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ISSN : 1229-8778
Social Enterprises have a difficult time finding efficient marketing strategy, even though it emerged as a new economic model. It is also hard to find an academic research suggest proper marketing creative plan until now. This article aims to present effective Social Enterprise marketing strategy. This study was designed to provide insights regarding the effects of message framing of product benefit and temporal distance when Social Enterprise want to promote better advertising attitude and purchase intention by using these in its product advertisement. Specifically, our study tested through a 2(Social Enterprise message: presented vs. not-presented) X 2(Temporal distance: Near vs. Far) X 2(Message framing of product benefit: Hedonic vs. Utilitarian) between-subject experiment. As a result, we reaffirmed that Social Enterprise message has a positive effect on advertising attitude and purchase intention. Moreover, people evaluated more positively about a product when they use hedonic framing than Utilitarian framing. However, there was no significant difference between Social Enterprise message and temporal distance. Along with, we checked regulatory fit between message framing of product benefit and temporal distance whether Social Enterprise message is presented or not. When we use Social Enterprise message, we found there are meaningful positive effects by using hedonic message framing and temporal distance is short. On the other hand, there were not significant differences when we do not use a social enterprise message.
Attraction effect that increased preference for target alternative when decoy alternative is added between two competitive alternatives can be easily found. However, not only the presented context but also consumer’s processing about the provided context have to be considered carefully because consumers sometimes evaluate alternatives with their own standards and it is possible that standard of selection is changed through additional information prior to purchasing. Therefore, this study will examine strengthened or mitigated attraction effect when attributes are processed through multistage decision making. Result of study 1 demonstrates that the selection of target alternative has declined, and selection of competitive alternative has increased when superior attribute information of target alternative is processed first. This is because shifting of focus to inferior attribute of target alternative after first stage of processing. On the contrary, when inferior attribute information of target is processed before superior attribute, selection of target alternative has increase and selection of competitive alternative has decrease as the result of shifting of focus to superior attribute of target. The Study 2 aims to examine whether it has the same results in price-quality trade-off situation. Result of study 2 shows that budgeting before choice diverts attention to quality, makes people have greater preference for high-quality and high-price alternative.
The pattern seeking by the interaction between goals and environments has been heavily reported in the literature, but studies about clearly investigating about the shopping pattern behaviors rarely exist. Recognizing the lack of the study, this study initially proposes a new theory, “shopping congruence” by using the Cognitive Continuum Theory (CCT) as a theoretical framework in the shopping context. Based on their shopping tasks, the theory explains how people react to shopping environments. The research empirically tested the impact of shopping congruence between shopping tasks and shopping environments on related brand’s perceptions, attitudes and purchase intentions in an actual store situation by experimental field research. Like the hypotheses, the ANOVA result found that there was a tendency of congruence on perception, attitude, and purchase intention toward store environments by shopping tasks. The results of the study assured the impact of shopping congruence on both cognitive and intuitive perceptions, on cognitive attitudes, and on purchase intentions toward brands in stores. However, unlike the proposed hypothesis, the impact of shopping congruence does not influence affective attitudes toward stores. This study is theoretically meaningful in that it initially proses a new shopping theory, shopping congruence, which is an adaptive theory about pattern-seeking shopping behaviors. The theory of shopping congruence is practically meaningful in that it provides a possibility to estimate shopper behaviors and managerial implication directions for marketers.
This study examined how metaphoric expression moderates the effect of means-goal relationship on perceived instrumentality. According to previous studies, a single means to pursue a single goal is perceived to be more effective to achieve the goal, while a means to pursue multiple goals is perceived to be less effective. This is called the dilution effect, and it is mediated by the association strength between means and goals (Zhang, Fishbach, and Kruglanski, 2007). This study applies this idea to a marketing communication such as print ad. We manipulated the number of goals (outcome of product) achieved by a single means (product), then investigated the effect of the goal number on perceived instrumentality. In particular, we focus on how influence may vary by exposure to the metaphorical message. We hypothesize that, consistent with the dilution effect, when a metaphorical sentence is presented before ad evaluation, consumers feel that unifinal means are more effective than multifinal means due to perceived relational similarity, while when a declarative sentence is presented before ad evaluation, the effect is reversed. In Experiment 1, using a print ad for a fitness program as a stimulus, we explored the interaction effect between metaphoric message and number of goals. The results supported hypothesis 1. Study 2 replicates the results of study 1 using a different stimulus (i.e., print ad for a ball-point pen) and a different dependent variable (i.e., willingness to pay). Further, the results show that the observed effect is mediated by the increase in perceived instrumentality of the means. This research contributes to the means-goal literature by providing novel evidence for the moderating role of metaphorical message on instrumentality perception in a unifinal vs. multifinal means situation. Further, our research offers practitioners important insights into designing the details of effective marketing communication.
The effects of temporal distance on consumer judgment and choice has received much interest. However, research efforts to investigate the role of temporal distance and ad visual on advertising effects are sparse. This research is to expand the extant researches on temporal distance and ad. message by employing visual perspective. 2(temporal distance: near future vs. distant future) × 2(message: concrete vs. abstract) × 2(visual perspective: 1st-person vs. 3rd-person) between- subject factorial design was applied. Results show that the effects of message type and temporal distance on responses toward advertising and advertised product was moderated by visual perspective of ad visual. Research findings highlight the functional role of visual perspective of visual imagery in advertisement and have implications for understanding how visual perspective interacts with temporal distance.
As experience-based marketing becomes increasingly popular in various fields, consumers are interacting with products in online environments, thus simulating a new form of brand experience, from direct to indirect experiences, on the Internet. Thus, academic interest in the realm of brand experience has concomitantly expanded to online as well as offline. This study investigates the effects of emoticons in SNS communication. Recently, SNS has exhibited strong indications of becoming a vital communication tool for firms, and emoticons are generally used in SNS communication. However, there has been, to date, only limited research conducted in this field and the effects of emoticons remains uncertain. Thus, the significance of this study lies in its attempt to analyze the effects of emoticons in Twitter-based marketing communication. This study proposes a stimulus-organism-response (S-O-R) based framework. It first employs emoticons in response to the stimulus, and considers perceived interactivity, social presence and brand experience to the organism mediating processes between the stimulus and the consumer response. The response is the conclusion of the internal processes of the organism. This study posits brand loyalty to the response. In the empirical study, we obtained data from a panel survey of online consumers in Korea through an online research agency. The sample consisted of 233 Twitters users between the ages of 19 and 39. The present study about emoticons revealed interesting results. First, the use of emoticons were significantly related with perceived interactivity and social presence and thus the use of emoticons could be effective communication tool in Twitter-based marketing communication. Also, perceived interactivity and social presence were significantly related with brand experience. This result suggested that perceived interactivity and social presence are antecedents of brand experience on SNS. Lastly brand experience has a positive relationship with brand loyalty. Based on these results, theoretical and practical implications are discussed and directions for further research proffered.
This research investigates whether the spatial distance between the images of raw material(e.g., strawberry) and a final product(e.g., strawberry juice) affects the perceived amount of the raw material in the final product. Based on the literature review, two competing hypotheses are developed. According to the prior research showing that spatial distance is a cue for inferring the strength of causality, it is predicted that the closer distance between the two images results in the greater perceived amount of the raw material. In contrast, according to a theory of magnitude(ATOM), the variables representing magnitude interact with each other in a positive way such that the increase in one domain causes the increase in another domain. Since both distance and quantity are the representations of magnitude, it is predicted that the greater distance between the two images results in the greater perceived amount of the raw material. Two empirical tests show that the latter hypothesis is correct. In the first experiment, participants were presented with three products with their raw materials. The result showed that every product was judged to contain more raw material when the images of the raw materials and the final products were located distant. In the second experiment, participants were presented with two products with their raw materials. They reported higher willingness to purchase the two products when the images were placed distant.
The purpose of study is to investigate the influence of perceive psychological well-being on behavioral intention while customers are experiencing various activities in the ski resort. To be specific, the concept of psychological well-being in leisure experiences is introduced. In addition, this study is to examine an association between experience factors and the concept of psychological well-being and to find out the influence of psychological well-being on re-visit intention as well as recommendation intention. Total 800 questionnaires were collected from the ski resort customers. The data were analyzed by using a structural equation model. The findings imply that leisure experiences at ski resorts significantly influence happiness of the customers of target age groups of the main leisure activities. In addition, the more psychological well-being customers get, the more intention to revisit and/or spread a good word of mouth customers have. Both theoretical and practical implications were discussed at the end.
The purpose of this study was to examine the relationships between seriousness in leisure experience, positive psychological capital for leisure, and life satisfaction. The data was collected from 320 leisure activity participants using convenience sampling methods. Seriousness in leisure experience was measured using six items, rated on a five-point Likert scale, selected from previous research (Gould, 2011; Kim, 2010). Positive psychological capital for leisure was adapted from sixteen items developed by Luthans et al.(2007a), and Kim (2013). Quality of life was measured with five items, following the recommendation by Diener et al. (1985). One of the most important findings is that the investigation of internal consistency and the CFA of the scale confirm the sufficient reliability and validity of the measurement variables. Data analysis revealed that seriousness in leisure experience has an positive and significant effect on quality of life through positive psychological capital for leisure. Future research is needed to study the relationships between measurement variables and their antecedents from a longitudinal approach.
With the rising concern in health and unwarranted anxiety over additives, package label marketing using additive-free claims is increasing. This study focuses on how consumers perceive products with additive-free claims on their labeling. We found that consumers tend to think that products with additive-free claims are healthy products, and they overgeneralize to the extent that the products have good aspects in other areas not described in additive-free claims; i.e., a halo effect. For example, they thought that soymilk without emulsifiers did not have other additives (e.g., artificial flavoring) or other negative ingredients (e.g., salt). This halo effect existed when consumers were presented only an “additive-free” claim without a list of specific excluded additives. This effect slightly decreased when consumers saw the “additive-free” claim in conjunction with the specific additives that had been removed listed on the front of the package and the other included additives listed on the back of the package. Throughout our research, the halo effect remains strong whether consumers are provided with only an “additive-free” claim, with a list of excluded additives on the front of the package, or with a list of included additives on the back of the package. This study extends current research about the halo effect of specific nutrition and health claims on package labeling and shows that a halo effect exists not only in food but also in consumer goods.
As changing consumption pattern, the development of IT industries and marketing strategies of insurance companies, there is a tendency for selling insurance to shift from face-to-face channel to non-face-to-face channel. So the purpose of this paper is to study the benefits and satisfaction of non-face-to-face channels-based on consumers' view in the insurance industry. However, People prefer face-to-face channel to non-face-to-face channel as insurance, compared with characteristics of other goods, has distinct characteristics of stability and sustainability to secure their future. But as the information age has come, consumers for themselves can be a policyholder without the help of insurance planners. According to the result of the empirical research, due to the propensity to consume and the attribute of domestic insurance market, it is in urgent of protecting consumers who use non-face-to-face channel as well as personal information by the law. Therefore, the sale system linked offline sale system should be developed to improve non-face-to-face consumer satisfaction and benefit.