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ISSN : 1229-8778
While numerous literatures on emotional labour have shown its resulting negative effects and factors that affects the perceived strength of the negativity, there is a lack of researches that show practical methodologies applicable to the actual business environments. Differentiated from conventional stress management paradigm, the authors show a new stress management methodology based on construal level theory, and verified its effectiveness by both a laboratory test, experiment 1, and a field test, experiment 2. Recent researches on construal level demonstrate that environmental stimuli have an effect on a mindset, and that abstract thinking leads to information processing centered on desirability and positiveness of an event. The authors design a visual stimulus promoting abstract thinking and examine the effect of the stimulus on the perceived stress level of emotional labourers. Designed visual stimulus, ‘target image’ is used to engender distant psychological distance from temporal dimension. Experiment 1 shows that the target image indeed promotes abstract thinking, which in turn entails positive affect. To rule out alternate account by a simple image effect, an image with a widely accepted pattern is introduced and the effect are compared. Results revealed that the target image group show higher construal level, higher preference for desirability, higher positive affect, as well as higher willing-to-pay. From the experiment 2, the effectiveness of the target image in the actual field application is verified. For this purpose, the target images were installed in individual booths of a call center of a tourism company in Korea, and the effect of the target image before and after installation were examined. Analysis results showed that construal level, positive affect, and more importantly perceived stress level were improved with the statistically significance. Further bootstrapping analysis to identify the underlying mechanism revealed that the effect of construal level on perceived stress was fully mediated by positive affect.
The purpose of this study was to examine the effects of the different types of product placement and exposure time of PPL on brand recognition and brand attitude. In addition, we hypothesized that the types of product placement and exposure time will have interaction effect on brand recognition and brand attitude. To achieve this goal, the experiment was designed by 3 single exposure times (low/medium/high) x 2 types of product placements (on-set placement/creative placement) within subject factor. The total of 133 undergraduate students were recruited and asked to watch movie and then to answer questions about the brand recognition and brand attitude. The results of this study were as follows. First, the on-set placement had higher effect than the creative placement did on brand recognition. Second, the degree of single exposure time of PPL had positive effect on brand recognition, and the high condition(9-12 sec.) of single exposure time of PPL had higher effect than the low condition(1-4 sec.). Third, there was no interaction effects between the types of product placement and single exposure time on brand recognition. On the other hand, there was a significant interaction effect between the types of product placement and single exposure time on brand attitude. In the case of creative placement, the attitude toward placed brand had higher tendency when single exposure time of PPL was presented longer. However, in the case of on-set placement, the medium condition of single exposure time of PPL produced a higher brand attitude than the low condition or high condition did towards placed brand. These results suggest that exposure time of PPL may represent an important variable on PPL and indicate that the appropriate level of exposure time is different in terms of product placement type.
Factors influencing preference toward personalized products in gift-giving situations: social relationship as moderating effect between gift buyers and gift recipients and self-construal of gift buyers
This study was performed to examine whether the purchase attitudes and subjective value perceptions of consumer depending upon payment methods are changed by the construal levels. In Study 1, payment ways were classified as the Installment purchase and the purchasing after savings, and a lump sum condition was added in study 2. In both study 1 and study2, the people who has the high construal level more positively evaluated the purchase attitudes and subjective values for the purchasing after savings than people who has the lower constral level did. Whereas, there was no differences in the attitudes and the subject values for installment irrespective of the construal levels. In study 2 added a lump sum condition, the purchase attitudes, the purchase intentions, and subjective values for the lump sum was lower than those of the other two payment ways. Also, in the purchasing after savings condition, there were difference in the purchase attitudes, the purchase intentions, and subjective values by construal level, but there were not differences in a lump sum at all. These results show that despite the purchasing after savings and a lump sum apparently seem similar to each other because of a single payment, they have different internal mechanisms.
This study was to investigate whether self-compassion influence regret and satisfaction after buying product. In addition, the effects of regret context on regret strength and satisfaction were explored. For this purpose, we presented tow scenario written about regret contexts(intrinsic context/comparison context) to participants. The regret and satisfaction scores of two group were compared. The result, regret score in the intrinsic context group was lower than comparison context group. And in the intrinsic context, high self-compassion's participants experienced less regret and more satisfaction. But in the comparison context, didn't appear to work. The implication for study were discussed.
The purpose of this study was to distinguish persuasive and sympathetic communication, to examine the differences of psychological and advertising responses, as well as trust construction and the psychological capital according to persuasive and sympathetic messages. In two experiments, data was taken from 80 undergraduates who were exposed at persuasive and sympathetic stimuli. The differences testings were performed on psychological responses such as satisfaction and happiness, advertising responses such as message attitude and purchasing intention, trust construction and the psychological capital. To ensure reliability and validity of scales used, data was analyzed with internal consistency and factor analysis, and t tests were conducted for hypotheses testing. According to the results, Hypothesis Ⅰ(Sympathetic communications will produce more favorable psychological responses than persuasive communications), Hypothesis Ⅱ(Sympathetic communications will produce more favorable advertising responses than persuasive communications) and Hypothesis Ⅲ(Sympathetic communications will produce more trust and the psychological capital than persuasive communications) were all supported. These findings showed that sympathetic communications are more effective on psychological and advertising responses and on trust and the psychological capital than persuasive communications. In order, therefore, to raise advertising effect, it is suggested to focus more on sympathetic communications than persuasive communications. Finally, limitations of this study and directions for further studies are discussed.