Sun Kyu Jeon

Abstract Abstract This study develops a cross-cultural content analysis framework to examine underlying cultural dimensions: individualism/collectivism, time orientation, relationship with nature, and contextuality. Most cross-cultural content analyses have inferred that differences in execution have been due to assumed cultural differences in the societies examined (often based on the work of Hofstede [1980]); the development of the structure proposed here will allow the direct investigation of

소비자 만족과정에 대한 기대-불일치이론은 소비자 만족/불만족 판단이 소비자가 지각한 제품성과와 사전 기대수 준 간의 차이에 영향을 받는다고 주장한다. 제품성과에 대한 소비자의 평가는 실용적 동기(utilitarian motive) 뿐 아니라 쾌락적 동기(hedonic motive)에 의해서 결정되는 것임에도 불구하고, 기존 연구들은 소비자가 지각한 제품 성과의 대상으로서 제품의 심리적 결과(psychological consequences)는 고려하지 않고 기능적 결과(functional consequences)에만 그 범위를 한정하고 있다. 본 연구는 제품성과를 기능적 편익(functional benefits)과 심리적 편익(psychological benefits)으로 구분하고 있다. 본 연구는 소비자 만족/불만족 판단이 불일치 평가와 감정경험에 의해 결정된다는 것을 주장하고, 이 중 불일 치 평가는 기능적 편익과 사전 기대수준 간 인지적 비교과정의 산물인 반면 감정경험은 심리적

This study investigates the relative influence of affective experience on satisfaction judgments in the expectancy-discrepancy paradigm. Based on the asymmetrical effects of positive and negative events, it is argued that the impact of affect on satisfaction varies asymmetrically across positive and negative discrepancies between perceived performance and expectation. In the context of course evaluations conducted at a Korean university, the relative influence of effect on satisfaction judgments

AbstractThe study investigates individual differences in attitudes towards brands being positioned as underdogs in advertising from an emotional perspective. We argue that the personality trait of empathic concern moderates the underdog effect on brand attitude and that the moderating effect is mediated by empathic response to the advertisement. We conducted three experiments with ads using top-dog and underdog appeals. Those who have stronger empathic concern showed more favourable attitudes to

The study investigates consumers' responses to global positioning in advertising from the perspective of self. It is suggested that consumers' attitudes toward the brand advertised through global positioning are influenced by their ideal selves and cosmopolitan orientations and these influences are moderated by one's self-esteem level. Study 1 shows that attitudes toward the globally positioned brand are more positive for those with ideal selves that are more congruent with personal traits assoc

It has been known that skepticism and cynicism are similar with each other as part of a continuum from trust to distrust in the message and that both skeptics and cynics are typified by beliefs that they could be misled by the marketing communication. However, skepticism and cynicism differ from each other in the distrust in communication contents versus communication motives. Skeptics tend to search information to discern truth of the communication content while cynics who tend to infer a selfi

Abstract Specialty magazines contain a rich array of contextual cues with regard to the focal products, and these cues can influence the consumer's processing of advertisements for such products. This study, conducted in Korea, investigates such an editorial context effect on the retrieval of the advertised brand from memory. The results suggest that subjects exposed to the advertisement in a specialty magazine have poorer discrimination ability than those seeing the advertisement in a general a

상표를 특정한 문화에 일치시킴으로써 그 문화와 관련된 의미(cultural meanings)를 상표연상(brand associations)으로 구축하는 문화적 포지셔닝 가운데 세계문화(global culture)를 포지션컨셉(position concept)으로 삼는 세계문화적 포지셔닝이 광고에서 빈번히 활용되고 있다. 본 연구는 광고에서 수행되는 세계문화적 포지셔닝이 소비자 광고태도 형성에 미치는 효과를 다루고 있다. 본 연구에서는 세계문화적 포지셔닝이 소비자의 광고태도 형성에 미치는 효과는 광고에 구축된 상표연상에 대한 소비자의 개인적 관련성에 따라 결정된다는 것을 제안하고 있다. 인쇄매체 광고를 제작하여 실험을 수행한 결과, 세계문화적 포지셔닝전략이 구현된 광고에서 구축된 상표개성과 소비자가 추구하는 자아개념이 일치할 때 그리고, 소비자의 자아표현 관여도가 높을 때 긍정적 광고태도 형성에 효과적인 것으로 나타났으며, 광고에서 구축된 상표개성과 소비자 자아개념 간 일치에 따른 긍정