open access
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open access
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ISSN : 1229-8778
This research examines how an individual’s self-construal and message framing interplay in determining AI recommendation persuasiveness. In study 1, we examine the moderating role of an individual’s chronically accessible self-construal. The results show that interdependent self-construal generated more positive attitudes toward ingroup preference-based recommendation message than individual viewing history-based recommendation message. However, independent self-construal had no significant impact. Study 2 replicates this relationship, but self-construal is temporarily primed. Participants who were primed with interdependent self-construal displayed more positive attitude toward the ingroup preference-based (vs. personal purchase history) recommendations. Participants in the independent self-construal manipulation condition displayed higher preference toward the personal purchase history-based (vs. ingroup preference) recommendations. Our findings provide theoretical implications by extending the previous finding in the context of artificial intelligence recommendation. Also, some managerial implications are offered, especially for marketers and AI technology developers.
Consumers have many difficulties in understanding and making decisions about financial goods. This is why consumer’s misunderstanding often occurs in the process of purchasing financial goods. This study was conducted for the purpose of finding effective message construct in manual of financial goods to enhance financial consumers' understanding of financial goods. As major components of the goods description, the title type and description type were established as independent variables and identified how variation of the title type and description type affects interest in financial goodss and its attitude. In addition, it was investigated how the financial knowledge of consumers affected the interest in financial goods and attitude toward financial goods interacting with the presentation of goods manual. According to study results, the picture title showed a higher interest and a more positive attitude in financial goods than text title. The interaction effect of title type and financial knowledge appeared significantly. Consumer with low financial knowledge showed more positive attitude when the picture title was presented rather than text title. Similarly, the interaction effect of description type and financial knowledge appeared significantly. the detail description was more effective in condition of low financial knowledge on interest and attitude toward financial goods while the abstract description was more effective in condition of high financial knowledge. This study has implications that picture title increase consumer’s liking for financial goods and description type of financial goods should be considered with consumer’s financial knowledge.
This research examines the influence of perceived time affected by time unit framing on consumer self-control. Prior research on unit effect focuses on whether numerical information is presented in small units or in large units and compares the difference in consumers’ decision making based on the numerosity. The purpose of this research is to examine the time unit framing effect, which has not been tested in the existing literature. Specifically, we investigated the time unit framing effect when the same period of time is presented either in mixed-unit time frame (e.g., 1 month and 15 days) or in single-unit time frame (e.g., 45 days). The theoretical explanation for the unit framing effect is based on the phenomenon that people categorize the time presented with mixed-unit frame in discrete periods of time and the subadditive discounting effect, where a time interval broken into subintervals is perceived to be longer than a single time interval. This research tests the time unit framing effect in two different decision-making situations requiring self-control. The first decision-making situation, intertemporal preference, was tested in Study 1. The results showed that satisfactory rewards were higher when delayed time interval was presented in mixed-unit time frame than in single-unit time frame. The second decision-making situation, goal pursuit, was tested in Study 2. We examined the influence of time unit presentation on the perception of remaining goal. Participants reported higher perception of remaining goal when goal-related information was presented in mixed-unit (vs. single-unit) frame. The effect of time unit framing on the evaluation of goal-related time was stronger in participants with higher goal self-relevance.
The purpose of the study was to investigate whether unit of time, construal level, and maximization influences consumer’s perception. The experimental design was 2(time unit frame: 3months/90days) × 2(maximization: satisficers/maximizers) × 2(construal level: low/high) factorial design. The results were as follows. There was a significant three-way interaction effect on time perception. When the message was high level construal, maximizers perceived 3months message longer than 90days message. On the other hands, satisficers perceived 90days message longer than 3months message. Also, two-way interaction effects were significant. Specifically, there was no significant effect when the message was low level constural. When the message was high level construal, 90days frame made time perception longer than 3months. Also, there was no significant effect at maximizers but satisficers perceived 90days message longer than 3months message. Finally, there was a significant main effect of maximization at time perception.
This research focused on the effect of positive interaction with other brands on the preferred brand, despite having a preferred brand. Unlike in previous studies that have focused only on the positive effect of preferred brand, the current research has the purpose to study (1) find out that brand flirting can negative effect existing relationships in the purchasing situation and (2) a strateagy to prevent its negative effect. In the purchase situation, when the anticipated satisfaction was evaluated befor the alternative choice after positive interaction with other brands, mental imagery was activated and the weight was placed on the attribute that is easy to form the image, and it was predicted that the brand switching could be reduced. In Study 1, when the anticipated satisfaction evaluation was performed, the choice of the preferred brand was high regardless of the flirting condition. But, whe the anticipated satisfaction evaluation was not performed, the choice of the preferred brand was decreased compared to the not flirting condition. In Study 2, in order to complement the limitations of Study 1 and to more clearly verify the mediating effect of mental imagery activation, an experiment was conducted by adding a cognitive load condition in a flirting situation. As a result of the study, it was confirmed that the choice of preferred brand decreased when cognitive load occurred when the anticipated satisfaction evaluation was performed. On the other hand, if the anticipated satisfaction evaluation was not performed, the preferred brand choice was low regardless of the cognitive load condition. The results of this research are meaningful in that a brand switching occurs when brand flirting in the purchasing situation, and a strategic plan to prevent brand switching is proposed by activated mental imagery through the anticipated satisfaction evaluation.