한영지 교수

This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers low in need

This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers low in need

Abstract The 2008 recession reportedly led to the demise of conspicuous consumption with wealthy consumers abandoning luxury goods that prominently display their brands for more subdued designs. Utilizing data collected before and in the midst of the recession from designer handbag manufacturers, Louis Vuitton and Gucci, we find products introduced during the recession actually display the brand far more prominently than those products withdrawn. Data from Hermès and luxury ads in Vogue magazine

Abstract The present study examines the role of self‐construal in the preference for analogous versus complementary color combinations. The majority of previous research on color has been limited to exploration of single colors. However, designers and marketers often use a mix of colors whose harmony must be taken into consideration, which includes choosing whether to use colors placed next to each other on the color wheel (analogous combination) or to combine colors that are opposite each other

We conducted 2 studies to investigate whether or not benign envy prompts risk taking, suggesting that, compared to malicious envy, benign envy would motivate individuals to improve themselves and to be less sensitive to potential losses in risk taking. In Study 1 ( N = 111), we found that individuals who experienced benign, as opposed to malicious, envy were more likely to engage in risk taking, even when the risky behavior was not directly related to the envy-eliciting situation. In Study 2 ( N

We investigated the combined effect on consumers of the perceptual fluency of price discounts and the two promotional cues of discount duration and frequency. We proposed that consumers' initial responses to price discounts would be maintained or modified depending on the processing fluency of discount information. Results from 2 experiments showed that when a promotional cue implied a short discount duration or low discount frequency and the discount information was difficult to process, partic

Abstract This study investigates the impact of social exclusion on consumer preferences for color combinations. Drawing on findings from five experimental studies, we demonstrate that individuals who have experienced social exclusion display a heightened preference for analogous color combinations, as opposed to complementary ones, compared to those who have not experienced social exclusion. Our research posits that this preference arises from the feeling of conflict induced by social exclusion,

We investigated how love versus lust influences an individual's self-control behavior. We anticipated that individuals primed with love would show a higher degree of self-control than those primed with lust. In Experiment 1 ( N = 236 participants), we examined how a hypothetical choice between a healthy and an unhealthy food was influenced by priming with love or lust, and found that participants were more likely to prefer a healthy option when primed with love than when primed with lust. In Exp

Abstract The 2008 recession reportedly led to the demise of conspicuous consumption with wealthy consumers abandoning luxury goods that prominently display their brands for more subdued designs. Utilizing data collected before and in the midst of the recession from designer handbag manufacturers, Louis Vuitton and Gucci, we find products introduced during the recession actually display the brand far more prominently than those products withdrawn. Data from Hermes and luxury ads in Vogue magazine

본 연구는 소비자가 의사결정 상황에서 당면하는 두 가지 어려움(목적 간 갈등과 결정 방식의 적합성)이 고려상표군 구성의 이질성에 영향을 미치는 과정에서 소비자의 조절초점이 어떤 역할을 수행하는지 두 개의 실험을 통하여 고찰하였다. 실험 1의 결과에 의하면, 상위목적과 하위목적 간의 갈등 수준이 높은 경우, 예방초점 소비자는 상위 목적뿐만 아니라 하위 목적도 중시하고, 더욱 신중하고 도전적인 의사결정 과정을 거치게 되어 기존과는 다른 새로운 대안들을 포함함으로써 더욱 이질적인 고려상표군을 형성하였다. 반면, 향상초점 소비자는 추상적이고 유연한 사고방식을 기반으로 목적 간 갈등 및 어려움을 잘 해결하고, 목적이나 대안 간의 유사성도 높게 지각하기 때문에 기존과 다르지 않은 고려상표군을 구성하였다. 실험 2에서도 일관된 결과가 발견되었는데, 예방초점 소비자는 배제 방식보다 포함 방식을 사용하여 의사결정을 할 때 비적합성과 어려움을 크게 지각하고, 보다 적극적으로 대처함으로써 더욱 이질적인

We explored the influence on consumer behavior of a logo frame—a common design feature of logos. We proposed that whether a logo frame was present or absent would affect consumers' perception of brand innovativeness, thereby influencing their purchase intention. Through two studies utilizing diverse logo types and brands, we demonstrated that frameless logos conveyed a sense of openness that enhanced consumers' perception of brand innovativeness, leading to a positive impact on their purchase in