open access
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open access
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ISSN : 1229-8778
Among the many decisions made throughout the day is not only for myself, but also for others. In the same situation, however, who is the beneficiary of the decision may affect the outcome of the decision. This study is to examine how the decision beneficiary affect the decision process. In particular, the effect of decision object and construal levels on risk-taking. In addition, it was intended to examine the effect of choice accountability on the decision maker by comparing it with the decision maker's accountability to explain its decision to the beneficiary of the decision. In this study, the effect of decision object and construal levels on risk-taking levels has been examined. Each participant was randomly assigned to one of six conditions in the experimental of 3(decision object: self/other with accountability/ without accountability) X 2(construal level: high/low) 2-way completely randomized factorial design. The result shows an effect of correlation between decision object and construal level, and represents that participants who have low-construal prefer to select low risk-taking choices when the decisions are made for self and for other with responsibility, whereas participants who have high-construal reveal not much difference. Although it is very common to decide whether to take or avoid risks in various circumstances, this study focuses on consumers' decision making upon purchase. Especially, a decision making procedure upon purchasing items for oneself or for others has been investigated with the consideration of the others classified by detailed characteristics. 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 accountabilities. Through the measurement of construal levels, it has been identified that individuals' variable also has an influence on the results.
This study adopted the method of three-way ANOVA to investigate how the difficulty of consumers' decisions varies according to maximizing tendency(maximizer/satisficer), the size of assortment(small/large), and thinking style(holistic/analytic). To summarize the result of this study, first, there was a significant main effect of maximizing tendency, the size of assortment, thinking style on decision difficulty, regardless of product category. Second, the three-way interaction was significant in both hedonic and utilitarian products’ cases. In the case of maximizer – analytic thinking, it was more difficult when the size of assortment was large than when the size of assortment was small. However, there was no difference in the maximizer-holistic thinking group's decision difficulty depending on the size of assortment. As for the satisficer, on the other hand, decision making was difficult when the size of assortment was large. This was regardless of people’s thinking style. Third, Two-way interaction both in the case of hedonic and utilitarian products was significant as well. As for hedonic products, two-way interaction between maximizing tendency and thinking style was significant. With regard to utilitarian products, not only the two-way interaction between maximizing tendency and thinking style, but also the one between the size of assortment and maximizing tendency was significant.
This research focuses on the psychological mechanism of single option aversion of when searching for alternatives prior to the purchase decision. A single option presentation condition will result in a higher choice deferral than a multiple options presentation condition. And this effect was assumed to be mediated by the anticipated regret of purchase. In study 1, when a single option is presented as in the assumption of this study, the choice deferral is higher than the multiple options condition. in particular, the effect of a single option on choice deferral was mediated by anticipated regret on purchasing. In Study 2, it was confirmed that the choice deferral varied depending on the justifiability easiness message (message with low justifiability vs. message with high justifiability). As a result of the experiment, in the case of a single option presentation situation, the choice deferral was statistically significantly reduced when a message with high justification was presented than when a message with low justification was presented. However, there was no discriminative effect on the message of easiness of justification in the situation of presenting multiple options. Study 3 was conducted in order to clarify the psychological mechanism of the anticipated regret. As a result of the experiment, the group with the positive emotions primed had a statistically significant decrease in the choice deferral for the single option than the control group. The results of this research provide implications for a strategic approach to how to reduce purchase avoidance in a situation where a single option is presented, such as pre-order sales. In addition, it has a theoretical implications in that it seeks alternative psychological mechanism for the single option aversion phenomenon that appears even when searching for alternatives before purchase decision.
This study is performed to examine the effects of social distance between recommender and consumer and two different types of advertising messages on ad attitudes and purchase intention. Possible hypotheses were social distance will interact with two different types of advertising messages in ad attitudes and purchase intention. This study divided participants into 4 experimental groups with social distance(close vs. far) and two different types of advertising messages(concrete vs. abstract message). A total of 4 experimental ads were used in this experiments, one for each experimental group. A total of 180 participants were allocated to a 4 experimental groups, participated in the experiment. Two-way ANOVA showed that there was significant interacting effects in ad attitudes and purchase intention between social distance and two different types of advertising messages. That is, the concrete message is considered more effective in building ad attitudes and purchase intention to the experimental group with close social distance to recommender while the abstract message is more effective in building ad attitudes and purchasing intention to the group with far social distance to recommender. However, T-test analysis showed that there was no significant difference in purchase intention between abstract message and concrete message on the experimental group with close social distance to recommender. Based on the results, theoretical and practical implications as well as limitations and further research directions were presented and discussed.
The purpose of the current study was to examine the relationship between tribalism and consumer’s loyalty through SPA brands. Also, it considers mediation effects of perceived store atmosphere and perceived brand trust on the connection of tribalism and loyalty. There are few empirical evidences about the theoretical model that predicts antecedents and outcomes of the bottom-up brand tribes. Data were collected from 331 students who enrolled introductory courses of a large Korean University. Structural equation modeling and the multiple mediation analysis using regression were used to analyze the research model. Results showed that brand tribalism was directly related to the intentions of repurchase and word-of-mouth, but not the intention to brand switching. Also, the results indicated that the perceived store atmosphere was only associated with word-of-mouth, whereas the perceived brand trust was associated with three loyalty measures of intentions of repurchased, word-of-mouth, and brand switching. In addition, the relationship between brand tribalism and intention to word-of-mouth was multiply mediated by the perceived store atmosphere and the perceived brand trust. On the other hand, the relationship between tribalism and intention to repurchase and the relationship between tribalism and intention to brand switching were only mediated by the perceived brand trust. The findings of this study suggest that brand management should consider tribe marketing, indicating that provides social connection and hedonic value to non-luxurious brand tribes who belong to younger consumer segmentation.
Society is becoming individualized, but we consistently try to maintain and build a relationship. therefore, there is a lot of research going on about the reactions and effects of social exclusion, but the study of observed exclusion is relatively lacking compared to the study of direct experiences exclusion. Accordingly, this study was intended to compare the effects of direct social exclusion and observed social exclusion on our psychological need threats and moods as well as to identify the effects of exclusion on conformity consumption by product type. According to the results of 33 analyzed college students, participants felt a threat of needs and a negative mood when they experienced or observed social exclusion in subjects. contrary to predictions, however, participants in conditions of observing other people's inclusion also felt a threat of fundamental needs, In particular, they felt threatened belonging and control. nevertheless, the negative effects of these other people's observations of inclusion do not appear to be felt in the mood. There were also unique results in the trend of conformity consumption. although the effects of social exclusion have not been significant, when observing inclusion or exclusion, participants have negatively assessed the conformity consumption of private products. Through these results, we can feel the pain of exclusion experienced by others as our own, and furthermore, the inclusion experienced by others can be a threat to ourselves. In addition, it is expected that practical implications can be obtained through consumption trends that are different from direct exclusion.