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ISSN : 1229-8778
This study was conducted to identify the impact of companies on consumers' corporate evaluation according to their framing and reference point in conducting marketing through social responsibility activities. Research 1 and 2 were carried out on the subjects collected online. Research 1 demonstrated the significance of the mediated model by the indirect effects of recognizing the company's sincerity that affect the assessment of the company. Research 1 confirmed that the company's activities under this transaction were valued more than in the case of the donation situation and that the company's sincerity had the fully-mediated effect on the assessment of the company. Research 2 was subsequently conducted to expand the model identified in study 1, identifying the differences in assessment depending on the scenario conditions and consumers' construal level. Research 2 sought to verify the difference in framing effects of the type of product provided based on the scenario in Study 1-branded logo product vs. charity event logo product- and the effect of these three-way interactions depends on the interpretation level of consumers. The study found that the interaction between framing and product types was significant and that there was no difference at the abstract construal. Through this series of studies, the study found that the basis and context of the corporate social responsibilities are important and that consumer's construal levels should also be taken into account, indicating that the study was meaningful in identifying consumer psychological processes and conditioning effects. The implications and limitations of this study were further discussed.
Personalized products are products that allow consumers to choose product options. In previous studies related to personalized products, personalized products proved to be an effective strategy, and consumers preferred personalized products over standardized products. However, in this study, we sought to determine whether consumer preference for personalized products was determined based on their situation or personal psychological characteristics. Specifically, this study suggests that a lack of control experienced by the consumer affects the consumer’s preference of personalized products, and that this effect can be mitigated by individual psychological characteristics such as ego-resiliency. The results of our experiment showed that consumers who experienced control-deprivation exhibited a stronger preference for personalized products than those who did not, and that this pattern was especially pronounced for consumers with low ego-resiliency. These findings contribute to the understanding of the effectiveness of personalized products as a marketing strategy and provide practical implications for companies implementing such strategies.
Art infusion, which inserts art images into product design or package design, is one of the marketing strategies that emphasize the differentiation of products through design. Previous studies have suggested that art infusion has a positive effect on consumer responses such as product evaluations and purchase intentions, and recent studies have shown that art infusion also influences the way consumers process price information. Specifically, an art image infused into the product leads consumers to perceive the price of the product as quality rather than monetary sacrifice. However, there is still a lack of interest in research on the relationship between art infusion and price information processing. and it is not considered much, although it may be influenced by various variables. Also, although the relationship may be influenced by various variables, it is not considered. This study examines the relationship between art infusion and price information processing of consumers, focusing on the product (product type), consumer (materialism), and art image (luxury level) factors. The results show that the influence of art infusion on consumers' price information processing occurs only when the products are search goods, when the materialism tendency of consumers is low, or when the luxury level of the art image is high. In these cases, the art image infused into the product causes consumers to perceive the price of the product as quality rather than monetary sacrifice. As a result, consumers evaluate the product more positively as the price level increases. When the products are experience goods, when the materialism tendency of consumers is high, or when the luxury level of art image is low, the effect of art infusion on price information processing of consumers does not occur. Finally, based on the results of this study, we suggest implications for effective art infusion strategy and pricing strategy.
The purpose of this study is twofold. It describes two different temporal distance, which is temporal distance in construal level theory and temporal consequences. Also, the research examine matching effects of self-construal, regulatory focus, temporal distance using advertisement message and how it influences temporal consequences. Temporal consequences can be seen as a different type of time perception, which explains how long future events can affect. The result shows that compared to independent self-construal, individuals with an interdependent self-construal consider temporal consequences to be longer. Furthermore, there are matching effect of self-construal, regulatory focus and temporal distance, which seems to amplify the perception of temporal consequences, especially for people with interdependent self-construal.