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ISSN : 1229-8778
Consumers tend to have distortion bias of product information for pioneer brand when they are making a decision. Because they want to reduce trade-off difficulty. That is why late-mover brand's differentiation strategy against the pioneer brand tends to fail. So, this study took notice of late-mover brand's marketing strategy against to consumers' distortion bias of product information for pioneer brand. We suggested that if the late-mover appeal inherently emotion-laden attributes (e.g. self-respect, a sense of morality, religious belief, safety of family, health etc.) to consumers, then it will attenuate consumers' distortion bias more than the case if it appeals intrinsic attributes. Our study carried out an experiment in order to our hypotheses. Therefore, It is more effective when the late-mover suggests its emotion-laden attribute to consumers in overcoming the pioneer's brand power.
To date studies were lacked how patterns of customer complaint behaviors may be different according to cultural orientation to influence thought, feeling, and behavior much. Therefore, the present study explored how cultures influences the pattern in consumers' complaints behaviors and intentions in the situation of the unsatisfactory consumption by comparing the types of complaint behaviors of individuals with independent self and interdependent self. Results were that consumers with independent self-construal were more likely to engage in public-net and termination of relationship behaviors to express their negative experience than those with interdependent self-construal. On the contrary, there are no differences between two types of self-construal on voice, private, no-action and third-party behaviors. And of those who voiced dissatisfaction previously, consumers with interdependent self-construal maintained long-term transactional relationship compared to consumer with independent self-construal. In addition, When the similar dissatisfaction occurs again, consumers with independent self-construal who voiced dissatisfaction previously tended more likely to express private, public-net, termination of relationship and no-action intentions than those with interdependent self-construal who did. Implications of these findings and recommendations for additional consumer complaint behaviors research are discussed.
The current study examined how self-monitoring and usage situations play a role in determining the effects of self congruity on consumers' brand evaluations across conspicuous and non-conspicuous products. The result showed that the moderating effects of self-monitoring and usage situations in the effect of self congruity on brand evaluations differed between conspicuous and non-conspicuous products. That is, high self-monitors tended to be influenced by usage situations in public situation and by self congruity in private situation when they evaluated a conspicuous product. However, they evaluated brand preference toward non-conspicuous products regardless of self congruity. On the contrary, it was found for low self-monitors that self congruity played a consistent role across the level of product conspicuousness and usage situations. Thus, the result suggested that the level of self monitoring and usage situations moderated the effect of self congruity, which meant high self-monitors showed different interaction patterns between the evaluation of conspicuous and non-conspicuous products. This study discovered that self congruity effect varied in product categories and the symbolic functions of brands as well as in the individual variable and situational variable. This may be an useful implication in that the knowledge of consumers' mechanism of symbolic and self-presentation behavior becomes a crucial part of understanding them. Also, the strong influence of usage situation indicates that marketers should consider the context of particular usage situations in brand management.
The purpose of this study is to examine the effects of korean-appeal ads according to the strength of korean-appeal ads. Especially, this study examined the influence of image that korean people have about their nation on advertising effect of Korean-appeal ads. An experiment is conducted in a 2(the strength of korean-appeal ads: strong and weak) × 2(image for Korea: traditional and recent) factorial design to test hypotheses. 241 undergraduate students participate in the experiment as subjects. The main results are as follows: The interaction effect on the attitude toward ad between the traditional-oriented tendency of image and the strength of korean-appeal ads was found. In detail, people who had traditional-oriented image preferred the ad which the strength of korean-appeal ad was strong to the ad which the strength of korean-appeal ad was weak, but people who had recent-oriented image were opposite. In case of the attitude toward brand, the interaction effect between the traditional-oriented tendency of image and the strength of korean-appeal ads was not significant, although tendency was found. In conclusion, the results show that the effects of the korean-appeal ad may be dependent on the image for Korea. The implication and limitations of this research are discussed.
Basic assumption of studies as to consumer's decision making process for purchasing is that they made a decision for purchase already. Based on this preposition those studies try out to understand how consumer choose specific alternative, or brand. However, in decision making pertaining to consumption, one of consumer's decisions in the early stage of process is whether purchasing from provider or self-performing the service performance they want. To understand this early purchasing-or-self performing decision, we proposed hypothetical self-performance model and tested that model using educational service for foreign language of unversity students. Results are that determinants of self-sufficient performance disposition are perceived risk on self-performance, desire for control on service performance, and self-regulation. In addition, several service characteristics(accessibility to information for service performance, perceived professionalism, perceived price), situational characteristics(previous experience, time pressure), and consumer characteristics(convenience orientation) influenced indirectly self-performance disposition through perceived risk on self-performance, desire for control, and self-regulation. Several implications were discussed based on these results.