ISSN : 1229-0696
The present study was based on the assumption that consumer decision making can be seen as a search for a dominance structure and was conducted to verify the mental operation which was assumed in the dominance search model. The dominance search is assumed to involve hypothesis testing activities, i. e. the hypothetical choice of an alternative after the beginning of the decision process and subsequent tests of whether this alternative is the best. In experiment 1(using the think-aloud protocol analysis), the results revealed that a selected alternative was evaluated more positively than competitive alternatives in the beginning of the decision process and evaluated best in many trials. These results suggest strongly that only one promising alternative would be selected after the initial search process. The second results showed that the de-emphasizing and the bolstering operation were performed exclusively in the later process and in the direction that a selected alternative might be dominant than the others. In experiment 2, the results showed that the importance of dominant attributes in the selected alternative was bolstered more strongly in a post-decision than in a pre-decision, however, the importance of the dominant attributes in the competitive ones were de-emphasized much more low. Experiment 3 was conducted to test the assumption of the dominance search model, that a certain promising alternative is selected tentatively after the pre-editing stage and this alternative has high likelihood to be selected later finally. The results showed that regardless of the number of the competing dominant alternatives, the selection rate of the promising alternative was about 75% of all trials after th beginning process and of the alternative was selected finally 85% of the times even in competitive situation. Some possible limits and the future directions of the present research were discussed.
Yoo and Lee(1996) exploratorily extracted five factors (Intellect, Ambition, Vitality, Individualism, and Korean Tradition) from trait adjectives describing university image. The purpose of this study was to confirm the five factors, and develop a model for measuring the university image. For this purpose, first of all, exploratory models were established based on the result of Yoo and Lee(1996)`s study. Then a confirmatory factor analysis was performed by LISREL 8 to develop the measurement model for the university image. In the step of model development, 451 college students rated the image of 24 universities using 45 trait adjectives describing university image. The result of the confirmatory factor analysis indicated the measurement model consisted of the five factors was well fitted to the data, and the model consisted of 29 trait adjectives(6 trait adjectives from four factors and 5 trait adjectives from Korean Tradition factor) was the best model. Another confirmatory factor analysis was conducted to cross-validate the model using 448 college students. Result indicated the model was valid across different samples. Based on the five factor model of the university image, 24 universities were compared by cluster analysis and multidimensional scaling. Results indicated that 24 universities were categorized into 4 clusters. Cluster 1 included Kyungbuk, Pusan, Chungnam, Dongkuk, etc. which were rated below average in most of the five factors. Cluster 2 included Ewha, Seokang, Kyunghee, etc. which were rated high in the Vitality factor and below average in other four factors. Cluster 3 included Korea, Sungkyunkwan, Military Academy, Hanyang which were rated high in the Intellect and Korean Tradition factors. Cluster 4 included Seoul National, Pohang Tec, Yonsei which were rated high in the Intellect and Individualism factors. Lastly the implication and the limitation of this study were discussed. Also additional research tasks were suggested.
It was investigated this study how much individuals` job stress would be explained by need for closure and mood awareness. Need for closure was assessed by NFCS Wester and Kruglanski(1994) developed. The factor analysis confirmed the original five factors, discomfort with ambiguity, preference for order, decisiveness, preference for predictability, closed-mindedness. Five subscale scores of the NFCS and two mood awareness scores, one for mood monitoring and the other for mood labelling were computed and regressed on the total score of job stress. The final regression model included mood labelling, discomfort with ambiguity, and decisiveness as statistically significant predictors, to explain the degree of individuals` job stress. The more difficult people felt in labelling their emotions, the less efficiently they made important decisions, and the more discomfort they experienced dealing with ambiguous situations, the more susceptible they were to job related stress.
This study of 184 R & D professionals who had Ph. D. degrees and were working in R & D centers of two Korean electronics companies was a systematic investigation of the effect of congruence in educational level('relative demography') of R & D professionals with their two supervisors, 'immediate supervisor(IS)' and 'supervisor of immediate supervisor(SIS)' on the quality of leader-member relationship, organizational and professional commitment. Based on the similarity-attraction theory and social identity theory, 5 hypotheses were drawn and tested by hierarchical multiple regression and analysis of covariance using data obtained through questionnaire survey. The differential effect of congruence in educational level between two supervisors was found. First, congruence with immediate supervisor(IS) showed a significant effect on the organizational commitment, independently of 'quality of IS-professional relationship'. However, congruence with supervisor of immediate supervisor(SIS) affected significantly on the organizational commitment through the mediator variable, 'quality of SIS-professional relationship'. Furthermore, congruence with supervisor of immediate supervisor(SIS) had a significant positive effect, not only on the quality of SIS-professional relationship, but also on the quality of IS-professional relationship. Finally, the additive effect of congruence in educational level with their two supervisors on the organizational commitment was found. The theoretical and practical implications on the these results, and the limitations of this study were discussed.