번들가격할인 프레이밍과 메시지 프레이밍이 소비자의 번들구성제품에 대한 평가에 미치는 영향

박소진 한국마케팅학회 2011 ASIA MARKETING JOURNAL Vol.13 No.3

This study investigate the interaction effects of bundle price discount framing and message framing on consumer’s attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer’s evaluation of bundle component. Moreover, this research focuses on consumer’s evaluation of individual bundle component while the existing research on bundling primarily focused on consumer’s evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer’s evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed–joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as “Buy the teeth whitening product (regular price ￦80,000) and get 50% discount on the functional toothpaste(regular price ￦40,000), special set price ￦100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price ￦60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that “Over 95% of users achieved the expected 2-3 shades of improvement in two weeks” where as the negative framing presents “less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks”. This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste. This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer’s perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two- way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer’s perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixe... 가격번들링(price bundling)의 형태에는 ‘믹스드리더번들(mixed-leader bundle)’과 ‘믹스드조인트번들(mixed-joint bundle)’이 있는데 전자는 패키지 구성요소 중 하나는 정상가에 판매하고 다른 하나는 할인된 가격에 판매하는 것(예를 들면, 치아미백제를 구매하면 치약 할인)이고, 후자는 패키지의 가격을 통합하여 하나의 할인된 가격(예를 들면, 치아미백제와 치약을 함께 구매하면 총금액 할인)으로 제시하는 것이다. 메시지 프레이밍이란 동일한 광고 메시지를 어떻게 표현하느냐 하는 것인데, 제품을 사용할 경우 얻게 될 혜택 또는 긍정적인 제품 속성을 강조하는 긍정적 프레이밍과 대안을 채택하지 않을 경우 입게 되는 손실 또는 부정적인 제품속성을 강조하는 부정적 프레이밍이 있다. 본 연구는 치아미백제의 메시지 프레이밍을 ‘95%가 미백효과를 보았다(긍정적 프레이밍)’와 ‘5% 미만이 미백효과를 보지 못했다(부정적 프레이밍)’로 제시하였다. 본 연구는 개별제품에 대한 소비자의 지각된 품질수준과 태도에 대한 번들가격할인 프레이밍과 메시지 프레이밍의 상호작용효과를 탐구하였다. 연구결과 메시지 프레이밍의 주효과와 상호작용효과가 유의하게 나타났다. 긍정적 메시지프레이밍 조건에서는 믹스드조인트번들보다 믹스드리더번들에서 치아미백제에 대한 지각된 품질 및 태도가 높았으나, 부정적 메시지 프레이밍 조건에서는 믹스드리더번들보다 믹스드조인트번들에서 더 높았다. 본 연구는 번들 내 개별제품에 대한 번들가격할인 프레이밍과 메시지 프레이밍의 상호작용효과를 발견했다는 점에서 연구의 의의가 있으며, 메시지 프레이밍의 형태에 따라 번들가격 제시방법을 달리해야함을 제안하고 있다.

Static Method를 이용한 DMF, NMF 및 Diethyl Carbonate 포함계의 고액평형 측정

박소진,황태원 한국화학공학회 2003 Korean Chemical Engineering Research(HWAHAK KONGHA Vol.41 No.4

융점 측정 장치로 자체 제작한 glass still을 이용하여 정적인 방법으로 dodecane+cyclohexanol, 1-dodecanol+N, N-dimethyl-formamide(DMF), p-xylene+DMF, 1-dodecanol+N-methylformamide(NMF), NMF+1-octanol, aceticacid+diethyl carbonate 및 hexadecane+diethyl carbonate 계에 대한 고액평형 (SLE)을 측정하였다. 측정된 고액평형 데이터는 NRTL식에 의해 계산된 값과 비교하여 보았으며, diethyl carbonate 융점의 문헌상 오류를 확인하였다. Solid-Liquid Equilibrium(SLE) data were measured by the static method for the systems of dodecane+cyclohexanol, 1-dodecanol+N,N-dimethylformamide(DMF), p-xylene+DMF, 1-dodecanol+N-methylformamide(NMF), NMF+1-octanol, acetic acid+diethyl carbonate and hexadecane+diethyl carbonate with the self made melting point measuring apparatus. The measured SLE data were correlated with the NRTL equation, and we found that the literature value of melting point for diethyl carbonate is not correct.

고액 상평형의 측정과 추산 연구

박소진,박영신,황태원,한규진,오종혁,원동복 忠南大學校 産業技術硏究所 2001 산업기술연구논문집 Vol.16 No.2

정적인 융점측정 방법으로 benzene+n-dodecane, cyclohexane+phenol, phenol+water, water+sulfolane 및 diethylcarbonate+nitrobenzene계에 대한 고액 평형을 측정하였다. 측정된 고액평형 데이터는 문헌값과 modified UNIFAC에 의해 예측된 값과 비교하였으며, 추산값과 실험값은 ±1.61K 범위에서 잘 일치하였다. 본 연구에서 고찰된 diethylcarbonate의 융점은 기존문헌치와 큰 편차를 보여 재검증이 필요하다. Solid-liquid equilibrium(SLE) data were measured for benzene+ n-dodecane, cyclohexane+phenol phenol+water, water+sulfolane, and diethylcarbonate+ nitrobenzene systems by using static melting point measuring method. Measured SLE data were compared with the literature values and also compared with the values predicted by modified UNIFAC(Dortmund) equation. The experimental results are in good agreements with the published and estimated values, and the average deviation between the experimental values and the calculated values is ±1.16K. The measured melting point of diethylcarbonate shows some difference from literature value, and it will be certified through other experimental data for different systems.

‘Magic Imperialism’: The Logic of Magic in Edith Nesbit’s Fantasy Novels

박소진 한국영어영문학회 2010 영어 영문학 Vol.56 No.3

This paper examines the British imperialism found in Edith Nesbit’s fantasy stories by looking at the function of magic and of the hierarchical relationships seen in the books. Although Edith Nesbit is relatively unknown in Korea, she is widely recognized as having had a great influence on the 20th century British literary world, and is also well-known for her political position as a socialist. Nesbit’s fantasy books are commonly differentiated from other Victorian children’s books written before her in that she created realistic and liberal children characters and rejected the adult didactic tone. While Nesbit’s books have been recognized as revolutionary and being distinguished from other Victorian children’s books, I suggest that the ideas found in her fantasy novels largely include the dominant Victorian message of British imperialism. This imperial ideology is delivered by the logic of magic and the multilateral hierarchies. The two magic creatures (The Psammead and the Phoenix) and the two magic items from an Oriental background (the Carpet and the Amulet) all have a magic power to grant people’s wishes, wholeheartedly exercising their power and knowledge for the sake of the British characters. While the magic agents serve to fulfill the children’s wishes, the children aim to please their parents and to benefit their family, showing layered hierarchies among the characters. Also, there is a hierarchical distinction between the magic items and the magic creatures in that the magic items have no voice to express themselves but only serve and obey the British children. The foreign characters that the children encounter in their adventures also cooperate with the British characters to help them to fulfill their goals. In short, magic frees the children from the adult-centered world but ultimately their free adventures serve their parents and other adults, and represent the ideals and hierarchical concepts of British imperialism. Thus, Nesbit’s position as a modern writer seems to be ambiguous, switching between modern characterization and style, and the old Victorian imperial messages that also exist in her fantasy novels.

비전통 원유 내 포함되어 있는 불순물 제거 연구

박소진,노현정,주덕,양영도,임대재 한국공업화학회 2016 한국공업화학회 연구논문 초록집 Vol.2016 No.1

세계 원유시장은 가솔린과 경유의 생산수율이 높은 전통원유의 자원고갈 및 가격 상승에 따라 가채 매장량이 풍부하고 저가인 비전통 원유에 대한 개발과 사용량이 증대되고 있다. 이에 해외 각국에서는 비전통 원유 개발에 대한 정책들이 활발히 움직이고 있으나, 전통원유 대비 높은 산가와 과량의 다양한 불순물(납센산, 무기물, 아스팔텐, 유기중금속, 황 등)을 함유하고 있어 전처리 공정에 대한 개선 연구가 필요한 실정이다. 따라서, 본 연구는 전처리 공정의 문제점을 해결하기 위해 비전통 원유의 불순물인 무기물(철) 제거 첨가제를 합성하고, 모델링 평가 실험을 통해 그 효과를 확인하였다. 무기물(철)이 50ppm 함유된 비전통 원유에 합성한 첨가제를 약 50ppm의 농도로 첨가하였을 때, 무기물(철)이 약 40% 정도 저감되어 합성된 첨가제의 성능을 확인할 수 있었다.

다양성추구행동에 미치는 영향 : 조절효과

박소진 한국전략마케팅학회 2014 마케팅논집 Vol.22 No.1

본 연구는 미래에 소비할 다수의 품목을 동시에 선택하는 상황에서 소비자의 조절초점 성향(향상 vs. 방어)과 옵션매력성(높음 vs. 낮음)이 다양성 추구 행동에 미치는 영향을 검증하였다. 본 연구 결과 방어초점 성향의 소비자들이 향상초점 성향의 소비자들보다 다양성 추구 행동 성 향이 더 높게 나타났으며, 옵션매력성의 조절효과를 발견하였다. 옵션매력성이 높은 조건에서는 향상초점 보다 방어초점 성향의 소비자가 다양성 추구 행동 성향이 더 높았으나, 옵션매력성이 낮은 조건에서는 조절초점에 따라 다양성 추구 행동 성향에 유의한 차이가 없었다. 본 연구는 각기 다른 영역에서 연구되었던 소비자의 조절초점 성향과 다양성 추구 행동의 관계 를 탐구하였다는 점에서 연구의 의의가 있으며, 유통업체의 골라담기 판촉과 관련하여 실무적 시 사점을 제공한다. 본 연구는 방어초점의 소비자가 향상초점의 소비자보다 다양성 추구 행동 성향 이 높으므로 방어초점 소비자들에게 소구할 수 있는 광고 문안을 제시할 것을 제안하고 있다. 또 한 소매상이 제공하는 제품구색의 매력성 수준에 따라서 골라담기 판촉의 구매요구량의 크기(번 들의 크기)를 달리 해야 함을 시사한다. This research investigated the effects of goal orientation(promotion focus vs. prevention focus) and option attractiveness on consumers' variety-seeking behavior. This study predicts prevention-focused consumers tend to select a greater variety of items than promotion-focused consumers. This study also expects the interaction effect of goal orientation and option attractiveness. As predicted, prevention-focused consumers showed a higher extent of variety-seeking than promotion-focused consumers in simultaneous choice condition. The interaction effect of goal orientation and option attractiveness was also found. When the option attractiveness was high, prevention-focused consumers exhibited a higher extent of variety-seeking than promotion-focused consumers. However, when the option attractiveness was low, there was no significant difference between prevention-focused and promotion-focused consumers in variety-seeking behavior. Variety-seeking behavior and regulatory focus have drawn much attention in the domain of consumer psychology independently. This research will be contributed to fill the gap between variety-seeking behavior and regulatory focus. Finally, this research suggests managerial implication for bundle promotions related to option attractiveness and variety-seeking behavior.

한국 사회 문화 재인식과 세계 속 자기 정체성 찾기: 대학생 단기 해외연수 동기와 경험

박소진 국제비교한국학회 2010 비교한국학 Comparative Korean Studies Vol.18 No.1

NMF를 포함하는 이성분계의 등온 기-액 평형과 삼성분계 액-액 평형

박소진,한규진,원동복,오종혁,최영윤 한국화학공학회 2005 Korean Chemical Engineering Research(HWAHAK KONGHA Vol.43 No.2

What/Who is Sleeping? Sexual Violence against Adolescent Girls and Revenge in Contemporary Film Versions of “Sleeping Beauty”

박소진 숙명여자대학교 아시아여성연구원 2016 Asian Women Vol.32 No.4

This paper discusses sexual violence against adolescent girls and their revenge on rapists in Arang (Ahn, 2006) and Maleficent (Stromberg, 2014) in comparison with traditional versions of “Sleeping Beauty.” In the traditional Sleeping Beauty legend, the sexuality of an adolescent girl (a princess) is controlled from her birth on the pretext of protecting her, and the sexual violence against her is linked to a paradoxical construction of adolescent girls’ sexuality: they must be innocent yet sexual, and their sexuality needs to be shown but must remain inactive. These contrasting concepts are also found in two contemporary films. Arang (Ahn, 2006) is a Korean film based on the 400-year-old Arang legend, and Maleficent (Stromberg, 2014) is a popular retelling of the 1959 Disney film Sleeping Beauty. While the “sleep” of adolescent girls is a central motif, both films deal with sexual violence against the female protagonists, who both subsequently take revenge on their rapists. Through this revenge, buried truths about violence and human greed are revealed, and the guilty take responsibility for their crimes. Meanwhile, the two films emphasize solidarity and support between the female characters as they heal from their traumatic experiences. Arang (Ahn, 2006) in particular criticizes the malfunctioning social justice system in Korea, advocates for social efforts to listen to the abused, and shows how sexual violence damages a girl’s whole being.

Educational Manager Mothers: South Korea’s Neoliberal Transformation

박소진 한국학중앙연구원 한국학중앙연구원 2007 Korea Journal Vol.47 No.3

This article analyzes the emerging image of educational managermothers in the context of South Koreas neoliberal transformation,including educational reforms and the rapid expansion of the privateafter-school market. Although maternal support for childrens educa-tion is not entirely new in South Korea, the escalating private after-school market demands much more of mothers than formal schoolingever did. By critically scrutinizing the continuity and discontinuity ofthis emerging maternal image between the old and new rhetoric, thisarticle examines the newly intensified maternal roles for childrens edu-cation. In particular, by analyzing the media discourse, this articleexplores new aspects of this maternal subjectivity, which is closelyintertwined with South Koreas neoliberal transformations and its callsfor newly creative and competitive citizens. While resonating with theold ambivalent tone and centering on the experiences of middle-classfull-time mothers, this discourse reconstructs educational managermothers as necessary figures for childrens educational success. Thismaternal discourse thus enjoins diverse women to become managermothers, by obscuring the classed aspect of this image and emphasiz-ing the specific ability (neungnyeok) or nature (jajil)of mothers formanaging their childrens education.