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ISSN : 1229-8778
It is inevitable to make small and big decisions unceasingly in our daily lives. They include decisions not for oneself but for others. In order to investigate how the decisions are made in risk-taking situations, this study is to examine how the self-construal level and construal level of the participant could impact in risk-taking situations. Each participant was randomly assigned to one of eight conditions in the experimental of 2(decision object: self/other) X 2(construal level: high/low) X 2(self-construal: independent/interdependent) 3-way completely randomized factorial design. The result also shows an effect of correlation among decision object, construal-level, and self-construal level. Participants who have high-construal and independent self-construal take high risk choices for both self and others, whereas participants who have low-construal and independent self-construal take low risk options for self and high risk options for others. On the other hand, in interdependent self-construal condition, they take low risk option for self regardless of their construal levels, whereas participants who have high-construal take high risk options for others and participants who have low-construal take low risk option others. The research results implicate that people have a tendency to take higher risks for the choices for others than for themselves but the tendency diminishes when they feel responsibilities or similarities with the others. Through the measurement of construal levels and self-construal levels, it has been identified that individuals' variable also has an influence on the results. The effect of types of purchase decision beneficiaries and deciders' individual characteristics on making risk-taking decisions, which has been investigated in this study, is considered to provide implications to risk-taking decisions in various area.
The goal of this research is to investigate the influence of bonding and bridging social capital on psychological well-being in Facebook. Also, this research examines the mediated moderating effect of self-esteem by self-disclosure. It was revealed that bonding social capital significantly positively affected psychological well-being, whereas bridging social capital significantly negatively affected psychological well-being. In addition, when the intensity of bonding social capital increased, consumers with low self-disclosure showed significantly higher psychological well-being than those with high self-disclosure. Meanwhile, no such significant effect was found regarding bridging social capital. Finally, it was found that the mediating effect of self-esteem between bonding social capital and psychological well-being was moderated by the level of self-disclosure. However, there was no mediated moderation effect regarding bridging social capital. Theoretical and practical implications, and suggestions for future study are discussed.
In this study, the effects of Need for Touch(NFT) level, which is one of the individual difference factors studied in the online purchasing environment, and the image presentation method which is one of environmental factors on the willingness to pay(WTP) were examined. In addition, the process of determining the willingness to pay along with each image presentation method was examined by revealing the double mediation effect of the vividness of mental imagery(VMI) and decision time(DT) between the relationship of the image presentation method and the willingness to pay. As a result of the experiment, the willingness to pay showed an interaction effect depending on need for touch level. In the group with high level of need for touch, it was found that the willingness to pay was higher when the static image was presented. And in the group with low level of need for touch, it was found that there was no difference whether the static or the rotation image was presented. As a result of examining the dual mediation effect of vividness of mental imagery and decision time, the relationship between the image presentation method and the willingness to pay was mediated by the route of ‘image presentation method → vividness of mental imagery → decision time → willingness to pay’. That is, in the case of static image, the vividness of mental imagery is low and accordingly the willingness to pay is increased as the decision time becomes longer.
The purpose of this study is to examine the effects of consumer characteristics, perceived quality and Korean wave on purchase intention toward Korean cosmetics. Our data were collected from 450 consumers older than 20 years of age and who live in China and Vietnam. For the analysis, SPSS 20.0 was used to conduct frequency analysis and regression analysis, and Amos 21.0 was used to conduct CFA. The results showed that ethnocentrism was negatively related to purchase intention toward Korean cosmetics, but materialism, perceived quality and Korean wave were positively related to purchase intention toward Korean cosmetics in both China and Vietnam. As for Chinese consumers, ethnocentrism and perceived quality had a significant impact on purchase intention toward Korean cosmetics while value consciousness, materialism, perceived quality and Korean wave had a significant impact on purchase intention toward Korean cosmetics in Vietnam. The results suggest that firms can develop effective marketing strategies emphasizing perceived quality to enhance export performances and help them understand consumer characteristics among different countries.
This study attempts to investigate the influence of psychological factors on self-perceptions of appearance and attitude toward cosmetic surgery. A survey study was performed with 323 female participants and examined the relationship between social comparison/self-compassion and self-perceptions of appearance, exposure to cosmetic surgery advertisements, social and cultural attitude toward appearance portrayed in mass media, and attitude toward cosmetic surgery. Path analysis was used to verify research hypotheses and results show that self-compassion affects self-perceptions of appearance and attitude toward cosmetic surgery as a precedent variable of social comparison orientation. Participants’ self-compassion is positively related to self-perceptions of appearance, but negatively related to social comparison orientation, exposure to cosmetic surgery advertisements, social and cultural attitude toward appearance, whereas participants’ social comparison orientation is positively related to exposure to cosmetic surgery advertisements and social and cultural attitude toward appearance portrayed in mass media. Also, it was found that exposure to cosmetic surgery advertisements is positively related to social and cultural attitude toward appearance portrayed in mass media which is negatively related to self-perception of appearance and thus, positively related to attitude toward to cosmetic surgery. Implications of the role of self-compassion were discussed in terms of appearance-related social comparisons and further research is suggested.
The amount of information exposed to people has been maximized as it has changed from viewing newspapers in print to viewing online news articles. Therefore, this study compared the selective exposure with the attitude polarization according to the attitude strength and the task absence or presence when people process information. The results about selective exposure and attitude polarization by task(presence/absence) and attitude strength(strong group/weak group) for 32 students are as follow. First, in no task condition, people whose attitude strength were strong looked information they agreed more and frequently. Second, in no task condition, people whose attitude strength were strong memorized information they agreed more. Third, because selective exposure affected attitude polarization, people whose attitude strength were strong depolarized into their prior attitude but people whose attitude strength were weak polarized into their prior attitude. These results mean in no task condition people whose attitude strength are strong tend to look information they agree more and frequently, and memorize well. Moreover, selective exposure affected attitude polarization, therefore people whose attitude strength were weak polarized into their prior attitude, but people whose attitude strength were strong depolarized into their prior attitude. By comparing selective exposure and attitude polarization by attitude strength and task in online news ecosystem, theoretical and practical implications were discussed at the end.
Previous research have shown the effect of temporal distance in product evaluation, this article shows the effect of spatial distance and temporal distance on consumer evaluation and choice of tourism package, specially as destination is long distance or short distance, or, as the season of destination is similar or dissimilar with participant's country. According to past research, people focus on desirability attributes when they are distant psychological distance, they focus on feasibility attributes when they are near psychological distance. For example, desirability is as quality and core value of target and feasibility is as price of target and waiting time so an. This article used desirability(usage of national airplane, stay at 5 star hotel) and feasibility attributes(low price) throughout tourism package. To test hypothesis, study 1 tried to show the effect of spatial distance in the evaluation of tourism package, study 2 tried to show the effect of temporal distance on choice of tourism package. The findings revealed positive evaluation of high quality & high price package when the spatial distance is distant than near, the result reversed when the spatial distance is near than distant. To prove that people don't always prefer high quality & high price package when they go to trip in long distance place, we manipulated specially season as temporal distance. The findings revealed that participants in the opposite season condition(distant future) choose low quality & low price package than high quality & high price package. According to the result, temporal distance and spatial distance are very important to construct tourism package and this research offer practitioners with important insights into the effective marketing communication.
The purpose of this study was to investigate the factors that influence the effectiveness of the Corporate social responsibility(CSR) Advertising. For this purpose, there is also a difference in the examined a CSR advertising attitude, purchase intent and CSR behavior according the CSR content, model attribute and message appeal type of CSR advertising. This study produced 3 × 2 × 2 factorial design through 12 CSR print advertisement, which was subjected to the experiment. The results were as follows. First, Although there was no difference in advertising effect according to the content of CSR advertising, advertising effectiveness differed according to model attribute and message appeal type. Second, in the CSR advertising, economic content and environmental content conditions, professional model attribute was higher a advertising effect and social content conditions, Celebrity model attribute was higher a advertising effect. Third, in the CSR advertising, economic content and environmental content conditions, informational strategy was higher a advertising effect and social content conditions, transformational strategy was higher a advertising effect. Fourth, Advertising effects on model attribute and message appeal type were not significantly different. The result of this study have implications as effective model attribute and message appeal to different types according to the CSR content when creating CSR advertising and it is also meaningful in that it provides practical value for the creating CSR advertising by providing the effectiveness considering the relevance between individual elements of CSR advertising.
This study investigates if people can vary in their seeking of health information depending on their health-related orientations, which are affected by perceived health-related risks. The results suggest perceived health risk has a positive impact on disease-prevention information seeking and disease prevention behaviors whereas it negatively affects health-promotion information seeking and has no impact on intentions to perform health promotion behaviors. People seeking disease prevention information showed greater likelihood to perform disease prevention behaviors without intentions to perform health promotion behaviors. However, people seeking health promotion information only had positive intentions to perform health promotion behaviors irrespective of disease prevention behaviors.
This study was intended to analyze the effects of brand logo prominence and brand type on brand attitude and purchase intention when consumers choose products, and furthermore to analyze the moderating effects of the needs for status consumption and gender. To do this, this study analyzed the brand attitude and purchasing intention of 272 university students in Busan area according to brand logo prominence(high/low), brand type(luxury/general), needs for status consumption(high/low), and gender. As a result of analysis, it was confirmed that the difference in logo prominence and brand type have the significant moderating effect of needs for status consumption and gender on the effects on the brand attitude and purchase intention. The effects of the brand prominence on the brand attitude and purchase intention were found in both high and low needs for status cinsumption. In addition, the effects of brand type on brand attitude and purchase intention were found to vary depending on the level of the needs for status consumption, and there was also gender difference. In conclusion of this study, the results of the study are summarized, and implications and limitations of this study and the directions of future studies are suggested.
This study examines whether and how embodied mental simulation influences product purchase intention. We manipulate how the handle of a tool is presented. There are 5 conditions; holding a fork with right hand/left hand, seeing a fork’s handle located on the right/left side and no tool(control condition). The result shows that there is no significant difference between holding a fork with right(left) hand and seeing a fork’s handle located on the right(left) side. Both conditions facilitate mental simulation and it increases purchase intention of products. However, It’s only when the tool(e.g. a fork) is relevant to the product(e.g. cake). When the tool has no relevance to the product(e.g. coffee), facilitation of mental simulation decreases purchase intention of products. These findings support mental simulation account(vs. motor fluency account). Also, we examine whether flexibility of handedness(rigid right-hander vs. flexible right-hander) which influences facilitation of mental simulation. The result shows that there is no significant difference between rigid right-hander and flexible right-hander. The finding highlights that mental simulation is automatically activated, not through the process of monitoring situational constraints.