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ISSN : 1229-8778
The purpose of this study are to examine the influence of Chemyon(social face) and the moderation effect of self-monitoring on upward consumption behavior in choice situation. Especially, the influence of Chemyon is separately examined in other-conscious choice situation and in social status-conscious choice situation. The results showed that Chemyon-activated group tend to more trade up from their original plan than non-activated group in both choice situations. Also, we found the moderating effect of self-monitoring in other-conscious choice situation. more specifically, the groups with high level of self-monitoring with Chemyon activation tend to trade up to unplanned upward choice in other-conscious situation.
This study investigates how consumers' response vary with the level of need for cognition, media type and the conclusive presentation type of advertising copy. The results show that as follows. The main effect of need for cognition variable is statistically significant in several dependent variables: the attitude toward the advertisement, the attitude toward the brand, and the brand awareness. Also, the main effect of the media type is statistically significant in several dependent variables: the brand awareness, the advertiser credibility, and the purchase intention. The two-way interaction effect of the media type and the conclusive presentation type is statistically significant in variables such as the attitude toward the advertisement, the attitude toward the brand, the brand awareness, and the purchase intention. And the two-way interaction effect of the media type and the level of need for cognition is statistically significant in variables such as the attitude toward the advertisement, the attitude toward the brand, the brand awareness, the advertiser credibility, and the purchase intention. The two-way interaction effect of the conclusive presentation type of copy and the level of need for cognition is also statistically significant in those dependent variables such as the attitude toward the advertisement, the attitude toward the brand, the brand awareness, the advertiser credibility, and the purchase intention. Finally, there is statistically significant three-way interaction effect among independent variables in two dependent variables: the brand awareness and the purchase intention.
This study is to investigate if there would be any difference in the consumers' attitudes toward floating advertising in terms of two types of presenting strategy, two types of products and three types of internet sites. To prove this research, the lab was tested on 12 groups used by 2×2×3 factorial design. The lab tested the effects of floating advertising, 3-way ANOVA and t-test was conducted to examine there was statistically significant difference in terms of two types of floating presenting strategy, two types of products and three types of internet sites such as portal, news, and game sites. The results showed that there was interaction effects between two types of floating presenting strategy and three types of internet sites. In addition, it turned out that there was interaction effects between two types of product and three types of internet sites. In conclusion, it is highly recommended to develop methods to increase consumers' positive attitudes toward floating ads.
This study presents an analysis of information content in Korean magazine advertisements in 2004. This study proposes an extended framework which consists of 25 information cues including 14 cues of Resnik and Stern's(1977) classification. The results show that number of information cues in magazine ads examined is 3.86 on average and 97.5% of the ads contain more than one ad. It is also found that more than half of the ads contain three to five information cues. The type of information featured most is website information followed by availability, performance, and components/contents. It is observed that the amount and type of information featured in the ads differ significantly depending on visual-copy relationships and product types in terms of information processing and consumption value. This study provides an updated data of the amount and type of information in Korean magazine ads. Implications of the findings are discussed in relation to the need for further research on developing an extended framework and assessing informativeness of magazine ads.
The purpose of this study was to investigate the cognitive and emotional process which consumers experience while they attend to preferred product designs. Current study also aims to define the essence of ‘power of design’. Neurological activation was recorded by fMRI while subjects attended to preferred product design and unpreferred product design. Results show that no area was significantly activated to unpreferred products. Posterior cingulate, precuneus, precentral gyrus, postcentral gyrus, paracentral lobule, and insula, superior temporal gyrus was activated when subjects attended to preferred product designs. We conclude that consumers focus onthe impressive design elements while attending to the preferred product design. Subjects also judged about the designs relying on their previous experiences and imagery movement and touch. Bodily arousal and affect was also observed. Additional survey was done to scrutinize the feeling the subjects felt. Subjects were more capable or remembering the designs they liked. They also felt positive affect and intimated affect and made faster decision judgments.
This research has focused on consumers brand commitment after the consumer purchase a brand and presupposed that consumers self-expressive inclination precedes brand commitment. Based on the theoretic assumption, the relationship was assessed with hypotheses. In order to assess the relationship between the factiors of brnad equity in prestige goods and brand commitment, this research has conducted survey with employing with structured questionnaire. Participants were four hundred and thirty six under graduate students. The collected data was analyzed by SPSS and Amos to assure the structure of prestige brand equity. According to the result, each factors of prestige brand equity affects brand commitment and brand loyalty. Also, brand commitment to a prestige brand has a positive relationship with brand loyalty. The structure of variables assumed this research was found validity in model. Therefore, the symbols embeded in the prestige brand has a expressive function. This research is meaningful in that it provides a long term perspective to relationship between consumer and brand.
Past research on communications in cyberspace has emphasized either the effect of computers as a medium or the difference between communications in cyberspace and that of the real life. With the introduction of social network theory, some progress was made in understanding communications in the cyberspace, yet there has been little effort to consider cyberspace as a new behavioral setting where diverse human behaviors exist. This study does not assume that cyberspace holds a same meaning to everyone. In other words, cyberspace acts as different behavioral settings to different people. In our study, we examined users of 'cyworld' - an online site representative of social networking theory - to observe their behaviors and experiences and investigate what Cyworld means to its users and what contexts it provides them. After collecting and analyzing data from 956 Cyworld users, we found that users engage in diverse behaviors such as social networking, seeking information, decorating “minihomes” through using different options on the menu, self-expressing, and using it as a diary to keep records and regarding it as a personal space. Three groups emerged after the analysis- active utilizers, isolated, diary recorders, and new relationship, information seekers. These groups differed in behavioral patterns and psychological characteristics. For active utilizers, Cyworld acted as a “stage” where they can self-express. For isolated, dairy recorders, Cyworld was a personal space and for new relationship, information seekers, Cyworld acted as a community or a “party” setting. This research is meaningful in that it attempted to understand the dynamics and interactions of people in cyberspace rather than focusing merely on the functional aspects of cyberspace as a medium. Cyberspace acts as another behavioral setting and people show diverse behavior patterns within this setting. In addition, through investigating psychological characteristics of Cyworld users, this study made it possible to make predictions on the evolvement of Cyworld.
This study examines the psychological and neurological mechanisms of epistemic curiosity by using functional Magnetic Resonance Imaging (fMRI) combined with survey. We ran a simple word recognition task, where South Korean subjects were asked to find corresponding South Korean words of North Korean target words. Our main focus was on the difference between internal (ICG) and external curiosity gratification (ECG), where correct answers were identified by subjects themselves (i.e., ICG), or eluded subjects therefore later were given by experimenters (i.e., ECG). The fMRI results demonstrated that greater activity in reward-related brain areas such as putamen and globus pallidus was associated with ICG compared to ECG conditions, indicating that subjects had positive feelings when they were able to gratify their curiosity internally based on their own knowledge and through reasoning. Simultaneously, brain areas related with memory encoding and retrieval were activated, and this means that ICG stimulates a voluntary learning. On the other hand, during ECG condition, upon seeing correct answers, subjects showed increased responses in the insula, which seems to indicate their negative subjective feeling due to their failure of finding correct answers. Subsequent survey using a different group of subjects revealed that subjects reported higher self-esteem leading to greater positive emotion during ICG vs. ECG condition, further confirming the aforementioned hypotheses. In the end, theoretical and practical implications as well as limitations of the present study are discussed in details.