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ISSN : 1229-8778
The purpose of this study is to probe of the social inference that is caused on advertising model, and the effect. To achieve the purpose of this study, experiments were designed by 2(Single/Group) x 2(Korean/Foreigner) between-subjects factor. And participants were 130 undergraduates, who were randomly assigned to one of four experimental condition groups. As for the result, the social inference is more activated in number of sources condition than model's race condition in advertising. Especially, group condition caused a higher level on the social inference and purchasing intention than those of single condition. But when classify by the racial, each condition show significant difference. So, we were added to the experiment Ⅱ design to probe the effect of racial. Experiment Ⅱ is fixed group condition, we compared three conditions according to model's race (Korean/Foreigner/A mixed condition). In result, a mixed condition caused a higher level on the social inference and purchasing intention than those of a foreigner condition. Consequently, the number of sources and model's race effect in this study could be different activate by social inference. The findings of this study offered the effect of social inference for advertising model.
Under circumstances of the consentaneous criteria and cases about effective ads, consumers and ad agents have been regarding prizewinner for advertising as the referential advertisement. But prizewinner for advertising has some weaknesses in the aspects of concrete appraisal criteria and rating methods. Nevertheless we need to explore common characteristics of Korean representative prizewinner for advertising. The current study has attempted to compare prize advertisements with correspondent non-prize ads according to concrete analytic scheme(advertising creativity: originality/appropriateness/ clarity/usefulness, personal values: family orientation/individual orientation/ society orientation /material orientation, self-control/activity, presentation style of verbal copy and pictorial elements: concreteness of copy/verbal interpretation of picture, rhetorical style, relations of copy and picture). The results showed that prize advertisements took the position of typical reference to effective ads. Also prize advertisements were creative at the level of originality, appropriateness, clarity and usefulness, contained concrete verbal copy and figurative style of pictorial elements such as metaphor or simile. Comparing these results with the existing results of advertising research on consumer, implications of effective ads and limitations of current study were discussed.
Choice can be made in two different modes. One is choosing what one likes (a positive choice) and the other is choosing what one doesn’t like and has what is left (a negative choice). The present study investigated process differences in the positive and negative choice by analyzing fMRI and behavioral data. In study 1 with fMRI data, the results showed that the positive choice made people expect an unrealized pleasant outcome and thus respond more emotionally. Cognitively, both of the choices exhibited memory based processing, but more areas were activated in the positive choice, indicating that more cognitive efforts were involved in the positive choice. In study 2, we presented the stimuli in the same way with in the study 1 and obtained several behavioral measures. In the positive choice, participants reported more positive affective responses and their preferences were more accentuated. However, there was no significant difference in commitment and it seemed due to that the compatibility between choice set composition and choice mode was similar in the two choice modes. We presented visual stimuli unlike previous studies and contributed to the literature by showing different affective responses in the two choice modes, which was overlooked, and by examining the role of compatibility in more detail.
The purpose of this study is to examine which difference there is in consumer affect(dejection & agitation-related affect and the cheerfulness & quiescence-related affect) depending on task performance feedback in success vs. failure, by combining the chronic regulatory focus, which an individual has chronically, with the situational regulatory focus, which can be decided by a momentary goal. As results of the experiment, the main effect of the task performance feedback was indicated in common. The level in dejection-related affect and agitation-related affect was significantly higher in the condition of feedback with failure than the condition of feedback with success. On the other hand, the cheerfulness-related affect and the quiescence-related affect were indicated to be significantly higher in the case of feedback with success than the case of feedback with failure. Also, it could be known that the influence of the situational regulatory focus is functioning more superiorly in the dejection-related affect, and on the other hand, the chronic regulatory focus is functioning more strongly in the agitation-related affect. Through experiment, it was confirmed that even the cheerfulness-related affect was influenced relatively more by the chronic regulatory focus, but that the correlation between these two regulatory focuses has the effect in the quiescence-related affect.
This research addressed the moderating role of brand concept in the influence of parent-extension similarity and BRQ level on brand extension evaluation. We predicted brand concept type as a boundary condition of BRQ effect which was explained that high BRQ subjects evaluate more positively toward dissimilar extension than low BRQ subjects, which has been shown by a few prior researches. We made 2(brand concept type: functional/symbolic) × 2(BRQ level: high/low) × 2(similarity level: high/low) between subjects experimental design in order to find that there is significant difference of extension evaluations between high BRQ group and low BRQ group when they encounter dissimilar extension. The result of experiment demonstrated that high BRQ subjects evaluated more positively than low BRQ subjects when they were exposed to a dissimilar extension of functional concept brand(BRQ effect was found), but there was no difference of extension evaluations between high BRQ group and low BRQ group when they were exposed to a dissimilar extension of symbolic concept brand(BRQ effect was not found).
This study attempts to develop a sensory advertising model based on a theoretical premise that sensory appeals (i.e., five human sensual stimuli) activates self-referencing as well as affective responses, which then influences the attitude toward ad featuring products providing various sensory clues. The major objectives of this study are two-fold; First, according to advertising information processing theory, when ad information is congruent with self image, self-referencing occurs while the affective response of the stimulus is positive, when positive, will positively influence attitude for the ad. Based on this theoretical premise, this study seeks to verify the mediatory role of self-referencing and affective responses between sensory involvement and attitude toward ad. Second, based on the theoretical ground that inter-stimuli congruence and information presentation format (image vs. word) interact with sensory involvement, this study investigates the moderating role of these two intermediary variables between sensory involvement and attitude toward ad. The results of this study are as follow; First, the self-referencing was found to mediate the sensory involvement for olfactory sense used for coffee ad to exert influence on attitude toward ad. Second, when sensory involvement is high, it was found to invoke affective responses more easily, which verified mediation hypothesis concerning affective response. Third, the study found that sensory involvement did not have significant effect on attitude toward ad through interactions with ad type (copy vs. visual). Finally, the result of conducting 2 way ANOVA designed to determine the moderating effect of consistency among sensory appeals showed that there was no significant interaction effect between sensory involvement and sensory appeal consistence.
The study examined what is influences of materialism and cognitive need for closure on impulse buying and how different is relationships among them by gender. University students was surveyed. In result, first of all there is no difference in materialism by sex, but female is higher level of both need for closure and impulse buying than male. In addition, gender differences was found in relative influences on impulse buying. Specifically, significant predictor on impulse buying is cognitive need for closure for male, materialism for female. Theoretical and practical implications for control of impulse buying discussed based on the results.
The purpose of this study is to find out influences of hedonic shopping motivations and moderating effect of shopping involvement on impulse buying. It was found that all hedonic shopping motivations- trend seeking, social networking, value seeking, refreshment seeking- had signifiant effect on the impulse buying. The effect of trend seeking motivation was strongest and diversion seeking and value seeking motivations were found to be subsequently strong factor in explaining impulse buying. This study also found that the effect of each hedonic shopping motivations on impulse buying was significantly different between high shopping involvement group and low shopping involvement group. It is expected that the findings of the research contribute not only to develop theories on impulse buying but also to provide valuable implications to retail managers.
As mobile communication market grows rapidly in recent years, mobile communication has been in spotlight as advertising medium. The purpose of the present study was to explore the factors affecting mobile advertising avoidance. Three types of mobile advertising avoidance, physical avoidance, cognitive avoidance and mechanical avoidance, were included in the study. A survey of 404 mobile users was conducted to gather data needed to test the hypothesis. The results indicate that the level of mobile advertising avoidance is greater than the level of TV advertising avoidance or newspaper advertising avoidance. We also finds that the level of physical avoidance and that of cognitive avoidance are greater than that of mechanical avoidance. The findings of this research offered researchers a unique view of this field and some directions for future study.