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ISSN : 1229-8778
This study explored the effects of psychological distance between the donors and beneficiaries on the persuasiveness of charity campaign. The results showed that individuals feel closer to in-group beneficiaries (vs. out-group ones) and individuals with interdependent self-construal (vs. independent self-construal) feel closer to beneficiaries regardless of their group membership. In addition, findings showed that charity campaign message emphasizing feasibility (vs. desirability) are more persuasive for those who felt psychologically close to beneficiaries. In contrast, subjects who felt psychologically far from the beneficiaries showed more positive evaluation charity campaigns with desirability (vs. feasibility). This study expands the existing research on charity campaign by testing both beneficiaries and donor’s characteristics as well as message framing.
This study aimed at researching Instagram that best reveals the characteristics of image-based SNS. Instagram users wanted to explore the motivation of using hashtags that make up stories using sentences, words, and emoticons with hashes (#) at the bottom of the image. In addition, the effects of hashtag motivation on Instagram behavior and the moderating effect of social comparison tendency were verified. The results are as follows. First, the motivation for using hashtags on Instagram was identified as motivation for play culture, motivation for participation, content recording and information sharing. Second, as a result of analyzing the effects of each hashtag's motivation on use behavior, participation induction, content recording, and information sharing motivation have a significant effect on photo editing behavior. In addition, play culture, participation induction and content recording motives were found to have a significant effect on the posting of hashtags. Third, the moderating effect of social comparison was only significant for some variables. The results of this study are expected to be able to build a theoretical framework for hashtags in that they seek to motivate the use of hashtags, which are the main functions of Instagram.
Modern society is characterized by its limited economic mobility and polarization. Recently, in the consumer behavior, there are various trends for extraordinary consumption such as ugly fashion, dirty shoes, extraordinary collaborations, B-class commercials, mud event, tattoo, punk-look, and hipsterism. This study examines how the perception of economic mobility affects extraordinary consumption behavior. To understand the mechanism, the author focused on the mediating role of reactance motive. In study 1, we showed the full mediation of reactance motive in the effect of the perception of economic mobility on extraordinary consumption behavior(punk-look). As expected, subjects with low perception of economic mobility expressed the higher reactance motive, thereby raising the attitude toward extraordinary consumption behavior. With the attitude measure as study 1 we also demonstrated the same results for different stimulus-transparent beverage in study 2. When we used the choice set(infrequency vs. frequency in athletic shoes purchase scenario) as an alternative measure of dependent variable, we found some different consequences. There is only the direct effect of perceived economic mobility on extraordinary consumption behavior without any indirect effect such as the mediation of reactance motive. Implication of this study is to examine the influence of subjective factors such as the perception of economic mobility on ‘extraordinary consumption behavior’ that is recent new consumption trend.
This study was designed to examine whether the social exclusion experiences would impact on the evaluation of different types of Corporate Social Responsibility(CSR) activities. Drawing on the Steriotype Contents Model(SCM) suggesting warmth and competence as fundamental dimensions for judging others, we defined two types of CSR activities as philanthropic CSR(warmth-focused CSR) and financial value-creating CSR(competence-focused CSR). We hypothesized that participants who experienced social exclusion would prefer the CSR activities conveyed warmth rather than competence due to their needs to belong and needs to reconnected to the world. The results from two studies supported our hypotheses. Participants who were induced to experience social exclusion evaluated the firm practicing philanthropic CSR more favorably than the firm carrying out financial value-creating CSR(Study 1). Furthermore, participants who experienced social exclusion exhibited more positive attitudes towards the philanthropic CSR firm as well as the products of the firm compared to those who experienced social acceptance. Social exclusion, however, did not impact on the evaluations of financial value-creating CSR activities(Study 2) Based on the findings of the current study, implications, limitations and possible future studies were discussed.