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ISSN : 1229-8778
Drawing on HSM (Heuristic-Systematic Model)’s bias hypothesis, this study examines how the theoretical mechanism to mood effects differently affects the relationship between program-induced mood and affective ambiguity in commercial breaks, on the attitude toward brand and advertising recall. In a experiment, 108 undergraduate students evaluate advertising and brands which include three types of emotional ad appeals. Also, this study use psychophysiological measures to empirically investigate the arousal state while subjects view the TV programs. Results indicate that the proposed hypotheses receive support in that the effect of negative mood can be moderated by affective ambiguity in commercial breaks on brand attitudes. Results also show that the relationship between the positive program-induced mood and ad recall is contingent on the positive valence of advertising’s affects. Interestingly, these findings support the HSM’s bias hypothesis that suggests the interplay of heuristic and systematic processing. Additionally, our results indicate that negative program-induced mood is relatively associated with the attitude toward brands in middle-commercial breaks. Theoretical implication to advertising effectiveness literature are discussed along with disputable issues how program-induced mood affects the processing of advertising and brand.
Consumers living in the era of mass production inevitably face the situation where somebody else is consuming the exact same product as theirs. The current research focused on consumers’ reaction to such situations and tested the hypothesis that social exclusion causes consumers to respond differently to those situations. Study 1 found that relative to socially included participants, socially excluded participants responded negatively to them being intentionally mimicked by others. Study 2 extended Study 1 in three aspects. First, it dealt with the situation where others happened to consume the same product as participants. Second, it measured consumers’ response to the situation via their evaluation of the said product. Third, to investigate the possibility of product type interacting with consumers’ response to such situation, it included symbolic product as well as practical product. The results revealed a three-way interaction among social exclusion, the number of others consuming the same product, and the type of product. As for the practical product, both socially excluded and socially included participants evaluated their product more positively when the same product was consumed by majority than by minority. As for the symbolic product, socially excluded participants evaluated their product more positively when the same product was consumed by minority than by majority. However, socially included participants evaluated their product similarly irrespective of whether the product was consumed by minority or majority.
The purpose of this study is to suggest theoretical frame for social network service. For the purpose, we categorized SNS’s network structure to symmetric network and asymmetric network, and verified it is playing for self-construal priming. As a result, symmetric SNS users(Facebook users) were primed interdependent self-construal, and asymmetric SNS users(Twitter users) were primed independent self-construal. From this theoretical background, trying to classify best fit between message oriented(I oriented/we oriented) effect and attributes of consumer' benefit(hedonic-benefit/utilitarian-benefit) on Cause Related Marketing strategy. According to this experimental study, I oriented message and hedonic benefit are more effective with independent self-construal priming SNS on the CRM. And the other hand, message orient(we oriented) and benefit(utilitarian-benefit) works separately for self-construal.
There’s been a growing interest in art infusion phenomena among marketing scholars and practitioners. As part of a research examining the effectiveness of art infusion, this research investigates how art popularity and image influences evaluation of consumer product, moderated by product sociality and art familiarity in the following two studies. Study 1 demonstrated that consumer’s pattern of reactions on art popularity and image differs depending on degrees of art familiarity and product sociality. More specifically, consumers with high art familiarity displayed higher product preference and purchase intention to products with art that is highly popular. In contrast, consumers with low art familiarity displayed higher product preference and purchase intention to products with cheerful art image. Also, the results were significant when the product was easily noticed by others (public product), rather than when the product was used at home or in private (private product). Study 2 revealed the effects of art popularity and image on product preference to consumers with low art familiarity, given the information on the art’s popularity. As a result, unlike the results from study 1, consumers with low art familiarity showed higher product preference to products with art of high popularity, regardless of the art image. These studies not only elaborated art infusion effect by integrating the characteristics of art, product, and consumer, but also offered the psychological and social meaning of art infusion effect from the perspective of consumers.
This study examines how the impact of corporate social responsibility (CSR) related information on brand attitude depends on brand concept and attitude certainty. We proposed two brand concepts that may influence the impact of CSR related information on brand attitude: (1) self-enhancement brand concept and (2) self-transcendence brand concept. We used positive and negative newspaper articles as stimuli in order to manipulate CSR related information. The dependent variable was calculated by subtracting brand attitude before exposure to stimuli from brand attitude after exposure to stimuli. The results of this study suggest that the impact of negative CSR related information depends on brand concept. Specifically, the attitude change of self-transcendence brand through negative CSR related information was greater than self-enhancement brand. Furthermore, the impact of CSR related information on brand attitude depends on brand concept and attitude certainty. In case of self-enhancement brand, positive CSR related information makes a more negative change in the brand attitude when attitude certainty is high than when it is low. In contrast, negative CSR related information about self-enhancement brand makes a more negative change in the brand attitude when attitude certainty is low than when it is high. However, in case of self-transcendence brand, the impact of positive and negative CSR related information on brand attitude does not depend on attitude certainty. Based on the results of this study, we suggested theoretical and practical implications about CSR activities and crises.
Anthropomorphism refers to the tendency to imbue non-human objects such as products, animals with human-like characteristics. Despite of facing with the various examples of anthropomorphism in surroundings, emperical research on anthropomorphism is relatively rare. Thus, this research examines the effect of message anthropomorphism by adopting Constural Level Theory to extend the field of research on anthropomorphism. Experiment 1 examined the construal level effect on message anthropomorphism by measuring participants’ BIF. The result revealed that in the low-level constural, participants in the anthropomorphised message condition showed higher donation intention than participants in the non-anthropomorphised message condition, whereas no difference was found in the high-level constural. Experiment 2 manipulated the timing of donation to examine the construal level effect on message anthropomorphism. As a result, participants in the anthropomorphised message condition showed higher donation intention than participants in the non-anthropomorphised message condition. More importantly, in the low-level constural, participants in the anthropomorphised message condition showed higher donation intention than participants in the non-anthropomorphised message condition. By contrast, no difference was found in the high-level constural.. Thus, the effect of message anthropomorphism is more effective in the low-level construal than in the high-level construal.
With growing interest in the influencing factors on indulgence products, this research examined whether a prior (im)moral behavior has an effect on indulgence behavior in a sequential choice context(the licensing effect vs. cleansing effect). Despite a long tradition of research on indulgence products, little is known about the mechanism of self-control in the licensing effect and cleansing effect. To fill this gap in the literature, the research further examines the theoretical precondition and the mechanism underlying the licensing effect. According to the results, as we predicted, participants rated purchase intention toward indulgence product more high in the license condition(moral behavior group) than in the control condition and in the immoral condition. Also, we proposed that the licensing effect was operated by providing a boost in the self-esteem. These results suggests that if the prior task does not generate the licence, the increased preference for a indulgence product should not be observed. So, consistent with the previous studied, our results data replicated the licensing effect. In addition, in contrast to the licensing effect, preference for a indulgence product was reduced when the previous behaviour was immoral. Finally, the higher the level of self control was, the stronger licensing effect and cleansing effect were.
This study to investigate what affects the perception of China Green Companies benefit consumers factors. In particular, we determine the moderating effects of the green corporate image of Chinese consumers and to present causal model between the factors affecting the perception benefits Green Company. Validation of the model was attempted using a covariance structure analysis. The results are as follows. First, Chinese consumer cognition of the green companies had a significant effect on green corporate image and perceived environmental benefits. Second, Chinese consumer trust of green companies had a significant effect on green corporate image and perceived benefit in green businesses. Third, Chinese consumer cognition of green corporate image had a significant effect on perceived benefits in green companies. Fourth, Chinese consumer cognition of the green companies had a significant effect on the perceived benefits green businesses via a green corporate image. Finally, Chinese consumer trust of green companies had a significant effect on businesses perceived benefits via a green corporate image. The results of the study can be used as a basis for an effective marketing consumer future targeting China green companies. It will also contribute in establishing green marketing strategies of domestic companies into China.