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ISSN : 1229-8778
This study investigated the effects of constructive processes and need for cognition on preference reversals in judgment and choice tasks. The experimental design was 2(degree of constructive processes: low/high) × 2(need for cognition: low/high) completely randomized factorial design. The results showed that first, in the familiar product, subjects in high constructive processes condition had higher rate in preference reversals in response mode than in low constructive processes condition. Second, in the familiar product, subjects who had high need for cognition did not show significant difference in preference reversals in response mode between low and high level of constructive processes. Third, in the familiar product, subjects who had low need for cognition showed significant difference in preference reversals in response mode between low and high level of constructive processes. However, in the unfamiliar product, all of the points mentioned above were not significant. In addition, subjects in high constructive processes condition showed significant difference in consideration of attribute importance in response mode. Also, when preference reversals happened, difference in consideration of attribute importance in response mode is significant.
This study is to compare the overall leisure attitude and leisure experiences between Korean and Chinese. Overall leisure attitude, subjective leisure experiences, most frequently participating leisure activity, most pleasurable leisure activity, and different correlated patterns of leisure attitude and sub-dimensions of subjective leisure experiences were analyzed and compared. All six hypotheses were tested on the data sampled from 300 Korean and 200 Chinese who live in metropolitan. The results are as followings: First, Korean sample had higher leisure attitude, than Chinese. Second, each 5 sub-dimensions of subjective leisure experiences were differently perceived between two groups. Third, most frequently participating leisure activity and most pleasurable leisure activity were significantly different. And finally, the difference of correlated patterns of leisure attitude and every sub-dimensions of subjective leisure experiences were identified on two samples. In discussion and conclusion, some limitations and future research directions were included.
In this study, we demonstrated relative effects of scarcity messages in advertising. In other words, we thoroughly examined a scarcity message function (to be advertising effect increased) because it emphasize on scarcity as a value. Especially, we verified the change of the effects according to massage framing types(positive or negative). To achieve the purpose of this study, experiments were designed by 2(scarcity message existence or nonexistence) × 2(positive or negative framing) between-subjects factor, and participants were 100 female undergraduates, who were randomly assigned to one of four experimental condition groups. Thus, we separately measured purchasing intention of participants in each condition, which had been exposed to four different types of skin care cream advertising messages. In result, it revealed that purchasing intention was higher in condition, which was emphasized scarcity ad message than in condition, which was not emphasized. Then, (non)existence of scarcity message was interacted with positive and/or negative message framing. In summary, scarcity message was effective in positive message framing but not in negative message framing. Because of, negative message framing suppressed the automatic processing of scarcity message, and it evoked evaluation about reliability of message information itself. Moreover, it gave rise to a psychological resistance toward message contents because of excessive emphasizing of loss in case not buying. Therefore, in this study, we suggested that it was effective to use scarcity message in products as a value but the communication strategy of emphasizing loss when consumers didn't buy product was rather dangerous.
The purpose of this study were to examine the influence cultural psychological factors on ritualized consumption in Korean. And It focused on Chemyon(Social face), Nunchi and Pinggye characteristics in Korean. In this study, the factors of ritualization in gift behavior were tested through a questionnaire survey to 351 Korean. The data was analyzed with SPSS/PC windows 13.0 version, and Amos program(i.e. exploratory factor analysis, confirmatory factor analysis and path analysis). The study results are as follows. First, Influence cultural psychological factors on ritualized consumption related to Chemyon and Nunchi. Second, Self-display Chemyon and Other-shamed Chemyon related to ritualized consumption. Third, Affective oriented and Relationship-oriented Nunchi Characteristics related to ritualized consumption, internal and external ritual factors impacts on ritualized consumption. Lastly, Ritualization has a positive impact on long-term involvement and opinion leadership. It is important for marketers to develop promotion message which emphasize expected benefits of ritual behavior.
This study proposes a new framework which analyzes styles in print ads based on structural relationships between visuals and copies. The framework classifies print ads into unframed ads and framed ads. Unframed ads refer to ads with visuals and copies that are not related each other or ads with visual only whereas framed ads refer to ads whose visuals and copies are related each other. Framed ads include product display ads, redundancy/anchoring ads, association ads, and causation ads. This study performed a content analysis of 668 ads in 20 general affairs and women's magazines in terms of visual-copy relationship, product type and consumption value. Results show that 6% of the sampling ads are unframed ads and 94% are framed ads and the proportion of product display ads is relatively high in search goods whereas causation ads and redundancy/anchoring ads capture relatively high portion in experience goods and credence goods, respectively. Also the proportion of causation ads is significantly higher in utilitarian goods than hedonic goods whereas the proportion of visual only ads is significantly higher in hedonic goods than utilitarian goods. It is expected that the findings of visual-copy relationships will provide important theoretical and practical implications for consumer information processing and creative strategies.
The purpose of this study was to explore personal media users' self concept and cyber-item using motivation, and their effects on cyber-item consumption behavior as item attachment, satisfaction, and using intention of item. To examine this proposition, this study investigated item users' self concept (actual self and ideal self), cyber-item using motivation and their item attachment, satisfaction, and using intention of 302 personal media users. The results of the survey analysis verify that internet-item using motivation consists of six components: image management, self-express, reality-transcendence, fun, other-consciousness, conformity. And congruency level of actual-ideal selves moderates the effects of item using motivation on item attachment and user satisfaction.