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ISSN : 1229-8778
Recent findings suggest that socially excluded individuals are motivated to pursue warmth. However, previous researches have examined warmth only at the physical level. The current research extended the notion of warmth to a metaphorical dimension and demonstrated the effect of social exclusion on preference for metaphorically warm products. In study 1, loneliness was measured to confirm a difference in product color preference between high and low loneliness groups. When a pair of products whose only difference was color (i.e., one in a cold-color and the other in a warm-color) were presented at the same time, the high-loneliness group (vs. low-loneliness group) preferred warm-colored products. In study 2, by experimentally manipulating social exclusion, the effect of social exclusion on attitude and purchase intention for hand-made products was examined. The results showed that socially excluded participants had more favorable attitude and showed higher purchase intention toward hand-made (vs. machine-made) products while the control group showed no difference in product preference. Our findings provide theoretical implications that social exclusion leads to a preference not only for physical warmth but for metaphorical warmth. Moreover, the current research offers practical implications to marketers and designers especially in the current situation where the growing number of consumers are socially isolated, ostracized, and ignored by other individuals and/or social groups.
Past research suggests that executing blood donation communication message strategies based on differentiated marketing perspective can help improve blood donation rate in Korea. The study thus examined whether blood donation communication message strategies based on differentiated marketing perspective can increase Korean non-donors’ and low-frequency donors’ intention to donate blood. The study was conducted as follows. First, four types of blood donation communication messages (message to enhance altruism, message to enhance self-esteem, message to enhance feeling of satisfaction and message to relieve fear of blood-collecting needles) that were the most frequently used for Korean blood donation communication activities in 2002-2018 were selected through a content analysis and an online survey. Next, another online survey revealed that 371 non-donors and one-time donors in their 30’s to 60’s were divided into (1) high fear group, (2) low fear/distrust group and (3) high distrust group by the criteria of fear for blood donation and distrust of blood donation. The online survey also investigated what types of the blood donation communication messages obtained from the content analysis and the previous online survey could increase intention to donate blood for each of the three groups. As a result, types of blood donation communication messages did not have a differential effect on intention to donate blood among the three groups. Instead, message to enhance altruism and message to enhance feeling of satisfaction increased intention to donate blood for all of the three groups. The results offer the practical implication that the related organizations should be careful when they develop and execute blood donation communication message strategies based on differentiated marketing perspective. This is because all of the blood donation communication message strategies based on differentiated marketing perspective could not be effective to increase blood donation rate in Korea.
With the growing popularity of Instagram influencer marketing, this study was conducted to examine the impact of interaction between micro-influencers and their followers on the effects of sponsorship disclosure in the influencers' Instagram post. Findings of the study showed that perceived interactivity between micro-influencers and their followers moderated the effects of sponsorship disclosure effect through perception of authenticity of and identification. The current study provides meaningful marketing implications into how to offset the effects of sponsorship disclosure in Instagram influencer marketing by revealing the role of perceived interactivity between micro-influencers and their followers.
As the demand for online shopping increases, advertisers’ interests in shopping search advertising are also increasing. This study conducted two experimental studies to examine the effectiveness of shopping search ads. Study 1 examined the effects of two types of shopping search results(a shopping search ad versus a top organic search result) on purchase intention. This study demonstrated that the top organic search result led to higher purchase intention than the shopping search ad. This study also found that inferences about consumer ratings mediated the effect of the types of shopping search results on purchase intention. Study 2 examined the effect of the product assortment of shopping search ads(low brand awareness products only versus both high and low brand awareness products) on purchase intention. This study found that the shopping search advertising composed of both high and low brand awareness products (versus the search advertising composed of only low brand awareness products) led to higher perceived attractiveness of the assortment and higher perceived utility of search advertising, which in turn led to higher purchase intention of the target product.
This study was conducted to identify the influence of norm and locus of control on eco-friendly behavior. The norm was classified as the moral and social norm, the locus of contrjol was classified as internal and external control. The attitude toward eco-friendly behavior was also measured separately with the implicit and external attitude to compare two kinds of attitude depending on the locus of control. The result of the study showed that moral norm was found to be meaningful in the verification of implicit attitude toward eco-friendly behavior by locus of control but social norm was found to be ineffective. An analysis of the effect of the type of norm on the attitude of explicit eco-friendly behavior by internal control showed that the influence of moral norm was meaningful, but social norms was meaningless. The influence of norm on explicit eco-friendly behavior attitude by external control was shown to be meaningful in both moral and social norm, and the relationship between moral norm and eco-friendly behavior attitude by external control was shown to be negative. The correlation between implicit and explicit attitudes toward eco-friendly behavior by locus of control was analyzed to see how the responses on eco-friendly behavior attitudes vary depending on the controlled materials. The result showed that the correlation between ST-IAT and explicit attitude toward eco-friendly behavior by locus of control was statistically low and meaningless. What this means is that individuals' attitudes toward eco-friendly behavior can be different according to cognitive information processing. The result of the study will be helpful in the development of government’s policy and specific action plan for promoting eco-friendly behavior.
In modern society, people are under a lot of stress at work or in their daily lives. For this reason, people try to make small happiness in their daily life. This phenomenon led to self-gift consumption behavior. This study examined the causal relationship between self-gift motivation, post-self-gift emotion, and post-purchase behavior. In addition, we investigated the moderating effect of product type on relationship between each motivation and emotions. Based on previous studies, the motivation for self-gift was classified into reward, comfort, extra money, and investment motivation, and the emotions after purchasing the self-gift were subdivided into pleasure, guilt, and regret. Behavior after purchase was measured as satisfaction and repurchase intention. A survey was conducted on consumers who had experience in self-gifting for less than $50 using Amazon Mechanical Turk, and the results of analyzing 473 copies of valid surveys using SPSS 25.0 and AMOS 25.0 programs are as follows. First, reward motivation and extra money motivation have a positive effect on the pleasure after self-gift purchase. However, the investment motivation was found to have a negative effect on the pleasure afte self-gifting. The comfort motivation had no effect on the pleasure after purchase. Next, it was found that comfort motivation and investment motivation have a positive effect on guilt and regret after purchasing a self-gift. On the contrary, it was found that extra money motivation had a negative effect on guilt and regret after self-gifting. The reward motivation had no effect on guilt and regret after purchasing the self-gift. Second, plearue has been shown to have a positive influence on satisfaction. Conversely, the regret was found to have a negative impact on satisfaction, and the guilt has had no effect on satisfaction. In addition, it was found that satisfaction after purchasing a self-gift had a positive effect on repurchase intention. Third, the moderating effect of product type was verified in the relationship between self-gift motivations and emotions. Specifically, it was revealed that the path difference between reward motivation, investment motivation, extra money motivation and pleasure was significant. The influence of reward motivation on pleasure was stronger after self gifting experience goods than material goods. On the other hand, the influence of extra money motivation on pleasure was stronger in the condition of purchasing material goods than in experience goods. The influence of investment motivation on enjoyment was stronger in experiential goods than in material goods, but it was found to have a negative effect. Lastly, there was no difference between product types in terms of the influence of comfort motivation on each emotion.