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ISSN : 1229-8778
In marketing and academia, impulse buying has received a lot of attention. However, it has only focused on factors leading to impulse buying, but not on the consumers' psychological process of impulse purchasing behaviors. In order to find out how consumers reach to impulse buying, present study made participants experience products' benefits evoking their buying desire before purchasing and primed the meanings of impulse or self-control to regulate their intention of impulse buying. Participants were separated in two groups which primed impulse or self-control each, and were showed images of products with benefit experience or with non-benefit experience. As a result, products with benefit experience led more intention to impulse buying than products with non-benefit experience. Also, subjects primed with self-control were more likely to regulate their impulse purchasing than those primed with impulse. Interestingly the priming effect was activated in only products with benefit experience. Lastly it was suggested that the limitations of the experiment and implications for future researches of consumers' impulse buying.
The present study aimed to examine a psychological mechanism of matching response replicated in the previous study in using bills with large and small denominations. Matching response refers to the phenomenon that purchase intention increases as the price of product matches denomination of bills. In study 1, it was investigated if matching response still appeared when respondents had a choice of how to pay for a product, and if matching response appeared in a different degree when a price was just for one product or it consisted of several products. And the respondents were asked to write down their reason for choosing a certain way of paying. The results showed that matching response still appeared when the respondents had a choice of paying bills and it appeared most frequently when the price of one product matched the denomination of bill. The analysis of the open question showed that people chose a certain way of paying mostly to minimize transaction cost. Based on the results of study 1, study 2 tested if a product price acted as a prime facilitating recognition of a matching bill and perceptual fluency brought by priming increased intention to use a matching bill. The result supported priming effect. In conclusion, implication of the results and limitations of the study were discussed.
Online activities using the internet are wide spread among the public. The enterprises are trying to maintain their connections with the customers through the brand communities related to their products or services. With the promotion of the brand community activities using the new media being widely promoted, the characteristics of such communities and the tendencies of the users for their self expression are providing a critical direction to the studies related to brands. The purpose of this study is to verify the influence of the online community characteristics (information provision, rewards for the activities, interactivity) and the mental traits of the consumers in accordance with the theory of self determination (autonomy, capability, relationship) through indulgence into the community onto the brand assets. For this study, a survey was conducted to 500 samples in their 20s to perform exploratory factor analysis and regression analysis. The result showed that the characteristics of the community did have influence over the indulgence into the community and the brand assets. Among the influential factors, the interactivity was found to be the strongest, evidencing that it is important to establish the relationship through the brand communities. On the other hand, the sub factors within the self determination other than the capability, that is, the autonomy and relationship, turned out to be of higher influence onto the indulgence into the community and the brand asset. This verified that it is important to consider the autonomous expressions and the internal relation-orientation in the on-line environment, as well.
This study is trying to apply construal level theory and hyperopia theory that are widely addressed in recent social psychology and consumer behavior field to elaborated understanding for reward preferences. This research consists of Study 1, Study 2, and Study 3. The experimental design adopts 2×2×2 mixed design of reward types(utilitarian/hedonic rewards: within repeated factor), construal level(high/low: between factor), and hyperopia(high/low: between factor). Further, dependent variable takes reward preferences in order to prove above variables related effects. We found the interaction effect between construal level and types of reward(H 1) through three experiments. Concretely, in preference for utilitarian reward, low-level construal primed subjects showed higher preferences than high-level construal primed subjects while in preference for hedonic reward, high-level construal primed subjects showed higher preferences than low-level construal primed subjects. Also we verified three-way interaction effects between construal level, hyperopia, and types of reward(H 2) through all experiments. Specifically, low-hyperopia subjects showed the same pattern like H1, which menas a significant two-way interaction between construal level and reward type(H 2-1). However, high-hyperopia subjects showed different result which was no interaction effect between them-disappearance of H1 pattern(H 2-2). In summary, this study supports our prediction that the preference toward two types of reward(utilitarian vs. hedonic) could be differed according to the construal level and the hyperopia level. On the basis of these results, theoretical and managerial implications, limitations, and directions for further research were discussed.
Past researches focused the effects of tensile price claims(ex, Maximum discounting, Range discounting, Minimum discounting). This research not only to show effects of tensile price claims in gain frame and loss frame but also to show effect of self trading status as moderating factor. Through the comparison of presentation as an average and range in commission rate of online-stock company, study 1 provided presentation as range has more negative than average rate on product evaluation and joint intention. Study 2 provided the opposite effect of study 1, participants of VIP status having many purchase experience with online-stock company showed more positive product evaluation if presentation as range.
Inaction inertia is the phenomenon that one is less likely to act on an attractive current opportunity after missing a more attractive opportunity in the same domain. In Experiment 1, after missing a large (50%) sale and subsequently facing a smaller (10%) sale, we examined the different impact of how people cope with negative decision outcomes (i.e., action vs. state orientation) on inaction inertia. Results showed that state-oriented people were less likely to act on the current smaller sale than action-oriented people. In addition, they devaluated the current opportunity more and anticipated more regret. In Experiment 2, we added another similar alternative to the smaller sale and examined whether action vs. state-oriented people differ in alternative selection when both alternatives are available in the current smaller sale. Results showed that state-oriented people were more likely to choose the new alternative in the choice set of relatively less goal-relevant product. However, there were no significant differences in alternative selection for action oriented people.