vs. negative) × 2(need for cognitive closure: high vs. low) factorial design was used. The findings of this research are summarized as follows. First, the result shows that quantity-limited message is more effective than time-limited message to enhance consumers’ impulse buying in online price discount advertising. Second, there is a significant interaction effect between the type of price discount with scarcity message and message framing. Specifically, quantity-limited message is more effective than time-limited message in price discount advertising with positive framing, while there is no significant difference in impulse buying effect in price discount advertising with negative framing. Third, there is a significant interaction effect between message framing and need for cognitive closure. Specifically, consumers with high level of need for cognitive closure show higher impulse buying at the positive framing than at the negative framing, while consumers with low level of need for cognitive closure show no significant difference in impulse buying according to message framing. This research also found a significant 3-way interaction effect of the scarcity message type, message framing and, need for cognitive closure on consumers impulse buying in the context of online price discount advertising.
This study was designed to provide insights regarding the effects of incongruent brand extension(IE), mental simulation(MS), and comparative advertising frame(CF) on purchase intention(PI). Firstly, we examined purchase intension(PI) in two types of mental simulation(outcome-focused simulation(OF) and process-focused simulation(PF)) on the extent of brand extension incongruity and we found that outcome-focused mental simulation(OF) was more effective than process-focused mental simulation(PF) in the high incongruent brand extension, but we could not find a significant difference between mental simulation(MSs) for moderate incongruent extension. Secondly, we examined purchase intension(PI) in two types of comparative advertising frame(maximal frame(Max) and minimal frame(Mini)) on the extent of incongruent brand extension. There was no significant difference between comparative advertising frame (CFs) for high brand incongruent extension(IE) and moderate brand incongruent extension(IE) respectively. Thirdly, we examined purchase intension(PI) in two types of comparative advertising frame on the types of mental simulation. we found that maximal frame was more effective than minimal frame in outcome -focused mental simulation but we could not find a significant difference between comparative advertising frame(CFs) for process-focused mental simulation. Finally, according to whether brand incongruent extension(IE) was high or moderate, We found that the optimum advertising strategy between the types of mental simulation and comparative advertising frame was when it was operated by maximum comparative advertising appeal in outcome-forced mental simulation with high brand incongruent extension.
This research proposes that consumers will react favorably to distinctive or unusual color names based on incongruity theory. Specifically, this research suggests that consumers will respond more favorably to moderate incongruous color names than congruous or extreme incongruous names. In addition, this research argues that this moderate incongruity effect will depend on individual traits such as construal-level based on construal-level theory. Using a study, moderate incongruous color names are preferred to congruous or extreme incongruous names making an inverted U shape between congruity level of color names and product attitude. In addition, high construal-level consumers react favorably to moderate incongruous color names more than congruous or extreme incongruous color names; while low construal-level consumers respond unfavorably to moderate and extreme incongruous color names including congruous color names equally.
This study sets a structural model for measuring consumer satisfaction in cross-channel shopping and also verifies the moderating effect of channel migration. The model examines the relationships of three parameters - expectation, performance, and disconfirmation - with both price reduction and risk aversion, the two critical choice motives in cross channel shopping. In the model, expectation and performance indirectly affect satisfaction through disconfirmation. The satisfaction level of cross-channel consumers is higher than that of non cross-channel (single-channel) consumers. Specifically, the satisfaction levels of the off-on (offline search → online buying) and on-off-on type (online search → offline search → online buying) are the highest amongst all the cross-channel consumer types. However, what is common to the two is that they both search using online channels and buy using offline channels. In the section of the model that outlines the process of how consumer satisfaction in cross-channel shopping is built, the disconfirmation of the choice motives of purchase channels, that is, price reduction and risk aversion, are seen to be critical influencers of satisfaction. Further, in the relationship between disconfirmation and satisfaction, the moderating effect of channel migration is accepted as a given. For example, the disconfirmation of risk aversion, in on-off type (online search → offline buying), and the disconfirmation of price reduction, in off-on (offline search → online buying) and on-off-on type (online search → offline search → online buying), critically affect satisfaction. However, the moderating effect of channel migration is not affected by the relationship between expectation, performance, and disconfirmation. This study has enhanced the usefulness of the Expectation Disconfirmation Theory by extending the theory to cover distribution channel issues, and it proposes customer strategies for improving satisfaction levels in cross-channel shopping for businesses that offer both online and offline channels.
With a recent emergence of a variety of advertising media, we are faced with an increasing necessity of comparing advertising effects of different media. The present study attempts to present a comparative study of VOD commercials on IPTV channels and realtime commercials on terrestrial and cable channels. To that purpose, a factorial structure of commercial types(2)×commercial positions(2)×viewing situations(2) was designed for an experiment. First, it was found, in the category of memory effect, that VOD commercials exhibited a significantly higher rate of ad recalling in both familiar and unfamiliar brands than realtime commercials. A similar result was found also in the recognition ratings. Second, in the effect of ad attention rate, it was found that VOD commercials were significantly higher than realtime ones both in familiar and unfamiliar brands. Third, no significant difference was found between the two types of commercials in the effect of attitudes of ad. The findings of the present research are meaningful in that they have provided objective data in the comparison of the two types of commercials and presented logical base data in the estimation of advertising costs of different media.
Past studies suggest that altruistic (vs. egoistic) consumption in a preceding purchase situation can be negatively associated with altruistic (vs. egoistic) consumption in the subsequent purchase situation, which results from moral-self concept regulation. The goal of this study was thus to examine whether pursuing others’ (vs. one’s own) benefits in a preceding consumption situation can decrease (vs. increase) altruistic consumption in the subsequent purchase situation. In addition, the study investigated the effect of prior altruistic (vs. egoistic) consumption and altruism on the subsequent altruistic consumption. The results indicated that when the participants pursued their own benefits (vs. others’ benefits) in a preceding consumption situation, they were more likely to pursue others’ benefits (vs. their own benefits) in the subsequent consumption situation. However, there was not a significant difference of satisfaction on their decisions between two prior consumption conditions (pursuing their own benefits vs. others’ benefits). As participants were altruistic, they tried to pursue others’ benefits in the subsequent consumption situation at the aggregate level. Interestingly, when participants considered others’ benefits in a preceding consumption situation, their altruism was positively associated with the degree to which they tried to pursue others’ benefits in the subsequent consumption situation. By contrast, participants’ altruism was not related with the degree to which they tried to pursue others’ benefits in the subsequent consumption situation when they considered their own benefits in the preceding consumption situation.
In forming judgments and inferences based on memory, people not only rely on the content information retrieved from memory but also use their subjective ease or difficulty experience of retrieval as a source of information (Schwarz and Clore, 2007). The present study examines the moderating role of an individual’s need for cognition in his or her use of retrieval ease as information in forming product attitudes after self-generating reasons in favor of a product. In doing so, the present study also tests for two possible mediating mechanisms: perceived availability- vs. validity-based mechanism. The results show that retrieval ease (experienced in self-generating reasons) influences product attitudes when people are low on need for cognition but not when they are high on need for cognition. In addition, the ease effect on product attitudes (that was contingent upon need for cognition) was found to be mediated by the perceived availability of reasons. Several implications for practice and future research are also discussed.
The consumption of jewelry has become an important part of daily lives and prior researches on jewelry consumption have focused on differences in purchase and usage patterns by demographic variables such as sex, age and so on. However, remarkably little attention has been devoted to the problems of understanding why consumers possessing and consuming jewelry. Thus we attempted exploratory research to understand psychological motivations and experiences about consumers’s jewelry consumption. For this purpose, this study decided to employe ethnography as a guiding principle, collected in-depth data employing interviews and observations as a data collection method, and analyzed various aspects of perceptions and experiences while consuming jewelry from consumers’ perspective. We conducted in-depth interviews and participant observations with 27 and 22 informants. As a result, we developed three major themes about jewelry consumptions. We found that consumers perceive various types of values such as utilitarian, hedonic and symbolic values and those values those value perceptions have been changes by personal life stages. In addition, unique patterns at purchase situations have been recognized. We provided in-depth description along with these three major themes. Lastly, this study summarized research results, discussed managerial implications for managers, clarified study limitations from data collection methods and suggested future research directions.