“WORD OF MOUTH”: WHOSE MOUTH IS MORE INFLUENTIAL TO YOU? THE EFFECTS OF GENDER AND ETHNICITY ON DECISION MAKING

Yaeeun Kim,Angelika Dimoka,Yaeri Kim,Paul A. Pavlou,Kiwan Park 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

A large body of word-of-mouth (WOM) research has shown that ratings, rating volume, and text comments function as determinants to assessing quality of products (Berger, 2014; Chen & Lurie, 2013). However, little attention has been paid to the reviewers as a significant source of product evaluation (He & Bond, 2013). To be specific, there is a lack of understanding whether a product is preferred because it was recommended by an associative group or because it was not preferred by a dissociative reference group (dissimilar to self). The results from Study 1 demonstrated that participants are more influenced by similarity-attraction than by dissimilarity-repulsion. To be specific, African American participants rated product a higher, which was recommended by their associative reference group. Similar pattern was revealed in the male group. In Study 2, we found an underlying mechanism to explain the effects from Study 1. We tested the perceived difficulty of processing as a potential mediator for this phenomenon and utilized a choice/reject task. The analysis of moderated mediation (Hayes, 2013) revealed that the significant indirect effect of the number of options on purchase intention was conditional on the deleting approach but not on the choosing approach. By rejecting multiple alternatives, participants were more likely to buy the product since it is easier to make decision. In conclusion, this finding provides insights regarding the decisionmaking process resulting from social influence based on a reference-dependence approach.

ILLUSION OF PROCESSING FLUENCY ON PRO-SOCIAL CAMPAIGNS: UNJUSTIFIABLE EFFORTS PRODUCE GUILTY FEELINGS

Yaeeun Kim,Yaeri Kim,Vinod Venkatraman,Kiwan Park 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

In this research, we are going to explore the effect of processing fluency and different types of appeal on consumer’s prosocial intention. There are contradictory findings regarding the effects of processing fluency whether easy to process fluency (EPF) or difficult to process fluency (DPF) is more efficient to lead prosocial behavior (Reber, Schwarz, & Winkielman, 2004). However, we predict that different appeals based on egoistic or altruistic motives may influence people’s perceptions of processing fluency. In particular, if a primed appeal concerns egoistic motives, effort to reach the selfish appeal could not be reflected as honorable for themselves (Zhang, Xu, Jiang, & Huang, 2010). As a result, we predict that such perceived disgraceful efforts will increase unpleasant emotional states such as guilt, which arises when experiencing possible objections to their actions or intentions (Peloza, White, & Shang, 2013). Thus, we hypothesized and found that in study 1, people primed with self-benefiting appeals considered a difficult to process campaign to be less favorable than an easy to process campaign. Self-benefiting appeals increased a sense of guilt when people are in a DPF condition compared to an EPF condition. Finally, in study 2, the demonstrated effect from study 1 was explained with underlying mechanism as a sense of guilt. In conclusion, this study has theoretical implications in discovering the relationship between processing fluency and different types of appeal. When the appeal is considered disgraceful from egoistic motives, putting extra efforts into DPF campaigns is considered unjustifiable through increasing guilty feelings. This effect causes unfavorable attitudes toward DPF campaigns and decreases prosocial behavior. As a result, our findings provide insights for marketers by suggesting effective strategies for designing prosocial campaigns.

Electroencephalogram as a Reference Data for a Neuromarketing Service in Movie Industry

Wuon-Shik Kim,Sang-Tae Lee,Yaeeun Kim,Hyoung-Min Choi,Jeonggueon Woo 대한인간공학회 2014 대한인간공학회 학술대회논문집 Vol.2014 No.5

Recently, with neuromarketing technology, marketing-relevant human behaviour can be understood. However, it is difficult to measure neurological signals compared to the ease with which subjective review questions can be given. Therefore, many researchers related to movie production want to share neurological signal data. Hence, a neuromarketing service which computes the attentional engagement (AE) of moviegoers is necessary and important in movie industry. In addition, to ensure the quality of the service, it is also important to evaluate the reliability of the data. In the present study, to serve as a reference data for neuromarketing in movie industry, we measured the AE of participants as they watched movies. The participants recruited were 12 right-handed students from the University of Tsukuba in Japan. To avoid previous movie experience by the Japanese participants as much as possible, we played the American movie Iron Man, which was considered to be a typical American ‘superhero’ movie. The procedure of the experiment consisted of three sessions. The first session was done to measure the EEG of the participants during a five-minute baseline state. The second session sought to measure EEG from participants while they watched the movie, and this session took approximately two hours. The third session, which took place after the movie, evaluated how the participants felt while watching the movie. We found a significant decrease in the EEG power in the low-alpha-frequency band while the participants watched film content which evokes subjective higher AE due to subjective higher excitement. To use our results as reference data for a neuromarketing service which computes the AE of moviegoers, we established a procedure with criteria which evaluate the quality level of data. In conclusion, film content evoking high AE with excitement will reduce the low-alpha-frequency band of the EEG power significantly. According to the procedure with criteria for evaluating the reliability of data, as suggested in the present study, the EEG power values with the uncertainty which is traceable to a national standard can be used as validated reference data for a neuromarketing service which computes the AE of moviegoers while watching the American movie Iron Man.

Electroencephalogram as a Reference Data for a Neuromarketing Service in Movie Industry

( Wuon Shik Kim ),( Sung Tae Lee ),( Yaeeun Kim ),( Hyoung Min Choi ),( Jeonggueon Woo ) 한국감성과학회 2014 춘계학술대회 Vol.2014 No.-

Recently, with neuromarketing technology, marketing-relevant human behaviour can be understood. However, it is difficult to measure neurological signals compared to the ease with which subjective review questions can be given. Therefore, many researchers related to movie production want to share neurological signal data. Hence, a neuromarketing service which computes the attentional engagement (AE) of moviegoers is necessary and important in movie industry. In addition, to ensure the quality of the service, it is also important to evaluate the reliability of the data. In the present study, to serve as a reference data for neuromarketing in movie industry, we measured the AE of participants as they watched movies. The participants recruited were 12 right-handed students from the University of Tsukuba in Japan. To avoid previous movie experience by the Japanese participants as much as possible, we played the American movie Iron Man, which was considered to be a typical American ``superhero`` movie. The procedure of the experiment consisted of three sessions.

<i>Treponema denticola</i> enolase contributes to the production of antibodies against ENO1 but not to the progression of periodontitis

Lee, Ahreum,Kim, Yong C.,Baek, Keumjin,Alam, Jehan,Choi, Yun S.,Rheu, Yaeeun,Shin, Yoo Jin,Kim, Sungtae,Kim, Hyun-Duck,Song, Yeong W.,Choi, Youngnim TaylorFrancis 2018 Virulence Vol.9 No.1

<P><B>ABSTRACT</B></P><P>Autoantibodies against alpha-enolase (ENO1) are often detected in various infectious and autoimmune diseases. Anti-ENO1 antibody titers were reported to be associated with the severity of periodontitis in patients with rheumatoid arthritis. Because the enolase of the periodontal pathogen <I>Treponema denticola</I> (TdEno) has the highest homology with ENO1 among the enolases of human-associated bacteria, we hypothesized that anti-ENO1 autoantibodies produced during the immune response to TdEno may contribute to the progression of periodontitis and tested it in human and mouse systems. In human subjects with healthy periodontium or chronic periodontitis, a strong positive correlation between the levels of anti-TdEno and anti-ENO1 antibodies was observed. In addition, the purified anti-TdEno antibodies recognized ENO1 as well as TdEno in a dot blot, confirming the cross-reactivity between TdEno and ENO1. However, anti-ENO1 antibody titers were not associated with the severity of periodontitis. To further investigate the role of TdEno in the production of anti-ENO1 antibodies and the progression of periodontitis, mice received an oral gavage of <I>P. gingivalis</I> alone, subcutaneous immunization with TdEno alone, or both <I>P. gingivalis</I> oral gavage and TdEno immunization. Immunization with TdEno induced not only anti-TdEno but also anti-mouse Eno1 (mEno1) antibodies and increased the expression of TNFα in the gingival tissues. However, alveolar bone loss was not increased by TdEno immunization. In conclusion, autoreactive anti-ENO1/mEno1 antibodies that are produced as byproducts during the antibody response to TdEno play a minimal role in the progression of periodontitis in the absence of rheumatoid arthritis.</P>

Interpersonal competence, body image, depression, and self-esteem among university students in a community

Park Youngrey,Kim Younghak,Ro Youjin,Moon Suhyoun,Bak Yaeeun,Seo Moyeon 한국성인간호학회 2017 성인간호학회 학술대회 Vol.2017 No.11