한지상 교수

Abstract Consumer multitasking (i.e., working on multiple tasks simultaneously) is a widespread modern phenomenon, yet the literature lacks an understanding of when and why consumers multitask. We experimentally show that consumers engage in multitasking behavior as a way to compensate for feelings of low control. Specifically, across five main studies and seven web appendix studies using two different multitasking paradigms, we find that consumers feeling low (vs. high) control volitionally cho

Prior research has found that people perceive positive objects and locations as physically closer than negative ones. Yet, other work has found the opposite to be true for perceptions of temporal distance, where negative future events feel closer than positive ones. Motivated by this seeming discrepancy, we propose that (a) feelings of control can differentially influence how far away valenced (i.e., positive or negative) targets feel in space and time and that (b) the difference in perceived co

Abstract While recent research indicates that experiential purchases lead to greater happiness than material purchases (i.e., experiential advantage), we have a limited understanding of when and why consumers prefer experiential purchases. In this paper, we address this topic and find that consumers' feelings of power play a significant role in their preference for experiential purchases. Across four experimental studies, using multiple manipulations and stimuli, we demonstrate that feelings of

In today's technology-based market environment, consumers sometimes produce a product idea or innovation to use themselves in order to fulfill their needs. They are called “prosumers” (Toffler, 1980). According to the Diffusion of Innovation Theory, innovation is relevant to technological growth, and consumers who have a positive view of new technology have a tendency to be innovators (Rogers, 1995). To what degree are consumers ready for new technology? We tried to use the concept of the Techno

Caffé Bene was founded in 2007, during which the coffee shop market in Korea had been experiencing rapid growth. Caffé Bene had to compete with existing brands, including Starbucks, The Coffee Bean and Tea Leaf, and other coffee shop chains native to Korea. Sun-Kwon Kim, the founder and current CEO of Caffé Bene, tried to differentiate his brand on the basis of a new concept of European ambience mixed with Korean culture, new and localized menus, and celebrity endorsements; all of which were unh

ABSTRACT We investigate how belief in a higher power (BHP) leads to a supernatural interpretation of a coincidence between a firm's transgression and a subsequent unrelated loss suffered by the firm, and how this can reduce consumers' punishment intentions. We find that when a coincidence between a firm's transgression and an unrelated loss to the firm is presented, consumers' desire to punish the firm decreases as their BHP strengthens (Studies 1A and 1B). Next, we find that BHP influences cons

Modern consumers often have experiences where they feel they have the ability to attain desired outcomes in life, whereas sometimes they feel they lack such abilities. Although preliminary work shows that these experiences of high or low control can influence how consumers make choices, the literature lacks an understanding on how feelings of control can impact the evaluation of consumer decision input variables. My dissertation contributes to this area of research by investigating how perceptio