open access
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open access
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ISSN : 1229-8778
The purpose of this study was to examine social situation and consumer patriotism on the patriotic advertising effectiveness. For this study, social situation was divided to positive situation(2002 Korea-Japan World Cup), negative situation(IMF) and general situation(neutral) because many patriotic advertising tended to concentrate in specific situation. In this study, experimental research was performed by 3×2×2 between-subject factorial design. As a study results, first, advertisement for appealing patriotism was shown some difference through social situation. Advertisement appealing patriotism effect was appeared more higher in positive or negative social situation than general social situation. It is shown that social situation can function as a context in the patriotic advertising and it can influence on the effect of advertisement for appealing patriotism through this result. Second, it was shown that 25% high rank group's effect of advertisement for appealing patriotism is more positive than 25% low rank group. These result agreed with existing result that consumer patriotism work as important variable to the effect of advertisement for appealing patriotism. This study cleared that social situation can be the important considerable fact with consumer patriotism in the effect of advertisement for appealing patriotism.
This study intends to explore and explain the differences in terms of online consumers' brand reliance by product types and product familiarity and to derive strategic implications for online businesses. Based upon the previous research on brand dependence, online environment characteristics, including multi-sensory weakness and availability of attribute information, and consumer uncertainty, the conceptual model was developed; and the corresponding hypotheses were established and empirically tested. In empirical study, the experimental method was carried out in a computer lab connected to the Internet. The subjects for the experiment were university students who can use the Internet. For experience goods, perfume, clothes, and dress were adopted; and for search goods, computer, walkman and VTR. The hypotheses were tested through the covariance structure analysis using the AMOS 3.61 computer program. The reason of the difference of brand reliance is that the availability of product attribute information cannot reduce multi-sensory weakness in the case of experience goods. In turn, in the case of search goods and consumers with high product familiarity, online multi-sensory weakness is not considered important in the purchase decision and information provided online makes comparison among alternatives easier, which eventually reduces consumer uncertainty and therefore, brand reliance.
This research focused on the impact of the number of alternatives and presentation format on the likelihood of purchase from the choice set. The preference for the no choice option decreased as the number of alternatives increased. and it became higher when the alternatives form an efficient set, especially, presented sequentially than simultaneously. When alternatives were presented simultaneously, the participants' preference for the no choice option, as expected, showed an inverted U-shaped trend, first increased and then decreased. When alternatives were presented sequentially, there was a U-shaped trend. The participants' preference for the no-choice option were decreased from three to six alternatives and increased from six to nine alternatives. It concluded with a discussion of the implications of the research findings and directions for future research.
This research focused on the impact of the number of alternatives and presentation format on the likelihood of purchase from the choice set. The preference for the no choice option decreased as the number of alternatives increased. and it became higher when the alternatives form an efficient set, especially, presented sequentially than simultaneously. When alternatives were presented simultaneously, the participants' preference for the no choice option, as expected, showed an inverted U-shaped trend, first increased and then decreased. When alternatives were presented sequentially, there was a U-shaped trend. The participants' preference for the no-choice option were decreased from three to six alternatives and increased from six to nine alternatives. It concluded with a discussion of the implications of the research findings and directions for future research.
This research is to examine what differences are occurred the make-up image which one feel by the age. Therefore, we would like to give helpful information about efficient marketing to the cosmetic market and to understand the customer's desire who are using cosmetics. For this positive research, the questionnaires were distributed at random from in their 10's to in their 50's women who resided in Seoul and Gyeonggi area. The period of this research was followed from Aug. 20 through Aug. 31, 2001 and the data analysis was carried out a frequency analysis, a percentage, a factor analysis, multivariate analysis of variance (MANOVA), univariate analysis of variance(ANOVA), a trend analysis. The conclusion is as below. In the make-up image, there were a difference to the nobility and courtesy by the age, but there were little difference to the refinement and personality. Also the nobility was increased wild range with age and the courtesy was decreased wild range with age.
This research investigated effective public service advertising strategy. Specially, in related of water conservation, the environmental problem was divided two parts, water saving and water protecting. First, attention and perception were measured in terms of the each case. Then, to measure the intention of environmental behavior, messages and article were manipulated positive and negative those. The sample for the research were collected 295 respondents from Chung- Ang University students. The major findings are as follows. In water saving case, behavioral intention was significant higher when exposed they to positive messages than negative ones. In contrast with, water protecting behavior intention was higher when negative messages. Even though, same messages and article exposed, in water saving case, they who more perceived personal effects than ecological ones had more environmental behavior intention. In comparison with the former, we could get opposite result. Through this study, we could propose various types available to increase the effect of public service advertising and the necessity for advertising strategy considering target audience. The implications and limitations of this research are discussed.