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ISSN : 1229-8778
The purpose of study 1 is to examine the interaction effect of financial deprivation and type of quantity-scarce message. Specifically, demand-scarce is more effective than the supply-scarce in the control condition. But, supply-scarce is more effective than the demand-scarce when financial deprivation is high because supply limited would recover the consumers whose self-esteem might have been damaged. This hypothesis is supported. Since then, All the tests have been limited to the condition that consumers are under the severe financial deprivation, with focus on consumer confidence in a recession. First of all, Study 2 is set up to verify reverse effect of price discount. Even though Price discount promotes purchase intention, but it sometimes triggers sales attempts. based on this, we assume that price discount has a positive effect in demand-scarce, on the contrary, in supply-scarce, price discount has a negative effect. This hypothesis is supported. Finally, the purpose of study 3 is to examine fit of type of quantity-scarce and message framing. We assume that in supply-scarce condition, it would be effective loss framing, while gain framing would be effective in demand-scarce condition. It is because demand-scarce promotes purchase confidence, but supply-scarce emphasizes the opportunity to regain damaged self-esteem. Taken together, In the usual economy, demand-scarce has more influence, to the contrary, in the recession, supply-scarce has much more effectiveness. in a recession, with no discount and supply-limit strategy, it would be much more effective. In addition, demand-scarce is fit gain framing, but supply-scarce is fit loss framing.
Previous studies on cigarette graphic warnings found that fear mediates the effect of warnings for nonsmoking. However, very few things are known about the relations between fear and other individual or situational factors. This study tried investigate the role of fear, perceived threat, and perceived efficacy, which are the main factors of extended parallel process model (EPPM), on the effect of cigarette graphic warning. 312 smokers in their 20s to 30s (female 159, male 153) were randomly exposed to one of three cigarette package images(text warning vs. low graphic warning vs. high graphic warning) and reported their perceived threat, perceived efficacy, fear and desire to quit smoking. The results showed the significant moderated mediation. Fear mediated the relation between the graphicness of warnings and the desire to quit. Moreover, perceived threat moderated the relation between the grarphicness of warning and fear and perceived efficacy moderated the relation between fear and desire to quit smoking. This results contributed to better understanding of the psychological mechanism of the effect of cigarette graphic warning and identification of the role of fear, which previous EPPM research did not address.
The shelf-life related information and knowledge play an important role in expiring stage as well as purchasing stage. Foods are eatable after sell-by-date in Korea. It depends on consumer's knowledge of shelf-life related information and motivation whether consumer will use the foods after sell-by-date or not. This study examined the influence of shelf-life related knowledge and regulatory focus on the intention of consumption about food at three periods(first day, third day, fifth day) after sell-by-date. And then, we explored the main effect of consumer's shelf-life related knowledge level at three periods after sell-by-date. The main effect of regulatory focus was not significant at three periods. Also, The interaction effect of self-life related knowledge level and regulatory focus was significant at two periods. But simple main effect was significantly higher in the condition of promotion focus group than the condition of prevention focus group with the high level of self-life related knowledge level at one period. Finally, we discussed suggestions toward institutional system to improving consumer's sell-by-date related knowledge.
This study established a structural model for examining the decision-making process of ethical food purchase based on Ajzen's theory of planned behavior to explore how consumers' moral development affected ethical consumption. We verified the moderating effects of consumers' moral development on the influences of (a) ethical purchase intention on ethical purchase behavior and (b) perceived behavior control on ethical purchase behavior. Internet surveys were conducted with 564 adults who had bought ethical foods and structural equation modeling was used. P(%) scores of moral development from Kohlberg's moral development theory were employed to measure consumers' moral development levels. We found ethical purchase attitude and perceived behavior control positively affected ethical purchase behavior, and ethical purchase intention and perceived behavior control influenced ethical purchase behavior. But, the influence of subjective norm on ethical purchase intention was not significant. In addition, consumers' moral development significantly moderated the influence of (a) ethical purchase intention on ethical purchase behavior and (b) perceived behavior control on ethical purchase behavior. Consumers with higher levels of moral development had a higher influence of ethical purchase intention on ethical purchase behavior, and a lower influence of perceived behavior control on ethical purchase behavior. The results suggested useful methods and data to enable businesses, consumer education agencies, and researchers to boost ethical consumption by illustrating the gap between (a) ethical purchase intention and ethical purchase behavior and (b) perceived behavior control and ethical purchase behavior using consumers' moral development.
Drawing on the theory of emotion, this study examined how the emotional bond had a moderated mediation effect on the relationship among brand attitude, experience on branded apps, and brand loyalty. There are few empirical findings about the moderated mediation of branded app’s experiences and emotional bonds, although literature has shown the mediated effect of brand experiences on the link of attitude and loyalty toward brands. In a survey, 416 undergraduate students who enrolled introductory courses of Psychology at a large Korean University have evaluated the experience of branded apps, emotional attachment with brands, brand attitudes, and loyalty. Result indicated that the proposed hypotheses received support in that the relationship between attitude and loyalty toward brands can be mediated by branded app’s experiences on mobile devices. Results also showed that the moderated mediation effect of emotional bonds was significant on the relationship among brand attitude, app’s experience, and brand loyalty. The findings of this study suggest that marketers should consider the way a customer-brand relationship is strengthen by affective ties or emotional bonds on mobile branded apps. Futhermore, this study provides evidence that mobile branded application can be is a powerful medium for improving brand communication and sustainable long-term relationships with customers.
his research examines which positioning strategy is effective when trying to deviate from the perception of vice products by using health labeling. Consumers want food that is not only tasty but also healthy. In response to this demand, food companies that have produced vice foods are releasing products healthier than existing ones; to promote these foods, it is important to have effective positioning strategies. When appealing to consumers with a product that is perceived as a vice product, the way that health labeling is used on the product package is important. In terms of different type of health labeling of vice product, the tendency to translate the product into the vice category and the evaluating a product as being unhealthy can be different. Study 1 found that emphasizing the virtue attribute reduced the perception of the product as a vice more than when the vice attribute was emphasized. In addition, Study 1 examined that when emphasizing the virtue attribute, the level of perceiving the product as bad for health was lower more than when emphasizing the vice attribute. Study 2 was performed to reveal directly that frames of thinking stay in the concept of unhealthiness because of process of dissociation of a core supposition and a negation tag in health labeling. Study 2 found that suppressing the process of dissociation reduced the perception of the product as a vice more than when the process of dissociation was not suppressed. In addition, when suppressing the process of dissociation, the level of perceiving the product as bad for health was lower more than when process of dissociation was not suppressed. As consumers pursue healthiness recently, it is important to escape the existing images. In response to this issue, this research examines effective positioning strategies for health labeling in order to provide practical implication.
While there are various ways in presenting prices to consumers, change of price color is another way of price presentation. In marketing academia, researches on the effect of color in advertising context, or store color effect on intention to visit have been made. Also, the effect of background color on waiting time while downloading a website can be an example of recent research of color effect on consumer behavior. Despite this trend, there were very few researches investigating the effect of color on price presentation context. Therefore, this research investigates the effect of price color on consumer responses (price perception) which accommodates the moderating role of regulatory focus, and its psychological mechanism. Specifically, we performed two studies to test our hypothesis. In the first study with portable data storage device (USB), we presented red price and blue price to respondents. As a result, we found that promotion focused consumers perceived the price more positively for red price condition than for blue price condition. But prevention focus didn't reveal significant difference between red price and blue price condition. In the second study with wireless keyboard, we found a consistent result of the interaction effect of price color and regulatory focus. Also, we found a mediating role of perceived fit between the interaction of price color and regulatory focus on price perception. This research connects the effect of color with price presentation and has theoretical implication for being the first study to apply the moderating role of regulatory focus. Also, this research gives practical implications for providing specific practice of price presentation.
Although previous studies related to donation have mainly focused on the emotional response drawn from the donee or doner's individual differences, this paper pays attention to the effect of consumers' locus of control and their personal experiences regarding donations toward out-group. Donations toward out-group may involve uncertainty or risk in finance, time and social risk compared to donations toward in-group. Hence, locus of control is predicted to cause interaction effect with experienced events on donation behavior. Drawing upon locus of control and doner's characteristics in the donation context, hypothesis 1 posits that people in an internal control will show greater donation preference toward out-group members when they experience a positive event (vs. a negative event) because they feel control and confidence in the efficiency of their donations. Whereas people in an external control will show greater donation preferences when they experience a negative event(vs. a positive event) due to the motive of social connection. This research adopted a scenario and conducted an experiment. The experiment used a 2(locus of control: internal control vs. external control) X 2(valence of event: positive vs. negative) between subject design with the two variables as independent variables. The key dependent variable was donation choice toward out-group (vs. in-group). According to the results of this experiment, participants in an internal control showed higher preference toward African disadvantaged children (vs. Korean disadvantaged children) when they experienced a positive event, whereas those in an external control showed the opposite pattern. In conclusion, consumers' donation preferences to the out-group depend on the locus of control and valence of experienced event. Future research should explore various moderators and examine the mediation. The research findings provide knowledge for better understanding of locus of control and apply it to consumer psychology and marketing areas.
This study examined the response of consumers, which possess uniquely formed socio-psychological appeals in the Korean society's cultural environment, towards the advertising creative with the same socio-psychological appeals. In addition, it aimed to examine consumers' response towards the advertising creative with socio-psychological appeals according to the collectivism traits of individuals. The study results revealed that consumers with high socio-psychological traits than consumers with low socio-psychological traits showed higher consumers' response towards advertisements with the same socio-psychological appeals. In specific, consumers with high chemyeon(social face) traits showed higher consumers' response towards advertisements with chemyeon appeals than consumers with low chemyeon traits, and consumers with high uiri(interpersonal morality) traits showed higher consumers' response towards advertisements with uiri appeals than consumers with low uiri traits. In the same way, consumers with high woori(weness) traits showed higher consumers' response towards advertisements with woori appeals than consumers with low woori traits. Unlike prediction that consumers’ collectivism trait will affect consumers’ response towards the advertising creative with socio-psychological appeals, however, collectivism trait turned out to have no significant effect on consumers’ response towards the advertising creative with socio-psychological appeals. Increase in individualistic consciousness in Korean culture after 1990s is considered one of the reasons for the foregoing result. In other words, it is considered that increase in individualistic consciousness has weakened consumers‘ collectivism trait, which resulted in less influence on consumers’ response towards the advertising creative with socio-psychological appeals. In regards to the implications of this study, its significance can be found in that it applied Korean style social psychology in the area of advertising psychological that has been studied focusing on Western psychology, as well as the fact that it verified the usefulness of the consumer trait of Korean people's socio-psychological traits in a study on advertising creative effect upon applying socio-psychological traits in advertising creative through experimental study.
As uncertainty of the market is increasing, corporate trust becomes the center of attention. This study aimed to examine the level of corporate trust of the three major companies in Korea (i.e., Samsung, Hyundai and SK). This study also investigated the relative impacts of the three components of the trustworthiness (i.e., integrity, competence, benevolence) on the overall trust of the companies. Furthermore, to find out the role of the mass media in a formation of trust, the changes of the level of trust after reading a manipulated article were investigated. The result of the research showed that trust in Samsung was the highest and trusts in Hyundai and SK were not varied. In case of trustworthiness, the level of competence and benevolence were differed depending on the companies. However, the levels of integrity were equally low among the three companies, although integrity holds great influence on overall trust among 3 factors of trustworthiness. Regarding the impact of media, the results showed that negative articles had greater impact on overall trust and trustworthiness than positive articles and respondents' trust had been only increased after reading the article related positive integrity. Further, the level of respondents' trust and trustworthiness had been decreased after reading all negative articles, but the range of trust dropped off was the least when reading an article related to negative competence. Finally, after reading positive articles, trust of SK and Hyundai were increased. However, trust of Samsung was not increased.
According to the interest of consumers and companies for altruistic consumption increased, the study on the comparison between the traditional discount promotion and discount with donation promotion has been done. The purpose of this study to examine the effects of the consumer’s altruism and product type, discounts promotion on product attitude and purchasing intention. To achieve this goal, the experiment was designed by 2 types of consumer’s altruism(high / low) * 2 types of products type(practical product / hedonic product) * 2 type of discounts promotion(only discount/ discount with donation) factors. The total of 165 undergraduate students were recruited and asked to answered questions. The results of this study were as follow. First, The effect of the consumer’s altruism and product type, discount promotion on purchasing intention were significant. For the high group of altruism, purchasing intention was high at discount with donation promotion than only discount promotion in practical product. And purchasing intention was high at discount with donation promotion than only discount promotion in hedonic product. For the low group of altruism, purchasing intention was high at discount promotion than discount with donation promotion in practical product. But, purchasing intention was high at discount with donation promotion than discount promotion in hedonic product. Second, The effect of the consumer’s altruism and product type, discount promotion on product attitude were not significant. The results suggest that consumer that have high altruism will high probability of purchasing product at discount with donation promotion regardless of product type. But, consumer that have low altruism will altruistic consumption behavior differently on product types.
The range and variability of ethical considerations among consumers have grown and become more established following an increase in the numbers of socially responsible and environmentally conscious consumers. Consumers now hesitate to buy fashion items made in sweatshops in order to express their concerns about labor force exploitation; they boycott products tested on animals to protest animal cruelty, and they buy fair-trade and biodegradable textile products to support environmental sustainability and human rights. This study examines the postmodern variation and motivation of ethical consumption and the emotions experienced by consumers following ethical consumption in Korea. For this purpose, analysis is performed on mined social media text. Recently, the amount of SNS data has increased explosively, transcending a level that can be analyzed with existing tools. Such explosively escalating data are called as big data, and the growth of SNS has been a big factor behind the formation of big data. Now that every consumer online is potentially a commentator, reviewer, and publisher, all firms and brands must stop talking and start listening to how they are perceived. Therefore, this study uses Social MetricsTM, a social big data analysis solution produced by Daumsoft, Inc., to detect changes in the occurrence of allusions related to ethical consumption found on SNS over the past six years. This study aims to identify changes in consumer motives and in emotion related to ethical consumption based on changes in “ethical consumption” search words and trends in positive and negative public opinion found in SNS social big data. Results of this study could provide resources that are of fundamental importance to ethical businesses in their market entry and to corporate sustainable strategy implementation.
Although late-night consumption are now developing an interest in extending late-night market, there have been few studies in this area. Especially late-night consumption is closely related to hedonic consumption, but most studies have tended to study it with utilitarian view. To suggest the model of late-night consumption with hedonic view, this study attempts to explain the hedonic motives and extension intent Also, we suggest ‘late-night scapes’ which show environmental attributes of late-night. based on servicescape in service marketing. The model which we present in this study includes late-night scapes(independent variable), hedonic motives(Intervening variable), extension intent(dependent variable). Late-night scapes consist of light aesthetics, sharing mood, culture uniqueness, danger factors. The hedonic motives of late-night consumption consist of adventure motive, gratification motive, social motive, idea motive. Through reviewing previous studies, we expect that these late-night scapes effect hedonic motives, in turn, hedonic motives effect extension intent. Survey research is employed to test hypotheses involving late-night scapes(light aesthetics, sharing mood, culture uniqueness, danger), hedonic motives(adventure motive, gratification motive, social motive, idea motive), extension intent. Previous researches, such as service marketing, night shopping, night market, leisure, travel, have been referenced to measure constructs. We collected data involving various late-night consumer, and used 283 respondents to analyze these data using LISREL structural modeling. All internal consistency measures are greater than .70, which is above the level set by Nunnally(1978) of .70, so the scales demonstrate internal reliability. In the measurement model, the fit indices for the model are as follows:(=141.26(df=48), p<0.01), GFI=0.93, NNFI=0.93, CFI=0.95, AGFI=0.88, RMR=0.052; =361.60(df=142), p<0.01), GFI=0.90, NNFI=0.89, CFI=0.91, AGFI=0.87, RMR= .054). Given the size of the sample, it is not surprising that the statistic is significant. Therefore, the fit indices indicate satisfactory model fit. The proposed model was a good fit with the data(= 51.89 (df=10, p<.01); GFI= 0.96), NFI= 0.92, CFI= .93, AGFI= .82, RMR= .048), the hypothesized relationships were statistically significant(p< .05). Light aesthetics had positive effects on adventure motive(.31), gratification motive(.24), and social motive(.30). Also sharing mood had positive effects on adventure motive(.29), gratification motive(.27), social motive(.34). On the other hand, sharing mood didn’t have a signigicant effect on idea motive, unlikely the prediction. Culture uniqueness had positive effects adventure motive(.25), gratification motive(.20), and idea motive(.45). And danger had negative effects on gratification motive, social motive, idea motive. Also, we tested the effects of the hedonic motives. As a result, all hedonic motives(adventure motive, gratification motive, social motive, idea motive) had positive effects on extension intent. In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding late-night consumers and implying an enhanced ability to satisfy target consumers of late-night service