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ISSN : 1229-8778
The experiment results reveal that the effects of interfaces, message type and NFT on product preferences are different according to product nature. For the hedonic product, there was 3-way interaction. In specific, when consumers in high NFT used the touch interface, the rational appeals for hedonic product increased product preferences. In contrast, the emotional appeals were more appropriate than rational appeals in the mouse condition. It means that the touch interface evoked low-level construals, resulting in more favorable attitude on product with rational appeals. By contrast, the mouse led to low-level construals, with resulting higher product preferences with emotional appeals than rational appeals. For the utilitarian product, in mouse condition, rational appeals for utilitarian product generated more positive product preferences than emotional appeals. The congruency effects between rational appeal and the mouse generated the increased preferences toward the utilitarian product. Unlike the hedonic product, however, we couldn’t find out the moderating effects of NFT.
This study attempted to confirm evaluation of consumers according to the character type, And it was verified whether these effects changed according to the sell by date and the involvement. Hero characters can alleviate perceived risk by providing as sense of security and protection, but villain and anti-hero were expected to have different effects. Accordingly, an online survey of 387 people was conducted, and results are as follows. First, consumers perceived the highest level of performance risk in heroes, which showed a significant difference from villain. However, antiheroes showed no difference from both types. Second, the difference in character types for purchase intention was found to be signnificant, and it was high in the order of villain, anti-hero, and hero. Based on this, the sell by date date, involvement, and the effect of the character type of the package were discussed.
As access to information increases, modern people access various marketing and advertising information every moment. However, the higher the amount of information, the more consumers withdraw their attention and complain of fatigue, and a lot of information in choice situations that require high cognitive processing causes negative responses. Companies should design strategies to mitigate this and create positive marketing effects. This study attempted to capture consumers’ interest and attention in the flood of advertising and marketing information to provide positive emotional experiences and to find out the factors that influence consumer attitudes and potential choice behaviors. By setting this as visual hyperbole and message framing, it was expected that positive emotions derived from the two variables would have a significant effect on consumers. The experiment consisted of 2 (visual hyperbole: presence, absence) × 2 (message framing: gain, loss) interparticipant designs. Consumer responses affected by independent variables were set to product attitudes, attitudes toward advertising, intention to search for additional information, choice deferral, and visual attention was analyzed using self-report surveys and eye-tracking devices. As a result of the analysis, it was found that there was a significant difference in perceived positive emotions, product attitudes, and attitudes toward advertising according to the interaction between visual hyperbole and framing. In addition, the moderated mediating effect of framing was significant, moderating the effect of visual hyperbole on consumer attitude and additional information search intention through positive emotions. However, these effects in choice deferral and visual attention were not statistically significant. This study attempted to propose academic and practical implications by verifying the impact of visual hyperbole in advertisements that were studied in a limited way in terms of choice situations and consumer positive emotions.
Can pro-environmental consumption behavior be repeated consistently? According to the self-congruity perspective, consumers with pro-environmental self-concept consistently engage in pro-environmental consumption because they act in accordance with their self-concept. On the other hand, according to the self-completion theory, consumers’ motivation for pro-environmental consumption may decrease when consumers perceive that they have achieved the pro-environmental goals while the motivation increases when they perceive they have not yet achieved the goals. This study examines how feedback (Study 1) and recall (Study 2) affect consumers’ intention to purchase pro-environmental products and attitudes toward identity-defining messages through perceived self-completion. Results show that positive feedback and recall of pro-environmental experience increase consumers’ purchase intention and attitude toward identity-defining advertising message, which is consistent with the perspective of self-congruity. In addition, consumers’ consumption of environmental products serve as compensatory self-symbolizing behavior by increasing the perception of self-completion.
Premium pricing is based on inferring high quality from the high price of a product, and often emphasizes the scarcity of the product. This study focused on verifying the effect of the production causes of limited products on the purchase intention of premium-priced products through a series of experiments. First, Experiment 1 classified limited production causes into scarce materials (i.e., material conditions) and difficult production processes (i.e., process conditions), and verified the effect of the level of fluency in processing advertisement messages (low vs. high) on purchase intention. As a result of Experiment 1, scarce material conditions had higher purchase intention than process conditions only under conditions with high treatment fluency. This can be seen as a result of the fact that price-quality heuristics are more easily induced when the processing fluency is high, and the material is more intuitive than the process. However, in the case of process conditions, the low processing fluency conditions had higher purchase intention than the high conditions. This is because the lower the fluency, the more higher the thinking is required in the process, which may be due to the effect of inferring the effort of the producer with high quality. Experiment 2 was conducted to verify this. As a result of dividing the process conditions into complexity (i.e., feasibility) and effort (desirability), the effort conditions had higher quality perception and higher purchase intention than complexity conditions. The implications of this study are as follows. First, the processing fluency of advertising messages that emphasize the scarcity of materials should be high. Second, a message that emphasizes the effort and sincerity spent in the production process is more effective than the difficulty of the production process.