The Influence of Environmental Claims on Consumer Reaction to Advertising: An Individual Difference Approach

Yeonshin Kim(김연신),이희욱 한국산업경영학회 2006 한국산업경영학회 발표논문집 Vol.- No.-

Although the use of environmental claims in advertising has increased in recent years (Cude 1993; Davis 1994), how such ads influence consumer judgment and reaction is unclear. A review of existing research suggests the impact of environmental claims on several measures of advertising effectiveness. In order to better understand conditions under which the persuasive effects of environmental claims might be enhanced or diminished, it was examined the moderating role of individual difference factors expected to predict reactions to advertising containing environmental claims. Using two-way ANOVAs, it found that environmental claims were effective in forming favorable attitudes toward the ad, attitudes toward the brand, and purchase intentions but that some individual characteristics examined didn’t moderate the effects of environmental claims on the three measures of advertising effectiveness.

CULTURE AND ASSERTIVENESS IN GREEN ADVERTISING

Yeonshin Kim,Sukki Yoon,Tae Hyun Baek,Yung Kyun Choi 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

We compare American and Korean reactions to the persuasiveness of environmental advertising campaigns. Findings indicate that the effectiveness of the message assertiveness varies depending on recipients’ cultural backgrounds. Study 1 demonstrates that among Americans an assertive recycling message that contains imperatives such as should, must and ought is less effective than a non-assertive message that contains terms such as could, might and worth, yet among Koreans such reactance-driven boomerang effect is not observed. Study 2 extends the findings by conceptually replicating this finding in a different context—energy saving campaign—and further shows that perceived threat to freedom mediates the effects

CULTURE AND ASSERTIVENESS IN GREEN ADVERTISING

Yeonshin Kim,Sukki Yoon,Tae Hyun Baek,Yung Kyun Choi 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.3

We compare American and Korean reactions to the persuasiveness of environmental advertising campaigns. Findings indicate that the effectiveness of the message assertiveness varies depending on recipients’ cultural backgrounds. Study 1 demonstrates that among Americans an assertive recycling message that contains imperatives such as should, must and ought is less effective than a non-assertive message that contains terms such as could, might and worth, yet among Koreans such reactance-driven boomerang effect is not observed. Study 2 extends the findings by conceptually replicating this finding in a different context-energy saving campaign-and further shows that perceived threat to freedom mediates the effects

The Effectiveness of Environmental Claims in Advertising : An Individual Difference Approach

Yeonshin Kim,Hwashin Hyun Shin 한국광고학회 2010 광고학연구 Vol.21 No.6

Consumer Responses to Green Appeal Advertising: The Case of Korean and Canadian Consumers

Yeonshin Kim 한국전략마케팅학회 2013 마케팅논집 Vol.21 No.1

환경문제에 대한 소비자들의 관심이 높아짐에 따라 제품광고의 친환경소구 사용이 세계적으로 증가하고 있다. 그러나 친환경소구사용에 따른 소비자반응 연구는 문화적 차이를 거의 고려하지 않음으로써 타 문화권 소비자를 대상으로 한 광고효과에 대한 이해가 필요해지고 있다. 따라서 본 연구는 한국과 캐나다 소비자들로부터 친환경소구광고 효과를 조사하며 더 나아가 소비자 개인 특성, 즉 성별, 혼인 여부 및 지각된 소비자효과가 친환경소구사용에 따른 광고효과에 어떤 영향을 미치는지 탐색하였다. 실험결과에 따르면, 친환경소구광고가 비 환경소구광고보다 제품태도를 높일 수 있음을 한국소비자들로부터 발견하였으나, 동일한 효과가 캐나다소비자들에게서는 나타나지 않았다. 또한 친환경소구광고의 긍정적인 효과는 소비자의 성별에 의해 영향 받는 것으로 나타났으며, 다른 개인특성들의 조절효과는 한국과 캐나다소비자들에게서 다르게 나타나는 경향을 발견하였다. 본 연구는 국제광고캠페인에서 친환경소구의 효과적 사용에 대한 이해를 높이고 유용한 시사점을 제공하였다. International green appeal advertisers must know whether consumers in different cultures will respond differently to green appeal advertising. This study investigates green appeal advertising effects in Korean and Canadian consumers and explores the effects of individual differences in the relationship between green appeal and advertising effects. The results suggest that green appeal advertising may effectively enhance product attitudes for Korean but not for Canadian consumers. Also gender appears to influence green appeal advertising effects across cultures. However, other individual differences in attempts to moderate green effects show different outcomes depending on the country. This study provides useful implications and insights into the use of green appeals in international advertising campaigns.

Psychological Make-up of Korean Green Consumerism

Jooho Kim,Yeonshin Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.3

As consumers’ concern for the environment has continuously increasing, many firms have actively engaged in environmental marketing to achieve their objectives. However, consumers’ high concerns about the environment are not always reflected in their purchasing behavior. This indicates a need to have an in-depth understanding of the development of green consumption within the individual’s belief system. Considering psychological approaches, a large body of research has examined the factors underlying ecologically conscious consumer behavior and the interrelationships of these factors. However, most of previous research concentrates on Western countries. Using a sample of Korean consumers, this study attempts to understand the bases of Korean green consumerism and find universal values that are cross-culturally important in guiding consumer’s environmental attitudes and behaviors. To this end, we relate the Schwartz’s 10 universal values (Schwartz, 1992) to environmental behaviors in a hierarchical model of value-attitude-behavior. With reference to the value-attitude-behavior framework, a conceptual model was developed to explain what motivations can be manifested in Korean consumers’ environmental attitudes, and subsequently how the attitudes affect their green choices. Using the pattern of relationship among values that can be related to environmentalism, we first hypothesized that there would be particular relationships between motivational value types and environmental attitudes. In hypothesis 2, environmental attitudes are assumed to predict environmental behaviors. On the basis of the claim that favorable attitudes toward the environment may be expressed in many different behaviors, we assumed that consumers’ favorable attitudes toward the environment would be linked to a variety of environmental behaviors because people with high environmental attitudes can be more interested in and knowledgeable about environmental actions. Consistent with H2, we hypothesized in H3 that there would be a positive relationship between different types of environmental behavior. A total of 564 university students participated in the study. The sample included 308 (54.6%) men, 254 (45%) women, and 2 (0.4%) participants who did not indicate their gender. The average age of the participants was 22.5 (s.d.=2.11) years, with a range of 19 to 39 years. Regarding majors, special efforts were made to draw the participants from the different departments of the university. Data was collected by survey administered via self-completion questionnaires. The questionnaire assessed the participants’ value priorities, environmental attitudes and behaviors. Path analysis was conducted (AMOS 4.0) to test the proposed model. The overall fit of the observed model are χ2=72.01 (p=0.00), GFI=0.983, CFI=0.982, NFI=0.970, RMR=0.070, and REMSEA=0.050. Most of the fit measures indicated a good fit of the model with the data. Thus, a hierarchical relationship from values to environmental attitudes to environmental non-purchasing behavior to environmental purchasing behavior was confirmed. All the predicted paths were assessed by path coefficients and several major effects hypothesized were confirmed. Out of the ten value types, universalism and power were found to be significantly but conversely related to environmental attitudes. In line with the other studies, our findings confirmed that environmental attitudes are an important factor in leading a variety of environmentally conscious behaviors. Finally, we found significant relationships between environmental non-purchasing and purchasing behaviors. The path analysis supported the idea that universalism values provide a motivation for Korean consumers’ greenness and they indirectly promote environmental acts through favorable attitudes toward the environment. Participants with high environmental attitudes were found to actively engage in diverse forms of environmentally conscious consumer behavio

휴대폰의 고객가치가 고객만족과 재구매의도에 미치는 영향

김연신(Kim, Yeonshin),김주호(Kim, Joo-Ho),왕운(Wang, Wun) 한국상품학회 2010 商品學硏究 Vol.28 No.1

물질적 풍요로 인한 고객 욕구의 다양화, 고차원화는 마케터로 하여금 제품 기능 자체로 인한 기능적 특징보다는 심리적이고 주관적인 개인의 가치로 대변되는 제품의 심리적 기능을 더욱 강조하게 만들었다. 지금의 대학생은 물질적 풍요 속에서 성장한 세대로 소비의 주체이며, 특히 핸드폰과 같이 유행에 민감하고 첨단 테크놀로지가 반영된 제품의 경우는 더욱 그렇다. 본 연구는 최근 휴대폰의 새로운 세계 시장으로 등장한 중국, 그러나 상대적으로 부족한 중국 대학생의 휴대폰 가치와 제품 구매와 관련된 연구이며 특히 성숙시장으로 들어서고 있는 국내 및 선진국 소비자의 구매 행동이론과 비교한 연구이다. 본 연구에서는 중국 휴대폰 시장에 있어 고객가치에 미치는 요인(제품속성, 화폐속성, 브랜드 이미지)과 고객만족, 재구매의도와의 상호관계를 파악하였고, 이 요인들과 상관관계를 알아보기 위해 이론적 문헌 고찰을 통해 얻어진 연구모형에 따라 5개의 가설을 도출하였다. 중국 대학생의 경우, 제품속성의 내부속성, 외부속성, 추상속성의 일부 속성, 그리고 제품관련과 비제품관련 브랜드 이미지 모두 고객가치에 유의한 영향을 주었다. 그러나 예상과 달리 화폐속성은 고객가치에 유의한 영향을 미치지 않았다. 제품의 다양한 속성을 통해 구축된 고객가치는 고객만족과 재구매의도에 유의한 영향을 주었다. The diversification and high dimensionalization of customer desire due to material wealth have caused marketers to greatly emphasize the psychological functions of a product that is represented by the psychological and subjective value of an individual rather than the functional features that comes from the product’s functions itself. This is truer for products like cells phones, which are vogue sensitive and reflect high technology. College students of today are the subjects of consumption that come from the generationgrowing in material abundance. This is a study on the value and purchase of cell phones for college students in China, where it has recently stood up to become the new world’s market for cell phones but is still relatively behind. Above all, this study compares the consuming behavior of college students of China and those from developed world where it is becoming a mature market in cell phones. This study understands the correlation between the main causes influencing customer value(product attributes, monetary attribution, and brand image), customer satisfaction, and intentions of repurchase of the cell phone market in China. In order to inquire the correlation of these causes, I drew 5 hypotheses from a study model obtained through theoretical literary inquiry. In the case of Chinese students, partial product quality which is a subordinate variable of product quality and brand image had attentive influence on customer value. Moreover, monetary attribution did not attentive influence on customer value. Customer value gave an attentive influence on customer satisfaction and repurchase intention.

EFFORT INVESTMENT IN PERSUASIVENESS: A COMPARATIVE STUDY OF ENVIRONMENTAL ADVERTISING IN THE UNITED STATES AND KOREA

Sukki Yoon,Yeonshin Kim,Tae Hyun Baek 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

The authors of this article compare American and Korean reactions to the persuasiveness of environmental advertising campaigns that include pledges. Findings indicate that environmental advertising effectiveness depends on how much effort recipients put into making environmental pledges prior to viewing the advertisements. Study 1 demonstrates that when environmental pledges requesting more effort precede ad messages, Americans are more persuaded but Koreans are less persuaded. Study 2 extends the findings and rules out an alternative explanation-mere-effort effect-by showing that the results are replicated only with an issue-relevant pledge, but not with an issue-irrelevant pledge.

EFFORT INVESTMENT IN PERSUASIVENESS: A COMPARATIVE STUDY OF ENVIRONMENTAL ADVERTISING IN THE UNITED STATES AND KOREA

Sukki Yoon,Yeonshin Kim,Tae Hyun Baek 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The authors of this article compare American and Korean reactions to the persuasiveness of environmental advertising campaigns that include pledges. Findings indicate that environmental advertising effectiveness depends on how much effort recipients put into making environmental pledges prior to viewing the advertisements. Study 1 demonstrates that when environmental pledges requesting more effort precede ad messages, Americans are more persuaded but Koreans are less persuaded. Study 2 extends the findings and rules out an alternative explanation—mere-effort effect—by showing that the results are replicated only with an issue-relevant pledge, but not with an issue-irrelevant pledge.

MESSAGE ASSERTIVENESS AND PRODUCT DISCOUNTS IN SUSTAINABILITY PERSUASION: COMPARISONS AMONG AMERICANS AND KOREANS

Dongwon Choi,Hyejin Bang,Yeonshin Kim,Tae Hyun Baek,Sukki Yoon 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This research examines how price discount, message assertiveness, and national culture interact to influence consumers’ response to the recycling messages on product packages. Results showed that American consumers respond more negatively to assertive (vs. nonassertive) recycling messages when paying a full price for the product, but they respond more positively to assertive (vs. nonassertive) messages when paying a discounted price for the product. For South Korean consumers, price discount and message assertiveness do not influence their responses to recycling advertising.