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ISSN : 1229-8778
As buying environment is getting confused, consumers are having more troubles in concentrating on their buying decision. Previous consumer psychology researches showed a negative view on the quality of buying decision which was made without consciousness. That is, when consumers can not concentrate on their buying decision, they tend to make more irrational decisions than when they can concentrate on it. However, recent decision-making researches are suggesting that the quality of unconscious decision-making might be not worse than that of conscious decision-making. The present research aimed at finding out possible differences between unconscious decision-making mechanism and conscious decision-making mechanism using a brain imaging method. We also tried to figure out how the result of unconscious decision-making is different from that of conscious decision-making via survey method. The brain imaging results showed that participants assigned in a conscious decision-making condition mainly adopted stimulus-based information processing, where they made a final decision based on evaluation and comparison of possible alternatives focusing on each product’s information. In contrast to the conscious decision-making condition, participants in an unconscious decision-making condition mainly adopted memory-based information processing, a simplified version of information processing, where they made their final decision based on calculation result of the evaluated valence of product attributes obtained from their memory of previous experiences with the product. Notwithstanding the differences in a mode of information processing, the results of unconscious decision-making showed very similar quality with the conscious decision-making that is similar mean time to make a decision, an accuracy of choice and satisfaction with products. However, participants in the unconscious decision-making condition showed stronger tendency of postponing their purchase and lower confidence level for their decision. That is although the quality of choice is not different between decision-making with concentration and decision-making without concentration, consumers can't believe their buying decision so they disvalue their choice as impulse buying, irrational buying when they don't concentrate their decision-making.
Social responsibility including corporate philanthropy is a matter of vital importance to company profitability in recent years. The purpose of this research is to present the strategic philanthropies of the companies that they have developed their specialized campaigns to improve their images. We set the characteristic of the company to the company scale and manufacture good company image assessment and attribute of the company, and distinguished the area of the philanthropy with the public interest business activity with the contribution consent activity to the resource service activity and found each importance recognition out. The research results was as follows. First, It is recognizing than a negative image company so that it is important about a positive image company. Second, The difference appeared in a philanthropy importance recognition according to the scale of the company. Third, Consumers significantly difference appeared in an importance recognition according to a manufacture good attribute of the company. The difference did not appear with the contribution consent activity on the other hand which the difference appeared in the public interest business activity in the resource service activity. The meaning of this study is to verify the significance and need of corporations' specialized characteristics in strategic philanthropy campaigns.
This research was conducted to investigate the information cues in magazine advertisement in Korea and United States. An analysis of total 2,518 magazine advertisements including 1,046 Korean ad and 1,472 US ad shows that information cues in magazine advertisement was remarkably decreased compare to the previous studies. Over 70% of the magazine advertisements include less than 2 information cues in both countries. Also, recent magazine advertisement has tendency to appeal consumers with rational rather than affective approach. More specifically, 'availability' and 'performance' were the most frequently used information cues in magazine ad in both countries (Korea 93.2% and USA 78.0%). The results of the study also demonstrate that information cue was the most heavily used in computer-related magazines in both countries. Interestingly, the smaller ad size includes the more information cues in Korea, while American ad does not show any correlation between ad size and the number of information cues.
This study investigates how trivial attributes are perceived when they are included as information about the target product presented alone (study 1) and how trivial attributes affect attitude toward and choice of the target product presented with the competing product (study 2). Also the moderating role of benefit expectation for the trivial attribute effect is explored. In study 1, trivial attributes were perceived more important when they are presented as information about the target product than when they are not presented (positivity effect). This effect, however, was not found when participants were manipulated to expect specific benefit from the product. In study 2, the target product consisting of important attributes and trivial attributes (large set-size product) was preferred to and chosen more than the competing product consisting only of important attributes (small set-size product). The set-size effect, however, was not found when participants were manipulated to expect specific benefit from the product. The results indicate that trivial attributes are perceived as important when the target product is evaluated alone and they affect attitude toward the product and choice when the target product is presented jointly with the competing product. Theoretical and practical implications of the findings are discussed.
This study was designed in order to determine the amount of influence Korean TV dramas have on Japanese consumer's evaluations of Korea image and Korean products. Gerbner's cultivation theory states that exposure of popular culture through mass media influences a country image. Based on this theory, we examined Korean TV dramas in an effort to determine if they influenced Japanese consumer's attitude of Korea dramas, interest in Korea, Korea image and evaluation of Korean products. We surveyed 1,000 Japanese adults in Tokyo by mail and received 218 responses. The results confirmed that exposure(seeing and hearing) of Korean TV dramas influenced the Korea image and Japanese consumers who have watched Korean TV dramas evaluated Korea and Korean products positively. Specifically, positive attitude of Korean TV dramas mediated between exposure of Korean TV dramas and the Korea image. In addition, the Korea image significantly influenced evaluation of Korean products. In conclusion, we suggest that TV dramas be carefully exported since the shows have such a large influence on viewer's perceptions of Korea.
The purpose of this study is to verify the effect of the depth perception cue such as size, position and partially occlusion of stimulus on consumer's visual behavior using eye-tracker for more elaborate measurement and also examine the effect of interaction among each cue. We developed that a screen with three vertical columns which is the most common in 15 Korean famous portal sites as standard included experimental stimulus having four corners. Especially, partial occlusion was treated the number (0, 1, 2, 3, 4) of occlusion part that the outlines of a square stimuli are being on the background stimuli. Also, the size of stimulus had range from 50 pixels to 600 pixels with multiplying length of the height by length of the width randomly and the position of stimulus was randomly also with a ratio from 0 to 1, which is height percentage of background. 47 under graduate students who are 13 males and 34 females participated in our experiment, and they were exposed to 150 stimuli in 3 seconds each. Results show that size, position, and partially occlusion of stimuli have impact on consumers’ eye movement as frequency of fixation, duration, and initial fixation time on the target stimulus. More specifically, a stimuli’s size affected frequency of fixation most highly and a stimuli’s position had the most powerful impact on duration, and initial fixation time on the target stimulus. Generally, positive interaction within cues affected more on consumers’ eye movement than cues being alone. Finally, the depth perception cue such as size, position and partially occlusion cue of stimulus is useful to attract consumer's visual attention and it maximizes the effect of depth perception cue when it makes more positive interaction from each cue.