Hakkyun Kim

Abstract One of the most enduring findings from branding research is that consumers evaluate brand extensions on the basis of their perceived fit with the parent brand. In this article, we propose that the importance of perceived fit in extension evaluations is moderated by construal level. We draw upon construal level theory, which posits that individuals can construe stimuli in their environments in terms of abstract and generalized features (high‐level construals) or in terms of concrete and

Two studies examine how different emotions of the same valence influence product evaluation when products make specific emotional claims. Vacation products with adventurous (serene) appeals were evaluated more favorably when participants felt excited (peaceful) rather than peaceful (excited). This emotion-congruency effect was not observed when participants were aware of the incidental nature of their feelings (study 1) and was mediated by the influence of feelings on participants’ expectations

Abstract While prior research suggests that corporate sponsorship can positively affect consumers' perceptions of sponsors, little research to date has investigated the impact of such sponsorships on an individual's willingness to support nonprofits. This paper investigates the psychological processes that underlie whether and how corporate sponsorship impacts an individual's willingness to support nonprofit organizations and suggests that unintended negative outcomes may emerge. Specifically, r

Abstract We examine how brand‐switching varies across cultures, depending on the drivers of a prior unsatisfactory consumption experience. We draw from the literature on regret, norm theory and cross‐cultural psychology to predict that Westerners are more likely to switch brands when the unsatisfactory consumption experience is a consequence of their inaction relative to the inaction of a group to which they belong. In contrast, it is predicted that Easterners are more likely to switch brands wh

This research proposes a self-handicapping process in which people proactively endorse negative in-group stereotypes when there is the prospect of failure in a task. In Experiment 1, we found that women were more likely to endorse the math-gender stereotype stigmatizing their gender group when they anticipated a difficult versus easy math task. In Experiment 2, the same pattern was observed among men stigmatized with relatively poor verbal skills. In Experiment 3, we found that such a self-handi

Purpose: This study aims to propose Kano-SERVQUAL integrated approach as an effective tool for evaluating auto service quality attributes to enhance the use of SERVQUAL. Methods: The Kano-SERVQUAL survey was conducted to evaluate customer perception for 28 auto service quality attributes which were obtained from auto service expert in ‘H' company. The correlation analysis of SI(Satisfaction Index), DI(Dissatisfaction Index) and expectation values are conducted in this study. Results: The 28 auto

본 연구는 소비자 중심 문화의 이해를 높이고, 지속가능경영에 대한 혜안을 얻기 위하여 고객중심경영을 실천하고 있는 교보생명의 경영할동을 분석하는 것을 목적으로 한다. 이를 위해 Ernest & Young (2013)의 소비자지향성 성숙도 모델(Customer Centric Maturity Model)을 이용하여 절차, 사람, 기술, 브랜드 및 시장 포지셔닝, 고객 세분화, 유통 관리, 제안, 서비스 전달, 고객평생가치경영, 그리고 문화 등의 관점에서 교보생명의 소비자 지향적 경영활동을 살펴보고, 그 성숙도 등을 평가한다. 결과적으로 ‘모든 사람이 삶의 역경에서 좌절하지 않도록 도와주는 것’을 목표로 ‘고객지향,’ ‘정직과 성실,’ ‘도전정신’ 등의 핵심가치를 통해 윤리경영을 실천하고 있는 교보생명은 높은 수준의 소비자지향성 성숙도를 성취한 것으로 나타났으며 본 연구는 지속가능한 소비자 지향적 경영을 위한 제언을 제시한다.

Purpose: Car seats affect customer satisfaction greatly when the seats' design is changed because car holders are in close contact with the seats. However, the improvement of the current seats' design involves risks such as investment cost, and therefore it needs strategic operating measures from the perspective of customers. Until now, operations of seats’ specification have been decided by technical-push rather than market-pull, and carried out based on professionals’ experience without measur

Abstract Across four experiments, and focusing on consumer behaviour in a high uncertainty market (i.e., a used car market), this research shows that prior to a purchase, buyers are less motivated to search for information when they purchase a product from a friend (compared to someone they do not know). We also show that buyers are more willing to search for information after a transaction when sellers are their friends, a reversal in search behaviour due to the greater social risk that buyers

본 연구는 소비자들이 왜 같은 유용한 정보를 습득하고도 다르게 반응하는지 조사하였다. 구체적으로, 본 연구는 정보습득에 따라 다르게 행동하는 원인을 개인이 보유한 믿음, 즉 암묵적 자기이론(implicit self-theories)에 따라 달라질 수 있음에 착안하여, 증진 이론가에 가까울수록 정보의 내재화 혹은 정보내용의 수용의도가 강할 것으로 예측한다. 또한, 불변 이론가에 가까울수록 습득한 유용한 정보를 타인에게 전달함으로써 자신의 지식과 능력을 보여줄 수 있다고 믿기 때문에 증진 이론가보다 정보전달의도가 강해질 것으로 예상하였다. 실증적 실험 연구 결과, 불변 이론가는 습득한 유용한 정보에 노출되었을 때, 정보제공자의 역할을 수행함으로써 정보를 전달하려는 의도가 더 강한 것으로 나타난 반면 증진 이론가의 경우 유용한 정보의 이점을 자신이 수용하려는 의도가 더 강하게 나타났다. 본 연구는 암묵적 자기이론에 관련한 문헌의 확장에 기여하며, 소비자의 구전정보 전달에 대한 심도 있는

Purpose: Car seats affect customer satisfaction greatly when the seats` design is changed because car holders are in close contact with the seats. However, the improvement of the current seats` design involves risks such as investment cost, and therefore it needs strategic operating measures from the perspective of customers. Until now, operations of seats` specification have been decided by technical-push rather than market-pull, and carried out based on professionals` experience without measur