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ISSN : 1229-8778
This research examines how political ideology affects prosocial behavior. Especially. we focus on the interaction of political ideology and message framing, and also the interplay of political ideology and perceived psychological distance on target recipients. This study has a 2 (political ideology: liberal vs. conservative) x 2 (message framing: gain vs. loss) x 2 (psychological distance: near vs. far) design, Both the amounts willing to donate (study 1) and the amounts willing to invest (study 2) point out that the liberals are more sensitive to gain whereas the conservatives are more sensitive to loss. The interaction effect of political ideology and psychological distance is also significant. Whereas liberals intend to help (or invest for) the psychologically near and distant target groups equivalently, conservatives are more likely to donate to (or invest for) the psychologically near group than the psychologically distant group. This article concludes by discussing the theoretical implications of our findings for political ideology, message framing, and psychological distance and by suggesting practical implications.
There are two representative positioning strategies when companies communicate their products: all-in-one positioning strategy which emphasizes that products have more than two functions, specialized positioning strategy which emphasizes products have a single function. Two positioning strategies have different characteristics. Thus, It is very important for marketers to encourage consumers to focus on product's advantage according to positioning strategies. And this research suggests that how to present products will affect what consumers focus on when evaluating products and lead preference reversals. Study 1 examined that all-in-one positioning strategy preferred in joint evaluation mode than separate evaluation mode but specialized positioning strategy preferred in separate evaluation mode than joint evaluation mode. Study 2 focused on joint evaluation mode case. In detail, although joint evaluation mode encourages people to focus on product's overall value because of products comparison, when products are organized by product's benefits consumers do less comparison and focus on product function's quality. Thus Study 2 examined interaction between two positioning strategies and products assortment organization. This research can provide practical implications to marketers about effective products' present strategies according to products positioning.
The purpose of the study is to focus on how regulatory focus, self-regulation, and affect on impulsive buying intention. The results show that the logistic regression model revealed simple effect of self-regulation. Also, the significant three-way interaction effect among regulatory focus, self-regulation, and affect was observed. The participants in positive affect condition who have high self-regulation had low buying intention regardless of regulatory focus. However, the group of low self-regulation with promotion focus showed higher buying intention than prevention focus did. On the other hand, the participants in negative affect condition who have low self-regulation showed high buying intention regardless of regulatory focus. Also, it is found that group of low self-regulation with prevention focus showed significantly high buying intention when they were in a negative affect.
Previous research showed that when people feel a sense of shame, they tend to seek a complementary ego-protective remedy to repair their threatened self-concept. The goal of this study is to identify behavioral tendencies of ashamed people in a consumption context. We hypothesized that shame induces conspicuous consumption in order to restore threatened social self. With the results of study 1, we found initial evidence that trait shame can positively predict conspicuous consumption. Additionally, results for the study 2 revealed that the participants who recalled a shameful experience showed significantly lower level of social state self-esteem, higher level of self transformation expectations, and thus tended to have more willingness to be engaged in conspicuous consumption than control groups. Preacher and Hayes' (2004) bootstrapping mediation analysis confirmed that shame had indirect effects on conspicuous consumption. Implications, limitations, and suggestions for the future researches are discussed.
This study was performed to explore the effects of self-construal on preference for product assortment and variety seeking behavior. Study 1 examined how self-construal affects consumer’s preference for product assortment while Study 2 investigated the effect of sel-construal on variety seeking behavior. In Study 1, participants were primed with self-construal and asked to choose between small and large product assortment. Results indicate that independent self-construal participants preferred small product assortment to large product assortment whereas interdependent self-construal participants preferred large product assortment. In Study 2, after being primed with self-construal, participants were asked to select 7 out of 10 different product types. Findings show that independent self-construal participants selected less variable product types than independent self-construal participants. Future research and implications of this study in product assortment strategies and variety seeking behavior are discussed.
The purpose of this study was to investigate an impact of individualism-collectivism and moral norm on intention of proenvironmental behavior and proenvironmental consumption with moderating effect of price sensitivity. The intention of proenvironmental consumption was divided into well-bing and environmental protection according to message conditions. The study results showed that collectivism and high moral norm increased the intention of proenvironmental behavior and proenvironmental consumption. In particular, the intention of proenvironmental behavior had much greater effect than the intention of proenvironmental consumption. The collectivism and high moral norm increased the intention of proenvironmental consumption in relation with message to focuss on well-being, while the individualism and low moral norm increased the intention of proenvironmental consumption in relation with message to focuss on environmental protection. However, the moderating effect of price sensitivity did not appear between individualism-collectivism and proenvironmental consumption as well as between moral norm and proenvironmental consumption. The present study suggests that suitable message for target group will be made for the effect on proenvironmental behavior and proenvironmental consumption because the perception of proenvironment is different for everyone.
This study was performed to explore the joint effect of association strength between a background image and the object and product type on perception of divergence, relevance and creativity response to a visual comparative advertising. Findings indicate that participants with a weak association condition respond to the perception of advertising divergence more favorably than participants with a strong association condition. And in a hedonic product type, participants with a weak association condition respond to the perception of advertising relevance more favorably than participants with a strong association condition, in a utility product type, participants with a strong association condition respond to the perception of advertising relevance more favorably than participants with a weak association condition Implications and future research for the role of association strength between a background image and the product and product type in divergence, relevance and creativity evaluation of a visual comparative advertising were discussed.