IN DISTRUST OF MERITS: NEGATIVE EFFECTS OF ASTROTURFS ON PEOPLE'S PROSOCIAL BEHAVIORS

Jungyun Kang,Hakkyun Kim,Hosang Chu,Charles H. Cho 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Will information from astroturf organizations affect people’s trust toward overall nonprofit organizations and willingness to engage in prosocial behaviors? Astroturf organizations are defined as “fake grassroots organizations animated by a clever public relations campaign and a huge budget” (Hoggan and Littlemore 2009). In other words, an astroturf organization hides its true identity by using rhetorical language to convince the public. It can be inferred that large corporations sponsor astroturf organizations to employ deceptive and fraudulent tactics as propaganda. Prior research on astroturf organizations for climate change shows that people exposed to information from astroturf organizations denying global warming tend to become more uncertain about climate issues (e.g., causes of global warming or the existence of global warming) than people exposed to information from grassroots organizations (Cho et al. 2011). We propose that information from astroturf organizations may affect not only relevant issues or organizations, but also nonprofit organizations in general, which can then lower people's willingness to engage in prosocial behaviors (e.g., donations and volunteering). Darke and Ritchie (2007) found that deceptive advertisements engender distrust and undermine the trustworthiness of subsequent advertising. The process of defensive stereotyping can explain how initial deception activates general skepticism regarding advertising. Based on such an explanation, we suggest that exposure to astroturf organizations can make consumers more logically defensive and can decrease their trust toward messages from other nonprofit organizations. Therefore, we hypothesize that people who read messages from astroturf organizations will be more distrustful toward nonprofit organizations and will display lower willingness to engage in prosocial behaviors than people who read messages from grassroots organizations. To test this hypothesis, we conducted an experiment. We used a one-factor design with two levels of organization types (astroturf vs. grassroots). Participants (N = 72) were randomly assigned to one of the two conditions. Participants were told that they would read a message captured from a website of an organization (astroturf vs. grassroots) working on global warming. After viewing the advertisement, participants completed a questionnaire measuring their trust toward nonprofit organizations in general and willingness to engage in prosocial behaviors. We assessed whether viewing the advertisement from the astroturf organization had an impact on participants' trust toward nonprofit organizations and their willingness to engage in prosocial behaviors. An analysis of variance (ANOVA), with trust toward nonprofit organizations as the dependent variable and the type of organization as the independent variable, yielded a significant effect (F = 4.38, p < .05). The results showed that participants who viewed the advertisement from the astroturf organization were more likely to be distrustful of nonprofit organizations than those who viewed the advertisement from the grassroots organization (Mastroturf = 4.14, SD = 1.48 vs. Mgrassroots = 4.80, SD = 1.16). Thus, astroturf organizations may not only confuse people about a specific issue that the respective astroturf organizations aimed to attack, but they can also significantly weaken people's trust toward nonprofit organizations in general, which suggests severe detriment for the entire society. In addition, exposure to the message from an astroturf organization appeared to have an impact on people's willingness to engage in prosocial behaviors (F = 4.77, p < .05). To be specific, people who viewed the advertisement from the astroturf organization indicated that they were less likely to engage in prosocial behaviors, compared to those who viewed the advertisement from the grassroots organization (Mastroturf = 3.11, SD = .63 vs. Mgrassroots = 3.48, SD = .77). Taken as a whole, this research suggests that messages from astroturf organizations can frequently engender people’s distrust toward nonprofit organizations and can lower their willingness to engage in prosocial behaviors. Our results extend prior research demonstrating that information from astroturf organizations affects people’s trust and certainty levels regarding one specific issue (Cho et al. 2011) and suggest that the effects of exposure to astroturf messages are not limited to a specific issue. Rather, the effects can be far-reaching and diverse, since such messages can evoke skepticism toward benign intentions and programs of nonprofit organizations. Given that the insidious use of astroturf organizations is growing in popularity, this research provides meaningful insights into the influence of fake grassroots organizations and can forewarn the public of their undesirable effects on the community.

In distrust of merits: the negative effects of astroturfs on people's prosocial behaviors

Kang, Jungyun,Kim, Hyungsin,Chu, Hosang,Cho, Charles H.,Kim, Hakkyun Informa UK (Taylor Francis) 2016 INTERNATIONAL JOURNAL OF ADVERTISING Vol.35 No.1

IN DISTRUST OF MERITS: NEGATIVE EFFECTS OF ASTROTURFS ON PEOPLE'S PROSOCIAL BEHAVIORS

Jungyun Kang,Hakkyun Kim,Hosang Chu,Charles H. Cho 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

Will information from astroturf organizations affect people’s trust toward overall nonprofit organizations and willingness to engage in prosocial behaviors? Astroturf organizations are defined as “fake grassroots organizations animated by a clever public relations campaign and a huge budget” (Hoggan and Littlemore 2009). In other words, an astroturf organization hides its true identity by using rhetorical language to convince the public. It can be inferred that large corporations sponsor astroturf organizations to employ deceptive and fraudulent tactics as propaganda. Prior research on astroturf organizations for climate change shows that people exposed to information from astroturf organizations denying global warming tend to become more uncertain about climate issues (e.g., causes of global warming or the existence of global warming) than people exposed to information from grassroots organizations (Cho et al. 2011). We propose that information from astroturf organizations may affect not only relevant issues or organizations, but also nonprofit organizations in general, which can then lower people's willingness to engage in prosocial behaviors (e.g., donations and volunteering). Darke and Ritchie (2007) found that deceptive advertisements engender distrust and undermine the trustworthiness of subsequent advertising. The process of defensive stereotyping can explain how initial deception activates general skepticism regarding advertising. Based on such an explanation, we suggest that exposure to astroturf organizations can make consumers more logically defensive and can decrease their trust toward messages from other nonprofit organizations. Therefore, we hypothesize that people who read messages from astroturf organizations will be more distrustful toward nonprofit organizations and will display lower willingness to engage in prosocial behaviors than people who read messages from grassroots organizations. To test this hypothesis, we conducted an experiment. We used a one-factor design with two levels of organization types (astroturf vs. grassroots). Participants (N = 72) were randomly assigned to one of the two conditions. Participants were told that they would read a message captured from a website of an organization (astroturf vs. grassroots) working on global warming. After viewing the advertisement, participants completed a questionnaire measuring their trust toward nonprofit organizations in general and willingness to engage in prosocial behaviors. We assessed whether viewing the advertisement from the astroturf organization had an impact on participants' trust toward nonprofit organizations and their willingness to engage in prosocial behaviors. An analysis of variance (ANOVA), with trust toward nonprofit organizations as the dependent variable and the type of organization as the independent variable, yielded a significant effect (F = 4.38, p < .05). The results showed that participants who viewed the advertisement from the astroturf organization were more likely to be distrustful of nonprofit organizations than those who viewed the advertisement from the grassroots organization (Mastroturf = 4.14, SD = 1.48 vs. Mgrassroots = 4.80, SD = 1.16). Thus, astroturf organizations may not only confuse people about a specific issue that the respective astroturf organizations aimed to attack, but they can also significantly weaken people's trust toward nonprofit organizations in general, which suggests severe detriment for the entire society. In addition, exposure to the message from an astroturf organization appeared to have an impact on people's willingness to engage in prosocial behaviors (F = 4.77, p < .05). To be specific, people who viewed the advertisement from the astroturf organization indicated that they were less likely to engage in prosocial behaviors, compared to those who viewed the advertisement from the grassroots organization (Mastroturf = 3.11, SD = .63 vs. Mgrassroots = 3.48, SD = .77). Taken as a whole, this research suggests that messages from astroturf organizations can frequently engender people’s distrust toward nonprofit organizations and can lower their willingness to engage in prosocial behaviors. Our results extend prior research demonstrating that information from astroturf organizations affects people’s trust and certainty levels regarding one specific issue (Cho et al. 2011) and suggest that the effects of exposure to astroturf messages are not limited to a specific issue. Rather, the effects can be far-reaching and diverse, since such messages can evoke skepticism toward benign intentions and programs of nonprofit organizations. Given that the insidious use of astroturf organizations is growing in popularity, this research provides meaningful insights into the influence of fake grassroots organizations and can forewarn the public of their undesirable effects on the community.

THE INFLUENCE OF COLOR NAMES ON CONSUMER JUDGMENTS

Jungyun Kang,Ji Yoon Um,Hakkyun Kim,Sangdo Oh 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

We propose that how people consider their own economic resources whether to be abundant or to beconstrained determines the quality judgment of an art. Respondents' with perceiving their own resources constrained evaluated the art relatively more attractive when the producer was an attractive (v. unattractive) person. However, When respondents' perceive their own resources to be abundant, no effect of the artist's attractiveness was found.

국제다각화와 정보비대칭 : 자율공시의 조절효과

강정윤(Kang Jungyun),신혜정(Shin Hyejeong),한종수(Han Jongsoo) 한국국제회계학회 2020 국제회계연구 Vol.0 No.92

본 연구는 국제다각화와 정보비대칭의 관계를 검증하기 위해 해외종속회사 수가 많아 조직구조가 복잡할수록 정보비대칭이 증가하는지, 그리고 법적․제도적 환경이 취약한 국가에 해외종속회사가 많을수록 정보비대칭이 증가하는지를 실증적으로 분석하였다. 해외종속회사는 국내종속회사와 달리 해외에 소재한 이유로 인해 정보취득비용 및 감시비용이 더욱 크다. 선행연구에서는 해외종속회사가 정보비대칭을 증가시킨다는 전제 하에 연구 결과를 해석하고 있으나, 해외종속회사가 기업가치에 긍정적인 영향을 미친다는 결과도 제시되고 있는 상황에서 국제다각화 기업의 정보비대칭 수준을 매도-매수호가차이를 이용하여 직접적으로 확인하였다. 또한 해외종속회사에 대한 자발적 공시가 국제다각화에 따른 정보비대칭의 증가를 완화시키는지 분석하였다. 이를 위하여 2014-2017년 동안의 유가증권시장 상장기업 중 해외종속회사가 1개 이상 포함된 연결회사를 대상으로 분석한 결과는 다음과 같다. 첫째, 해외종속회사의 수가 많을수록, 종속회사가 법적․제도적으로 취약한 국가에 소재할수록 정보비대칭은 증가한다. 둘째, 해외종속회사에 대한 자발적 공시는 기업의 해외종속회사 수로 인한 정보비대칭을 완화시키지만, 해외종속회사 소재지의 법적․제도적 환경의 취약성으로 인한 정보비대칭에는 영향을 미치지 않는다. 본 연구는 해외종속회사 관련 연구와 정책이 부족한 실정에서, 해외종속회사가 연결회계정보의 신뢰성에 미치는 영향의 출발점이 되는 정보비대칭에 관한 실증연구를 수행했다는 점에서 시사점이 있다. 또한 해외종속회사의 소재지에 따른 정보비대칭을 완화시킬 수 있는 제도 도입의 필요성을 보여준다. This study investigates the relationship between international diversification and information asymmetry. Information asymmetry may increase when the organizational structure is complex and when firms locate in a country with weak legal or regulatory environments, leading to higher cost to obtain information and higher cost to monitor firms. Prior research suggests that foreign subsidiaries would increase information asymmetry by providing evidence that foreign subsidiaries have a positive effect on corporate value. Therefore, this study directly examined the level of information asymmetry in internationally diversified companies by using bid-ask spread. In addition, the study analyzed whether voluntary disclosure on foreign subsidiaries mitigates the increase in information asymmetry caused by international diversification. The results of the analysis on consolidated companies with one or more foreign subsidiaries among companies listed on KOSPI from 2014 to 2017 are as follows. First, information asymmetry increases as the number of foreign subsidiaries increases and the subsidiaries are located in countries with vulnerable legal and institutional environments. Second, voluntary disclosure on foreign subsidiaries mitigates information asymmetry caused by the increased number of foreign subsidiaries, but does not affect information asymmetry caused by vulnerable legal and institutional environments in countries where the foreign subsidiaries are located. This study is meaningful in that it conducted an empirical study on information asymmetry, which is the starting point of the impact of foreign subsidiaries on the reliability of consolidated accounting information, when there is currently insufficient research and policies related to foreign subsidiaries. In addition, it suggests that it is necessary to introduce a system to reduce information asymmetry influenced by the location of foreign subsidiaries.

자기해석 유형이 브랜드 태도에 미치는 영향

강정윤(Jungyun Kang),이철성(Chul Sung Lee),이호배(Hobae Lee) 연세대학교 경영연구소 2016 연세경영연구 Vol.53 No.2

본 연구는 소비자의 자기해석 유형이 브랜드 태도에 미치는 영향을 브랜드 캐릭터의 선호도, 이미지 적합성, 그리고 캐릭터 친숙성의 매개적 과정을 통해서 알아보았다. 즉 브랜드 캐릭터와 제품과의 이미지 적합성이 자기해석유형과 브랜드 캐릭터 선호도간 매개적 역할을 하는지 그리고 제품 친숙성이 브랜드 캐릭터 선호도와 브랜드 태도간 매개적 역할을 하는지를 살펴보았다([그림 1] 참조). 구체적으로는 자기해석 유형 → 브랜드와 캐릭터 간 이미지 적합성 → 캐릭터 선호도 → 캐릭터 친숙성 → 브랜드 태도로 이어지는 경로를 살펴보았다. 소비자의 자기해석 유형은 독립적 자기해석과 상호의존적 자기해석으로 구분하고, 인지도 측면에서 유의한 차이가 없는 제품들의 브랜드 캐릭터를 활용하여 소비자의 자기해석 유형이 브랜드 태도에 미치는 영향을 캐릭터의 매개적 과정을 통해서 확인해 보았다. 본 연구를 통해서 밝혀낸 연구결과들은 다음과 같다. 첫째, 상호의존적 자기해석 성향의 소비자는 독립적 자기해석 성향의 소비자보다 브랜드 캐릭터를 활용하는 브랜드에 대해서 더욱 호의적인 태도를 형성하였다. 둘째, 상호의존적 자기해석 성향의 소비자는 독립적 자기해석 성향의 소비자보다 브랜드와 캐릭터간의 이미지 적합성을 더 높게 지각하였다. 셋째, 브랜드와 캐릭터간의 이미지 적합성은 브랜드 캐릭터에 대한 선호도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 브랜드 캐릭터에 대한 선호도는 캐릭터 친숙성에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 캐릭터 친숙성은 브랜드에 대한 태도에 정(+)의 영향을 미치는 것으로 나타났다. This research analyzes how consumers’ self-construal has effects on brand character preference and brand attitude. Consumers’ self-construal types are divided into two types - independent self-construal and interdependent self-construal; and as for objects for this research, brand characters which have no significant differences in terms of product familiarity are used to look into brand character preference and brand attitude. The main purposes of this study are to reveal the mediating role of brand character preference between self-construal types and brand attitudes. This research also examine the mediating role of image congruence between self-construal types and brand character preference and the mediating role of character familiarity between brand character preference and brand attitudes. The results from this research show as follow.; First, consumers with highly developed interdependent self-construal have more positive attitudes toward brand using characters than consumers with highly developed independent self-construal. Second, consumers with highly developed interdependent self-construal build more positive image congruence than consumers with highly developed independent selfconstrual. Third, image congruence has positive influence on brand character preference. Fourth, brand character preference has positive influence on character familiarity. Lastly, character familiarity has positive influence on brand attitudes.

Analysis of alcohol-induced DNA damage in <i>Escherichia coli</i> by visualizing single genomic DNA molecules

Kang, Yujin,Lee, Jinyong,Kim, Jisoo,Oh, Yeeun,Kim, Dogeun,Lee, Jungyun,Lim, Sangyong,Jo, Kyubong The Royal Society of Chemistry 2016 The Analyst Vol.141 No.14

<P>Consumption of alcohol injures DNA, and such damage is considered to be a primary cause for the development of cancer and many other diseases essentially due to reactive oxygen species generated from alcohol. To sensitively detect alcohol-induced DNA lesions in a biological system, we introduced a novel analytical platform for visualization of single genomic DNA molecules using E. coli. By fluorescently labelling the DNA lesions, our approach demonstrated, with the highest sensitivity, that we could count the number of DNA lesions induced by alcohol metabolism in a single bacterial cell. Moreover, our results showed a linear relationship between ethanol concentration and the number of DNA lesions: 0.88 lesions per 1% ethanol. Using this approach, we quantitatively analysed the DNA damage induced by exposure to alcoholic beverages such as beer (5% ethanol), rice wine (13%), soju (20%), and whisky (40%).</P>

Factors Affecting the Separation Performance in Ionic Liquid/Cu Nanocomposite Membranes for Facilitated CO₂ Transport

Chang, Jungyun,Min, Kwang-Joon,Lee, Heemoon,Kim, Jin-Kuk,Kang, Sang Wook American Scientific Publishers 2016 Journal of Nanoscience and Nanotechnology Vol.16 No.3

<P>Based on data reported for facilitated CO2 transport membranes, we analyzed the factors that would enhance their performance by utilizing an ionic liquid (IL)/Cu nanoparticle (NP) composite. The previously reported ILs were BMIM NO3, BMIM BF 4, MOIM BF4, and HMIM NO3. Compared with neat ILs, the selectivity of the ILs/Cu increased with the enhancement of permeance. We investigated the effect of the percentage of free ions in ILs and the size of the Cu NPs on CO2 separation performance. In addition, we found that the viscosity and steric effect of ILs played an important role in enhancing separation performance. In this regard, CO2 easily dissolved in the low- viscosity ILs, and their low steric effect allowed the ILs to readily interact with the surface of the Cu NPs.</P>

포소화약제의 어류급성독성 시험을 통한 환경독성 검증

이정윤 ( Jungyun Lee ),강영진 ( Youngjin Kang ),김홍 ( Hong Kim ) 한국안전학회(구 한국산업안전학회) 2015 한국안전학회지 Vol.30 No.4

There are various studies on the fire suppression process but the study on second pollution from fire products is not enough yet. Therefor, in this study verify that environmentally-friendly properties(LC_{50}) of foam extinguishing agent with increases its amount used through with Fish-Acute Toxicity Test using a fish named Misgurnus anguillicaudatus that is appointed by OECD Test Guideline. In conclusion, proven that environmentally friendly properties of the agent of hoseo university through 16 times of LC50 than that of market.

의미 중심어에 기반한 한국어 문장 생성 시스템

이강천(Kang Chun Lee),서정연(Jungyun Seo) 한국정보과학회 1998 정보과학회 컴퓨팅의 실제 논문지 Vol.4 No.5

한국어 문장 생성 시스템은 컴퓨터가 사용자에게 전달하고자 하는 내용을 자연스러운 한국어 문장으로 표현하는 시스템으로, 기계번역이나 대화 시스템 등 여러 응용에서 자연어 인터페이스를 제공할 때 필수적인 시스템이다. 본 연구에서는 Shieber의 의미중심어 주도 생성 시스템의 성능을 향상시키고, 한국어의 특성을 반영할 수 있도록 개량된 한국어 문장 생성 시스템을 개발하였다. 한국어 문장 생성 시스템을 효율적으로 구축하고 확장을 용이하게 하기 위해서 구문 생성기와 형태소 생성기를 분리하여 구현하고, 구문 생성기를 규칙 부분과 규칙 해석 부분으로 분리하여 성능을 향상시켰다. 본 논문에서는 또한 형태소 생성과 구문 생성시에 고려해야 하는 제반 문제들에 대하여 조사하고 해결방안을 제시한다. A Korean sentence generation system is a software system which generates natural Korean sentences. It is essential for the application systems such as a machine translation system which translates foreign languages to Korean and a dialogue interlace system which enables to use natural language dialogues for user interlace. In this research, we improve the semantic-head driven generation system suggested by Shieber and modify it to reflect various features of Korean sentences. We divide the generation system into syntactic generation and morphological generation, and syntactic generation into rules and a rule interpreter in order to enhance portability and extensibility. In this paper, we also discuss various shortcomings of previous Korean generation systems and explain the details of the proposed system.