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Thoughts on “‘We’ or ‘Me’ consumer goods” five years later
David Ackerman,Christina Chung 한국마케팅과학회 2017 마케팅과학연구 Vol.27 No.3
Culture and self-construal impact on how consumers purchase and use products as well as the strategies marketers use to promote and position their products. Consumer behavior in individualist societies can be quite different from that of collectivist societies. Similarly, consumers with an independent self-construal can react quite differently in various contexts from those who have an interdependent self-construal. This paper reviews the consequences of these findings for various contexts in marketing as found in subsequent literature. The topics include purchase of luxury goods through the work of Kastanakis and Balabanis. Secondly, it examines impulse purchases. It also follows the consequences of culture and self-construal on brand strategy. Lastly, this paper takes a look at implications within the context of choice tasks.
What Determines Strength of Ties? Organizational Cultures as Key Antecedents
( Hyungoo Ko ),( Christina Chung ),( Minhye Park ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.1
This study examines the effects of organizational culture on the tie strength. We employ a framework comprised of five dimensions related to organizational culture in order to analyzing firms’ cultural characteristics and how their cultures impact tie strength (which may appear as strong or weak ties in the network). The empirical data was gathered through a survey of engineering company suppliers in the context of buyer and supplier relationships. The results of a survey indicate that firms with cultural characteristics such as femininity and long-term orientation are likely to have “strong” ties. Although other cultural dimensions such as uncertainty avoidance, collectivism, and power distance are not supported by our empirical test, they are valuable in analyzing the relationship between a firm’s culture and its network.
‘We’ or ‘Me’ consumer goods: a cross-national look at self-construal and gender in product choice
David Ackerman,Christina Chung 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.1
This study looks at how a dimension of culture, self-construal, which is an individual’s self in relation to others, can help explain why certain types of products are enthusiastically chosen by consumers in some cultures but not in others. Results find that self-construal in individualist and collectivist cultures helps explain the types of products chosen by consumers. Data were collected in Australia, South Korea, Taiwan and the United States. Nationality, the independent/interdependent traits of consumers,and gender have an impact. Independent traits are important for product choice in individualist cultures but not in collectivist cultures, whereas interdependent traits can be an important factor in both types of culture.
CONSUMER INNOVATIVENESS IN ADOPTING ELECTRIC VEHICLES: A STUDY OF GENER DIFFERENCE IN JAPAN
Alexander Muk,Christina Chung 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study examines Japanese consumers’ innovative behaviors toward adopting electric vehicles (EVs) and the differences between male and female car owners in the adoption process. A theoretical framework is formulated based on six constructs: passive innovation, active innovation resistance, cognitive innovativeness, affinity for newness, social innovativeness, and actualized innovativeness. The premise of the study is to investigate whether these key independent constructs differentially influence Japanese car owners’ actualized innovativeness to adopt electric cars. This research seeks to address the following research questions.
Korean consumer perspectives on social media advertising and intention to join brand pages
Alexander Muk,Christina Chung,김종훈 한국마케팅과학회 2014 마케팅과학연구 Vol.24 No.4
This study examines the exogenous factors that affect South Korean consumers’intentions to join brand pages. The findings suggest that utilitarian and hedonic valuesof social media advertising enhance users’ positive attitudes toward social mediaadvertising, but attitudes toward social media are not related to intention to join brandpages. However, utilitarian value is directly related to intention to join brand pages. Affiliation construct has a positive effect on social influence, which is a significantpredictor of consumers’ intentions to join brand pages. Also, social influence is astronger indicator than utilitarian value as an exogenous variable of intention to joinbrand pages. The conceptual framework of this study provides a theoretical basis forexplaining Korean consumers’ intentions to become fans of brand pages. This is a newresearch domain in brand communication that offers a new direction for Asianconsumer research.
Sea spray aerosol as a unique source of ice nucleating particles
DeMott, Paul J.,Hill, Thomas C. J.,McCluskey, Christina S.,Prather, Kimberly A.,Collins, Douglas B.,Sullivan, Ryan C.,Ruppel, Matthew J.,Mason, Ryan H.,Irish, Victoria E.,Lee, Taehyoung,Hwang, Chung Y National Academy of Sciences 2016 Proceedings of the National Academy of Sciences Vol.113 No.21
<P>Ice nucleating particles (INPs) are vital for ice initiation in, and precipitation from, mixed-phase clouds. A source of INPs from oceans within sea spray aerosol (SSA) emissions has been suggested in previous studies but remained unconfirmed. Here, we show that INPs are emitted using real wave breaking in a laboratory flume to produce SSA. The number concentrations of INPs from laboratory-generated SSA, when normalized to typical total aerosol number concentrations in the marine boundary layer, agree well with measurements from diverse regions over the oceans. Data in the present study are also in accord with previously published INP measurements made over remote ocean regions. INP number concentrations active within liquid water droplets increase exponentially in number with a decrease in temperature below 0 degrees C, averaging an order of magnitude increase per 5 degrees C interval. The plausibility of a strong increase in SSA INP emissions in association with phytoplankton blooms is also shown in laboratory simulations. Nevertheless, INP number concentrations, or active site densities approximated using 'dry' geometric SSA surface areas, are a few orders of magnitude lower than corresponding concentrations or site densities in the surface boundary layer over continental regions. These findings have important implications for cloud radiative forcing and precipitation within low-level and midlevel marine clouds unaffected by continental INP sources, such as may occur over the Southern Ocean.</P>