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open access
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ISSN : 1229-8778
The current paper aims to review the articles published in The Korean Journal of Consumer and Advertising Psychology, covering areas in the field of research, researcher, theoretical background of research, its objectives and methodology, and recommends future directions for consumer research. The analysis includes a total of 448 articles across 59 volumes of the journal’s 18-year history, from the publication of its first issue in 2000 to the 18th in 2017. The findings show the overall characteristics of research in academia, as well as how the research trend has evolved over the last 18 years. The key findings are as follows: First, in The Korean Journal of Consumer and Advertising Psychology, although the number of articles written by the researchers from the department of psychology has been higher in proportion, the number of research conducted by scholars from others fields, such as business is increasing in trend. This phenomenon precisely reflects how communication and integration are taken more importantly in a modern day society. Second, not only exploring the linear relationship of independent and dependent variables but also an increasing number of research examining moderating and mediating variables implies the potential progress in the relevant field of research. Third, contrary to what is mentioned earlier about interdisciplinary approach in conducting research, the theoretical background of most research is limited to narrow spectrum of topics in psychology. This indicates the large body of research is skewed in terms of theories used and thus, the necessity to widen scope of topics of studies in consumer and advertising psychology. Fourth, the majority of research today depends heavily on experimental studies, and there remains to be very few studies based on surveys, qualitative research, and biological measurements. This leads to a challenge in understanding the evolving state of consumption and a lack of research that explain the relationships between consumers’ biological or physical traits and their consumption behaviors. Fifth, the point of consumption studied and the types of media used reveal an inadequate reflection of time. This can be supported by the fact that most of the research observes scenes prior to consumption and that print advertising is the most commonly used medium. Finally, we discuss how the research in The Korean Journal of Consumer and Advertising Psychology has progressed over the past 18 years - its commendable components as well as areas of improvement -and provide recommendations for future research.
This study examines effect of self-brand connection(SBC), brand performance and self-esteem on consumer’s explicit and implicit brand attitudes. The study consisted of a three-way factorial design of 2 (SBC: high/ low) X 2 (brand performance: success / failure) X 2 (self-esteem: high / low). Explicit brand attitude changed significantly according to performance, SBC, and self - esteem level, but implicit brand attitude did not change easily due to one single event. Consumers with high SBC have lowered explicit brand attitude after exposure to negative brand information when their self-esteem is high (vs. low self-esteem).
Self-control refer to restraining behavior that interferes with individuals from achieving their long-term goals. Individuals have different self-control ability. This study investigates the mind set of individuals with high self-control ability in the context of self-control dilemma, especially focusing on mental simulation (Outcome-focused vs. Process-focused). We predicted that in self-control dilemma, individuals with high self-control might more likely utilize Outcome-focused mental simulation for self-control than Process-focused mental simulation, and activated Outcome-focused mental simulation might be more effective on self-control than activated Process-focused mental simulation. In addition, we predicted anticipated regret might mediate the effect of mental simulation on self-control. To test hypotheses, this study conducted 3 experiments. In Experiment 1, we examined the relation between individuals’ self-control level and types of mental simulation to utilize in self-control dilemma. Results showed that high self-control individuals used more Outcome-focused mental simulation than Process-focused. In Experiment 2 and 3, we examined the effect of mental simulation on self-control with between subject design(mental simulation: Outcome vs. Process focused). We manipulated participants’ mental simulation type in Experiment 2 with unrelated task with self-control dilemma and in Experiment 3 with related task. As we predicted, individuals activating Outcome-focused mental simulation did better self-control than Process-focused. and we found out the mediating effect of anticipated regret.
The purpose of this research is finding effective marketing strategy induced by interaction between price claims, compulsions and the temporal distances. There are 12 treatment groups which are assigned by manipulation of the presentation method of pricing information(Pennies-a-Day:PAD vs. Aggregation: AGG), comparisons(explicit: EC vs implicit : IC) and temporal distances(Near future: NF vs. Distant future: DF). In <Experiment 1>, the estimate represented the difference in means between EC and IC for PAD (EC vs. IC within PAD) and between PAD and AGG for IC (PAD vs. AGG within IC) were statistically significant. In <Experiment 2>, the contrast estimates of (AGG vs. PAD within NF) and (DF vs. NF within AGG) were statistically significant. And the contrast estimate of <Experiment 3> showed that the difference in means between PAD and AGG for NF, and between NF and DF for PAD given to explicit comparisons were statistically significant. Implications of the findings and suggestions for future research are discussed.
Many non-conscious factors are at play in consumer environments such as shopping centers and malls. These non-conscious sensory stimuli can affect consumers’ product evaluations. Therefore, this study focused on non-conscious factors to examine whether illuminance level, product type, and gender influence consumers’ product evaluations such as psychophysiological responses (Skin Conductance Level, Heart Rate), product attitudes, and purchase intention. The results produce several findings. First, people offered better product evaluations when under a bright light than when under a dimmed light, an effect moderated by product type. Thus, when private products were under a bright light, people displayed high affective responses: they were more aroused and distracted. When public products were under a dimmed light, people showed low product attitudes. Males were more affected by illuminance level than were female participants. This study explored the effects of non-conscious factors on consumers’ decision making and produced significant results using the objective approach to product evaluation. These results provide implications for product display and consumer environment design strategies.
The study investigated processing goal and price presentation on perceived price and consumer purchase intention. Processing goal will moderate price judgement process of price presentation order. Specifically, price judgement process assimilation effect is observed, when processing goal is generalization, however when processing goal is discrimination, price perceptions are influenced by contrast effect. This progress goal will be influence price presentation order. In study1 the effect of goal progress and presentation price order was examined. In order to test this hypothesis, randomly distributed in the 2(progress goal: generalization vs. discrimination) X 2(price order: ascendign vs. descending) between-subjects experiment. The result of study 1 shows significant interaction between progress goal and price order. They find that reference point influence of presentation price order is more effective when goal progress is distribution, however, the influence of reference price is decrease when goal progress is generation. In study2. focal price perception by progress goal is contrast and assimilation effect. The design was processing goal(discrimination vs. generalization) by price context(control, mean shift, endpoint shift), with seven price rated. The result of study2. they find that assimilation effect when the processing goal was generalization and contrast effect when the processing goal was discrimination.
In general, it is believed that experiential purchase is better than material purchase when it comes to being happy. Nevertheless, many consumers spend more money for purchasing material possessions than experiential goods. Study 1 examines if perception of time left in life affect differently attitudes toward advertisements for material products and experiential products. Results of study 1 reveal that there is interaction effect between the perception of time left in life and type of product category (material product vs. experiential product). Group that is believed to perceive time left in life is short shows better attitudes towards advertisements for experiential products than the participants in the control group. In contrast, attitudes towards material products show the opposite pattern. Study 2 is based on actual purchase behavior of participants during their summer break. Study 2 examines if there is an interaction effect between time left in life (1 year vs. 60 years) and type of purchase (material purchase vs. experiential purchase) when given the choice again. As expected, group members who imagined their time left in life is 1 year showed greater difference between their intention to purchase again for the products they bought during the summer break between experiential purchase and material purchase while group members who imagined their time left in life is 60 years. In sum, advertising attitudes and purchase for material goods and experiential goods could be moderated by the perception of time left in life.
Price is an important factor in purchasing decisions. According to price research, people tend to interpret the same price differently depending on visual presentation(e.g. color, discount expression frames). Therefore, the purpose of this study is finding out the effect of visual presentation for price discount on consumer response. Specifically, considering that there is a common feature of distance judgment between depth perception and construal level theory, this study examined that whether visual cues such as color, font, bold, size, position, shadow and discount expression frames, influence discount perception. In addition, the effect of visual presentations was divided into two categories: attention and judgment. For measuring these two categories, entry time (attention), reaction time and choice (consumer response) were measured through eye-tracker. The results showed that visual cues affect attention and judgment: First, font and shadow significantly affect entry time. Second, font, bold, and position affect differences in reaction time regarding discount perception, and all of the visual presentations affect differences in choosing advertisement. Based on these results, theoretical and practical implications for effective presentation methods were discussed.
This study intends to find out the effect of two depiction ways of assortment(visual/verbal), the size of assortment, and the SOP(style of processing) on the consumer's choice overload level. Therefore, the experimental design was 2(depiction way of assortment: visual/verbal) X 2(size of assortment: 6/30) X 2(SOP: verbal processing/visual processing) between-subjects design. The results of this experiment show that, first, in the case of assortment depiction way, verbal depiction resulted in more choice overload than visual depiction. Second, in the case of assortment size, participants in size of 6 experienced low choice overload than participants in size of 30. Third, visualizers experienced less choice overload when visual depicted assortment was presented and verbalizers also experienced less choice overload when verbal depicted assortment was presented. Fourth, visualizers experienced less choice overload when they served visual depicted assortment and small size of assortment. Also, verbalizers experienced less choice overload when they served verbal depicted assortment and big size of assortment. Fifth, there was no significant difference between choice overloads of visualizers and verbalizers when they served verbal depicted assortment and small size of assortment. But, visualizers experienced less choice overload when they served visual depicted assortment and big size of assortment.