Assessing the Sleep-wake Pattern in Cancer Patients for Predicting a Short Sleep Onset Latency

Kikyoung Yi,Joohee Lee,Sungook Yeo,Kyumin Kim,Seockhoon Chung 대한정신약물학회 2022 CLINICAL PSYCHOPHARMACOLOGY AND NEUROSCIENCE Vol.20 No.2

Objective: We investigated the sleep parameters and clinical factors related to short sleep onset latency (SL) in cancer patients. Methods: We retrospectively reviewed the medical records of 235 cancer patients. Patient Health Questionnaire-9, State and Trait Anxiety Inventory (State subcategory), Insomnia Severity Index (ISI), Cancer-related Dysfunctional Beliefs about Sleep, and Fear of Progression scale scores and sleep related parameters including sleeping pill ingestion time, bedtime, sleep onset time, and wake-up time were collected. We also calculated the duration from sleeping pill ingestion to bedtime, sleep onset time, and wake-up time; duration from wake-up time to bedtime and sleep onset time; and time spent in bed over a 24 hours period. Results: Among patients not taking sleeping pills (n = 145), early wake-up time (adjusted odds ratio [OR]: 0.39, 95% confidence interval [CI] 0.19−0.78), early sleep onset time (OR: 0.50, 95% CI 0.27−0.93), and low ISI score (OR: 0.82, 95% CI 0.71−0.93) were identified as expecting variables for SL ≤ 30 minutes. Longer duration from wake-up time to bedtime (OR: 2.49, 95% CI 1.48−4.18) predicted SL ≤ 30 minutes. Among those taking sleeping pills (n = 90), early sleep onset time (OR: 0.54, 95% CI 0.39−0.76) and short duration from pill ingestion to sleep onset time (OR: 0.05, 95% CI 0.02−0.16) predicted SL ≤ 30 minutes. Conclusion: Cancer patients who fell asleep quickly spent less time in bed during the day. Thus, before cancer patients with insomnia are prescribed sleeping pills, their sleep parameters should be examined to improve their SL.

일관성 욕구가 소비자의 구전 후 태도변화에 미치는 영향: 만족에 대한 귀인과 추천보상의 역할

박기경 ( Kikyoung Park ),류강석 ( Gangseog Ryu ) 한국소비자학회 2016 소비자학연구 Vol.27 No.3

본 연구는 구전활동을 수행하는 것이 구전대상인 제품이나 서비스에 대한 전달자의 태도에 미치는 영향을 이해하기 위하여, 고객이 지닌 일관성 욕구의 수준과 구전의 원천인 만족경험에 대한 고객의 귀인유형이 어떤 상호작용을 하는지 실험적인 방법을 사용하여 고찰하였다. 또한 전통적인 형태의 구전뿐만 아니라 추천에 대하여 보상이 제공되는 보상된 구전 상황에서는 그 효과가 어떻게 달라지는지 탐구하였다. 본 연구모델에 의하면, 일관성 욕구가 높은 소비자는 자신의 구전활동에 대하여 일관성과 정당화를 중시하는 반면, 일관성 욕구가 낮은 소비자는 구전과정에서 자기중심편향이 활성화되는 것으로 제안하였다. 그리고 기업 관련 귀인의 만족경험에 대한 구전이 더욱 일관되고 정당화하기 쉽고, 고객 관련 귀인의 만족경험에 대한 구전이 자기중심편향에 더 적합할 것이며, 나아가 일관성 욕구 수준과 귀인유형이 일치될 때 태도강화 효과가 발생할 것으로 예상하였다. 실험결과를 요약해보면, 먼저 일관성 욕구가 높은 소비자는 기업 관련 요인으로 만족하여 구전을 할 때 서비스에 대하여 더욱 호의적인 태도를 형성한 반면, 고객 관련 요인으로 만족한 경험에 대한 구전은 전달자의 태도형성에 유의한 영향을 미치지 않았다. 반면, 일관성 욕구가 낮은 소비자는 고객 관련 요인으로 만족하여 구전을 할 때 더욱 호의적인 태도를 형성하였지만, 기업 관련 요인으로 만족한 구전은 태도형성에 유의한 영향을 발휘하지 않았다. 또한, 일관성 욕구가 높은 소비자가 기업 관련 요인으로 만족한 경험에 대하여 보상된 구전을 하는 경우, 자연적 구전보다 서비스에 대한 태도가 덜 호의적으로 나타났다. 즉, 추천보상을 자신의 구전행동에 대한 외적인 동기요인으로 지각함으로써 정당화가 어려워지고, 그 결과 구전의 태도강화 효과도 감소되었다. 반면, 일관성 욕구가 낮은 소비자는 보상된 구전에 대해서 차별적인 반응을 보이지 않았다. 본 연구결과는 기존의 공개선언 효과를 확장하고, 구전 및 귀인문헌에 대한 이해의 폭을 넓히며, 기업의 구전관리와 관련하여 실무적인 시사점을 제공한다. Word-of-mouth(WOM) has long been known to play important and various roles in the marketing and consumption process, and it started gaining more popularity among firms and scholars due to the recent emergences of new technologies like social network services. Although a substantial amount of knowledge has been accumulated regarding antecedents and consequences of WOM, we know much less about its impact on the communicator herself. It appears quite apparent to predict that it will affect her own attitudes or feelings about the product if a customer talks about her opinions or experiences of a product. Psychologists have already demonstrated these possibilities through public commitment effect -communicating one’s attitude in a verbal or written format makes it more extreme - and emotional recovery effect -expressing one’s emotions about negative experiences lessens negative feelings. In the marketing literature, Garnefeld, Helm, and Eggert(2011) show that the positive effect of WOM transmission behavior and the communicators’ brand loyalty is stronger for consumers with a low level of product knowledge, and Park and Ryu(2011) find that the emotional recovery effect of WOM varies by the motives of WOM. Understanding the effects of WOM participation on communicators also provides significant implications for the firms that pay attention to Customer Lifetime Value and Customer Relationship Management, which emphasizes the value of existing customers as well as new customers. In this research, the authors examine the roles that consumers’ need for consistency and attribution of satisfaction(i.e., locus of control) play in determining the relationship between WOM transmission and own attitude change, and study both traditional natural WOM and new rewarded WOM - a reward is offered in exchange for referral. Need for consistency is one of the most basic human motives; People desire to pursue a balance among their cognitive, affective, and behavioral responses. Individuals with a high level of need for consistency place greater weights not only on consistency but also justifiability of their and others’ responses. This tendency becomes stronger in public. In contrast, individuals with a low level of need for consistency consider self-enhancement motives more important. Among the three dimensions of Weiner’s(2000) attributional causes, the authors suggest that locus of control - whether company-related causes or customer-related causes -be closely associated with the different motives which individuals emphasize. That is, company-related causes of satisfaction will be perceived to be more legitimate and valid, and thus will provide easier justifications for one’s responses. On the contrary, customer-related causes are likely to be perceived to be more subjective and self-serving, and will be harder to justify the responses. Therefore, Hypothesis 1 posits that consumers high in need for consistency will show a more favorable attitude toward service after they engage in WOM transmissioner about their satisfying experiences attributable to company-related causes(vs. no WOM), whereas they will show no difference in the customer-related attribution condition. On the other hand, individuals low in need for consistency will formulate a more favorable attitude toward service after engaging in WOM transmission about their consumption experiences attributable to customer-related causes (vs. no WOM), whereas they will show no difference in the company-related attribution condition. Hypothesis 2 compares the impact of rewarded WOM with that of natural WOM. Since referral rewards will work as an additional extrinsic motive or elicit situational attributions for WOM, consumers will perceive it to be less legitimate and justifiable engaging in rewarded WOM behavior. This condition will be relevant only to consumers high in need for consistency, and their attitude will be become less favorable after WOM in the rewarded WOM compared to the natural WOM condition when they make company-related attributions for satisfaction. The authors conducted an experiment with 2(need for consistency: high vs. low) x 2(satisfaction attribution: company-related vs. customer-related) x 3(WOM type: natural WOM vs. rewarded WOM vs. no WOM) between-subjects design. The main dependent variable was communicator’s attitude toward service, and general emotion that the communicator experienced during WOM transmission was also measured for exploratory analysis. 293 college students participated in the experiment, and they were randomly assigned to one of the 12 conditions. Planned-contrasts were performed to test the hypotheses. As to Hypothesis 1, participants high in need for consistency showed a more favorable attitude when they had engaged in WOM about company-attributed satisfaction(vs. no WOM)(3.75natural WOM vs. 2.53no WOM; F(1, 281) = 8.82, p < .01), whereas engaging in WOM did not have any influence in the customer-attributed satisfaction condition (3.06natural WOM vs. 2.64no WOM; F(1, 281) = 1.03, p > .30). On the other hand, participants low in need for consistency showed a more favorable attitude when they had engaged in WOM about customer-attributed satisfaction(vs. no WOM)(3.68natural WOM vs. 2.91no WOM; F(1, 281) = 4.23, p < .05), whereas engaging in WOM had no effect in the company-attributed satisfaction condition (3.40natural WOM vs. 3.61no WOM; F(1, 281) = .25, p > .60). As for Hypothesis 2, participants high in need for consistency showed a less favorable attitude when they had engaged in rewarded WOM about company-attributed satisfaction(vs. natural WOM)(3.75natural WOM vs. 2.82rewarded WOM; F(1, 281) = 5.40, p < .05), whereas there was no difference in the responses among other conditions(high in need for consistency -customer-attributed satisfaction: 3.06natural WOM vs. 2.64rewarded WOM, F(1, 281) = .97, p > .30; low in need for consistency -company-attributed satisfaction: 3.40natural WOM vs. 3.46rewarded WOM; F(1, 281) = .02, p > .85; low in need for consistency -customer-attributed satisfaction: 3.68natural WOM vs. 3.52rewarded WOM; F(1, 281) = .17, p > .65). In addition, the result of emotion showed a similar pattern to that of attitude. In conclusion, the research findings make significant contributions to the literature by extending the public commitment effect to WOM domains with new moderators and by introducing indirect effects of attributions, and also offer insights to firms for their WOM strategy.

How the perceptual fluency of price discounts and promotional cues affect consumer responses

Park, Kikyoung,Ryu, Gangseog,Han, Youngjee SOCIETY FOR PERSONALITY RESEARCH 2017 SOCIAL BEHAVIOR AND PERSONALITY Vol.45 No.5

음악을 하는 세 청년에게서 관찰된 공황발작의 의미

이기경 ( Kikyoung Yi ) 한국분석심리학회 2022 心性硏究 Vol.37 No.1

이 글은 음악을 하는 20대 초반 청년들에게 발생한 공황발작의 의미를 분석심리학적으로 이해해보고자 하는 시도이다. 공황발작은 주로 20대에 발생한다고 알려진 불안신경증의 일종으로 다양한 자율신경계 증상에 동반되는 극심한 공포와 두려움이 특징이다. 공황발작과 감정기복, 자살사고나 자해행동이 동반된 세 사례에서 공황발작이 나타났던 상황을 살펴보고, 각 사례에서 공황발작의 심리적 의미를 살펴보았다. 첫 번째 사례의 공황발작은 무의식적인 상태로 남아 있고자 하는 이에게 의식성을 가지고 생각하거나 사고하게끔 한다. 두 번째 사례에서 미래를 향한 삶으로의 전진을 망설이며 갈등하는 이에게 내면의 문을 열어 자신의 깊은 마음과 접촉할 수 있게 하여 갈등을 초월할 가능성을 열어주기도 한다. 세 번째 사례에서는 무의식의 실현되고자 하는 본능과 충동을 공황발작으로 경험하고, 그 충동을 의식적으로 실현해간다. 각각 다른 의미가 있는 것처럼 보이는 그들의 공황발작은 청년기 이전 시기의 의식 수준으로부터 새로워질 것을 촉구하는 무의식의 강력한 접근일 것이다. This text is an attempt to understand the psychological meaning of panic attacks occurring in the young people in their early twenties who play music. A panic attack is a type of anxiety neurosis known to occur primarily in their twenties and is characterized by extreme fear and terror accompanied by various symptoms in the autonomic nervous system. Situations with occurring panic attacks were examined in three cases combined with panic attacks and mood swings, suicidal ideation, and self-mutilating behaviors, and the psychological meaning of panic attacks was reviewed for each case. In the first case, panic attacks make one think or reflect with consciousness for someone who wants to remain unconscious. In the second case, for one who hesitates to move forward in life and finds oneself in conflict, panic attacks open the inner mind and allow one to come in touch with one’s deeper mind, thereby opening possibilities to transcend the conflict. In the third case, one experience the instinct and impulse of desiring to realize the unconsciousness as panic attacks and thereafter consciously realize the impulse as well. Their panic attacks, which all seem to have different meanings, are likely a powerful approach of the unconsciousness to urge a renewal from the consciousness level of the youth period.

[가솔린엔진부문] 미국 가솔린 차량의 배출가스 인증레벨 및 열화특성 연구

배기경(KiKyoung Bae),한상명(Sangmyung Han) 한국자동차공학회 2000 한국자동차공학회 춘 추계 학술대회 논문집 Vol.- No.-

The emission certification trend of the model year 1999 & 2000 vehicles has been investigated with the certification database of EP A. This paper contained the average emission level, and the emission level & DF(the Deterioration Factor) of every car-maker. Especially this study tried to compare the average certification emission levels of whole vehicles with those of representative car-makers such as Honda, Ford, etc.<br/> This study was accomplished on the basis of the data of only Gasoline LDV(Light Duty Vehicle) and LDTI(Light Duty Truck I : Loaded Vehicle Weight:$; 3,7501bs) from the database of EPA certification exhaust emission tests.<br/> <br/>

소비자의 구전참여가 재구매 의도에 미치는 영향

박기경 ( Kikyoung Park ),류강석 ( Gangseog Ryu ) 한국소비자학회 2013 한국소비자학회 학술대회 Vol.2013 No.5

나에게 발생한 긍정적인 일은 기부를 증가시키는가? - 통제소재의 역할을 중심으로

박기경 ( Park Kikyoung ) 한국소비자학회 2016 소비자학연구 Vol.27 No.4

기부에 대한 소비자 반응을 다룬 연구들은 주로 기부상황에서 발생되는 감정의 영향 혹은 설득커뮤니케이션 관점에서 기부의도에 영향을 주는 요인들을 중심으로 이루어져 왔다. 이러한 선행연구들의 결과에 더하여 본 연구는 기부자의 통제소재와 기부자가 경험한 사건의 극성이 기부행동에 어떠한 결합효과를 나타내는지 탐구하고자 하였다. 구체적인 가설로써 설명하면, 내적통제소재를 가진 소비자들은 유사한 조건의 타인과 달리 자신만 긍정적 사건을 경험하면, 익명의 대상에 대한 호혜성을 실현하고자하여 적극적인 기부행동을 보이게 될 것인 반면, 외적통제소재를 가진 소비자들은 자신에게 일어난 일의 대부분이 외부 힘에 의해 발생한다는 판단때문에 경험한 사건의 극성에 따른 차별된 기부행동을 보이지 않게 될 것으로 제안하였다. 실험결과를 요약해보면, 내적통제소재를 가진 소비자들은 긍정적 사건을 경험할 때 부정적 사건을 경험할 경우에 비하여 높은 기부선택과 기부의도를 보이는 반면, 외적통제소재의 소비자들은 경험한 사건의 극성에 따른 차별된 반응이 나타나지 않았다. 이러한 결과는 지각된 호혜성이 매개하는 것으로 나타났으며, 1+1 기부마케팅 프로모션 참여 상황에서도 동일하게 도출되었다. 본 연구는 통제소재이론을 기부상황으로 확장하면서 새로운 결과를 이끌어내었을 뿐 아니라, 기부발생 동기에 대한 새로운 관점의 탐구결과를 제시하였다. Donation-relevant studies have mainly focused on the response by emotion evoked from the situation which donees are confronted with. To add new findings to these previous researches, this research pays attention to the effect of consumers` locus of control and the valence of experienced event on donation behavior. Drawing upon theory of locus of control and the characteristics of donation behavior, the author suggests two hypotheses. Hypothesis 1 posits that individuals in an internal control will be aware of anonymous others and perceive reciprocity, which will increase the likelihood of donation when they experience positive event(vs. negative event). By contrast, individuals in an external control think the consequences around themselves are caused by external targets or agency. Thus, they will show no difference in donation behavior regardless of the valence of what they experience. Following the above reasoning, it is expected that perceived reciprocity will mediate the interaction between locus of control and the valence of experienced event(Hypothesis 2). The author has adopted a scenario-based experiment and conducted two experiments. In Experiment 1, the likelihood of donation and its intention of participants in an internal control was significantly higher when they were in the condition of a positive event than in a negative event. Whereas participants in an external control did not show different responses between conditions. Additionally, the mediation test confirmed that perceived reciprocity was attributable to the change of donation intention among the interaction effect. In Experiment 2, previous results were replicated in the marketing promotion including donation. In conclusion, consumers` donation behaviors can be different depending on the locus of control and the valence of experienced event. The research findings present another motive toward donation and apply locus of control to marketing area.

질환 광고에 대한 지역별 고령 노인 소비자의 반응

박기경(Park, Kikyoung),김진순(Kim, Jin-Soon) 한국서비스경영학회 2019 서비스경영학회지 Vol.20 No.2

The importance of marketing toward elderly consumers has been emphasized as Korea enters into an aging society at a faster rate than expected. However, in spite of the importance in both policy and social perspectives toward an aging society, relevant studies have not yet been explored. Therefore, the current research targets elderly consumers and explores their responses toward TV advertisements of disease prevention. This study was conducted by a global pharmaceutical company. According to the results, elderly consumers showed a more positive response toward disease advertisements after watching it on TV. This result was different depending on region. That is, elderly consumers who live in non-metropolitan areas showed a more positive response toward the advertisement, whereas those who live in metropolitan areas showed the same response prior to and after watching the TV advertisement. In addition, elderly consumers who live in non-metropolitan areas showed a higher attention to a disease prevention advertisement, reliability of the advertisement, and a higher usefulness. That is, as the social life of elderly consumers decreases, which they depend more on mass media and search for information that they need through mass media. Furthermore they are highly dependent on TV information due to the decreased social life and are most interested in the disease prevention TV commercials. This study investigates the effectiveness of TV commercials toward elderly consumers as a psychological mechanism by survey, experimental methods, and the various characteristics that they share. The findings of this study suggest the implication of advertising strategy and silver marketing strategy for the increasing aged consumers.

소비자의 조절초점, 상품구색의 크기, 그리고 선택모드가 금융상품 선택에 미치는 영향

박기경(Park, Kikyoung),류강석(Ryu, Gangseog),박종원(Park, Jongwon) 한국마케팅학회 2015 마케팅연구 Vol.30 No.4

상품구색의 크기와 관련한 효과에 관한 기존문헌은 대부분 선택과업 및 선택대안에 대한 소비자의 지각과 확신, 그리고 만족에 초점을 두고 있었다. 본 연구는 금융상품을 대상으로 상품구색의 크기와 조절초점, 그리고 선택모드의 세 가지 변수가 소비자의 선택패턴 자체에 어떤 영향을 미치는지 고찰함으로써 기존 연구결과를 확장하고자 하였다. 먼저, 가설 1에서는, 상품구색의 크기가 증가하는 경우, 향상초점 소비자는 선택효용을 높게 지각하고, 의사결정에 대해 과부하를 느끼지 않기 때문에, 선택하는 대안의 종류에 차이가 발생하지 않는 반면, 예방초점 소비자는 유발된 어려움에 대하여 더욱 체계적이고 적극적인 방식으로 대처함으로써 기존보다 위험대안을 선택할 확률이 높아질 것으로 예측하였다. 하지만, 제시된 대안 수가 많더라도, 예방초점 소비자가 자신의 성향에 적합한 선택모드인 제거방식(vs. 선택방식)을 사용하면, 선택 어려움을 낮게 지각하고, 안전대안을 더 선택하는 반면, 향상초점 소비자는 선택모드의 영향을 받지 않을 것으로 예상하였다(가설 2). 실험 1의 결과에 의하면, ‘선택하지 않음’이라는 대안이 제공되는지의 여부에 상관없이, 예방초점 소비자는 상품구색의 크기가 큰(vs. 작은) 조건에서 위험대안을 더 많이 선택하였고, 향상초점 소비자는 선택에 차이를 보이지 않았다. 또한, 예방초점 소비자는 대안 수가 많아지더라도 특정 대안을 선택하는 것을 포기하지 않았다. 대안 수가 많은 조건을 대상으로 실시된 실험 2에서는, 예방초점 소비자는 제거방식(vs. 선택방식)을 사용하여 의사결정하는 경우, 과업수행의 어려움을 덜 느끼고, 평소 성향과 일치하는 안전대안을 더 많이 선택하는 반면, 향상초점 소비자는 어떤 선택모드를 이용하더라도 유사한 선택결과를 보여주었다. 마지막으로, 연구의 결론으로서, 상품구색의 크기 및 조절초점 문헌에 대한 학문적인 기여, 소비자의 금융상품 선택 및 금융기관의 상품판매에 관한 실무적인 시사점, 그리고 연구의 한계점과 향후 연구에 대한 방향을 제시하였다. Based upon the observation that the existing research on assortment size mainly focuses on studying its impact on consumers" perceptions of the task difficulty and their confidence in or satisfaction with the chosen alternative, the authors draw attention to choice patterns of consumers for financial products and examine the interaction effects of assortment size, consumer regulatory focus, and choice mode. Hypothesis 1 posits that promotion-focused consumers will not show differences in their choice patterns when making a choice under a larger(vs. smaller) assortment size because they would perceive a higher level of choice utilities, which offsets the potential choice overloads. On the other hand, preventionfocused consumers will choose risky options to a greater extent since they would perform the choice task in a more systematic and elaborative style when dealing with a larger assortment size. Moreover, in Hypothesis 2, prevention-focused consumers are expected to perceive the decision task easier and to choose more of safe options when utilizing a rejecting(vs. choosing) mode in making their choices, whereas no influence of choice mode is predicted for promotion-focused consumers. The results of Experiment 1A and 1B support H1: the choice probability of prevention-focused participants for safe options was significantly lower when eight(vs. two) options were provided, whereas that of promotionfocused participants did not differ. The effects remained similar regardless of the availability of ‘no choice’ option, and prevention-focused respondents did not give up their choices in the larger assortment size. In Experiment 2, which included a larger choice set only, prevention-focused participants perceived less decision difficulty and chose a greater proportion of safe options when using a rejecting mode. In conclusion, the authors present the study"s contributions to the literature on assortment size and regulatory focus, practical implications for consumer choices of and marketing of financial products, and directions for future research.

미래 혜택발생의 시점제시가 금융상품 태도에 미치는 영향

박기경(Park, Kikyoung),박종철(Park, Jong Chul) 한국마케팅학회 2017 마케팅연구 Vol.32 No.2

본 연구는 대표적인 두 가지 금융상품(high profit/high-risk fund product vs. low-risk insurance product)을 토대로, 미래 혜택 제시시점과 상품 특성이 소비자의 투자의도(가입의도)에 미치는 효과를 고찰하였다. 게다가 이들 관계에서 금융상품 특성과 소비자의 조절초점 간 적합성을 함께 고찰함으로서 기존 연구와의 차별점을 제시하였다. 두 가지 실험을 통해 발견된 결과를 요약하면 다음과 같다. 먼저 기간제시 조건에 비하여 시점제시 조건에서 해당상품의 투자의도(가입의도)가 더 높게 나타났다. 그리고 예방초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 편드상품에 대한 투자의도가 더 높은 것으로 나타났으며, 향상초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 보험상품에 대한 가입의도가 더 높은 것으로 나타났다. 또한, 기간제시 조건보다 시점제시 조건에서 미래 금융상품의 혜택을 상상하는 정도가 높게 나타났다. 그리고 펀드상품의 경우 예방초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 상상정도가 더 높게 나타났으며, 보험상품의 경우 향상초점 소비자들은 기간제시 조건에 비하여 시점제시 조건에서 상상정도가 더 높은 것으로 나타났다. 본 연구는 금융상품의 혜택에 대한 예측상상이 잘 이루어지는 조건을 탐구함으로써 마케팅에서 이루어진 금융상품에 대한 소비자 반응뿐만 아니라 상상정도 및 심적 시뮬레이션 관련 연구를 확장하였다. 아울러 금융상품 판매전략을 시행할 때 유용할 수 있는 전략을 제안할 수 있는 실무적 시사점을 제시하고자 하였다. This study explored the effect of future benefit-offering times and product features on consumers" investment intention(intent to buy) based on two types of financial products(high profit/high-risk fund product vs. low-risk insurance product). Different from the past studies, in this study we tested that regulatory fit plays an essential moderating role in the relationship among the product features, benefit-offering times and invest intention(intent to buy). According to two experiment results, the participants exhibited higher positive intent to buy financial products in the condition of offering a date compared to offering duration. Furthermore, prevention-focused consumers exhibited higher positive investment intention to funds in the condition of offering a date compared to offering duration, whereas promotion-focused consumers exhibited higher positive intent to buy insurance products in the condition of offering a date compared to offering duration. Also, the participants showed higher positive future-benefit imagery in the condition of offering a date, compared to offering duration. And, prevention-focused consumers showed higher positive future-benefit imagery in the condition of offering a date compared to offering duration in the case of fund products, whereas promotion-focused consumers showed higher positive future-benefit imagery in the condition of offering date compared to offering duration in the case of insurance products. Findings from two experiments expand previous findings about imagery, mental simulation, and regulatory focus and suggest diverse tactics to financial corporations in the area of marketing and new insights regarding imagery relevant studies.