전체 제목 저자 출처 학회/발행처
Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose ‘choice process’ satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.
Effect of Social Norm on Consumer Demand: Multiple Constraint Approach | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.
The Detrimental Effect of Customer Demotion on Customer Profitability in Hierarchical Loyalty Programs | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based on customers’ actual behavior data from a major retail bank in South Korea. The findings show that withdrawing customer status actually deteriorates customer profitability, and customers with top-tier status decrease their profitability more dramatically than those with bottom-tier status after demotion. The results contribute to previous literature on customer demotion and relationship marketing, and provide specific guidelines into how firms should design and implement customer demotion in HLPs.
‘중용’을 통한 자유주의와 공동체주의 언론의 반성적 절충 | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
이 논문은 한국 언론이 스스로의 이념적 편향성을 극복하고 상호이해에 바탕한 시민사회의 통합을 유도하기 위해서는 다원성에 기초한 자유주의와 공공선을 근간으로 하는 공동체주의 언론관의 반성적인 절충을 꾀할 수 있는 유가 사상의 ‘중용’(中庸)을 직업적 가치 덕목으로 삼아야 한다고 주창한다. 이는 여러 관점들을 잘 아울러서 언제 어디서에서나 어느 편으로도 치우치지 않고 가장 알맞고 가장 올바르며 가장 조화로운 상태를 유지하고자 하는 유가의 ‘중용’ 사상이 궁극적으로는 절차적 정당성을 강조하는 자유주의와 공공선의 덕목을 중시하는 공동체주의 언론관의 화합적인 병립을 유도할 수 있기에 사회적 협력과 합의를 가능케 하는 윤리 기반으로서 절차적 민주주의와 가치적 민주주의의 상생을 추구할 수 있기 때문이다. 연구자들은 특히 존 롤즈의 ‘중첩적 합의’와 ‘반성적 평형’이라는 개념이 중용 사상의 구현을 유도하는 도구적 원리를 내포하고 있다고 보고 ‘중첩적 합의’와 ‘반성적 평형’을 절차적 규범으로 상정하는 중용 사상이 언론인의 자기 검속 원리로 작용하는 것은 물론, 제도로서의 언론을 포함해 사회 전반으로 확장됨으로써 언론이 상호 이해와 상호 호혜에 기반한 민주주의를 구현하는데 중추적인 역할을 수행할 수 있다고 인식한다. 이에 본고에서는 다원성에 기초한 자유주의 가치관을 이상적 언론 구현을 위한 ‘제1의 원리’(‘선행 원리’)로, 또 공공선에 근간한 공동체주의적 가치관을 ‘제2의 원리’(‘후행 원리’)로 규정해 두 원리를 동시에 만족시키고자 의도하는 중용 저널리즘이 언론인 개개인은 물론, 언론 조직을 아우르는 공적 보편 이념으로 확산될 경우, 사회적 갈등을 조장하는 ‘분열의 공론장’은 줄어들고, 신뢰를 기반으로 한 ‘화합의 공론장’이 형성될 수 있다고 간주한다.   This paper insists that the Korean journalism ought to position the Doctrine of the Mean by Confucianism as its professional virtue in news making which can conduct the reflective reconcilement between the liberalism and communitarianism in order to overcome its ideological skewness and in order to lead the social integration grounded on public reciprocity among citizens. This is because the doctrine of the mean, which aims to keep the most proper, the most rightful and the most harmonious status, could lead the reconciliatory compatibility of the liberalism and communication each of which focuses on the freedom of thought and the value of public good, and this reconciliation might induce the coexistence of the process-oriented democracy and the value-oriented democracy as the ethical foundation which enables the social corporation and societal consensus. This essay considers that the concepts of the ‘overlapping consensus’ and the ‘reflective equilibrium’ by John Rawls contain the thought of the Doctrine of the Mean, and believes that these concepts led by the Doctrine of the mean needs to be played as the principle of self-regulation for individual journalists and needs to be spread to the journalistic institutions and to the society in order to contribute to establish the democracy based on mutual understanding and reciprocity. The researcher believes that if the Doctrine of the Mean Journalism, which seeks the coexistence and the symbiosis of the liberalism and communitarianism, is proliferated to individual journalists and the institutions of journalism as the public ideology, it leads the shrink of the ‘segmental public sphere’ aggravating social conflicts and the formation of the ‘harmonious public sphere’ encouraging the credibiltiy among social members.
Reframing of Outgroup : How Activists Mobilize Civic Engagement | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
This study aims to explore how advocacy NGOs leverage outgroup representation and take appropriate action cues to mobilize civic engagement in a social movement. The 2×2 experimental study (N = 353) measured the impact of different outgroup representation types (abstract vs. specific) and message frames (why? frames vs. how? frames) upon group solidarity and readiness to join in collective action. The study"s findings suggest, firstly that the representation of outgroups moderate the relationship between ingroup solidarity and civic engagement, with this effect increased when respondents are exposed to a specific outgroup representation than when exposed to an abstract one; and secondly that under the suggestion of an abstract outgroup, respondents are more responsive to how? messages, while under the suggestion of a specific outgroup, they are more receptive to why? messages. The current study helps us to rethink the role of outgroup representations and message frames, which can help to bridge group boundaries and trigger a pool of individuals to take their action.
A Study on Internal Communication factors as Determinant of Organizational Health : Evidence from Small and Medium-sized Enterprises (SMEs) in Vietnam | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
After the economic reform in the 1980s, the Vietnamese government began to restructure state-owned enterprises (SOEs) to accelerate private sectors and opened the market to facilitate commerce and foreign investment. As a result of this policy, the number of small and medium-sized enterprises (SMEs) has been increasing at a rapid pace for the last decade. On the downside, however, as Vietnam is deeply integrating into the global economy and the trend of globalization is on the rise, a wide range of multinational corporations (MNCs) have entered Vietnam to seek new business growth opportunities and to compete with local SMEs. This intensifying competition poses a threat to the overall performance of domestic SMEs. Meanwhile, there is little interest in organizational health in the field of communication. This study is, therefore, to examine the important factors of internal communication which are related to organizational health of SMEs in Vietnam. The results indicate that workplace communication and goal alignment are two significant dimensions of organizational health of SMEs in the context of Vietnam while transformational leadership and employee well-being are unrelated to health of local SMEs. These findings would provide managerial implications to the top management of SMEs as well as contribute to the extant literature on organizational health within the domain of human resource management and communication research. Based on these findings, this study has given insightful recommendations to practitioners with a focus on enhancing the corporate communications and fostering the fit between employees and organizational goals besides improving the mental illness for employed staff.
Three Models for Persuasive Effects of Source Expertise : The Heuristic Cue Model, the Evidence Model, and the Moderator Model | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
Three models for the effect of source expertise on attitude change, the heuristic cue model, the evidence model, and the moderator model, were identified and tested. To test predictions based on those models, the effect of source expertise on attitude change and on perceived message-effectiveness were examined with different numbers of supporting arguments and different levels of task importance. The main findings of two studies (total N = 342) are that for low task-importance, as the number of supporting arguments increased, perceived message-effectiveness increased then stabilized, and for high task-importance, as the number of supporting arguments increased, the difference in perceived message-effectiveness between high and low source expertise increased. The evidence model and the moderator model received support.
Persuasion Knowledge and the Effectiveness of Media Advocacy in Debunking Korean Tobacco Company Corporate Social Responsibility Programs | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
Guided by the Persuasion Knowledge Model, which focuses on people’s awareness of attempts to persuade them, this study assesses the effectiveness of a media advocacy strategy for debunking the motives attributed to tobacco company corporate social responsibility programs (TCCSR). It does so by examining, first, the extent to which news frames influence perceptions of TCCSR and, second, the mechanisms through which they do so. In South Korea, where the smoking rate is high, experiment data were collected from college students, a demographic heavily targeted by TCCSR. Results show the following: First, a news story framing a TCCSR program as self-serving generated more negative attitudes toward the tobacco company and higher perceptions that its CSR program had an inappropriate persuasive intent than a story framing the program as prosocial. Second, perceptions of prosocial motive TCCSR were negatively related to persuasion knowledge, and perceptions of self-serving motive TCCSR were positively related to persuasion knowledge. Third, persuasion knowledge had a negative impact on attitude toward smoking as a general behavior (ATTs) by way of attitude toward the tobacco company (ATTtc). Last, perceptions of CSR motives had significant indirect effects on ATTtc and ATTs. Theoretical and practical implications for countering tobacco marketing messages are discussed.
Shared Vulnerability as Transformative Energy in the Age of Covid-19 : What can and should communication researchers do? | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
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