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ISSN : 1229-8778
While reviewing the prior studies on online review effect, this study raised the need to control the degree of impact by online review’s direction and type at the same level and reanalyzed the main and interaction effects between direction and type of online review and hypothesized and tested moderating effects of the temporal distance. For this purpose, this study conducted prior research to control the degree of direction and type effects and employed 2(positive and negative)*2(factual and evaluative)* 2(nearby and distant) experimental design(between subjects design) to test the hypotheses. The results showed that the effects of positive and negative review on brand attitude and purchase intention was significantly positive and negative, and the negative impact of negative review was greater than positive impact of positive review. We also found the interaction effects between direction and type of online review and moderating effects of temporal distance. Finally, we discussed the academic and managerial implications from the research results and suggested future research directions with the recognized limitations of this study.
This study investigated the effects of temporal distance of future regulatory behavior, goal progress framing, and self-control on immediate indulgent behavior. The results showed that people with high self-control showed higher indulgence in near future condition versus far future condition when they adopted accumulated(to-date) progress framing. Conversely, when people with high self-control adopted remaining(to-go) progress framing, future regulatory behavior in far future versus near future increased indulgence, but this difference was not statistically significant. In the case of people with low self-control, temporal distance and goal progress framing did not yield any effects on immediate indulgence. The results contribute to the literature on indulgence, temporal distance, and self-control in several ways. First, we have expanded existing researches by finding the moderating factors for the effects of temporal distance of future self-regulatory on indulgence. Second, we have revealed the context in which individuals with high self-control do not hold back indulgence. Third, this study has expanded literature on indulgence by approaching indulgent consumption with the theoretical view of self-regulation, as a dynamic process of managing self-regulatory goal, as well as justification.
This study conducts a Pay-What-You-Want (PWYW) experiment in order to derive a price strategy that helps to improve profits of public art exhibitions as well as to increase the number of visitors to the museums. PWYW is a pricing mechanism where buyers pay the amount he/she wants to pay for goods and services. We compared respondents' intention to visit, amount of willingness to pay, total expected earnings between the method of presenting a fixed entrance fee to respondents and the method of presenting PWYW to them. In what follows we proceeded further to analyze how the average amount of willingness to pay changes when PWYW is combined with charitable giving and reference price (RP), respectively. We classified the whole respondents into the following four groups according to payment methods: 1) fixed price/PWYW+low-level RP, 2) PWYW, 3) PWYW+charity, and 4) PWYW+high-level RP, and measured their intention to visit the National Museum of Art and the amount of willingness to pay for entry. An empirical experiment was conducted toward a group aged 25 to 30. We secured about 120 samples for each classified group. Our results show that the intention to visit and the per capita amount of willingness to pay increased under the PWYW case, compared to the case of a fixed entrance fee. Accordingly, the total expected return increased also. Futhermore, when charity is grafted onto PWYW the per capita expected payment and the total expected earnings increased from the case of PWYW alone. Lastly, we found that the average amount of willingness to pay was converged to RP at all conventional statistical significance levels when a low-level RP was grafted onto PWYW, but it was not converged to RP at any significance level when a high-level RP was grafted onto PWYW, meaning that the anchoring effect is salient at relatively lower levels of RP. The results of the study imply that an effective application of PWYW pricing strategy can have a positive effect on financial independence of the National Museum of Art as well as can attract more visitors to the museum which helps to achieve the policy for expanding the people’s enjoyment of culture and arts.
This study tried to explore the coping capacity to the pandemic crisis of COVID-19 which had been spreaded in KOREA from Jan. 2020. It was anticipated that the frequencies of both negative and positive psychological responses induced from the pandemic crisis would be varied by three moderators; the psychological sense of community, beliefs on social responsibility, and self-as-entertainment capacity[i.e., SAE]. The 302 undergraduates data were collected with Google web survey method. The results could be summarized into two points; first, the significant influential path of the pandemic crisis from COVID-19 on the negative psychological response has been more facilitated by the helplessness factor of SAE. The facilitating moderate effect was more in the female sample and the sample with higher crisis of COVID-19. Second, the positive effect of the pandemic crisis has been facilitated by beliefs on social responsibility. And the facilitating moderate effect was significantly greater in the female sample. The results imply that the different people who are vulnerable or tolerable to the pandemic crisis may have different psychological characteristics such as helplessness or social responsibility. In conclusion, it was discussed on the implications of the results and future study issues.
Previous studies have shown that social exclusion experience threatens social existence and independence of consumers. Those who experienced social exclusion are motivated to recover independence and they tend to prefer and consume brands conveying autonomy. This study was performed to identify the effect of social exclusion on consumers' assessment of brand strategies. Findings from studies 1 and 2 indicate that participants in the social exclusion condition preferred an autonomy brand strategy over a norm brand strategy (Study 1) and the effect of social exclusion on the preference for the autonomy brand strategy was mediated by a decrease in negative assessment rather than an increase in positive assessment (Study 2). The result suggests that social exclusion reduces negative evaluation of the negative aspect of the autonomous brand, which, in turn, increases preference for the autonomy brand strategy over the norm brand strategy. The future directions and limitations of the study were discussed.
This study was conducted to find out the effect of appearance satisfaction and social appearance awareness on the attitudes toward makeup using self-esteem as a mediator variable. A survey was carried out on 300 men in ages from 20s to 50s living all over the country who had make-up experience. The analysis was conducted to verify the reliability and validity of the measurement variables and the structural equation model analysis was performed to verify the relationship between the factors. In addition, a ANOVA was used to identify the mean differences between groups to determine how gender identity types in men affect men's make-up behavior. According to the result of the study, the higher the satisfaction level of appearance was, the more positive the self-esteem was. The more the awareness of social appearance was, the more positive the self-esteem was, but the awareness of social appearance had no direct influence on the attitude toward make-up. However, both appearance satisfaction and awareness of social appearance were found to affect the attitude toward make-up mediating self-esteem. Meanwhile, androgyny and masculinity among male gender identity types were found to be higher in appearance satisfaction and self-esteem than in femininity and unidentified types, while in the awareness of social appearance, femininity was higher than other types. In terms of make-up attitude, the androgyny type was more positive compared to other types. Apart from women's makeup, these results can be meaningful in clarifying the motivations for men's makeup. Finally, the limitations of this study and the direction of future research were presented.
To investigate the role of consumers’ cognitive load in online media environments, the current study seeks to investigate the effects of cognitive load, ad-content congruity, and ad placement on the effectiveness of online video advertising. Findings of the study reveal that there is a main effect of cognitive load on brand and ad recall. While there is a main effect of ad-content congruity on ad recall, the effect is shown to be only significant in the high cognitive load condition. However, the effect of ad-content congruity on brand recall is only significant when cognitive load is low. When video ad is placed between content (mid-roll ad placement), brand and ad recall is reported higher than when ad is placed prior to the content (pre-roll ad placement). Results show that the effect of ad-content congruity on ad recall is only significant in the mid-roll ad placement condition.
Charity advertising leads to similar emotions through empathy, which makes one feel sympathy, and sympathy leads to acts of helping others. Previous studies have shown that changes in skin conduction when observing other people's pain are similar to when they suffer, and have confirmed that the level of skin conduction affects pro-social behavior. The purpose of this study is to seek if skin conductance levels affect sympathy and pro-social behavior, just as emotional experience through empathy leads to sympathy and pro-social behavior. In addition, charity advertising require empathy for negative emotions in general. Hence, may cause ad avoidance. Previous studies show that cognitive processing is effective as advertising time increases. Therefore, even if there is an avoidance of advertising, the advertising effect may vary depending on viewing time. Therefore, when advertising was avoided, the impact of ad exposure time on sympathy and donation intention was sought. Also, it was intended to confirm whether the ad-evoked negative emotion level moderate the influence of sympathy on the donation intention, and finally to confirm whether the ad-evoked negative emotion level moderate the mediation effect of SCL or viewing time on donation intention via sympathy. To this end, six donation advertisements were presented to 51 male and female undergraduates to measure the level of skin conduction level(SCL) and then a survey was conducted on sympathy and donation intention. Studies have shown that sympathy has a full mediated effect on the influence of skin conduction levels on donation intention, all of which have a positive(+) relationship. It was also shown that sympathy partially mediated the influence of viewing time on the donation intention, all of which also have a positive(+) relationship. Also, the ad-evoked negative emotion level moderated the influence of sympathy on donation intention, and we finally have confirmed mediated the mediation effect. Based on these findings, academic and practical implications and future research directions were discussed.
This study focuses on the effect of double-discount promotions on a consumer's perceived quality of a product. Unlike in previous studies that have focused only on the positive effect of double-discounts, the current research has the purpose to study (1)the potential side effects that a double-discount might have and (2)a strategy to prevent its negative side effect. Double-discounts are perceived as unique and rare, which makes it more likely that consumers infer the reason why the promotion is being offered. Inference of discount motivation tends to make consumers perceive quality problem of the discounted product. Thus, double-discounts are likely lead to a lower perception of quality and this can relatively decrease purchase intention when quality is considered important when purchasing a product. Study 1 confirmed that perceived quality is more negative for a double-discount(vs. a single-discount) and the importance of quality moderates the mediation effect of perceived quality on purchase intention of a double-discounted product. That is, purchase intention of a double-discount product is relatively reduced when the importance of quality is higher. Study 2 found that this negative effect was alleviated when a rationale cue for a double-discount, which prevents consumers to perceive a low product quality, was presented. By examining the potential negative effect of double-discounts, this research helps to have a better understanding of double-discount promotions and gives practical implications to marketers.