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ISSN : 1229-8778
The purpose of this study is to specify how consumers make final judgments of prices between two different standards, externally-provided anchor and self-generated anchor. In addition, two other factors were applied, plausibility of anchor and self-monitoring. The first dependent variable was Willing to Pay(WTP) and three-way ANOVA was conducted. As a result, it was shown that as more as the external anchor is implausible, the anchoring effect increased. Also, low self-monitors were more susceptible to the external anchor than high self-monitors. Moreover, as was the case with the two-way interaction effect of self-generated anchor and self-monitoring, the three-way interaction effect of self-generated anchor, self-monitoring and plausibility of the external anchor was significant. Subsequently, the three-way ANOVA using the amount of adjustment as a dependent variable was carried out to find out the psychological mechanism based on the anchoring effect. The result showed that the more implausible the external anchor became, the more the amount of adjustment increased, and low self-monitors adjusted less from the external anchor than high self-monitors. Furthermore, like the first analysis, not only the two-way interaction between self-generated anchor and self-monitoring but the three-way interaction among self-generated anchor, self-monitoring and plausibility of the external anchor was significant.
Along with the fourth industrial revolution, the artificial intelligence (AI) technology is rapidly expanding into our daily lives. The interaction between human being and AI devices is expected to have effects not only on psychological aspects in terms of subjective well-being and stress level but also cognitive and behavioral aspects. This study aims to help an overall understanding of the ‘human-AI device interaction’ through a qualitative research method. To achieve this goal, this study conducted in-depth interviews with those using AI speakers. As a result, ‘human-AI device interaction’ factors were divided into three dimensions: user, AI device, and environment. First, 1) The user-aspect factors relates to demographics and lifestyle, psychological characteristics, personality characteristics, and cognitive characteristics. Next, 2) the factors on the AI device aspect were categorized into the characteristics of the device and perceived device characteristics. Finally, 3) the environmental aspect divided into factors related to the situation and the physical environment, social environment, and external stimulus. This study is expected to provide theoretical implications through providing psychological factors, and will be a foundation that provides directions of the AI-related research in the future. Furthermore, these results have practical implications for the AI industry that will continue to grow.
The growing popularity and use of social networking sites (SNSs) have prompted a great deal of research on consumer acceptance of advertising as a crucial factor for advertisers and marketers seeking to deliver relevant advertising content to consumers with minimal disruption. Native advertising is a type of online advertising that is designed to integrate advertising content within the platform on which it appears. By surveying 399 Facebook users, this study examines antecedents of consumer intention to share native advertising and brand information on SNSs, based on the consumer socialization framework. Our findings reveal that positive brand-related peer communication, social media dependency, Facebook usage frequency, and attitude toward social media advertising in general are significant predictors of consumer’s intentions to share native advertising and recommend the brand on SNSs.
Social exclusion is a universal means of control. Recent studies point out that pro-social or antisocial behavior and consumption may appear depending on what type of exclusion has been experienced. However, studies that have been tested on Koreans present that exclusion of the ignoring type has not shown a somewhat consistent behavior response. In addition, while observed exclusion through the results of previous studies may also be expected to produce behavioral responses, there is a limit in that there is a lack of research to confirm behavioral responses from observed exclusion. Therefore, the study first wanted to reconfirm how the experience of ignored Koreans leads to a response of action, and further it was confirmed that observing other people’s disregard could lead to behavioral responses. According to the results of Experiment 1, ignored participants showed preference for products with high acceptance size. In other words, the trend of conformity consumption has emerged. On the contrary, however, the preference for unique products with low acceptance sizes has been shown to decrease. According to the results of Experiment 2, participants who observed ignored target were more likely to accept it than those who observed inclusion even though subsequent experiments did not benefit them.in addition, participants were able to confirm that the stronger they perceived exclusion from the environment they were exposed to, the less likely they were to refuse. Consequently, it has been confirmed that the ignoring type of exclusion shown in this study appears to cause prosocial consumption and behaviour, and simply observing the exclusion of others can lead to behavioral reactions. We also want to use these results to discuss various practical implications, such as donation advertising or use in marketing and company education.
The purpose of this study was to verify the effect of the decision mode on the consumer's willingness to buy for Random Box. Specifically, it was intended to identify the effect of individuals' cognitive/affective decision-making styles and cognitive/affective decision mode induced by advertising messages on their willingness to purchase random box. Two studies were conducted and study 1 identified the mediating role of positive uncertainty and risk assessment with the decision-making styles on the willingness to purchase random box. Study 2 examined the effect of decision mode induced through advertising message and discount cue on positive uncertainty, risk assessment and willingness to purchase random box. Result indicated that willingness to purchase random box was mediated by positive uncertainty. Conditional mediation effect of discount cue and risk assesment were identified. It was found that in the discount cue condition, the difference between advertising message condition on the risk assessment and the willingness to purchase random box was reduced. The implications, limitations, and future research directions were discussed.
This study noted why participation is low, even though digital services are free to experience. Experience promotion is consumed for a limited period of time, so people tend to be reluctant to participate if they are not aware of its value in detail, and in the case of digital services, it is difficult for consumers to immediately experience value. Therefore, it was expected that token price rather than free could increase participation in the promotion in the context of the need to be more specifically aware of its value by making cognitive assessments. Therefore, studies 1 and 2 showed that token price were more effective than free for digital services. Specifically, Study 1 revealed that the effect of the token price can’t be explained by the ease of assessment that the preceding study suggested, and Study 2 found that the recognition of value by activating the deal evaluation for digital services mediated token price effect. This study can present a practical marketing strategy of token price when it is necessary to induce consumer participation in the trial promotion used as a catalyst for regular subscriptions. In addition, the theoretical implications can also be found in that, unlike prior research, the way of increasing trial promotion participation have been identified in the psychological field.
The goal of this study is to investigate the complex relationships between consumer value and online purchasing motivations in Instagram. Also, this study examined how online purchasing motivations affect consumers’ ad attitudes, brand attitudes and purchase intentions in Instagram. Based on 215 survey responses, PLS-SEM was conducted to answer research question and test proposed hypotheses. It was found that economic value, play, social value, ethics, and spirituality positively affect online purchasing motivations. Also, among factors of online purchasing motivations, online convenience positively affects purchase intentions. Both physical store characteristics and variety seeking have positive influences on ad attitudes. Finally, as predicted, ad attitudes subsequently affect brand attitudes and purchase intentions. By identifying latent consumer value and online purchasing motivations in Instagram, this study provides theoretical foundations. In addition, the findings of this study provides practical implications to help further develop marketing communication strategy.