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The Influence of Facial Emotion and Order Effect on Charity Donation Advertising Campaign
Dain Shim,기수경 재단법인 서암순창장학회 2018 Journal of Marketing Thought Vol.5 No.1
To survive rapidly growing international competition among nonprofit organizations, one of the most important concerns of charity organizations is how to appeal potential donors and make them to donate for the poor. This study postulates how charitable advertisements could be effective for attracting more funds from potential donors. As the purpose of searching for influential advertising method, this study proposes the effect of whether Mood Maintenance Theory or Mood Regulation Theory have influence on charity donation advertisement. By using facial expression of the victim and the Order Effect, this study tried to find effective ways to enhance the happiness of the donors and lead to high amount of donation. Therefore, by using effective advertising method, competitive charity organizations would be able to survive and increase donors for victims.
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What’s Happening and Coming Next in Asia?: AAB Special Report on Asian Consumers & Businesses
김미예,김진영,기수경,Joseph I. Kim,Jennifer H. Kim Academy of Asian Business (AAB) 2015 Academy of Asian Business Review Vol.1 No.1
There are two major questions we want to address in this report: Asian consumers and their views on Asian companies and leaders. Specifically, we asked how they felt in terms of happiness and economic power and what they thought about the performance of companies and business leaders. We surveyed more than 1000 people in Asia, mainly from China, Korea, and Japan. In the survey, we first asked how happy and satisfied in life they were, and how economically powerful they felt. Second, we asked what companies and business leaders they respected most. We also asked what companies they think are best in terms of other major dimensions: innovativeness, social responsibility, growth potentials, and wish-to-work-for. We obtained several important results and findings. With regard to consumers, we found that their answers were very important, and even surprising, to many people, and even contrary to the findings from several objective indicators which show that Asian countries such as China perform well in terms of economic and quality of life. As related to the Top 10 Asian companies and leaders, the data shows many interesting results which are consistent with our expectation and existing reports; for example, Samsung, Toyota, Softbank, and Alibaba were ranked at the top of the charts, as expected. However, we found several surprising findings that have not been reported in any other existing reports or studies. Our further data analysis and literature review suggest that the major findings provide very valuable strategic implications for consumer researchers, business leaders, policy makers, and anyone who are interested in getting big pictures about what is happening and coming next for their careers and businesses.
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소비자의 구매시점 결정에 관한 실험적 연구 : 경험소비와 물질소비 여부를 중심으로
김승범(Kim, Seungbeom),전미나(Mina Jun),이채호(Jacob C. Lee),기수경(Sookyoung Key) 글로벌경영학회 2021 글로벌경영학회지 Vol.18 No.2
본 연구는 소비자의 구매시점 결정에 미치는 요소들을 분석하고자 수행되었다. 소비 유형이 경험소비 혹은 물질소비인지의 여부, 할인의 제공, 품절가능성 등의 요소에 초점을 두고 이러한 요소들이 구매 시점에 어떠한 영향을 미치는지 확인한다. 이를 위하여 두 가지의 상황을 가정하였는데, 우선 첫 번째 상황은, 경험재와 물질재 중 한 가지 상품은 구매 후 바로 이용을 할 수 있으나 다른 한 가지 상품은 일정 기간이 지난 후에만 구매하여 이용이 가능한 상황을 제시한다. 기존의 연구들은 소비자들이 이런 상황에서 물질소비 보다는 경험소비를 뒤로 미루는 경향을 보고하였는데, 본 연구에서는 가격할인이라는 변수가 추가된다면 의사 결정에 변화가 생기는지를 확인하였다. 두 번째로는, 가격할인과 품절가능성이 동시에 존재하는 상황을 제시하였으며, 이러한 상황을 맞이하였을 때 소비자의 의사결정이 소비 유형, 즉 경험소비와 물질소비의 여부에 따라 어떤 차이가 발생하는지를 확인하였다. 아마존 사(社)의 미케니컬 터크(Mechanical Turk)를 이용한 온라인 설문조사의 방식으로 수행한 실험 결과는 다음과 같다. 우선, 가격할인이라는 변수가 추가적으로 제시될 경우 물질소비를 경험소비에 비해 뒤로 미루려는 경향이 증가함을 확인하였다. 또한 가격할인과 품절가능성이 동시에 제공될 경우, 물질소비에서 고수익 고위험의 옵션을 선택하는 경향이 더 크게 발견되었다. 고수익 고위험의 정도가 큰 상황에서는, 물질소비의 경우 위험 선호 현상이 발견되었다. 본 연구의 결과를 바탕으로 물질소비, 경험소비의 여부 그리고 가격할인 및 품절 확률이 구매시점에 미치는 영향을 보다 폭넓게 조사할 수 있었으며 기존 연구에 새로운 시사점을 제공할 수 있었다. This research investigated critical factors that influence consumers purchase timing decisions: purchase type (experiential or material), discounting, probability of being stocked out, etc. In Study 1, participants evaluated two purchases (one experiential and one material), of which one purchase can be consumed immediately (or within few days) whereas the other purchase can be used after a certain period of time. Extending the extant findings that suggested consumers tend to delay experiential purchases, we added a new condition of mark-down price of the product that is purchased later and investigated whether it influences consumers purchase timing decision. In Study 2, we tested whether the price discount factor and the possibility of product being sold out factor together influence consumer purchase decision, especially focusing their differential effects according to purchase type (experiential or material). The results of our experiments showed the following: First, when the condition of discounting is provided, the tendency to delay material purchases increased. In addition, when the discount and the probability of being sold out factors were provided simultaneously, participants tended to choose the option with high risk and high return for the material good. When the level of risk and return were very high, we observed risk-seeking attitude for material purchases. Overall, the present research contributed to the understanding of consumer purchase timing by investigating the effects of various key factors.
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