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ISSN : 1229-8778
Previous research demonstrated that visual product depictions within advertisements facilitate mental simulation that evokes motor responses. Visually depicting a product that facilitates more (vs. less) embodied mental simulation results in heightened purchase intentions. This research suggests that the mental simulation effect is moderated by the level of dietary restraint. We test the proposed effect in two laboratory studies using vice product(study 1) and virtue product(study 2). In study 1 using cheese burger ad, we investigated the interaction effect between the visual depiction and the level of dietary restraint on eating behavior. As a results, restraint eater more eat the burger when visual product depiction is presented in advertising than without. On the other hand, unrestrant eater do not differ according to the visual depiction condition. In study 2 using salad ad, we found different results with study 1. Unrestraint eater more eat the burger when visual product depiction is presented in advertising than without and restrant eater do not differ according to the visual depiction condition. Results also show that the observed effect is mediated by the mental simulation. We can draw several theoretical and practical contributions. Theoretically, this research contributes to the visual depiction literature by providing novel evidence for moderating effect of dietary restraint on relation between visual depiction and eating behavior. Furthermore, this research offer practitioners with important insights into the effective marketing communication.
The aim of this study is to validate the Korean version of the Decision Making Style Inventory(DMI). The DMI is a 45-item, self-report measure, composed of three subscales, designed to measure an individual’s propensity towards three distinct decision making styles: analytical, intuitive, and regret-based. With a sample of 808 participants, factor analyses confirm that the K-DMI measures three separate latent constructs. Positive and negative correlations between K-DMI scale scores and theoretically relevant scales’ score provide evidence for construct validity of the K-DMI. Furthermore, results show K-DMI scale relates to the use of specific decision making strategies: compensatory decision rules or non-compensatory decision rules. The results of this study indicate that the K-DMI provides reliabld and valid measurements of the degree to which individuals employ analytical, intuitive, and regret-based decision making styles.
The purpose of this research is to propose a effective communication strategy that can increase the efficiency of graduate school advertisement. The study tries to examine the hypotheses that the potential applicants' message attitude and intention to apply is dependant on message types based on the construal level theory and the perceived social distance from the endorsers in the advertising. For empirical validation, an experiment was conducted for between group of two(message type: desirability/feasibility) X two(social distance: far/close). The main effects of message are significant. Specifically, it was found that message emphasizing feasibility (low-level construal) showed more positive effects on dependant variables than message emphasizing desirability (high-level construal). In addition, the interaction effect between social distance and message type were validated with the message attitude and the intention to apply. For audience perceived social distance more closely for endorse, message emphasizing feasibility showed more positive effect on dependant variables. Message emphasizing desirability is more affective for audience who perceived social distance is far. Based on these results, practical implication and future research direction were discussed.
This study was performed to investigate how self-compassion and product type (product vs. service) influence option attachment and regret after purchase decision. Results indicate that high self-compassionate participants experienced less option attachment and regret after purchase decision than low self-compassionate participants. It was also found that option attachment and regret were higher in product choice decision than service choice decision. Finally, the effect of self-compassion on option attachment and regret was found in product choice decision but not in service choice decision. Implications of the study on management of comsumer negative affect and regret were discussed.
The objective of this study is to investigate the effect of mood, decision mode, and decision strategy on the preference consistency in the process of judgment of decision of the consumer. The experimental design was 2(mood: pleasant vs. sad) x 2(decision mode: intuitive vs. deliberate type) x 2(decision strategy: intuitive vs. deliberate) 3-way randomized design. The dependent variable is the number of inconsistent choices. The main findings of this study were as follows: consumer’s preference consistency was changed by mood and decision mode, and their interaction showed. The fitting decision between mood and decision mode existed. Intuitive person(type-I) showed a similar preference consistency regardless of the kinds of mood, however, deliberate person(type-D) showed a more consistent preference on sad mood than pleasant mood. Also there was an interaction effect between decision mode and decision strategy, that is, the fitting decision between decision mode and decision strategy existed. Intuitive person showed a more consistent preference on intuitive strategy, deliberate person showed a more consistent preference on deliberate strategy. The finding of this study shows that there are fitting decisions in preference consistency.
This study investigates whether and how perceptions of control in an online shopping environment affect consumer responses to a product website. Specifically, the perception of control elicited by an interactive 3D product interface is predicted to foster a positive consumer attitude toward the website (Aws) both directly and indirectly through user emotional responses (i.e., pleasure and arousal) and the perceived diagnosticity of the website as a product evaluation tool. Structural equation modeling with latent composites indicates that perceived control was positively associated with Aws and notably, the influence of perceived control on Aws was completely mediated via pleasure and perceived diagnosticity. The mediating role of arousal, however, was not supported. Findings suggest that online marketers should put more effort into increasing perceptions of customer control since these perceptions are strongly related to outcomes that have critical importance for marketers.
This study was designed to find out the core points to develop a healing travel program by application of Positive Psychological Intervention(PPI: Seligman, 2002). In temporary, the 6-step healing travel program was developed through an experts meeting. In order to test the effects of the developed program, two studies were performed. In Study 1, an 2(travel or not) × 2(intervention or not) field experiment has been designed and performed by participation of undergraduate students 157. The variations of 13 psychological indexes between before and after the travel period have been compared among the 4 cells. The psychological indexes include emotional state, attentional level, positive psychological capital for travel(PospsyCAP, efficacy, hope, optimism, resiliency), and PPTI(total, pleasant life, good life, meaningful life). The results of the Study 1 showed that the full-experimental cell(i.e., the 2 conditions were combined) has strongest effects with significant finding of 5 indexes, compared to the others. However, the results have difficulties to be interpreted because of heterogeneous variation of participants for experimental travel. Study 2 was designed to get simple data from homogeneous participants who were 10 adults with the same travel and allocated into intervention cell and none cell. The results of Study 2 showed that the experimental condition(i.e., intervention cell) had significantly higher variations in 7 indexes including positive PsyCAP for travel and PPTI than control group. These results imply that the developed healing travel program based on PPI is valid and useful.
The purpose of the study is to examine how consumer self-compassion influences consumer responses (preference, purchase intention, and recommendation intention) to envy products. In two studies, participants were asked to read a scenario designed to elicit feeling of envy. Study 1 measured participant’s self-compassion and findings suggest that participants with high level of self-compassion responded to envy products more positively than those with low level of self-compassion. In Study 2, participants were primed with either self-compassion or self-esteem and asked to read a scenario designed to elicit envy. Results indicate that self-compassion primed participants responded to the envy product more positively than self-esteem primed participants. Implications of this study for extending the role of self-compassion in response to envy products and further research are discussed.
The purpose of this study is to explore how interaction between gender and coping styles moderates the effects of graphic pictorial health warnings on packaging on smokers’ attitudes toward stopping smoking and intention to quit smoking. In this study, an experiment was conducted with 372 smokers including 194 men and 178 women using two different warning labels: a strong graphic pictorial health warning and a text-only warning. This study found that the three-way interaction among gender, coping styles and warning labels had significant effect on smokers’ attitudes toward quitting smoking. For men with high (vs. low) problem-focused coping style, the graphic warning (vs. text warning) had greater effect on their attitudes toward quitting smoking. However, the difference in the problem-focused coping style did not moderate the effect of warning label on the attitudes. On the other hand, the graphic warning was more effective for the attitudes for women with high (vs. low) social support seeking coping style, but made no difference in the effect between men with high and low social support seeking coping style This study also found that the attitude mediated the three-way interaction and intention to quit smoking. Based upon the result, this study provided theoretical and practical implications.