Will She Like this Product as Much as I Like? The Role of Positive Affect in Predicting Others' Product Preferences

Kim,Hakkyun.Walsh,Darlene 한국상품학회 2012 商品學硏究 Vol.30 No.6

How does mood affect our predictions about the preferences of other people? This paper proposes a psychological mechanism bywhich positive affect influences people’s perceptions of the similarity between their own preferences and those of other people by decreasing the psychological distance between them. In two experiments, this research shows that people in a positive mood tend to assume that their own preferences are similar to others’more often than those in a negative mood do. These findings add to the growing evidence that affect influences how people process information and demonstrate that mood affects people’s predictions about others.

암묵적 자기 이론이 서비스 실패에 대한 소비자의 반응에 미치는 영향

김학균 ( Kim¸ Hakkyun ),전은미 ( Jeon¸ Eunmi ) 한국소비자학회 2020 소비자학연구 Vol.31 No.6

본 연구는 소비자들이 서비스 실패를 경험했을 때 불평행동을 유발하는 근원적 동기를 암묵적 자기 이론을 중심으로 고찰하였다. 서비스 실패에 관한 기존 문헌은 주로 지금까지 서비스 실패의 결과로 도출되는 소비자의 감정이나 행동에 초점을 맞추고 이를 위한 서비스 회복을 중심으로 이루어져왔다. 그러나 본 연구는 불평행동을 유발하는 근원적인 선행요인이 개인이 지닌 보유한 기존의 믿음에서 발생하는 것으로 보고 그 심리적 동기에 대해 알아보고자 하였다. 따라서 본 연구는 소비자는 동일한 서비스 실패에 대해서도 각기 다르게 반응할 수 있으며 또한 겉으로 드러나는 불평행동이 동일하게 보일지라도 불평행동을 촉진하는 동기는 개인이 보유한 믿음으로 달라 질 수 있다고 예측하였다. 즉, 소비자는 자신의 감정을 표출하기 위해 불평행동을 하는 반면 또 다른 소비자는 서비스의 품질을 개선하기 위해 불평행동을 할 수 있다. 이렇게 불평행동의 동기가 달라지는 이유는 암묵적 자기 이론, 즉 개인이 가지는 자신의 변화 가능성에 대한 믿음 때문이라고 예상하며 서비스 실패 상황에 대처하는 소비자의 불평행동에 영향을 미칠 수 있다고 제안한다. 이에 실증적 실험을 통해 암묵적 이론이 서비스 실패에 대한 소비자의 반응에 미치는 영향을 살펴보았다. 연구결과를 통해 개인의 기질이 고정되어 있으며 노력이나 학습에 의해 변화될 수 없다고 믿는 불변 이론가가 서비스실패의 상황에 노출될 때는 부정적인 감정을 표출하기 위해 불평행동을 하는 반면 개인의 기질은 변화가 가능하며 개인의 노력에 의해 개선될 수 있다고 믿는 증진 이론가는 서비스의 품질을 극복하기 위해 불평행동에 참여하게 된다는 것을 밝혀냈다. 더불어 소비자가 서비스 실패를 경험했을 때 불평행동에 참여하려는 의지, 분노 등은 암묵적 자기이론에 따른 차이가 없었다. 본 연구는 이를 통해 관련 문헌의 확장에 기여하며, 소비자의 불평행동에 대한 심도 있는 이해를 도모함으로써 실무적 시사점을 제공하는데 의의가 있다. Consumers tend to react differently to service failure. This paper suggests that consumers’ implicit beliefs about their personalities may influence their reactions to service failures, and the reasons for their complaint behaviors. Previous research has identified two implicit self-theories: incremental theory and entity theory. Individuals who believe in incremental theory, known as incremental theorists, consider their personal traits as malleable and believe they can enhance their capabilities through their own efforts. In contrast, individuals who believe in entity theory believe they cannot improve their capabilities through their own efforts. Drawing on this distinction, we propose that incremental theorists complain in order to induce service improvement, whereas entity theorists complain in order to express their feelings. In other words, incremental theorists who believe in the malleability of personal traits can perceive their complaint behavior as a way of helping the business correct its errors and improve its customer care. On the other hand, entity theorists who believe that even a high degree of effort cannot generate any capability improvement may simply view their complaint behavior as a way of venting their anger or regulating their emotions. To test this hypothesis, we conducted a behavioral experiment. As a result, entity theorists engaged in complaint behaviors to express their anger and dissatisfaction, whereas incremental theorists engaged in complaint behaviors to help the service firm resolve service failures and improve its service quality. These results demonstrate that people engage in complaint behavior for different reasons, and one explanation for this disparity is people's beliefs in the self. This research contributes to an understanding of the different reasons behind consumers’ reactions to service failures.

MESSAGE TYPE STRATEGY IN CHARITABLE FUNDRAISING

Youngjune Kim,Hakkyun Kim,Hyeonyeong Seo,Hyoseon Lee 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

In appeals for donations, some charities highlight why their programs are important or abstract meanings that individuals' contributions can have. On the other hand, some other charities highlight how their programs are implemented or specific actions that are to be made. Drawing on construal level theory, we posit that abstract, “why” laden appeals will be more persuasive than concrete, “how” laden appeals when psychological distance (via physical distance) is high (vs. low). One experiment was conducted to test this premise. Specifically, we examined whether the location where the programs of a nonprofit organization were run was far (i.e., a foreign country) or near (i.e., domestically) would moderate the persuasiveness of abstract versus concrete messages. In terms of the procedure, participants were first asked to read a message from a nonprofit organization helping children suffering from rare diseases in their own country or in foreign countries. Then, they indicated the extent to which they were willing to help the nonprofit. To manipulate the message type, we varied the headline as well as the content of the message so as to make on version construed at a low level and the other at a high level. Further, to investigate a moderating role of disease types, we measured the changes in response to when disease names are suggested more specifically due to the variation in the degree of familiarity to the charity subject. The results of this experiment supported our prediction on the fit effect between physical distance and message type. To be specific, when the appeal was for a foreign cause, abstract messages generated a higher willingness to help the nonprofit. Conversely, when the appeal was for a local cause, concrete messages generated a higher willingness to help the nonprofit. These results indicate construal fit effect in a charitable giving context. Furthermore, we investigated a moderating role of disease types given that such fit effects can be stronger among low- (vs. highly) familiarity of disease. We observed a significant three-way interaction involving the degree of familiarity.

You Want More When You Have Something in Your Hand

Kim, Hakkyun,Han, Youngjee,Jeon, Eunmi Korean Marketing Association 2019 ASIA MARKETING JOURNAL Vol.20 No.4

In this research, two studies show that the bodily experience of holding objects in the hand is tied to the mental concept of acquiring material wealth. Holding objects in the hand (a) increased people's desires for possessing fairly luxurious goods (Study 1) and (b) made people judge a controversial issue (e.g., "sweatshops" run by global companies) more favorably based on wanting to generate more wealth for individuals and society rather than on humanitarian concerns (Study 2). These results provide evidence that the bodily experience not only helps to represent an abstract concept but also can shape attitude and judgment congruent with the metaphor represented in the bodily experience.

『서울은 만원이다』에 나타난 도시의 ‘서발턴’ 고찰

김학균(Kim Hakkyun) 한국현대문학회 2013 한국현대문학연구 Vol.0 No.41

이 논문은 『서울은 만원이다』(1966)에 나타난 하위계층들이 도시의 주변부를 떠돌면서 중심과 주변의 경계를 허물고, 내부 식민구조에 균열을 일으키는 양상을 고찰하였다. 1960년대는 경제개발 5개년 계획이 시작되면서 서울의 산업화와 도시화가 급격히 진행되던 시기였다. 서울의 도시화는 중심과 주변, 주체와 타자, 남성 젠더와 여성 젠더, 도시와 농촌의 이분법적인 구도를 형성하고, 도시의 하층민들(subaltern)을 착취하는 결과를 낳았다.『서울은 만원이다』의 주인공 길녀, 남동표, 기상현은 서울의 주변부를 떠돌면서 생계를 이어가는 하층민들로 서로 다른 방식으로 서울에서 정착하고자 한다. 남동표는 길녀의 구애를 받으면서도 살림을 차리는 것을 거부함으로써 가족주의를 거부하였고, 길녀는 공간을 이동하면서 성매매를 함으로써 여성을 사적 공간에 가두려는 근대적 가족 제도를 거부한다. 남동표는 기상현의 돈을 훔쳐 ‘서민 금융’에 투자하고, 한동안 안정된 직장생활을 유지하였으나, 서민 금융이 하층민들을 착취하는 고리대금업이라는 사실을 알고 이 일에 적응하지 못한다. 서민 금융은 제3세계 대도시의 내부 식민구조의 모순을 담은 것으로 남동표는 이에 소극적인 저항을 한 셈이다. 길녀는 서울이 구조적으로 내포하는 계급 모순뿐 아니라 여성 젠더의 모순을 몸소 겪는다. 그녀는 자신을 성적으로 착취하는 서린동 영감과 비뇨기과 의사의 돈을 훔침으로써 이들을 징벌한다. 그녀는 남동표의 돈을 훔치려다가 돌려줌으로써 서발턴들의 연대 가능성을 시사하고 있다. This paper aims to study that the urban subalterns are exploited by the inner colonial structure which started in 1960"s in Seoul is Full(1966) which Lee Ho-chol wrote. This novel shows us that 1960"s Seoul is industrialized very fast, so there is division between urban and rural, man gender and woman gender, subject and object. So the latter are exploited by the former. Nam Dongpyo wandered surrounding Seoul for rejecting that Kil-yo the heroin in Seoul is Full lives together, as a result he refused the familism which is same nationalism that forced the order and culture. And Kil-yo move one place to place, so she is stayed between a prostitution woman and a married woman, so she resists for the men"s eyes to fix her a prostitution woman. Nam stealed the Ki Sanghyun"s money and invest the money small loan-finance but he knows the finance is a loan at high interest, so he refuses taking out the powerless commoner"s money. As a result he resists the inner colonial structure. And Kil-yo punished men who are sexually abused her by stealing their money and she stopped stealing Nam"s money, which shows the possibility that urban subalterns are bound together.

분절임피던스를 기준한 분절다주파수 생체임피던스의 일치도 분석

탕새조(Sae-Jo Tang),김장희(Jang-Hee Kim),엄진종(Jin Jong Eom),엄선호(Sunho Eom),김학균(Hakkyun Kim),김철현(Chul-Hyun Kim) ICT플랫폼학회 2021 JOURNAL OF PLATFORM TECHNOLOGY Vol.9 No.2

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.

기후스마트농업의 실태진단과 과제

정학균(Jeong Hakkyun),임영아(Lim Youngah),이혜진(Lee Hyejin),김창길(Kim Changgil) 한국농촌경제연구원 2016 한국농촌경제연구원 기본연구보고서 Vol.- No.-

신기후체제에 대응한 저탄소농업 활성화 방안

정학균(Jeong Hakkyun),김연중(Kim Yeanjung),이혜진(Lee Hyejin) 한국농촌경제연구원 2016 한국농촌경제연구원 정책연구보고서 Vol.- No.-

Background The world selected reduction of greenhouse gases as a global agenda to adapt to environmental changes caused by climate change, and implements compulsory reduction of greenhouse gases through international conventions. The agricultural sector of Korea should establish and promote policies for expanding low-carbon emission agriculture based on evaluation of economic effects of low-carbon emission agriculture to effectively adapt to reducing greenhouse gases. Prior studies related to low-carbon emission agriculture focus mainly on calculating the volume of emitted greenhouse gases and analyzing potential reduction thereof. It is hard to find prior studies suggesting an analysis of economic effects and effective reduction strategies thereof. This study has been promoted to design a strategy for vitalizing low-carbon emission agriculture on a systematic basis to successfully reduce greenhouse gases in the agriculture sector after the Climate Change Conference in Paris. Method of Research The world selected reduction of greenhouse gases as a global agenda to adapt to environmental changes caused by climate change, and implements compulsory reduction of greenhouse gases through international conventions. The agricultural sector of Korea should establish and promote policies for expanding low-carbon emission agriculture based on evaluation of economic effects of low-carbon emission agriculture to effectively adapt to reducing greenhouse gases. Prior studies related to low-carbon emission agriculture focus mainly on calculating the volume of emitted greenhouse gases and analyzing potential reduction thereof. It is hard to find prior studies suggesting an analysis of economic effects and effective reduction strategies thereof. This study has been promoted to design a strategy for vitalizing low-carbon emission agriculture on a systematic basis to successfully reduce greenhouse gases in the agriculture sector after the Climate Change Conference in Paris. Results and Implications The result of the survey by questionnaire to examine recognition of and response to low-carbon emission agriculture reveals difficulties in applying low-carbon emission agriculture: ‘no price difference of low-carbon emission agricultural products’ (32.3%), ‘reduced volume per unit area after applying low-carbon emission agriculture’ (24.8%), and ‘increased labor input including complicated documentation procedures’ (15.9%). The result of estimated marginal abatement cost of the technology for reducing greenhouse gases in the agricultural sector reveals no-tillage is the most cost-effective technology, followed by multiple insulation curtains, geothermal heat pumps, water-curtain system, cultivation with green manure, optimum application of fertilizers, and intermittent irrigation. The result of the consumer survey reveals many consumers value the necessity for low-carbon emission certification, and highly trust the certification. However, just a half of the consumers who have bought low-carbon emission products answered they know details of low-carbon emission certification, suggesting the necessity for public relations in the future. More than 80% of people who have or have not bought agricultural products certified as low-carbon emission products gave a positive answer to future purchase thereof. This implies it is necessary to diversify agricultural products certified as low-carbon emission products, find ideal markets to enable consumers to easily access thereto, and lower the price premium approximately 25% lower than the agricultural products certified as GAP and pesticide free to promote future purchase. It is needed to vitalize low-carbon emission agriculture to accomplish the target of reducing greenhouse gases under the new climate regime. To this end, it is necessary to promote key projects including further expanding major low-carbon emission agriculture technology, encouraging consumers to buy lo

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.