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ISSN : 1229-8778
The purpose of this study is to understand the effect of opportunity cost consideration about necessities on willingness to purchase indulgences and how indulgence guilt would mediate the relationship. Ninety three undergraduate students from a university in Seoul, Korea participated in Study 1. The results indicated that the more the participants considered opportunity cost about necessities, the less they presented willingness to purchase indulgences and that indulgence guilt had full mediation effect on the relationship between opportunity cost consideration about necessities and willingness to purchase indulgences. That is, participants who had greater opportunity cost consideration about necessities were likely to feel more indulgence guilt and this effect attenuated willingness to purchase indulgences. In Study 2, data were collected from one hundred and fifteen undergraduate students to investigate if willingness to purchase indulgences would decrease when participants were primed to consider necessities as an opportunity cost. As a result, the group primed to consider necessities as the opportunity cost indicated less willingness to purchase indulgences than the other group primed to consider neither necessities nor indulgences as the opportunity costs. Theoretical and practical implications of these results are discussed.
Identifiable Victim Effect refers to enhancing charitable giving by presenting vivid information of one specific victim. The specific information on the recipient immediately causes donors to form a mental image on the recipient and to evoke strong emotion. In contrast, abstract information about recipients prevent donors having a clear image on them, so that leads to deliberation. Current study assumed that identifiability victim effect only occurs when the recipients' social categorization is the same to donors because recipients who have close social distance to donors cause strong emotion and affective processing mode while those who have far social distance to donors cause deliberative processing mode. Furthermore, it was assumed that different information processing modes interact with message framing. That is, deliberative mode aroused by abstract information would reduce the difference between gain and loss framing. The results indicated that identifiable recipient elicited strong sympathy and donation amounts. However, there were no statistical main effects of social distance. Additionally, only when recipients were identifiable loss-framed message evoked more sympathy than gain-framed message, whereas non-identifiable recipients diluted the message framing effect. Lastly, the identifiable recipients increased donation amounts only when they were socially close to donors; Recipients socially far to donors led to no statistical difference between identifiable and non-identifiable conditions.
This study conceptualizes brand trust as a multidimensional variable, that consists of expertise based trust and benevolence based trust, and aims to identify the effects of two dimensions of brand trust on two types of consumers' loyalty behavior; economic (e.g., repurchase) and social (e.g., positive WOM, defense toward critics on the brand) behaviors. Additionally the researcher tried to investigate the moderating effect of consumers' perceived difference in brand competences on the relationships between trust and loyalty behavior. To test the conceptual model, a survey on Korean four automobile brands with a sample of 392 adult customers was conducted. According to the results, both dimensions of trust have significant influences on the economic and social loyalty behaviors And it was found that as a consumer perceives the difference among brands bigger, the influence of expertise based trust on both economic and social loyalty behaviors is significantly increased. On the other hand, as the perceived difference gets smaller the impact of benevolence trust on both types of loyalty behavior becomes stronger significantly. It is expected that marketers, as well as researchers, will be able to elaborate their strategies and studies by understanding underlying mechanism in the relationships between brand trust dimensions and different types of loyalty behavior. Also this study demonstrates that marketers should consider, depending on consumers' perception about competence gap among competing brands, which dimension of brand trust should be emphasized to strengthen customer loyalty.
The purpose of this study is to apply a concept of focus of comparison in social psychology to consumer psychology with considering existing two concepts of consumer psychology, social distance and consumers' need for uniqueness(CNFU). The results revealed that general tendency of social comparison that close social distance generates assimilation and far social distance generates contrast was reverified for both ‘self→other’ and ‘other→self’ focus of comparison in this study. Through the results of the study, it can be expected that using proper focus of comparison considering social distance would lead to higher product preference. That is, when consumers conceive that they are similar to comparison object(under a close social distance condition), ‘self→other’ focus of comparison would be better, and when consumers conceive that they are not similar to comparison object(under a far social distance condition), ‘other→self’ focus of comparison would be better. It is also expected that ‘self→other’ focus of comparison would be more proper for consumers who have high level of need for uniqueness and ‘other→self’ focus of comparison is more proper for consumers who have low level of need for uniqueness.
One of the common things found in recent studies about social enterprises is their focus on social value in social enterprises. However, in recent studies of social enterprises from a marketing perspective, there have been some mixed reports about the impact of social values on attitudes and behaviors related to purchases. This study holds the view that this difference is caused by the dependence of sub-social values on social enterprises, and their mediating effect on social value congruence. Therefore, the purposes of this study are, first, to identify the relationship between consumers’ perceived social value perceptions about social enterprises and consumers’ obtained social values; second, is to understand whether this social value congruence affect positive attitudes toward social enterprises and purchase intentions; lastly to provide managerial implications to social enterprises. Based on previous studies, the authors divided the social values of social enterprises into four types: (1) environment-friendly; (2) local community-oriented; (3) employees' welfare; and (4) social responsibility. Through the literature review, the authors developed a research model and hypotheses, which test a dynamic relationship showing each sub-value of the social enterprises’ values affect the positive attitudes toward social enterprises and the purchase intention mediating by the value congruence. According to the analysis results of this study, social perceptions for three of the sub-constructs- ‘environment-friendly’, ‘employees’ ‘welfare’, and ‘social responsibility’-positively affected the value congruence, whereas ‘local community oriented’ did not. The value congruence affected positive attitudes toward social enterprises, and, subsequently, purchase intentions. The value congruence also indirectly affected purchase intentions through its effect on positive attitudes. That is, the mediating effect of social value congruence on purchase intention has been confirmed. Finally, the research results are discussed in comparison with previous studies. Based on these results, some managerial implications and directions for future studies are suggested in this study.
This research investigated on the influence of regulatory consistency between consumer and brand on new product evaluations. Also we addressed the moderating role of brand-product distance on this regulatory consistency effects. Additionally the processing fluency was tested as a possible cognitive mechanism of those evaluations. As a result. we found that consumers showed more positive product evaluations when both consumer and brand had congruent regulatory focus than when did not have. But this effect was moderated by brand-product distance(brand-product similarity). Specifically in the condition of close distance between brand and new product, regulatory consistency effects appeared like previous study, whereas consistency effect disappeared in the condition of far distance showing that there were no difference of evaluations regardless of consumer-brand regulatory consistency. Also we found the evidence of processing fluency’s mediating role on new product evaluations. Our research contribution could be explained as follows; We expanded measuring of chronic regulatory focus into brand not confined to consumers. Our study explored consumer-brand regulatory consistency effect beyond regulatory fit raised by many past literatures and discovered moderating role of brand-product distance on that effect.
This study aims to examine the roles of switching barriers and personality trait on complain behavior. This study provides unique contributions to the literature by exploring how perceived switching barriers as a marketing situational factor and consumers' personality traits as a individual difference factor influence the link of customer loyalty and complaining behavior. The data was collected from a survey of undergraduate students at large Korean Universities. Total 360 survey were distributed and 342 questionnaires were analyzed. Results indicate the proposed hypotheses receive support in that firms can increase customer loyalty either through trust and commitment or via attitudes toward complaint. Furthermore, this study found the negative relationship between customer loyalty and complaining behavior, namely indicating that loyal customer who reinforces social bonds with service providers is likely to significantly reduce the frequency of complaining behavior. Results also show that the link between customer loyalty and complaining behavior is contingent on different levels of perceived switching barriers. Interestingly, the findings of personality traits show that significant interaction effects of extraversion and loyalty as well as openness to experience and loyalty variables. The findings of this study suggest that service providers need to consider the way customer complaining is handled and managed, namely an efficient management system of loyal customers' complaining.
The purpose of this study is to examine that perceived psychological distance of advertisement message has a moderating effect in exploring the influence of perceived risk, and environmental value orientation on environmental behavior. This study suppose that environmental value orientation is composed of personal interest and collective interest. The perceived psychological distance of advertisement message is divided by high level vs. low level related information based on construal level theory. The result shows that personal interest in environment increases the intention of pro-environmental behavior in case of low level related information and collective interest in environment increases the intention of pro-environmental behavior in case of high level related information on the other hand. In the relation between perceived risk for environment and intention of pro-environmental behavior, high level of perceived risk increases the intention of pro-environmental behavior in case of low level related information and low level of perceived risk increases the intention of pro-environmental behavior in case of high level related information. This study give an implication that the type of environmental value orientation and the level of perceived risk for environment could increase pro-environmental behavior depending on how advertisement message is interpreted by recipient.
The purpose of this study is to understand simple or complex design value that is important to aesthetic impression and figure out sensation seeking tendency will moderate simple or complex design preference. Also, classify the eye movement into first fixation and fixation time to examine difference depending on the level of design’s simplicity and complexity and consumer individual difference. For this, 84 undergraduate students participated in this study, and using fixed eye-tracker. The results are as in the following. First, people showed swift first fixation, and continual fixation to complex product design. But this result is moderated by consumer’s sensation seeking tendency. That is, high sensation seeking or female participants show continual fixation to complex design. While for simple product design, there is no difference between low and high sensation seeking participants. Second, there is the most preference to moderately design. But this pattern also moderated by sensation seeking tendency. Explain concretely, high sensation seeking participants are more like relatively complex design. This paper have significance result in the way that using an objective approach to design evaluation and, verifying relation between preference and eye-movements. Based on these results, managerial implication and further study’s supplementation are discussed.
Individuals who pursuit lont-term goal, especially diet, experience self-regulation resource depletion. This study is suggest that depleted regulation resource may be compensated by motivation. Study 1 is found that motivation activated by goal progress can block depletion effect, but goal commitment can not decrease self-regulation depletion. This result suggest that reduced self-control on long-term goal may influenced by motivation from goal progress. Study 2 addressed questions about mechanism of goal shielding when regulation resource depleted. Therefore, this study designed 2(goal progress/goal commitment) x 2(hot system/cool system) and all participant experience self-regulation depletion. We found that Hot-cool system keep motivation of focal goal activated by goal progress and goal commitment. This findings are suggest that Dieters who are depleted regulation resource may be compensated by goal progress activate motivation and prevented goal shielding by Hot-cool system.
This study was conducted to investigate the effects of horizontal cooperative advertising in which two or more brands from different product categories are featured together in advertising. This study identified compatibility of usage occasion and type of ad-processing strategy as important factors in determining ad effectiveness, and several hypotheses were induced based on these factors. From theoretical and practical points, this study examined if there is difference in consumer responses dependent upon compatibility of usage occasion(high compatibility vs. low compatibility) and type of ad-processing strategy(top-down ad vs. bottom-up ad). The results of empirical testing are as follows: In the case of the horizontal cooperative advertising, there were significant interaction effects between compatibility of usage occasion and type of ad-processing strategy on consumers' attitude toward the ad and purchase intention. Based on the results, managerial implications as well as limitations and future research directions were presented and discussed.