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ISSN : 1229-8778
The objective of this study is to investigate the effect of stylistic information about an art image in package design on consumers’ aesthetic reponses. Stylistic information about art image in a package design is defined as verbal information provided for consumers to better understand the art image embedded in a package. This study also examines the moderating effect of product type and consumers’ centrality of visual product aesthetics(CVPA). Lastly, the mediating effect of conceptual fluency in the relationship between stylistic art image information and consumers’ aesthetic response is explored. The sample consisted of 132 university students and the results demonstrate that stylistic art image information positively influence consumers’ aesthetic responses toward package design through conceptual fluency. Further, it is found that there is significant three way interaction among product type, CVPA, and stylistic information about art image on consumers’ aesthetic reponses. Specifically, there is no significant interaction effect between product type and CVPA when stylistic information about art image is provided. However, consumers with higher CVPA exhibit more positive aesthetic response for hedonic product when stylistic information is not provided. Meanwhile, for consumes with lower CVPA, an aesthetic response is more positive for an utilitarian product when stylistic information is not provided. These findings provide theoretical and managerial implications for art infused package design and its communication strategies.
This study was conducted to identify the use motives of LBA users which is on the rise as a base of location based service in recent mobile environment due to the expansion of Smartphone and the cause and effect relationship of perceived usefulness on the advertisement attitude and purchase intention. Study results showed first, only economic compensation motive and general information acquisition motive in LBA use motives positively affected the usefulness and regional information acquisition motive didn’t show significant effects. Second, usefulness perceived by LBA positively affected only the advertisement attitude and didn’t significantly affect the purchase intention. Finally, attitude about LBA positively affected the purchase intention. This study has a academic meaning to provide the basic data for the researches about LBA by examining the use behaviors of LBA users based on their use motives and is expected to provide the meaningful practical implication for the planning, producing and strategy establishment by numerous LBA companies and advertisers who are preparing for LBA.
This research experimentally examined what would happen if advertising messages were matched with the cognitive styles consistent with one’s temporarily more accessible self-construal. Specifically, the study sought to know whether such a matching would produce the following effects: 1) enhance positive attitudes toward advertising messages, 2) generate positive attitude toward brands, and thus, 3) improve purchase intention for the advertised brands. The results of this present research show the interaction effects between self-construal and advertising framing. When individuals whose independent self-view was more temporarily activated, they viewed an attribute-focused advertising message more favorably, evaluated the advertised brand more positively, and were more likely to purchase the brand than they viewed an context-focused advertising message. In contrast, the reverse pattern was significantly supported for individuals whose interdependent self-view was more temporarily accessible.
In the context of service failure situation, the same service problem could be perceived differently depending upon a consumer’s situational variable, thus may result in different retaliation behavior. The purpose of this study, therefore, was to examine the effects of service expectation (high/low) and face consciousness (high/low) on a consumer’s retaliation behavior (negative word-of-mouth, complaining behavior, complaining for publicity). Furthermore, this paper also try to investigate a moderating role of face consciousness in a relationship between service expectation and retaliation behavior. A scenario technique was employed to empirically test the research hypotheses and two factors (service expectation and face consciousness) were manipulated as high and low version. The empirical results are as follows. First, both the service expectation and face consciousness had a significant impact on retaliation behavior (negative word-of-mouth, complaining behavior, complaining for publicity). In addition, a moderating effect of face consciousness on complaining behavior was also found to be significant. In conclusion, the suggestions and future study directions were proposed based on the above study results.
According to socioemotional selectivity theory (Carstensen, 1992), older adults perceive that time is limited so that they are persuaded more by emotional (vs. factual) message, whereas younger adults show the opposite pattern because they feel that time is expansive. This research explores whether the embodied aging and time horizon perspective (THP; limited vs. expansive) influence on persuasion depends on goal pursuit and type of message (emotional vs. factual). Experiment 1 focuses on the effect of embodied aging on persuasion. Different from embodied aging literature demonstrates that young people primed with an elderly state actually act more like the elderly, priming embodied aging does not generate THP of the elderly. In detail, participants primed with embodied aging show more favorable attitudes toward factual (vs. emotional) message as well as control condition. In the Experiment 2 where different THP is primed, participants who have limited THP evaluate factual (vs. emotional) message more favorably in the goal pursuit condition, whereas they are persuaded more by emotional (vs. factual) message in the control condition. In contrast, participants who are primed with expansive THP have more favorable attitudes toward factual (vs. emotional) message in the both goal pursuit and control condition. Based on the results, we discuss theoretical and managerial implications and propose ideas and directions for further research.
This study was performed to explore the effects of social exclusion and facial expression on consumer responses to public service advertisement. Participants were primed with social exclusion(social inclusion) and evaluated public service advertisement which includes recipient’s facial . Results indicate that social exclusion group showed nonsignificant difference in attitude toward the ad, attitude toward the public organization and donate behavior between duchenne smile and sad face conditions. However, social inclusion group reported more positive attitude toward the ad and attitude toward the public organization in sad face condition than in the duchenne smile condition. Finding show that in public service advertisement context, reconnection motivation of social exclusion may lead to diminishing effect in facial expression. Future research and implications of this study in social exclusion and recipient’s facial expression are discussed.
In the study, an experiment design was a two-way mixed factorial design of 2(placement style: external/internal) × 2(cognitive style: analytic/holistic), placement style was a within-subject variable. Both placement style in a negative context and cognitive style were independent variables, store recall and store attitude were dependent variables. The findings showed that there were main effects and interaction effects on store recall and attitude when placement style and cognition style were changed. In an external store recall, analytic persons got a high score than holistic persons but there was no difference between two groups in terms of internal recall. Besides, attitude was changed as placement style in two groups and all participants gave above median value in external placement. The major research finding suggests that external placements unrelated negative events can be useful in one of real product placement styles.
The purpose of this study was to investigate an impact of consumption disposition, need for cognition, and self-construal on preference and visit intention for two kinds of food restaurant. The type of the food restaurant was divided into regional traditional restaurant with emotional attributes and ordinary restaurant with rational attributes. The study results showed that emotional consumption disposition and interdependent self-construal was higher at preference and visit intention for traditional restaurant than rational consumption disposition and independent self-construal, and high need for cognition was higher at visit intention for traditional restaurant than low need for cognition while there was no difference at preference for traditional restaurant between high and low need for cognition. According to comparison analysis of two kinds of restaurant, the intention to visit traditional restaurant was higher in condition of emotional consumption disposition, high need for cognition, and interdependent self-construal than the intention to visit ordinary restaurant. The present study gives an implication that it is important to develop marketing strategy considering emotional aspects of traveler, stimulation of need for cognition, and human relationship for promotion of food tourism industry.