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ISSN : 1229-8778
Brand anthropomorphism is a marketing strategy that enables companies to differentiate their brands and form long-term relationship with consumers. Previous research have shown positive influences of brand anthropomorphism on consumer response, and they have also studied anthropomorphized brand role as servant and partner brand. According to previous studies, anthropomorphized brands positively influence the interaction with consumers and formation of social relations. These influences may vary depending on various variables such as materialism and social connectedness. However, previous research did not examine that perceptions of social relations could be influenced by personal preferences of consumers. Also, they did not examine factors that can increase consumers’ preference for partner brands by forming long-term relationships with consumers. In this study, self-construal and nostalgia are presented as two key variables. Study 1 revealed that the advertisement attitude toward the anthropomorphized brand role was significantly affected by the type of self-construal. Specifically, independent self-construal participants showed more positive attitude toward servant brand than partner brand. On the other hand, interdependent self-construal participants had more positive attitude toward partner brand than servant brand. Study 2 further examined the role of nostalgia. It was found that the effect of self-construal became nonsignificant when the nostalgia was primed. That is, consumers’ attitude toward the partner brand was more positive compared to servant brand regardless of the type of self-construal. Finally, implications for developing effective marketing strategies using brand anthropomorphism and nostalgia were suggested.
In this study, we conducted to clarify the impact of decision style by maximization, message style by regulatory focus, and anticipated regret on purchasing decision satisfaction. Accordingly, independent variables were the decision style, message style and anticipated regret. And dependent variable was purchasing decision satisfaction. This study constituted by completely randomized design of 2(maximizer/satisficer) × 2(promotion/prevention) ×2(with/without anticipated regret). participants were randomly assigned four different conditioned scenario and were tested their purchasing decision satisfaction. To summarize the result of this study, there was a significant main effect of decision style, message style by regulatory focus and anticipated regret. it is supported that those three factors have influence on purchasing decision satisfaction. Second, there was a significant three-way interaction and it is found, regardless of anticipated regret, maximizer shows lower purchasing decision satisfaction in prevention focus message than promotion focus message. Thrid, regardless of anticipated regret, satisficer shows higher purchasing decision satisfaction in promotion focus message than prevention focus message.
Humanizing brand makes consumers enter into social relationship, such as a friend or a lover with the brand, not just a seller. It positively affects consumers' evaluation of the brand. The present research designed to test the hypothesis that the effects of humanizing brand on advertising persuasion may vary depending on the context in which the advertising is exposed. To be more specific, this research aimed to compare the advertising persuasive effect of the humanizing brand depending on types of web-sites. The results of this research showed that the persuasion effect of the humanizing brand advertising was more positive than the non-humanizing brand advertising in the social network site (SNS). On the other hand, the non-humanizing brand advertising was more effective than the humanizing brand advertising in the online shopping site. This effect was powerful when the appearance and movement were simultaneously manipulated to humanize the brand than only manipulated the appearance. This research suggested that it is necessary to consider advertising context in order to demonstrate positive effect of the humanizing brand, so that it implied the academic finding of expanding the results of existing the humanizing brand studies. And also, it also had practical significance of presenting effective advertising strategy for each type of web-site.
This study noted that, in a situation where a long-term goal is set, people can construe their goals differently depending on how the time interval in which the goal is performed is presented. Specifically, when the time interval in which the target action is continued is presented as a date, the point at which the target action is completed becomes more specific, and the attention is further paid to the outcomes, thereby activating high construal. On the other hand, if the time interval is presented as a period, more focus is given to the time interval at which the action is performed, which activates low construal. In order to verify this, Study 1 was conducted and it was verified that there was a difference in the relative preference for the means by which the two attributes(feasibility vs. desirability)are trade-off depending on the time interval description. Also, the perceived means may vary depending on the goal construal, and when these are corresponding to each other, the motivation for goal pursuit is high. Specifically, when the goal is construed at a high level, the motivation for goal pursuit is high when the similarity of the means is high, whereas when the goal is construed at the low level, the motivation for goal pursuit is high when the similarity of the means is low. Thus, if the time interval is presented as a date, the motivation for goal pursuit will be high when the similarity of the means is high, whereas if the time interval is presented as the duration, the motivation for goal pursuit will be high when the similarity of the means is low. In order to verify this, Study 2 was conducted and it was verified that the motivation for goal pursuit was higher than the case in which the similarity of the means was low when the time interval was presented as the date.
The goal of this study is to examine the effect of problematic use of SNS on consumer psychological well-being. In particular, this study investigated the moderating role of conspicuous self-presentation. A total of 219 college students were asked to participate online survey for data collection. It was found that factors of problematic use such as relative deprivation, alienation, and skepticism about light relationships significantly negatively affected consumer psychological well-being. Also, factors such as repulsion of unwished communication, impulse of pretentious expression, and the lack of offline sociability showed significantly greater negative effect on psychological well-being when participants rated themselves engaging in higher conspicuous self-presentation behavior than lower conspicuous self-presentation behavior in SNS. This study provides theoretical and practical implications by identifying the complex interplay between problematic use of SNS and conspicuous self-presentation on consumer psychological well-being.
This research investigates how evaluation mode (separate vs. joint evaluation) influences consumers’ purchase intentions about a CSR vs. non-CSR product. Participants evaluated a CSR product either when it was presented alone (separate evaluation mode) or when it was presented along with a non-CSR product (joint evaluation mode). They were then divided into high vs. low social responsibility group based on measures of their general social responsibility. Results from experiment indicated that participants with high social responsibility were more willing to purchase a CSR product than those with low social responsibility when it was presented alone, but not when it was presented along with a non-CSR product. When mortality was made salient via priming, however, the difference in purchase intention between high and low social responsibility groups was significant regardless of separate vs. joint evaluation mode. Finally, mediation analyses suggest that these effects were likely to be mediated by participants’ perceptions of price fairness about the product.
The purpose of this study is to understand the importance of economic factors in order to live a happy life after retirement. Korea is suggesting the necessity of joining the individual pension as a means of economic factors. However, in spite of the previous studies that affect individual pension entrants, the participation rate of private pensions is still low. Therefore, this study considers the individual pension as inter-temporal choice context and suggests the importance of the time factor to increase the intention of intention in the individual pension. Time perception in this study refers to how closely you perceive the time between your current and pension benefits, or whether you are aware that it will be coming soon. The purpose of study 1 was to investigate the importance of time perception in private pensions. In Study 2, proceeding with a factorial design of 2 (prediction: forecasting vs. backcasting) x 2 (affective valence of events: positive vs. negative) to examine the effects of prediction, affective valence of events on purchase intention of individual pension and to confirm that time perception mediates these effects. The result of Study 1 showed that time perception is the most important explanatory factor for joined the individual pension. In Study 2, the main effects of the prediction and the interaction between prediction and affective valence of events on purchase intention of individual pension were statistically significant. Concretely, the purchase intention of individual pensions was higher than that in backcasting condition. Specifically, in forecasting condition, when participants were in anticipated negative events, the purchase intention of individual pension was higher than in anticipation of positive events. In addition, it was statistically significant that time perception moderated mediation effects. These studies have academic and practical significance by examining the influence of practical variables to promote the purchase intention of individual pension.