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ISSN : 1229-8778
The aim of this study is to examine social psychological characteristics of Koreans and the Japanese and compare their aesthetic sense. For this comparative analysis, the research draws on a literature review and an empirical verification methodology twice. 238 Koreans and 291 Japanese, total 529 were sampled randomly for the research questionnaire. The survey, however, was a useful process of the research, in the sense that it explored a new methodology and provided very important clues for comparative analysis in the research. Overall, in a empirical research methodologies, the different social psychological characteristics of Japan and Korea were fully verified in terms of their aesthetic perception. This result may help to explain the localization than global standard in a common social phenomenon of losing the original culture in each society, as a result of "international acculturation" and the subsequent "indigenization by adaptive change":
This study examined the attribute of n-generation's target advertising. The subjects who participated in this experiment were 454 undergraduate students(198 men and 256 women) at the University of Namseoul and Kwangju, most of whom were between 18 and 39 years old. Subjects received course credits in return for their participation. The subjects were randomly assigned to treatment conditions associated with different scales. The statistical package for social science(SPSS/PC+) was used for data analysis, T-test were performed to evaluated the significance of differences between the mean rating given to the advertising by the subjects. Factor analysis and Cronbach's α test was used in validity and reliability. The implication of this study is a starting point for the deeper understanding of the attribute of net generation's target advertising. Finally, we discussed suggestions toward future marketing and advertising strategy.
This study examined the influences of need for cognition, exposure frequency, and product type on the attitude change toward a brand name which does not contain any information about the product. And to examine if the attitude change under conditions of mere exposure of brand name is mediated by cognitive process, expectancy-value measures were taken as well as the liking for the product(the direct measure of attitude). The analysis of variance based on three way mixed design was performed to examine the effects of need for cognition, exposure frequency, and product type for the two measures separately. The changes in attitudes were analyzed for both of the measures separately. The major finding was as follows: For the expectancy-value measures which measured the cognitive structure, the effect of exposure frequency was also significant. Expectancy-value measures increased as the exposure increased. It implies that although the brand name carried no information about the product explicitly, the increase in the exposure frequency influenced the cognitive structure about the product. The result was in support of the cognitive-affective hypothesis which argue that the mere exposure effect is an attitude change based on cognitive process.
The purpose of the present study is to suggest a psychological model to be applied and assisted to advertiser's creative ideation at individual level. For the purpose of suggesting a model, it need to be reviewed psychological approaches - psychodynamic approach, psychometric approach, social-personality approach, cognitive approach, and systems approach - to creativity. Based on the empirically validated result from cognitive approach, called creative cognition approach, among these approaches, it is possible to suggest a preliminary model of advertising creativity and creative thinking process. This model is especially based on the result of research about conceptual expansion and combination. Regardless of some limitations, this model will be useful to advertiser's creative ideation at individual level.
The purpose of this study is to probe of the impact in beauty focused advertising on the consumer. To explore the differences in consumer's psychological responses to Appearance ads vs. Non-appearance ads, This study assumed that consumers compare the body image of themselves and that of models during they watched the advertising and the perceived discrepancy made them lower in their body-esteem. The results can be summarized as follows. First, consumers exposed to Appearance ads perceive more discrepancy between the body image of models and that of themselves and their body-esteem is lower than consumers exposed to Non-appearance Ads. Second, stout consumers perceive the discrepancy between their own body image and that of models bigger than slim consumers do. The more widely they think of the discrepancy and valued on they are thin body, the more their body-esteem get lowered. Third, a consumer who has lowered body-esteem after exposure to ads has a better attitude to the ads and a higher buying intention than a consumer who has improved their body-esteem after exposure to the ads. This tendency is more apparent in Appearance ads. From this result, it can be inferred that consumers' buying intentions are caused by self-improvement motivation to better for their own self image.
The audience of television advertising is determined not only by the audience size of the program in which an ad is inserted, but also by the size of audience flowing in from and out to the neighboring programs. Using the people meter data, this study analyzed how the characteristics of the neighboring programs affected the change of TV advertising audience size. As a result, it was found that the size, the program type, and the number of neighboring programs both within and out of the same channel influenced on the size of advertising audience.