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ISSN : 1229-8778
Many consumers are going on diets and buying diet foods in different sizes and package images that may help them increase their self-control and manages their consumption. So, this research examined the effect of the need for cognition(NFC) and the levels of dietary restraint on product-quantity estimation focusing on the context of the product unit image. Different from previous studies, we focused on the interaction effect considering both consumer's traits and package traits. We conducted two experiment to support our predictions. First, along with the existing research, consumers are more aware of the amount of the product when the number of product units is presented a lot(vs. less). According to the results of two-way interactions, in case of high NFC consumers, there was no difference of product-quantity estimation regardless of the number of package unit image. But, low NFC consumers rated the products-quantity estimation high when the package included many units(vs. less). However, there was no interaction effect between product unit and level of dietary restraint on product-quantity estimation. Theoretically, we developed a step further in research in product unit and its related studies.
limate change mitigation actions are undertaken to minimize the potential negative consequences of future climate change. In this regard, climate change mitigation efforts can be compared to prevention behavior in health behavior research, which is taken to mainly prevent the onset of disease. Based on the similarity, this study seeks to examine how transferable extant research findings on message framing from heath behavior research are to the climate change case. In addition, this study attempts to specify some boundary conditions for the influence of message framing in climate change mitigation-related campaigns, by proposing and testing issue involvement as a moderator. A 2(message framing: gain vs. loss) x 2(issue involvement: high vs. low) between-subject factorial design was conducted to test the hypotheses of this study. The results revealed that gain framing led to higher levels of perceived issue seriousness and more favorable attitudes toward climate change mitigation campaigns only for the participants in the high involvement condition. For the participants in the low involvement condition, no framing effect was observed.
Consumers are less likely to be vulnerable to ad endorser's persuasive attempts to make them purchase the advertised brand. Instead, they tend to form or change their attitudes toward the ad and the advertised brand (i.e., ad effectiveness) on the basis of their evaluation of the endorser's social characteristics (i.e., correspondence bias and preference for the ad endorser). The study examined the effects of non-celebrity female ad endorser's physical attractiveness (high vs. low) and gaze direction (looking at participants vs. looking away from participants) on male participants' evaluation on her social characteristics and ad effectiveness by using an online experiment. As a result, the hierarchical relationship of ad information processing (correspondence bias → preference for the ad endorser → ad attitudes → brand attitudes) was found. The results also indicated that ad endorser's physical attractiveness had a direct influence on preference for the ad endorser and gaze direction had direct effects on correspondence bias and ad attitudes. In particular, the preference for the ad endorser was stronger when the ad endorser was highly attractive than when the ad endorser was lowly attractive. Both correspondence bias and ad attitudes were stronger when the ad endorser looked at participants than when the ad endorser looked away from participants.
With the recent increase in smartphone usage, more information on the business or product tends to be distributed through mobile advertisements, in addition to the existing 4 media (TV, radio, magazines, newspapers). Therefore, this study is to find out the effects of brand reputation and product information in mobile advertisements on consumer attitude, and the regulation effect of discount rate when information on discounts is supplied by mobile. Therefore, in order to verify the effects of brand reputation (high/low) and product information (exists/does not exist) on the brand attitude and product attitude, and furthermore verify regulation effect of discount rate (high/low), 2x2x2 experimental design was used to empirically analyze them. As a result, higher brand reputation affected positively on consumers’ brand attitude and product attitude, and the existence of product information had a favorable effect on product attitude. Also, in terms of the effects of brand reputation on brand attitude and product attitude, the regulation effect of discount rate was significant, but it was not significant on the effects of product information on brand attitude and product attitude. Companies with higher brand reputation should attract new customers through mobile promotional activities and provide 1:1 personalized information for existing customers to enhance their brand reputation and customer loyalty. Rather than releasing mobile advertisements without product information, it is more effective to include specific product information. Also, higher discount rate and frequent advertisements for sale may bring an adverse effect for companies with lower brand reputation, so these should be refrained.
This research focuses on the condition that people use small packaged products to do self-control easily, only to fail self-control. Taking in small packaged products by ones is definitely so successive eating situation that calories are accumulated. Although people should add up all the cases, they perceive the cases independently. This is called isolation effect. On this basis, we tried to prove isolation effect through small packaged products. In Study 1, it is assumed that isolation effect has influence on self-control intention when tempting products came into small package formats. Yet, when tempting products came in large package formats, isolation effect does not affect self-control intention. Study 1 shows us self-control intention decrease in small packaged products than in large packaged products. Also, we found out isolation effects mediated this result. Further to the result above, we tried to examine the interaction between isolation effect and regulatory focus has effect on self-control intention. The study designed 2(isolation effect: unrestrained isolation effect/restrained isolation effect) x 2(regulatory focus: promotion focus/prevention focus) and measured self-control intention of each group in study 2. Finally these hypothesis was verified by the study. What we found through the study was the interaction between isolation effect and regulatory focus has effect on self-control intention in eating small packaged formats. Moreover, Our findings extend package size research by examining isolation effect. Also, it is important to know that situation regulatory focus decrease this bias.
The purpose of present study was to test the propriety of the path model in which materialism affects both identity buying motive and emotion regulation buying motive, and these buying motives affect compulsive buying. First, based on the results of previous researches, the research model and competitive models were developed, and were tested which model of those is the fittest to the data. Futhermore, it was investigated whether there were differences on the paths of the research model by self-construals and gender. Second, it was tested whether the mediation effects of identity buying motive and emotion regulation buying motive were moderated by general decision making style in the pathway from materialism to compulsive buying. Data from 465 college students in Korea were analyzed using structural equation modeling, regression analysis, hierarchical regression analysis, and moderated mediation analysis. The results were as follows. First, the fittest model in this study was the one in which materialism influenced identity and emotion regulation of buying motives, and identity buying motive did not influence compulsive buying but emotion regulation buying motive influenced compulsive buying. Second, there were no differences on the paths of the research model by self-construals and gender. Third, emotion regulation buying motive had a full mediation effect in the relation between materialism and compulsive buying. Also, spontaneous style of decision making had moderation effect in the pathway from emotion buying motive to compulsive buying. Finally, spontaneous style of decision making had moderated mediation effects through emotion regulation buying motive in the relationship between materialism and compulsive buying. We discussed the meaning of results and the implications for therapeutic intervention of compulsive buying.
If a customer experiences a right new service from a service provider, he/she will seek for more sustainable relationship with the company. As such to induce sustainable relationship with customers and create positive performances, a service company will need to give an image of quality set apart from competitors. The following results came out: First service satisfaction was positively affected by all the service component, core service, enabling service and enhancing service etc. Second the relation of service component and differentiation was significantly affected by enabling service and enhancing service, and the differentiation formed by service component affects service satisfaction positively. Third satisfaction of a customer in a service provided by a service company leads to increase in compliance but decrease in the customer’s intention to change service. In conclusion, the suggestions and future study directions were proposed based on the above study results.
In this study, the consentaneity of model-viewer body image and the level of upward comparison were examined to see whether they have impact on explicit and implicit brand attitudes. As a result, explicit brand attitudes showed significant interaction effect. People who comparing more with the thin model showed more favorable explicit attitude when their body image unmatches to the model's. On the other hand, people who comparing less with the thin model showed more favorable explicit attitude when their body image matches to the model's. In addition, to see how well does explicit and implicit attitude seperately predict the purchase intention, the regression analyses were conducted. Both explicit attitudes and implicit attitudes, each significantly predicted purchase intentions. And predictive validity even increased when explicit attitudes and implicit attitudes are taken together.