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ISSN : 1229-8778
This research suggests that when the base rate of health risk is presented in health communication, if the population size is changed while maintaining the same absolute probability of base rate, risk susceptibility perception will change. And, this is due to the fact that the social distance perception of the subject who is at risk of emerging through the risk base rate changes. People who have encountered a base rate of health risk are naturally brought to mind n out of N people. At this time, the smaller the population size, the more concrete and vivid it will be. Thus, they will perceive the social distance of the subject at risk more closer, and as a result, perceive the high risk susceptibility. Furthermore, this research suggests that if a base rate of health risk and a positive or negative message framing to encourage preventive health behavior are presented, the social distance perception, which depends on the population size of the base rate of health risk, would have affected the type of message framing that could increase intention to preventive health behavior more effectively. This is because the type of message framing that is more effective in persuasion depends on the Construal-Level that changes due to the social distance perception. In Study 1, it is assumed that the social distance perception varies depending on the population size of the base rate of health risk, and thus the risk susceptibility perception changes. To verify this, the population size (larger size / smaller size) of the base rate of health risk was treated, and then the social distance perception and risk susceptibility perception for the subjects at risk were identified. As a result, the risk susceptibility perception was higher in the condition with the smaller population size than the large condition. It was also confirmed that this result was mediated by social distance perception. In Study 2, it is assumed that the intention to preventive health behavior will vary according to the type of message framing and the population size of the base rate of health risk. To verify this, the experiment was designed with 2(population size: larger size/smaller size) X 2(message framing: positive/negative), and intention to preventive health behavior was measured. As a result, in the case of a small population size, the intention to preventive health behavior was higher when the negative framing message was used. In conclusion, this study revealed a psychological mechanism in which audience responses vary according to population size of base rate of health risk, and through this, it is significant in that it provides a message strategy that can persuade people more effectively in health communication.
This research aims to explore consumer responses to negative incidents involving celebrity advertising models. More specifically, this research focuses on negative incidents in which the celebrity advertising model involved has a low level of blameworthiness and explores the thought processes of consumers who maintain support for celebrity advertising models involved in such incidents. The author divides the justification process into moral rationalization and moral decoupling and suggests the two variables of perceived severity and self-construal as moderating variables that influence consumers’ justification responses toward celebrity advertising models. The results of this study show that when the perceived severity of an incident is high, moral decoupling has more of an impact on consumer response than moral rationalization. Additionally, for consumers with an interdependent-self construal, moral rationalization has a greater impact than moral decoupling on consumer response. This research is expected to expand the scope of available research on the persuasive impact of celebrity advertising models and provide practical implications for marketers.
This study was aimed at verifying the pay-per-use choice difference following the usage suggestion manner and the control level in the service purchase situation. Consumers are unwilling to choose the pay-per-use that can be more lucrative while preferring the flat-rate in the purchase situation. Since the service has the difference in the payment time and use time, consumers infer the future usage and choose a rate system to obtain the maximum profit compared to the payment on the basis of it. At this time, consumers who purchase the service for the first time, could not choice the tariff because it is hard to infer the amount of consumption. Therefore, marketers need to suggest the pay-per-use more attractively to induce the consumers' purchase who buy the service for the first time. Particularly the service applies to the inter-temporal choice that the purchase and use are not done at the same time, and it is difficult to know the value of alternatives due to the intangibility so it is very difficult to predict the future usage. Therefore, consumers predict the future usage based on the information about the alternative suggested in the purchase context. At this time, it was anticipated that the anchoring effect by the provided number information would influence the pay-per-use choice rate with the usage prediction. The perception on how well to control the usage simultaneously was involved in the adjustment after anchoring and the purchase itself so the researcher attempted to verify the pay-per-use selection rate difference by the usage suggestion manner and the control level. In the study 1, it was confirmed that the pay-per-use selection rate changed when the countable level changed according to how to suggest the usage. The pay-per-use selection rate was high because the usage was anchored to the smaller number when suggesting by single unit rather than suggesting by multiple unit. In the study 2, the category was fixed as one and the monitoring level was adjusted to verify the effect of the usage suggesting manner and the monitoring level difference on the pay-per-use selection. When the monitoring level was high, one perceived the control level highly and when the monitoring level was low, the sense of control was perceived lowly. The result that analyzed the pay-per-use selection difference following this was the same as the study 1. Also, the purchase intention on the pay-per-use was measured in the study 2.
This study aimed at examining what effect consumers' individual difference variables including self-construal, a thinking style, and a situational variable of temporal distance have on their price-quality judgment. In the Experiment 1, an experimental design was 2(price) X 2(self-construal) X 2(thinking style) completely randomized factorial design and a dependent variable was price-quality judgment. As the result, it reveals that there were more price-quality judgments when holistic thinking was primed than the analytic, showing that interdependent persons made more price-quality judgments than independent persons. In the Experiment 2, an experimental design was 2(price) X 2(self-construal) X 2(temporal distance) completely randomized factorial design and a dependent variable was price-quality judgment. The findings identical to the Experiment 1 show that interdependent persons did more price-quality judgments than independent persons. Besides, price-quality judgment happened much more in the distant temporal distance than in the near temporal distance. Also it reveals that temporal distance moderated the relation between self-construal and price-quality judgment. That is, in the near temporal distance, interdependent persons did more price-quality judgments than independent persons while both independent and interdependent persons showed price-quality judgments in the distant temporal distance.