DISEASE SALIENCE AND VISUAL COMPLEXITY: WHEN, HOW, AND WHY DISEASE SALIENCE DECREASES LIKING FOR COMPLEX DESIGN

Seojin Stacey Lee,Joonkyung Kim,Yaeri Kim,Kiwan Park 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

The spread of COVID-19 changes consumer preferences and behaviors greatly across the world. Extant literature has demonstrated that when there is a threat to disease, people stay away from those who do not seem healthy as they can be potentially infectious. Based on the previous literature, this research shows that individuals exposed to disease threat avoid products of which designs are high in visual complexity. When disease threat was present, individuals had lower purchase intention for products with complex designs. The perceived uncleanliness mediated the effect of visual complexity and disease threat on purchase intention. The findings provide a novel insight into the effect of disease salience on consumer perception of product design.

THE RELATION OF ALCOHOL CONSUMPTION AND HAPPINESS IN EVERYDAY LIFE: A MULTILEVEL MODELING APPROACH

Seojin Stacey Lee,Incheol Choi 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

ARE YOU READY TO EMBRACE ART WORK MADE BY ARTIFICIAL INTELLIGENCE? - THE ASYMMETRIC EFFECTS OF ATTITUDES TOWARD ART WORK (ART VS. ART INFUSED PRODUCT) AND PAINTING AGENT (HUMAN VS. ARTIFICIAL INTELLIGENCE)

Seojin Stacey Lee,Kiwan Park,Yaeri Kim 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

유명인 자녀 광고에서 사회경제적 계층이동성이 제품태도와 구매의향에 미치는 영향: 준사회적 관계 인식의 매개효과를 중심으로

이서진 ( Lee Seojin Stacey ),한혜주 ( Han Haejoo ) 한국소비자학회 2021 소비자학연구 Vol.32 No.3

최근 매스미디어 및 소셜미디어 등을 통해 유명인들의 자녀가 인플루언서(influencer)로 자리잡고 있다. 이러한 추세에 따라 기업들은 자사 제품 광고에 유명인 자녀들을 광고 모델로 기용하고 있다. 유명인 자녀를 광고 모델로 활용하는 것은 유명인이 가진 긍정적인 이미지와 인기를 그들의 자녀에게 전이(spillover)시켜 보다 넓은 소비 계층에게서 긍정적인 반응을 이끌어 낼 수 있는 장점이 있다. 하지만 동시에 소비자들로 하여금 지위의 세습이나 적절하지 않은 성공의 방식이라는 반발심이나 상대적 박탈감 등의 부정적 반응을 일으키게 할 가능성도 내포하고 있다. 본 연구는 유명인 자녀의 광고 출현에 대한 소비자 태도에 영향을 미치는 주요 요인으로 사회경제적 계층이동성 개념을 제안한다. 연구 결과, 사회 계층 간 이동성이 활발하다고 인식하는 소비자일수록 유명인 자녀가 광고하는 제품에 대해 보다 호의적인 반응을 나타냄을 발견하였다. 더 나아가, 이상의 관계는 유명인 자녀와의 준사회적 관계(parasocial relationship) 인식에 의해 매개됨을 증명하였다. 이상의 연구 결과는 유명인 자녀의 광고 효과에 대해 탐구한 최초의 연구로서, 주로 유명인 본인과 일반인에 국한하여 탐구된 기존의 광고 연구 결과를 확장하고 있다. 더 나아가, 마케팅 영역에서는 활발하게 탐구되지 않았으나 시의적으로 주목 받는 개념인 사회경제적 계층이동성 인식이라는 개념을 탐구함으로써 학계에 공헌하고 있다. Recently, “children of celebrities” have become new influencers through social and mass media. This trend is reflected by brands inviting these children as endorsers in their advertising. While children of celebrities as advertising endorsers can generate favorable responses across wider consumer segments from the spillover effect of the positive images and fame of their parents, they can also generate negative responses such as a sense of deprivation from inherited success and wealth. This research suggests that consumers’ perceived social mobility can maximize the potential positive effects of advertising endorsed by children of celebrities. Specifically, consumers who believe in high social mobility are more likely to show positive responses (e.g., attitudes, purchase intention, information search intention) to brands endorsed by children of celebrities. In addition, this positive link between social mobility and consumer responses to brands endorsed by children of celebrities is mediated by the perceived parasocial relationship with the children. To our knowledge, this research is the first to demonstrate the effects of advertising endorsed by children of celebrities, and extends on the existing findings which mainly focused on celebrities and non-celebrities. Furthermore, this research sheds light on the effects of social mobility, which is highly relevant to consumers’ lives but has not yet been well examined in the marketing literature.

기업과 소비자의 사회적 책임이 지속가능소비생활 실천과 소비생활만족에 미치는 영향

이민환(Lee, Min-HWan),이서진(Lee, Seojin Stacey) 한국상품학회 2021 商品學硏究 Vol.39 No.5

본 연구의 목적은 기업의 사회적 책임과 소비자의 사회적 책임이 소비생활만족에 미치는 영향을 파악하는 것이며, 구체적으로 기업의 사회적 책임과 소비자의 사회적 책임이 지속가능소비생활 실천을 통하여 소비생활만족에 미치는 영향을 살펴보고자 하였다. 이를 위하여 한국소비자원에서 2년 주기로 조사·발표되고 있는 「2019 한국의 소비생활지표」통계 데이터를 활용하여 실증분석을 수행하였다. 분석결과 기업의 사회적 책임과 소비자의 사회적 책임은 지속가능소비생활 실천과 소비생활만족에 긍정적인 영향을 미치는 것으로 나타났다. 또한, 기업의 사회적 책임과 소비자의 사회적 책임은 지속가능한 소비생활실천을 통하여 소비생활만족에 긍정적인 영향을 미치는 것으로 나타나 매개효과가 검증되었다. 이러한 연구변수 간의 관계에 대한 영향력의 유무와 크기는 나이, 성별, 소비자교육 및 소비자참여활동 참여의사와 같은 개인적 특성에 따라 차이를 보여 조절효과가 있는 것으로 나타났다. 특히, 소비자교육 및 소비자참여활동 참여의사의 정도에 따라 지속가능한 소비생활 실천의 매개효과의 유무와 영향력의 방향성이 상반되는 결과를 보이며 주도적이고 적극적인 소비자의 역할에 따른 유의미한 차이를 나타냈다. 이러한 결과를 통해 기업의 사회적 책임과 소비자의 사회적 책임을 강화하고 이를 지속가능소비와 연결시키고자하는 학문적 및 정책적 기여에 대하여 논의하였고, 본 연구의 한계점과 향후 연구방향을 제시하였다. This research aims to investigate the effects of corporate social responsibility, consumer social responsibility, and sustainable consumption practice on consumer life satisfaction. We hypothesize that both corporate social responsibility and consumer social responsibility positively influence consumer life satisfaction via sustainable consumption practice. The structural equation modeling (SEM) is used to analyze the data from 「2019 Korea Consumer Life Index」, which is investigated and published every two years by the Korea Consumer Agency. The findings suggest that corporate social responsibility and consumer social responsibility have positive effects on sustainable consumption practice and consumer life satisfaction. Especially, sustainable consumption practices mediate the effects of corporate social responsibility as well as consumer social responsibility on consumer life satisfaction. Furthermore, it is confirmed that individual differences including age, gender, participation intention of consumer education, and participation intention of consumer participation activities moderates the observed effects. In particular, the presence and the direction of sustainable consumption practice showed a meaningful difference in the leading and active consumers. Theoretical and practical implications of the present studyare discussed, and limitations and future research directions are suggested.

THE ASYMMETRIC FORGIVENESS TOWARD BRAND STATUS (UNDERDOG VS. TOP-DOG) UPON BRAND CRISIS TYPES (RELATIONAL CRISIS VS. NON-RELATIONAL CRISIS)

Kiwan Park,Yaeri Kim,Seojin Stacey Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This research was conducted in order to examine the effect of brand status and brand crisis types on consumers’ forgiveness intention. In this research, we proposed and found that the favorable attitude toward the underdog referred as underdog effect (Paharia, Keinan, Avery, & Schor, 2011) would be diluted especially in relational-related failure. When relationship efforts and perceived warmth of the brand are particularly critical, service failure caused by highly identified underdog brand can be perceived to be more serious (Vandello, Goldschmied, & Richards, 2007). Four of the studies consistently demonstrated our assumption in that people expressed less forgiveness intention on underdog brands when the crisis is in a service failure (vs. product failure): study1 and 2, service process failure (vs. service outcome failure): study 3, and human service process failure (vs. non-human service process failure): 4. Further, the mechanism underlying this negative effect toward the underdog was revealed as perceived anger. These findings can give insights to marketers that the types of crisis and the way of brand positioning are very critical to influence customer’s forgiveness intention.

THE ASYMMETRIC EFFECTS OF ATTITUDE TOWARD THE BRAND (SYMBOLIC vs. FUNCTIONAL) UPON RECOMMENDATION SYSTEM (ARTIFICIAL INTELLIGENCE vs. HUMAN)

Kiwan Park,Yaeri Kim,Seojin Stacey Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

New product entails risk, causing resistance to adoption. The recommendation system may decrease the psychological risk by guiding decision making process to be more efficient (H?ubl and Trifts, 2000). AI (Artificial Intelligence) has been getting smarter and smarter and widely applied to the recommendation system. Even while you are browsing on your Facebook, AI recommends you the products that you may like based on the customized analysis of your interest. However, do people always love to adopt the smart recommends from AI? Definitely no! Then when and why people reluctantly accept AI recommendation? We assume that the product or service where the sense and feeling is important, people might be reluctant to accept the recommendation from artificial intelligence. This is because people might feel threatened when the AI challenges against human uniqueness (Gray and Wegner, 2012). Thus, in this study we investigated how the recommendation system types (AI vs. Human) affect brand attitude depending on the brand image (Symbolic vs. Functional). We found consumers are reluctant to accept a recommendation from AI in symbolic brand where human sense and feel are considered to be critical factors (Study1). This effect was further explained by uncanny-feeling toward the AI recommendation system (Study2). This research is meaningful in that it is the first attempt to apply the artificial intelligence recommendation concept to the marketing strategy by incorporating the concept of brand image. We predicted and found AI based recommendation system is reluctantly accepted for symbolic brand. Furthermore, we discovered the underlying process for this phenomenon as uncanny feeling. People seemed to have uncomfortable feelings against AI recommendation when the brand image is related to sense and feel considered as nature of human uniqueness. Thus, marketers should be very cautious when utilizing the AI recommendation system not to threaten human uniqueness area.