TOO BRIGHT TO SEE, TOO LOUD TO HEAR? MEASURING ACTUAL EFFECTS OF MESSAGE FRAMES IN MARKETING SUSTAINABILITY

Sangdo Oh,Sunho Jung,Seung Yun Lee 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

Explicit environmental attitude measures tend to produce strong socially desirable responses (Bruni & Schultz, 2010; Milfont & Duckitt, 2010; Stern & Dietz, 1994) and fail to capture more than what participants consciously recall (e.g., explicit belief, past behavior, Dunlap, Van Liere, Mertig, Jones, 2000; Schultz, Shriver, Tabanico, & Khazian, 2004). A number of studies have highlighted the popularity of environmental issues in common discourse in various countries, which leads individuals to eagerly express pro-environmental explicit attitudes (Dunlap, 1998; Leiserowitz, 2005; Meijers & Stapel, 2011). Therefore, an explicit measure of environmental attitudes would hardly be an unbiased indicator of prior knowledge and experience when testing the effect of subtle feeling on judgments: although a participant explicitly reports favorable attitudes toward environment or related issues, it does not necessarily mean that she or he has knowledge and experience to hinder the regulatory fit effects. Using the Implicit Association Test, we examined whether the extent to which individuals are implicitly biased toward (or against) sustainability moderates the regulatory focus by construal level interaction. Scores from the indirect measure of attitudes served as the indicator of the strength of associations between the concept of sustainability and evaluations that may result form its frequent pairing with desirable consumption patterns or repeated exposure to persuasive messages promoting sustainability. Specifically, we showed that the regulatory focus - construal level fit effect will be greater among individuals who have not formed significant associations about sustainability since these individuals are more likely to rely on feeling right from regulatory fit rather than using prior experience or knowledge.

YOU MAY LIE WHEN YOU WEAR PRADA: THE EFFECT OF BRAND LOGO PRESENCE ON IMPLICIT-EXPLICIT ATTITUDES CONGRUENCY

Sangdo Oh,Chaeho Lee,Sukki Yoon,Kacy K. Kim,Yung Kyun Choi 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This research examines the effect of luxury brand's logo on disparity between explicit and implicit attitudes. Using implicit association test, the results show that there is no correlation between implicit attitude and explicit attitude towrd a luxury product when luxury brand's logo is present (i.e., Prada). In contrast, implicit attitude and explicit attitude are negatively correlated when luxury logo is absent (i.e., Bottega Veneta).

TOO BRIGHT TO SEE, TOO LOUD TO HEAR? MEASURING ACTUAL EFFECTS OF MESSAGE FRAMES IN MARKETING SUSTAINABILITY

Sangdo Oh,Sunho Jung,Seung Yun Lee 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Explicit environmental attitude measures tend to produce strong socially desirable responses (Bruni & Schultz, 2010; Milfont & Duckitt, 2010; Stern & Dietz, 1994) and fail to capture more than what participants consciously recall (e.g., explicit belief, past behavior, Dunlap, Van Liere, Mertig, Jones, 2000; Schultz, Shriver, Tabanico, & Khazian, 2004). A number of studies have highlighted the popularity of environmental issues in common discourse in various countries, which leads individuals to eagerly express pro-environmental explicit attitudes (Dunlap, 1998; Leiserowitz, 2005; Meijers & Stapel, 2011). Therefore, an explicit measure of environmental attitudes would hardly be an unbiased indicator of prior knowledge and experience when testing the effect of subtle feeling on judgments: although a participant explicitly reports favorable attitudes toward environment or related issues, it does not necessarily mean that she or he has knowledge and experience to hinder the regulatory fit effects. Using the Implicit Association Test, we examined whether the extent to which individuals are implicitly biased toward (or against) sustainability moderates the regulatory focus by construal level interaction. Scores from the indirect measure of attitudes served as the indicator of the strength of associations between the concept of sustainability and evaluations that may result form its frequent pairing with desirable consumption patterns or repeated exposure to persuasive messages promoting sustainability. Specifically, we showed that the regulatory focus – construal level fit effect will be greater among individuals who have not formed significant associations about sustainability since these individuals are more likely to rely on feeling right from regulatory fit rather than using prior experience or knowledge.

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.

LUXURY BRANDED ENTERTAINMENT: HOW PUBLIC STAR RATINGS AND AWARENESS OF SURROUNDINGS AFFECT WORD-OF-MOUTH AMONG MEN AND WOMEN

Chanmo Park,Sukki Yoon,Yung Kyun Choi,Sangdo Oh,Kacy Kim,Jooyoung Lee 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The authors of this research show that gender plays a role in whether public star ratings of branded content films (e.g., ratings on Rotten Tomatoes) and increased awareness of surroundings differentially affect movie viewers’ willingness to spread word-of-mouth about films. For men, no matter whether they have high or low awareness of surroundings, a higher versus lower star rating uniformly enhances the likelihood they will recommend the film to others. In contrast, for women, momentarily heightened awareness of their surroundings enhances (diminishes) the likelihood of recommending the higher (lower) star-rated film. If women have low awareness of their surroundings, however, the differences do not emerge.

창업보육센터의 멘토링 교육 서비스가 창업기업 구성원의 조직몰입과 직무만족도에 미치는 영향에 대한 경로분석

김기홍(Kihong Kim),오상도(Sangdo Oh) 한국소비문화학회 2023 소비문화연구 Vol.26 No.1

본 연구는 창업보육선터 멘토링 교육 서비스의 기능이 초기창업기업 구성원의 조직몰입도와 직무만족도에 미치는 영향을 파악하고 변수들 간의 관계 및 효과를 분석하는 것을 목적으로 한다. 전국 창업보육센터에서 시행하는 멘토링 교육에 참여한 경험이 있는 전국 만 19세 이상 성인을 대상으로 한 238부의 설문을 표본으로 경로모형을 구성하였으며, 상관관계분석과 경로분석을 통하여 가설을 검증하였다. 그 결과, 멘토링 서비스의 기능, 멘토-멘티 신뢰감, 멘토링 서비스의 공정성 지각, 조직몰입도, 직무만족도는 모두 통계적으로 유의한 상관관계를 보였다. 멘토링 서비스의 기능은 신뢰감, 공정성 지각, 조직몰입도, 직무만족도에 모두 유의한 효과를 보였다. 멘토링서비스기능-공정성지각-직무만족도 경로의 간접효과도 유의미한 것으로 나타났다. The purpose of this study is to verify the positive effect of trust in mentors and impartiality and the relationship between the effect of mentoring on start-up companies and organizational commitment as well as job satisfaction, based on the assertions of previous studies on other various fields. We confirmed that the mentoring function of the start-up research center was an important factor in the organizational commitment and job satisfaction of start-up entrepreneurs. It also suggested the possibility of the way to elicit the organizational commitment through trust in not only the mentoring function but the organizational immersion. By verifying the relationship between mentoring functions, organizational immersion, and job satisfaction inside the start-up research center, mentors should stay positive and bring up passion for their mentees. Start-up workers, in the same vein, also suggest that understanding and interest in the overall mentoring composition is required for meaningful mentoring.

EFFECTS OF RESIDENTIAL MOBILITY ON TRUST IN THE DIGITAL CONSUMPTION CONTEXTS

Jeonghwa Seo,Sujeong Hong,Hakkyun Kim,Sangdo Oh 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This research investigated how residential mobility affects consumers' trust in digital consumption environments (e.g., online shopping). Due to today's digitalization, consumers' trust in digital environments is treated as important. However, work has yet to be explored that the trust of digital environments can differ depending on residential mobility. This article highlights key findings from the relationship between residential mobility and trust in digital environments. Trust in digital environments may vary depending on residential mobility. As a result of the data analysis, the lower the residential mobility, the lower the trust in digital environments, while the higher the residential mobility, the higher the trust in digital environments.

EFFECTS OF SOCIAL MEDIA POSTING ON EXPERIENTIAL ASPECTS OF MATERIAL PRODUCTS AND LIKING OF THEM

Seunghyeon Cho,Jeonghwa Seo,Hakkyun Kim,Sangdo Oh 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Studies regarding the relationship between purchases and happiness have consistently found an experiential advantage: people are happier when purchasing experiential products (e.g., vacations and concerts) than material products (e.g., clothes and electronics) (Caprariello & Reis, 2013; Carter & Gilovich, 2010, 2012; Pchelin & Howell, 2014; van Boven and Gilovich, 2003). This phenomenon (i.e., experiential advantage) may make marketing efforts of service firms or any companies selling experiences relatively more effective and productive in that consumers will derive a great amount of purchase happiness. On the other hand, the same phenomenon may indicate innate challenges and hurdles for firms selling products carrying materialistic features. Considering the material-experiential spectrum, approximately 50% of the industries are seeming faced with this issue. In this research, we propose a solution with which mainly material-focused products can loom more experiential, thereby benefiting from the experiential advantage. In other words, we investigate how material goods can be perceived as experiential and they can offer greater purchase satisfaction compared to when they remain as merely materialistic. Specifically, noting that reasons for experiential advantages are originated from social aspects of experiential goods (e.g., self-presentation to other people, conversational values, reputation-building, etc.), the current study shows that posting on social media can imbue social aspects, which is a key drive of the experiential advantage.

고객접점 종업원의 친사회적 행동이 여성 고객의 만족도에 미치는 영향

박현서 ( Hyeon Seo Park ),오상도 ( Sangdo Oh ),조인숙 ( Insook Cho ) 한국여성경제학회 2021 여성경제연구 Vol.18 No.1

본 연구는 대인 서비스 접점에 있는 종업원의 친사회적 행동이 여성 고객의 서비스 만족도 및 기업에 호의적인 행동 참여 여부에 어떠한 영향을 미치는지 규명하는 것을 목표로 한다. 이 논문에서는 규정된 역할의 고객 서비스(RPCS)와 비규정된 역할의 고객 서비스(ERCS)로 구성된 친사회적 행동이 고객의 내적반응을 매개하여 고객 만족에 얼마나 영향을 미치는지 파악하였다. 더 나아가 서비스에 만족한 고객들이 자발적으로 보이는 애호도, 협조, 참여 등의 기업에 호의적인 행동을 대상으로, 종업원의 친사회적 행동이 고객들의 자발적 행동에 어떤 영향을 미치는지 확인하였다. 본 연구는 고객과의 상호작용이 매우 중요한 역할을 차지하는 직업훈련 기관의 여성 훈련생(고객)을 대상으로 연구를 수행하였다. 연구의 조사 대상은 경북과 경기 지역에서 선정된 5개의 요양보호사 교육원의 교육 프로그램을 수료한 학생들이다. 이들을 대상으로 설문조사를 실시하여, 총 300부의 설문지 중 무응답 및 불성실한 응답 36부를 제외하고 총 264부의 설문 결과를 최종적으로 사용하였다. 분석 결과는 다음과 같다. 첫째, 고객접점 종업원의 친사회적 행동 중 규정된 역할의 고객 서비스는 고객의 인지적 및 감정적 내적반응에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 종업원의 친사회적 행동 중 비규정된 역할의 고객 서비스는 고객의 인지적 및 감정적 내적반응에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 종업원의 친사회적 행동 중 비규정된 역할의 고객 서비스는 고객의 내적반응을 매개로 고객 만족에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 고객만족은 고객의 자발적 행위 중 애호도, 협조, 참여에 정(+)의 영향을 미치는 것으로 나타났다. 이처럼 본 연구는 서비스 업종에서 고객접점 종업원의 친사회적 행동이 고객만족도를 높이고 기업의 경쟁력을 향상시키는 주요한 요인이 된다는 점을 보여주며, 서비스 업종에서 종업원 교육과 관련된 인적자원 관리 전략에 중요한 시사점을 제공한다. This study aims to examine how customer service personnel’s prosocial behaviors affect customer satisfaction and customer voluntary performance. This study investigates how service personnel’s prosocial behaviors affect customer satisfaction as well as customers’ voluntary performances such as affinity, cooperation, and participation. This study examines 264 customers from 5 nursing care education centers in Gyeongsangbuk-do and Gyeonggi-do. In particular, this study focuses on female respondents because most of the trainees in the vocational training institutions are women. Empirical analyses of this study report four important findings. First, role-prescribed customer services positively influence customers’ cognitive and emotional inner reactions. Second, extra-role customer services positively influence customers’ cognitive and emotional inner reactions. Third, extra-role customer services positively influence customer satisfaction with the mediation of positive inner reactions of customers. Fourth, customer satisfaction has a positive effect on customers’ voluntary performance such as affinity, cooperation, and participation. These findings suggest that customers are satisfied when they experience positive inner reactions through prosocial behaviors of service encounters in service environment. In addition, when their satisfaction levels were increased, customers tend to have a friendly relationship with the service providers as well as are willing to help the service providers to flourish. These findings provide important insights on human resources management strategies of education service providers.

“KID TESTED, MOM APPROVED”: THE RELATIONSHIP BETWEEN ADVERTISING EXPENDITURES AND BRANDS “MOST-LOVED” BY CHILDREN AND MOTHERS

Kyungok K. Kim,Jerome D. Williams,Sangdo Oh,Gary B. Wilcox 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This research examines the relationship between advertising expenditures and perceptions of popular brands by children and mothers in the United States. Findings how that magazine advertising has a positive and significant relationship with brand affinity scores to children and mothers while other advertising, such as electronic advertising and other print advertising, have negative or insignificant relationships with brand affinity scores. In addition, the correlation between exposure times through product/brand placement and brand affinity scores reveals a similar pattern. Product placement does not cause positive and significant relationships with brand affinity scores for either children or mothers.