ISSN : 1229-0696
This research investigated contextual effect on consumers' cue-utilization policies in making judgments under uncertainty. Study I suggested that the utilization of base and case information varies as a function of numerical values of the cues. And study II experimentally manipulated the source of case information which influence perceived relevance with judgment and explored its effects on cue utilization. Two studies revealed evidence inconsistent with previous research on under-utilization of base-rate information.
The present study tried to determine the predictors of union commitment in order to clarify the psychological mechanisms of industrial relations in Korea Values on union, job satisfaction, and union commitment were measured from 237 white collar workers and 146 blue collar workers. The results showed that the lower the workers thought of the level of industrial democracy in Korea, the stronger they perceived of the power of the individual union, and the lower their job satisfaction, the more they were committed to union activities. Furthermore, as the degree of commitment gets very much influenced by the values the workers have on industrial conflicts, it appears that workers with radical views on industrial relations are much more committed to unions than those with a unitarist or pluralist view. On the other hand, the subdimensions of job satisfaction variable that affect the degree of union commitment vary depending on the types of job. In the case of blue collar workers, satisfactions with pay and coworkers had high predictive values and in white collar workers, satisfactions with the quantity and quality of work were important. There was no significant difference in the degree of union commitment depending on the workers' age, education, financial status, nor job mobility.
As a succeeding study to Gim & Choi(1988), this research investigated 1) the underlying dimensions of cognitive judgements and affective responses of consumers on TV advertising, 2) the role of cognitive judgements and affective responses in mediating the effects of advertising. The author found that 1) the stable factors of the cognitive judgments to advertising are (i) comprehensive evaluation factor which includes preferene, usefulness, creativity, and dignity as subdimensions, (ii) sensory stimulating characteristics factor, and (iii) representativeness factor ; 2) the affective responses dimensions are (i) negative affect, (ii) positive affect, (iii) internal activation, (iv) internal deactivation ; 3) cognitive judgements was more important than affective responses in prediction overall evaluation to advertising and affective responses to the brands in turn. Nevertheless, both cognitive judgements and affective responses were important predictors of the overall evaluation to the advertising and the brands.
The aims of this study were (a) to identify the differences of subjects' mood responses to the underpaid inequity, equitable payment and overpaid inequity, (b) to examine the effect of allocator on mood, and (c) to examine the differences of inequity reduction tactics between underpaid and overpaid subjects. The major findings of this experiment were as follows. First, equitably paid subjects were more satisfied and underpaid ones were less satisfied than were overpaid ones. Second, compared with equitably paid subjects, underpaid ones feat more angry and overpaid ones felt more guilty. Third, Subjects felt more guilty when they were overpaid by coworker than they were overpaid by supervisor. Finally, cognitive tactics were more frequently used when subjects were overpaid than were underpaid.
This study was conducted to investigate the effects of the type of claims(subjective versus subjective / objective) and the attribute-relatedness of pictorial elements in allegedly misleading advertisements on consumer's beliefs about product attributes. 16 magazine advertisements of two product categories(pill and health food) were produced and presented to the student subjects in laboratory setting. Belief strengths of the attributes of the advertised brands, attitudes toward the brands, and intentions to purchase the brands were measured as dependent variables. We found that 1) subjects were misleaded in 5 of 7 questions for measure the belief strengths of product attributes ; 2) in subjective / objective arguments condition, subjects were more misleaded than in subjective-only condition ; 3) the ads contained pictures were more effective in misleading subjects than the ads didn't contain pictures regardless of the attribute-relatedness ; 4) the type of claims and the attribute-relatedness of pictures had an interaction effect on the belief strengths.
This study tested the validity of Korea Kuder Preference Record(KKPR). The sample consited of 864 juniors and seniors attending Korea University in Seoul, 788 of 864 cases were used in the analysis. A 20-item Major Satisfaction Scale which had been constucted for this study were used as the validity criterion. The range of reliability coefficients(α) of 10 interest areas was .68~.92. Using multiple discriminant analysis, the accuracy of predicting major classification was found to be 44.4%(base probability being 24%), and the accuracy in cross-validation sample 43.9%. Using stepwise multiple regression analysis, the range of correlation coefficients of seven majors between criterion-prediction score and criterion-score was found to be .25~.45, and all was statistically significant. A expectancy table made from the criterion-prediction rate of criterion-prediction score was examined. In this expectancy table, the range of the rate of belong to the satisfaction group was 30%~42% in the lower 25% percentile of the criterion prediction score, 65%~85% in the upper 75 percentile prediction score. With the above results the validity of KKPR was obtained, and the application of KKPR and the limits of the present study were discussed.
The purpose of this study was to know which power form are generally exercised by military commander in the ROK-Army. For this purpose a power form scale(PFS) was prepared with 93 preliminary items which based on the seven power sources however the extent of power sources is still in discussion. The data were collected from the sample of 802 enlisted men enrolled in several combat divisions. As a result of factor analysis six power forms were extracted, which could be named as ① referent power, ② coercive power, ③ expert power, ④ legitimate power, ⑤ reward power and ⑥ association power. But with regard to the decreasing tendency of eigenvalue and Cronbach's α coefficient among items in respective factors it was also possible to presume three or four factors instead of six. Because this study has still exploratory character, such a result can offer basic materials in order to complete scale and further studies in this thematic area.