.png){kind=logo}
ISSN : 1229-8778
This study was designed to provide insights regarding the effects of self-construal(SC), price frame and characteristic of innovativeness(INV) on attitude toward advertising(ATA) and purchase intention(PI). Firstly, we examined ATA and PI in two types of self-construal (independent self-construal (SC_inde) and interdependent self-construal (SC_inter)) on the extent of product innovativeness. Along with, we found that there was no significant difference on ATA and PI when consumers were exposed to the product that has high innovativeness (Market breakthrough). However, we could notice that SC_inter had higher ATA and PI than SC_inde when they saw the advertisement of low innovativeness(Technological breakthrough) product. Secondly, we examined ATA and PI in two types of self-construal on price frame of mental accounting. Segregated price frame was preferred when independent self-construal was primed, however, integrated price frame was better for the people who was primed interdependent self-construal. Thirdly, we tested ATA and PI in two types of product innovativeness on the two types of price frame, and we found that people better evaluated continuous innovation when we suggested integrated price frame. However, people liked segregated price frame when they are exposed to discontinuous innovation. Finally, we examined the interaction effect according to whether primed self-construal was independent or interdependent on ATA and PI. This study showed that people were primed independent self-construal and continuous innovation was fitted with integrated price frame for ATA and discontinuous innovation had higher ATA when segregated price was given. People preferred segregated price frame for PI in both product innovativeness. There was no significant difference between INA and MA based on interdependent self-construal for ATA, however, people preferred segregated price frame for PI regardless of the innovativeness type.
This purpose of this study was to find out how the anticipated guilt, as a means of controlling buying impulse, affects consumer choice between hedonic and utilitarian goods according to impulsive buying tendency. The result showed that the interaction between impulsive buying tendency and anticipated guilt was significant. Specifically, the main effect of the anticipated guilt was significant in the high-impulsive group, while it was not in the low-impulsive group. That is, people in the high-impulsive group chose hedonic goods more without anticipated guilt, whereas they chose utilitarian goods more when asked to anticipate consumption guilt. People in the low-impulsive group, on the other hand, chose utilitarian goods more regardless of the anticipated guilt.
This study was an experimental study that was performed to examine action plan for establishment of effective consumer encounter strategy based on consumer sympathy modules. In this experiment, 48 patients in university hospital were divided into rational sympathy module group and emotional sympathy module group based on the information processing style and regulatory focus. Psychological matching patient encounter method that is fitted for the characteristics of the each sympathy module groups and a control group was taken place, and it was examined how much favorableness and happiness toward medical service were changed afterward. To ensure reliability and validity of scales used, data was analyzed with internal consistency and factor analysis, and analysis of variance (ANOVA) and Scheffe test were conducted for hypotheses testing. According to the results, Hypothesis Ⅰ(patients who were corresponded with a proper consumer sympathy module have more favorable medical service awareness than those who were not.) and Hypothesis Ⅱ(patients who were corresponded with a proper consumer sympathy module are higher patient happiness than those who were not.) were both supported. Patients who received a patient care method suited for sympathy module showed more favorableness in medical satisfaction and medical trust than patients who didn’t, supporting Hypothesis Ⅰ. Furthermore, patients who received a patient care suited for sympathy module showed higher patient happiness scale than the patients who did not, supporting Hypothesis Ⅱ, These findings showed that it is important to sympathize with consumers so as to increase consumer’s satisfaction, trust and happiness to medical service, and it points out that a customer encounter strategy which is psychological matching service suitable to consumer’s sympathy module is necessary. Finally, limitations of this study and directions for further studies are discussed.
The current study aimed to investigate the effectiveness of message posts in corporate Facebook Fan-page by various message strategies. Since the posting is the most popular tool for real-time communication and companies have employed various types of posts more and more these days, the empirical investigation focusing on the posting is important. The effectiveness has two folds; first, the effectiveness of the posts executed in reality. The study collected the data in various corporate Fan-pages in Facebook with three index of the effectiveness - ‘Like,’ ‘Share,’ and Replies, and compared the effects of different message strategies. Additionally, but more importantly, affective dimensions and sharing intentions of the effectiveness was examined with an experiment. The results showed that there were no significant differences among message strategies in ‘Like’ and ‘Share,’ however ‘promotion’ messages were more effective than others in the volume of replies. It was supported that ‘Daily life stories’ was the most effective types of message strategies in affective dimensions of the effectiveness - attitude toward the ad and attitude toward the brand. This type of message strategy which has been less executed in the domestic market should be utilized later on. Followings studies need to investigate the role of consumer factors in the relationship between messages strategies and the effectiveness of posts.
The purpose of this study was to investigate the following questions: First of all, What is the awareness of the function of advertising to consumers in Korea and China, respectively? Second, the ads feature recognition between them there is a difference? Third, there is a difference in the awareness of differences in advertising between these attitudes of advertising recognition and advertising attitude to recognize the relevance? The results of this study are as follows. First, the ad features the results of factor analysis yielded seven factors. ie, Promoting consumerism, formation of cultural consumption, the model dependence, social graces inhibition, mistrust advertising, fun and entertaining, and providing information. Second, Korean and Chinese consumers recognize the difference between verification advertising results showed no significant difference. Consumers in China than in Korea's consumer awareness about the ad features negative. Third, Korea's favorable score from the overall attitude toward advertising than consumers in China's consumers were. Fourth, economic and cultural functions of advertising awareness of Chinese consumers contributed to form a positive attitude toward advertising has been. Finally, the ads feature Korean consumers' attitude toward advertising in the most affecting factor was the formation of a culture of consumption. Notable result of the advertising model dependence and fun entertainment aspect is that it has a huge impact on attitude toward advertising. The results of this study is expected to give to the future, the company plans to enter the Chinese market, the basic data to formulate a strategy for the Chinese market and advertising field.
The purpose of this study was to examine whether decision making competence had a moderated mediation effects in the relations of narcissism, materialism, and compulsive buying. Self-report measures of narcissism, compulsive buying, materialism, and decision making competence were completed by 362 university students in Chungbuk and Chungnam provinces. Date were analyzed using SPSS 18.0 and SPSS Macro. The results were as follows. First as a result of the test for mediating effects, narcissism affected compulsive buying through materialism. Second, as a result of the test for moderating effects, an interaction of materialism and dysfunctional decision making competence affected compulsive buying. Third, as a result of the test for moderated mediation effects, dysfunctional decision making competence had a moderated mediation effect which moderated the influence of narcissism on compulsive buying through materialism. We discussed implications and suggestions for further studies.
According to prior research on body image, attractive body image induces the contradicting effect. For example, Grabe, Ward and Hyde(2008) suggested that attractive body image led to positive effects. Yet Argo, White and Dahl(2006) suggested that attractive body image led to negative effects. Thus, the current research suggested a moderating varibale, competitive context, to investigate the influence of attractive ad model on product evaluation. The results revealed that the attractive ad model led more favorable evaluation in noncompetitive context than in competitive context. By contrast, non-attractive ad model led more favorable evaluation in competitive context than in noncompetitive context. And these results may be differed by the type of product.
People who pursue long-term goal experience the depletion of self-regulatory resources. This study suggests how to control oneself in the state of depletion. When someone experiences ego depletion, self-control becomes difficult. However, standards-setting and self-monitoring can help self-control even after the ego-depletion, by allowing us to use self- regulatory resources efficiently. Especially, mental accounting can make standards and accordingly monitors oneself, so this study examines that the mental accounting is effective on self-control in an ego-depletion state. There are two levels of mental accounting; specific and general. We assume that in a state of no ego-depletion, specific mental accounting is effective on self-control, while in an ego-depletion state general mental accounting is effective, That is because general mental accounting triggers less anticipated self-control perception than specific mental accounting, which does not lead to too much pressure on self-control when the self-regulatory resources are already impaired(an ego-depletion state). Therefore, this study was designed as 2(ego depletion existence / or not) x 2 (mental accounting: general / specific) and measured self-control intention of each group. We verified our hypothesis. These findings suggest that for those who experience ego depletion and need self-controlling it is more effective to use general mental accounting than specific mental accounting.
This study deals with the issues of how money reminders would influence choice results and of whether the effect might be diluted in accountability or justifiability contexts. In particular, we focus on compromise and attraction effects due to a compromise alternative and an asymmetrically dominating alternative, respectively. The results show that the money prime decreases the compromise effect but enhances the attraction effect. We infer that these results occur in high level construals induced by money-related thoughts. Further, we find that the effects of the money prime are diluted in the accountability condition in which social factors are more important. We discuss both theoretical and practical implications of the results.
Based on the theory of embodied cognition, this study investigated the effect of bodily posture associated with self-regulation on economic decisions involving delayed rewards. Participants were randomly assigned to one of the two conditions: Firming condition where participants were asked to clasp a pen firmly against their palm and no-firming condition where participants were asked to hold pen loosely between their index and middle fingers. While maintaining the respective bodily posture, participants were then asked to make a series of monetary decision, which involves choices between smaller, immediate rewards (SIR) and larger, delayed rewards (LDR). The results demonstrated that, compared to those in the no-firming condition, participants in the firming condition were more likely to discount the value of delayed rewards in a lesser degree and choose larger, delayed rewards (LDR) instead of smaller, immediate rewards (SIR). The effect, however, was significant only when the size of LDR was small. The implication of this finding was discussed.