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ISSN : 1229-8778
The current research investigates the moderating role of brand sensitivity in the fit between regulatory focus and brand names. The finding revealed that the effect of the fit between regulatory focus and brand names on brand attitude depended on the level of brand sensitivity. Specifically, in the high brand sensitivity, participants in the promotion-primed condition evaluated the brand more favorably when they were exposed to the promotion-oriented brand name than when they were exposed to the prevention-oriented brand name, whereas participants in the prevention-primed condition evaluated the brand more favorably when they were exposed to the prevention-oriented brand name than when they were exposed to the promotion-oriented brand name. In the low brand sensitivity condition, however, only a main effect of the regulatory focus was found. Participants in the prevention-primed condition evaluated the brand more favorably than those in the promotion-primed condition.
This study is to confirm the effect on creative thinking and creative behavior of advertisement's creative tendency by social intelligence and emotional intelligence as individual psychological feature of AE, an advertisement planner who has a business feature of establishing a creative advertisement strategy through a cooperation between an advertisement company with a production team, etc. internally and a relationship with an advertiser externally. As a result of study, it was found out that in terms of an advertisement's creative thinking, a motivation, social skill, and ability development of social intelligence had a positive effect and in terms of an advertisement's creative behavior, a motivation, understanding of others, social skill, and ability development of social intelligence had a positive effect. In addition, it was found out that an emotional adjustment and emotional utilization of emotional intelligence had a positive effect on advertisement's creative thinking and an emotional understanding, emotional adjustment and emotional utilization of emotional intelligence had a positive effect on advertisement's creative behavior. In the above study, it was found that a social intelligence and emotional intelligence as individual psychological feature had an effect on advertisement's creative tendency of AE in an advertisement firm. In a practical view, the activation of social intelligence and emotional intelligence to improve AE's creativity ultimately has a practical significance in aspects to improve a business of an advertisement firm and a corporate marketing outcome.
This research's purpose is to know the impact of advertising on consumer's regret resolution and product attitude. Even after their purchase decisions on consumers own choice not to have confidence or fear, and they will suffer a sense of regret. Therefore, consumers will be resolving their regret because regret state is like a feeling of uneasiness. At this point, the contents of the selected products of the positive impact will be in the advertising. Advertising for the consumer the choice of social support they receive, and conformity is going to be resolved to their regret for the attitude of the product will also increase. To the regret of the consumer satisfaction and dissatisfaction with the factors that influence the function. Therefore, this research through the ads affect consumers about any regrets after the purchase was to pay attention to advertising. So, the after cause regret, the ad shows a group and not to break it up into groups to purchase and then regret it caused the group to look at ads to influence the saw, the second to affect any ads, we look at the Ad's social support level (high / low) * media type (multiple media / minority media) were present to the ad. Based on research, advertising is products attitudes of consumers and regret resolution that affects found positive. In particular, the ads, High social support level is more positive effect on regret resolution and product attitude, and the effect of advertising message that appears if a few Medium was able to see. This research shown that post-purchase of the effect and give us advertising's new role.
Numerous advertisements are in competition to attract consumer. In this environment which surrounds human being, there are more complex and various stimuli. Therefore many advertisements could be disregarded and avoided by people, not useful to purchasing the product. Surely the message of the advertisements will be exposed to the vision of the consumer and affect the memory formation even if people avoid and disregard ads. The purpose of this study used eye-tracker is to investigate the differences in memories that are formed when stimuli are applied on different visual angles. And to find out what influences the familiarity of stimuli applied in different visual areas have on the formation of memories. For the study, 64 university students were presented with stimuli in which familiar and unfamiliar brand. They were exposed in foveal (1°), parafoveal (5°), peripheral (10°) vision, and then the formation of explicit and implicit memories were examined with the visual behavior. The results show that presentation of target stimuli on 1° and 5° is more significantly influential on explicit memory. The results show that main effect of visual angles and visual angle x brand familiarity interaction on explicit memory. Also, the results show that main effect of visual angles and brand familiarity, visual angle x brand familiarity interaction on implicit memory. It suggests that priming can be facilitated without conscious visual attention. This finding is that although consumers did not allocate visual attention to target stimuli like brand or product in ads, they might form implicit memories about target.
This study investigated the effects of construal level about temporal distance on brand extension evaluation in terms of parent-brand concept. Specifically, this study examined that the interaction between temporal distance and brand extension fit are moderated by brand familarity. Prior researches about brand extension mainly have focused on near future in brand extension evaluation. However, the temporal construal theory suggests that one gets different representations in their minds depending on the temporal distance. In other words, construal level theory proposes that temporal distance changes people’'s responses to future events by changing the way people mentally represent those events. Therefore, the researchers predicted consumers would perceive a higher degree of brand extension fit in priming a distant future. The results showed that higher perceptions of brand extension fit and more favorable extension evaluations are caused in the case of priming a distant future on symbolic parent-brand concept. In addition, the results revealed that the interaction between distant future and symbolic parent-brand concept was moderated by parent-brand familarity. Lastly, based on the findings of this study, theoretical contribution and managerial implications are discussed.
This study examines consumer inferences about product attributes that are unobservable at the time of the decision. The purpose of this study is that consumers use their knowledge of market efficiency, the availability of the price information, interattribute correlation, and product type to make inferences about the unobservable attributes when a certain attribute of the alternatives is unavailable. The results of experiment 1 are the following. First, main effect about the availability of price information was significant. Second, two way interaction of market efficiency × price parity information was significant. Therefore, the availability of price information moderates the impact of perceived market efficiency on consumer's inference strategy. According to the result of experiment 2, only interattribute correlation was significant to consumer inference among three of them. Thus in the presence of attributes that were perceived to be correlated, a significant number of subjects made compensatory inferences. But in the absence of interattribute correlation, compensatory inferences were significantly stronger and comparable in strength to evaluative consistency inferences. In a series of two experiments, we showed that compensatory inferences were more pronounced when price information was available, compared with when price information was not provided. And this study showed that for equally priced brands, the brand that is superior on the available attributes was more likely to be perceived as inferior on the unobservable attribute in the presence of efficiency cues. Also, in presence of cues for probabilistic inference, consumers are more likely to draw compensatory inferences.
This study examined the effect of goal priming on preference reversal in an ambiguous product choice situation. The role of situational involvement in moderating the effect of goal priming was also explored. Results show that the preference reversal in the ambiguous choice task was found such that the product possessing the attribute which was primed by goal manipulation and superior to that of the competing product. That is, those who were motivated by product quality-related goal priming chose the product whose quality is superior to that of the competing product whereas those who were motivated by product design-related goal priming chose the one whose design is superior to that of the competing product. However, this goal priming effect was found in the low situational involvement condition, but not in the high situational involvement condition. The results indicate that the unconscious and automatic information processing can affect preference reversal and provide practical implications for planning marketing and advertising strategies.
Recently there has been a growing attention to the cognitive process of counterfactual thinking and the emotion of regret in consumer decision-making. Research has reported that decisions to maintain the status quo tend to make experience in counterfactual thinking and regret less than decisions to change. However, the study examined the influence of anticipated counterfactual thinking(i.e., prefactual thinking) and regret on status quo effect toward the upcoming outcome instead of counterfactual thinking and regret toward the past outcome. In addition, following research about individual differences on decision-making, the study explored whether need for closure and optimism-pessimism in deciding decision moderate the extent of prefactual thinking and regret. The results support the hypothesized interactive effect of need for closure by type of alternative(status-quo vs. non-status-quo) on prefactual thinking and anticipated regret, and the hypothesized interactive effect of need for closure by optimism-pessimism on regret. However, there is no the interactive effect of type of alternative by optimism- pessimism on both prefactual thinking and anticipated regret. Theoretical and practical implications for control of impulse buying discussed based on the results.