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ISSN : 1229-8778
No research has attempted to find out the role of advertisement creative in brand extensions. This research is interested in clarifying the moderating role of expectancy incongruency of parent brand’s advertising in the attitudes toward brand extensions by temporal distance. Results show that when temporal distance was near future congruent brand extension was preferred to incongruent brand extension. However, when temporal distance was far from present time no difference was found in attitudes toward brand extensions. Parent brand’s advertising incongruency contributed to favorable attitudes toward brand extensions overall and moderated the effect of temporal distance. When incongruency level of advertising was low interaction between temporal distance and type of extensions(congruent, incongruent brand extension) was found. However, no significant difference was found in attitudes toward congruent versus incongruent brand extensions when the level of advertising incongruency was high.
‘Odd pricing’ is a frequently utilized method for influencing consumer decision making. It makes the consumers feel that the merchandise is on sale with reduced prices. Because Odd pricing is used so much, consumers usually have to choose between several different odd prices; therefore, this study focuses on comparison of odd prices. Perception differences between odd prices that end similarly (such as with -90 or -900) can be assumed to result from the difference of the first digits. In price information processing, consumers are known to focus more on first digits rather than latter digits. We speculated that as the first digits to be processed are in effect a reference point, these first digits would lead to differences in price perception. Because of the limited human information processing ability, consumers recode numerical information (including prices) into more manageable numbers of category. Since multiples of 10 or 5 have high cognitive accessibility in the decimal system, internal categories of numbers tend to be based on multiples of 5 or 10. Once categories are formed, the perceived distance between items of different categories is exaggerated. Our hypothesis is that when the first digits of price have higher cognitive accessibility, they are located along category boundaries, therefore having increased perceived distance from other categories. This would lead to greater price discount perception. To test our hypothesis, in Study 1 we examine price discount perception differences among odd prices with either high or low cognitive accessibility of the first digits. In Study 2, to attain more direct evidence of these effects of subjective categorization, we manipulate categorization, and examine how categorization and cognitive accessibility of the first digits of odd-price affects price discount perception. The results show that when cognitive accessibility of the first digits is high, people perceive greater price discount. Moreover since this effect is based on consumers’ subjective categorization, it can be moderated by other temporarily prevalent categorization schemes. These results propose an effective odd pricing method.
Alpha-numeric brands are defined as brand names including a mix of letters and numbers (e.g.,Vita 500). Previous research has shown that consumers' evaluation of an alpha-numeric brand is affected by the number included in the brand name. The evaluation is more favorable for the alpha-numeric brands with higher (vs. lower) numbers. The current research proposes that consumer evaluation of alpha-numeric brands is also affected by perceived magnitude of numbers (in addition to absolute magnitude). The left-digit effect in numerical cognition suggests that although the absolute difference between two numbers is the same, the gap is perceived to be greater when the difference in the left-most digit numbers is larger. The current research tests whether the left digit effect occurs for evaluations of alpha-numeric brands. The results of two studies strongly support the left digit effect for alpha-numeric brands. An alpha-numeric brand with a higher number is preferred to a brand with a lower number when the left-most digit was not the same, whereas the difference in evaluation was not significant when the left-most digit was the same. In addition, the left-digit effect was attenuated when detailed information about the options is presented. However, the moderating effect of consumer knowledge was not significant.
The purpose of this study is to examine the consumer responses of the brand's market position and the types of comparative advertising. Specifically, This study examined if there is difference in consumer responses of the types of comparative advertising (direct comparative advertising vs. indirect comparative advertising) by brand's market position(market challenging brand vs. market following brand). The result revealed that the main effects of brand's market position and comparative advertising types were not significant in both brand attitude and purchase intention. But, importantly, there was an interaction effect between brand's market position and the types of comparative advertising on both brand attitudes and purchase intention. Specifically, market challenging brand showed significant higher brand attitude and purchase intention in indirect comparative ads than direct comparative ads. On the other hand, Market following brand showed significant higher brand attitude and purchase intention in direct comparative ads than indirect comparative ads. Based on the results, practical implications are discussed, followed by limitations of the study.
The present study investigates how purchase type, purchase context, and self-construal influence consumer happiness. As a result, participants who have independent self-construal show greater happiness when they spend money for themselves without others. Conversely, participants with interdependent self-construal show greater happiness when they purchase with other people and share their purchases with others. Although existing research on consumer happiness has mostly suggested that experiential purchases make consumers happier than material purchases, the present research finds that material purchases make consumers happy like experiential purchases within some interactions of purchase context and self-construal. Participants with independent self-construal feel happy when they purchase material goods in the individual context. In contrast, participants with interdependent self-construal feel happy when they spend money for material goods in the social context.
The study sets a structural model for measuring consumers' negative emotions and behavioral responses caused by infringement on personal information and also verifies the moderating effect of (a) the information load of infringement on personal information and (b) the usefulness and awareness of the personal information managers. The study examines displeasure, arousal, and helplessness as negative emotions of consumers, based on PAD emotion scale. Additionally, approach(exiting, voicing) and avoidance(neglecting, retaining) are analyzed as negative behavioral responses based on EVLN response scale. Perceived risk from infringement on personal information was found to generate negative emotions; thus, negative emotions affected negative behavioral responses. Displeasure positively influenced approach and negatively influenced avoidance. Arousal positively affected approach and helplessness positively influenced avoidance. Among the negative emotions, arousal was not only the most positively affected by perceived risk from infringement on personal information but the most positively affected approach as well. Contrary to other negative emotions, helplessness positively influenced avoidance, and information load of infringement on personal information significantly moderated the relationship between helplessness and avoidance. The moderating effect of information load of infringement on personal information was partly accepted, while the effect of the usefulness and awareness of personal information managers was mostly rejected. This study has enhanced the usefulness of the S-O-R model by extending the model, through use of the PAD emotion scale and EVLN response scale, to cover negative emotions and behavioral responses caused by infringement on personal information. Moreover, the study proposes strategies for personal information managers to use when counselling customers, as well as useful implications for government agencies and consumer protections agencies to protect consumers' rights and benefits.
To examine the conceptual usefulness of the mindfulness consumption, we analysed correlations of the mindfulness consumption with mindfulness and compared relative powers of the mindfulness consumption and those variables such as impulsivity, materialism values, self-regulation, and self-controllability to predict impulsive and addictive buying behavior. Results showed that the mindfulness consumption and the mindfulness are distinct each other and that the mindfulness consumption has had negative correlations with both the impulsive buying and the addictive buying. Regression analysis revealed that the mindfulness had the biggest predictive power on the impulsive and addictive buying compare to impulsivity, materialism values, self-regulation, and self-controllability and showed significant additional contributions to predict impusive buying(17%) and addictive buying(20%) when excluding the effects of those 4 antecedents. Further analysis showed that impulsivity, materialism value, and emotional control ability play a role as mediator between the mindfulness consumption and the impulsive buying, but those variables did not mediate the effect of the mindfulness consumption on addictive buying. These results interpreted as the process of the effects of mindfulness consumption on dysfuctional consumption behaviors could be different according to the types of buying behavior.
This study investigates whether headline copy and product type in visual metaphoric ads have an effect on ads effectiveness focusing on moderating effect on need for cognition. In this study, headline copies were manipulated by such that nonmetaphoric headline copy, metaphoric headline copy, and no headline copy, product types were manipulated by functional and hedonic product, and then consumer’s need for cognition was manipulated by low and high cognition level. This paper used a 3X2X2 between subject experiment design and then measured advertising effects. The research findings were as follows: First, there was a significant difference in the interaction effect between headline copy type and product type. In functional product, nonmetaphoric headline copy ads was most favored, and in hedonic product, metaphoric headline copy ads was most favored in ads effectiveness. Second, there was a significant difference in the interaction effect between headline copy type and need for cognition level. Compared with low need for cognition level, high need for cognition level was more favored on advertising effects. In low need for cognition level, nonmetaphoric headline copy and metaphoric headline copy were more favored than no headline copy ads, and in high need for cognition level, no headline copy was more favored than nonmetaphoric headline copy ads and metaphoric headline copy ads in ads effectiveness. Third, there was a significant three-way interaction effect among headline copy type, product type, and need for cognition. In low need for cognition, there was no significant difference in the interaction effect between headline copy type and product type on ads effectiveness. However, in high need for cognition, there was a significant difference in the interaction effect between headline copy type and product type on ads effectiveness. In addition, in high need for cognition level, functional product has a favored brand attitude on nonmetaphoric headline copy, and hedonic product has a favored brand attitude on metaphoric headline copy.
This research pursues two objectives: 1) analyzing linguistic clues used in three Asian countries’ luxury brands advertisements; and 2) explaining the result based on the cultural background of three countries. Thus we collected advertisements of luxury brands cosmetics from Korean, Chinese, Japanese magazines. For analyzing linguistic clues used in three Asian countries’ luxury brands advertisements, we adopted Semantic Network Analysis (SNA). Consequently we could establish the cultural codes in each country’s advertisement. Regarding aesthetic aspect, Korea and China were showed similar tendency which emphasized ‘you’, it meant users. On the other hand, users were hidden in Japanese advertisements. Regarding technology aspect, Korean advertisement emphasized the invisible improvement from inside of skin. This was seemed to cause from Korean culture which used exaggerated expression frequently in advertisements. In the case of China, the centrality of ‘ingredient’ and ‘technology’ were high. This tendency caused from Chinese culture where only someone who has authority is admitted as speakers. Therefore, the ingredient made by technology wan frequently mentioned in advertisements. In case of Japan, they intended to obtain trust through scientific image. Accordingly, this research could provide meaningful insight to local marketing strategies of luxury cosmetic brands.
As the time spent on the Internet increases, while people search information on the Internet they are accidently exposed to political information which are provided by political parties. This even applies to voters who are indifferent about politics. To investigate such phenomenon, this study examined how (a) the exposure locations (the left side vs. the right side of primarily-attended news article) of an online banner ad for a political party and (b) age groups (males and females in their 20’s vs. 40’s) would have an independent or an interactive effect on voters’ explicit and implicit attitude toward the party. The study was a 2 (ad exposure locations: left-adjacent vs. right-adjacent online banner ad for a political party) X 2 (age groups: 20’s vs. 40’s) between-participants design. An online Internet searching task, self-reported measures and Implicit Association Test was conducted in the experiment. As a result, the exposure locations of the online banner ad for a party and the age groups did not have an independent or an interactive effect on the implicit and explicit attitude toward the party. However, an interaction between the exposure locations of the online banner ad and the age groups on the implicit attitude was found. Compare to other experimental groups, the participants who are in their 20’s showed highest implicit attitude toward the party when the online banner ad was placed on the left side of the primarily-attended news article. Interestingly, they did not recognized the existence of the political party’s online banner ad during reading the news article.