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ISSN : 1229-8778
The purpose of this study is to examine different patterns in conspicuous self-expression on SNS according to the degree of self-esteem discrepancy and its’ subtypes(higher explicit self-esteem and lower implicit self-esteem vs. lower explicit self-esteem and higher implicit self-esteem). Prior research suggested that the greater self-esteem discrepancy people experience, the more materialistic they become. Based on this prior research, it was anticipated that people with greater self-esteem discrepancy would use more materials on SNS to conspicuously express themselves than those with less self-esteem discrepancy. However, two subtypes of self-esteem discrepancy are also known to have notably different characteristics such as narcissism and modesty. Thus different usage of subjects(material, experience, relationship, pet) and methods (picture, hashtag) are expected in their conspicuous self-expressions on SNS depending on the self-discrepancy subtypes. 127 students and their Instagram accounts were recruited to conduct a survey and content analysis. As a result, participants with greater self-esteem discrepancy uploaded more pictures featuring materials with clearer vision of its’ brands and more hashtags mentioning materials than their counterparts. Furthermore, two subtypes of self-esteem discrepancy employed different subjects and methods to manage their impressions on SNS. While participants with higher explicit self-esteem and lower implicit self-esteem preferred to choose relationship as a subject and hashtag as a method, those with lower explicit self-esteem and higher implicit self-esteem rather chose pet as a subject and picture as a method. Theoretical and practical implications were further discussed.
Recently, companies are actively promoting art marketing strategies to use art in product design and advertising. and consumers meet the desire to differentiate themselves from others through products. Therefore, this study tried to find out how the emotion and reputation of art applied to product design affects the consumer's responses. In addition, we tried to find effective product design method using art by examining the effect difference according to product type. The results are as followed: First, the products with paintings that provoke positive emotions had the better consumers’ response than the ones with paintings that bring out negative emotions. And the effect was moderated by art popularity level. Consumers showed the highest product preference and purchase intention to products with art that is high reputation and provokes positive emotion, However, in case of purchase decision time, the shortest time was appeared in the product with art that has low reputation and positive emotion. Moreover, the results revealed that the effect of art-provoked emotion and art popularity on product differs depending on the product type. Public products were more affected by art-provoked emotion than private products. This study is meaningful in that it confirms the influence of arts on attributes and product types, unlike previous researches on effects of merely using arts in products. Finally, based on these results, theoretical and practical implications of art attributes to be considered according to product type in future product design are suggested.
This study focused on product category, consumer’s inclination, and purchase situation where odd price works effectively. Experiment 1 selected product type, price type, and price consciousness as independent variables and purchase intention as a dependent variable. The result of this experiment showed that odd price is more effective when it is set on hedonic goods and the effect is much stronger to consumers who have high price consciousness. This is because the feeling of cheapness induced by odd price makes the purchase of hedonic goods justified and increases purchase intention. And consumers who have high price consciousness pay particular attention to low prices, so the effect of odd price stands out more when they purchase hedonic goods. Experiment 2 selected justification for hedonic goods purchase and price type as independent variables and purchase intention as a dependent variable. The result of this experiment showed that under purchase situation where consumers can't justify buying hedonic goods, odd price is more effective in increasing purchase intention. But when they can justify buying hedonic goods by any means, round price increases purchase intention highly.
This study investigates how the preference of advertising messages differed in objective temporal distance, or calender time, and subjective perception of the time. Results show that subjective temporal perception affected the fit effect of temporal distance and construal level of the message. Specifically, when the message shows distant temporal distance and the participants actually perceive it as far, they preferred the message with high construal level; when consider the same temporal distance as close, they no longer preferred the message. However, message with low construal level is more favorable when it has proximal temporal distance, whether participants subjectively perceive the temporal distance as distant or not. Through this study, I tried to integrate both temporal distance and subjective time perception.
‘Small indulgence’ refers to the indulgence did within a range that is not economically burdensome. For example, dessert is more expensive than lunch. This study focused on verifying the effects of continuous self-regulatory on small indulgence. First, Study 1 consists of Experiment 1 and Experiment 2, and how the justification clue to the preference of small indulgence(Experiment 1) and unfamiliar alternative(Experiment 2) according to the self-regulatory type(spontaneous vs. non-spontaneous). Specifically, Experiment 1 measured the preference of small indulgence in four conditions of self-control type(voluntary vs. non-voluntary) and justification clue(yes vs. no) for 111 college students. as a result of Experiment 1, when a justification clue was given, a small indulgence selection ratio was high. In addition, when there is no justification clue, there was no difference in the selection of small indulgence according to the type of self-regulatory, but when the justification clue was given, the spontaneous self-regulatory condition showed a small indulgence selection ratio higher than the non-spontaneous self-regulatory condition. Thus, the justification clue is a trigger for increasing the small indulgence of spontaneous self-regulatory consumers. Next, Experiment 2 measures the preference of familiar and unfamiliar alternatives in the same four conditions as experiment 1 for 120 college students. as a result of Experiment 2, the justification clue influences preferring a unfamiliar alternative more than a familiar alternative. In addition, the interaction effects of the justification clue and the self-regulatory type were statistically significant. In the general situation(ie, the control group), the spontaneous self-regulatory condition prefers an unfamiliar alternative, while when the justification clue was given(treatment group), the non-spontaneous self-regulatory condition prefers the unfamiliar alternative. Based on the results of Study 1, the justification clue leads to a higher rate of small indulgence of spontaneous self-regulatory, and a higher preference for unfamiliar alternative of non-spontaneous self-regulatory. To increase practical implications, Study 2 focused on verifying the moderating effect of scarcity message type(demand vs supply). Specifically, In Study 2, 107 college students measured purchase intention in four conditions according to self-control type(voluntary vs. non-voluntary) and scarcity message type(demand vs supply). in the case of spontaneous self-regulatory, a demand-side scarcity message that is easy to justify is effective, whereas in the case of non-spontaneous self-regulatory, a supply-side scarcity message that helps relieve stress and restore self-esteem is effective.
With the recent acceleration of the deepening of social competition, aging population and the spread of the individualistic disposition, the number of people who feel socially neglected has increased. The preceding studies argued that this experience of social exclusion could reduce their ability of altruistic action, and this study insists that additionally providing a symbolic gift that can visually show the fact of donation though it does not have any monetary, practical value would increase the ability of altruistic action. In addition, this study argues that this interaction effect between social exclusion and a symbolic gift is because propensity of conspicuous consumption propensity generated by the experience of social exclusion mediates this. As a result of an analysis of Experiment 1, people in a social exclusion group had a higher purchase intention when provided a donation bracelet that could symbolically prove the fact of donation additionally than in the condition where no gift was provided concerning donation-related goods of sneakers. In contrast, there was no difference in purchase intention of people in the social inclusion group between the condition in which a donation bracelet was provided and the condition in which it was not. In addition, as a result of an analysis of Experiment 2 to prove the mediation effect of propensity of conspicuous consumption, it turned out that the interaction effect of social exclusion and symbolic gift on the donation-related goods was mediated by propensity of conspicuous consumption. This study has academic and practical significance in that it demonstrated that the social exclusion group has an egoistic inclination like propensity of conspicuous consumption, however, providing people in the group with a symbolic gift can induce this egoistic inclination to an altruistic behavior of helping others consequently.
Research investigating the effect of mood on self-control has generated considerable interest. However, unlike negative moods, the role of positive mood on self-control is ambiguous. In the present research, we investigated the differential impact of the AE/AR mechanism in positive moods and of product information on self-control. In Study 1, we investigated the impact of two critical factors on consumers' purchase intention toward an unhealthy food item (beverage): mood and product information. Using a 2 x 2 between-subject factorial design on purchase intension, we found that consumers' intention to purchase was more positive when cost attributes were not included in the product information(M = 4.72) than when cost attributes were included in the product information(M = 3.55). More importantly, interaction between mood and product information was significant(F = 61.728, df = 1, p < .001). Contrast analysis supported our hypotheses. When cost attributes were included in the product information, consumers in the positive mood condition(M = 2.98) had lower purchase intentions toward unhealthy food than did consumers in the neutral mood condition (M = 4.13). However, when cost attributes weren't included in the product information, consumers in the positive mood condition(M = 5.31) had higher purchase intentions toward unhealthy food than did consumers in the neutral mood condition(M = 3.96). In addition, our results showed that anticipated mood mediated the effect of mood on purchase intentions when cost attributes were included in the product information(a = .84, b = -.29, a x b = -.24, 95% CI: -.5424 ∼ -.0263). Path coefficients showed that an AR mechanism of positive mood was activated when cost attributes were included in the product information. Our results also showed that anticipated mood mediated the effect of mood on purchase intentions when cost attributes were not included in the product information(a = -1.58, b = -.17, a x b = .26, 95% CI: .0307 ∼ .6656). Path coefficients showed that an AE mechanism was activated when cost attributes were not included in the product information. In Study 2, we investigated the effect of three critical factors on consumers' WTPs for unhealthy(hamburger) and healthy(salad) foods: mood, food type, and evaluation mode. Using a 2 x 2 x 2 design on WTP, we found differential effects of mood between Joint Evaluation(JE) and Single Evaluation(SE). In the JE condition, interaction between mood and food type was marginally significant(F = 3.453, df = 1, p = .71). For consumers in the neutral mood condition, food type had no impact on their WTPs(unhealthy food: 3975 vs. healthy food: 3820; t = -.308, p > .1). However, consumers in the positive mood condition had higher WTPs for healthy food(M = 5215) than for unhealthy food(M = 4000). In the SE condition, we found main effects for mood. Consumers' WTPs were higher in the positive mood condition(M = 4509.5) than in the neutral mood condition(M = 3807.3; F = 4.141, df = 1, p < .05). More importantly, interaction between mood and food type was significant(F = 4.415, df = 1, p < .05). For consumers in the neutral mood condition, food type had no impact on their WTPs (unhealthy food: 3705 vs. healthy food: 3904.8; t = .407, p > .1). However, consumers in the positive mood condition had higher WTPs for unhealthy food(M = 5138.1) than for healthy food(M = 3881). In Study 3, we investigated the boundary conditions of the effects of mood and product information on self-control. Specifically, Study 3 showed that the effects of mood and product information on self-control were attenuated in the high cognitive load condition. We investigated the impact of three critical factors on WTP of an unhealthy food(chocolate cake): mood, product information, and cognitive load. Using a 2 x 2 x 2 between-subject factorial design on WTP, we found that consumers' WTPs were more positive when cost attributes were not included in the product information(M = 5157.2) than when cost attributes were included in the product information(M = 4481.6; F = 33.877, df = 1, p < .001). In addition, consumers' WTPs were more positive in high cognitive load condition(M = 5482.6) than in low cognitive load condition(M = 4178.5; F = 134.014, df = 1, p < .001). More importantly, interaction between mood, product information, and cognitive load interaction was significant(F = 23.752, df = 1, p < .001). Contrast analysis supported our predictions. When cognitive load was high, mood and product information had no impact on the WTPs(all, p > .1). However, when cognitive load was low, the findings from Study 1 were replicated. When cost attributes were included in the product information, consumers in the positive mood condition(M = 3034.6) had lower WTPs of unhealthy food than consumers in the neutral mood condition(M = 4092.8; F = 20.187, df = 1, p < .001). However, when cost attributes weren't included in the product information, consumers in the positive mood condition(M = 5263) had higher WTPs of unhealthy food than consumers in the neutral mood condition(M = 4216.6; F = 21.623, df = 1, p < .001). The results of this research show that the impact of positive mood on self-control varied with the AE/AR mechanism. Furthermore, this research provides academic and practical implications.