VALIDATING THE EFFICACY OF PSYCHOPHYSIOLOGICAL PRIDE APPEALS IN MEMBERSHIP-BASED ORGANISATIONS

Billy Sung,Kevin Teah 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

OPENING THE “BLACK BOX” OF LUXURY CONSUMERS: AN APPLICATION OF PSYCHOPHYSIOLOGICAL METHODOLOGIES

Billy Sung,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

The objective of this paper is to: (1) examine the feasibility of using psychophysiological methods in luxury marketing; (2) compare the capability of psychophysiological methods to capture emotion beyond those measured by self-report methods; and (3) better under luxury consumers’ emotion processes. Measuring consumers’ emotion with self-report methods has remained a challenge in luxury marketing (Atwal & Williams, 2009; Kumar & Garg, 2010). In comparison to self-report measure, psychophysiological methods promise to provide a scientific, objective and sensitive measure of the neurophysiological basis of emotional processes (Karmarkar & Yoon, 2016; Li, Scott, & Walters, 2014; Wang & Minor, 2008). Yet, few studies in luxury marketing have used these methods. In this study, brain wave analysis, heart rate, skin conductance, and facial expression will therefore be used to investigate consumers’ emotional response toward luxury marketing stimuli. The findings of this study will therefore provide both researchers and managers a test of concept to apply multiple psychophysiological methods in luxury marketing. This provide potential avenues for managers to better understand and manage the unobservable psychological processes that underlie luxury consumers’ behaviour.

ARROGANCE OR PRESTIGE? WHEN PRIDE MEETS ENVY IN LUXURY MARKETING

Billy Sung,Ian Phau 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Luxury brands are explicitly marketed to appear rare, exclusive, prestigious, and authentic (Phau & Prendergast, 2000; Turunen & Laaksonen, 2011; Tynan, McKechnie, & Chhuon, 2010). The glamour and distinction that these brands generate appeal to consumers’ desire to signal their accomplishments, success, or social superiority (Mandel, Petrova, & Cialdini, 2006; McFerran, Aquino, & Tracy, 2014). It is, therefore, unsurprising that the marketing communication of many luxury brands explicitly portray images of successful, sophisticated, and confident people expressing their social superiority. However, the empirical evidence supporting the effectiveness of such portrayal in luxury communication is scant. Only a pilot study showed that exposure to a story of a similar successful other may increase desire for luxury goods (Mandel et al., 2006). In the present research, we propose that envy is a key determinant of how consumers perceive display of pride and social superiority. Our findings from two studies showed that benign (malicious) envy predisposes consumers to perceive portrayal of social superiority on luxury marketing communication to be an expression of authentic (hubristic) pride. This relationship between benign (malicious) envy and authentic (hubristic) pride enhances (reduces) the luxury perception and positive brand attitude toward the luxury brand in the advertisement. These findings were replicated in a correlational study on genuine advertisements (Study 1) and an experiment that successfully manipulated consumers’ experience of benign envy (Study 2). Separate studies have recently shown that experience of benign envy can increase consumers’ willingness to pay toward the envied product (Van de Ven et al., 2011) and that the experience of authentic pride increases luxury consumption (McFerran et al., 2014). However, no existing research has explored the complementary effect of envy and pride on consumers’ response toward luxury marketing communication. The current research is therefore the first to demonstrate the differential effect of benign and malicious envy on: (1) consumers’ interpretation of social superiority as an expression of authentic and hubristic pride; (2) consumers’ response toward the portrayal of social superiority in luxury marketing; and (3) how portrayal of social superiority enhances or reduces luxury perception and brand attitude of a luxury brand. These findings also provide insights into the complementary relationship between envy and pride in consumer psychology. Lange and Crusius (2015) suggested that other’s authentic and hubristic pride expression may evoke the experience of benign and malicious envy, respectively. The current research, however, shows that the Luxury brands are explicitly marketed to appear rare, exclusive, prestigious, and authentic (Phau & Prendergast, 2000; Turunen & Laaksonen, 2011; Tynan, McKechnie, & Chhuon, 2010). The glamour and distinction that these brands generate appeal to consumers’ desire to signal their accomplishments, success, or social superiority (Mandel, Petrova, & Cialdini, 2006; McFerran, Aquino, & Tracy, 2014). It is, therefore, unsurprising that the marketing communication of many luxury brands explicitly portray images of successful, sophisticated, and confident people expressing their social superiority. However, the empirical evidence supporting the effectiveness of such portrayal in luxury communication is scant. Only a pilot study showed that exposure to a story of a similar successful other may increase desire for luxury goods (Mandel et al., 2006). In the present research, we propose that envy is a key determinant of how consumers perceive display of pride and social superiority. Our findings from two studies showed that benign (malicious) envy predisposes consumers to perceive portrayal of social superiority on luxury marketing communication to be an expression of authentic (hubristic) pride. This relationship between benign (malicious) envy and authentic (hubristic) pride enhances (reduces) the luxury perception and positive brand attitude toward the luxury brand in the advertisement. These findings were replicated in a correlational study on genuine advertisements (Study 1) and an experiment that successfully manipulated consumers’ experience of benign envy (Study 2). Separate studies have recently shown that experience of benign envy can increase consumers’ willingness to pay toward the envied product (Van de Ven et al., 2011) and that the experience of authentic pride increases luxury consumption (McFerran et al., 2014). However, no existing research has explored the complementary effect of envy and pride on consumers’ response toward luxury marketing communication. The current research is therefore the first to demonstrate the differential effect of benign and malicious envy on: (1) consumers’ interpretation of social superiority as an expression of authentic and hubristic pride; (2) consumers’ response toward the portrayal of social superiority in luxury marketing; and (3) how portrayal of social superiority enhances or reduces luxury perception and brand attitude of a luxury brand. These findings also provide insights into the complementary relationship between envy and pride in consumer psychology. Lange and Crusius (2015) suggested that other’s authentic and hubristic pride expression may evoke the experience of benign and malicious envy, respectively. The current research, however, shows that the

USING A MARKETING VR STIMULATION TO ENHANCE STUDENT ENGAGEMENT, SELF-EFFICACY AND PERFORMANCE

Billy Sung,Min Teah 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Over the last several years, the growing accessibility of VR has shifted its application from military and aviation to education as it provides the capability to create immersive learning experiences (Bu? et al., 2017). However, VR simulations have mostly been used in the educational curriculum of “hard sciences” or the STEM disciplines (for a review, see Merchant et al., 2014). Most notable educational applications of VR have been used in medicine and science (e.g., Arora et al., 2014; Lindgren et al., 2016). This study develops and tests a VR marketing simulation designed for a second-year marketing unit at an Australian university. Within their respective tutorials, 150 students will experience the simulations and tutorial presentation on a pre-assigned topic in their marketing curriculum. A within-subject experimental design will be adopted to examine the feasibility of the simulation, which is measured by : (1) immersion; (2) e-learning enjoyment; (3) learning self-efficacy; (4) learning attitude; (5) intention to use; (6) student engagement; and (7) knowledge-based learning performance.

MEASURING EMOTIONAL RESPONSES TOWARD VIRTUAL REALITY GAMES: A PSYCHOPHYSIOLOGICAL STUDY

Billy Sung,Stuart Bender 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

THE EMOTION OF INTEREST AND ITS RELEVANCE TO THE LIMITS OF FAMILIRITY

Billy Sung,Eric Vanman,Nicole Hartley 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

A paradox exists in our understanding of consumer psychology and behavior. There is a strong positive relationship between familiarity and liking that resides at the core of consumer psychology and behavior (e.g., Monahan, Murphy, & Zajonc, 2000; Monin, 2003; Monin & Oppenheimer, 2005; Zajonc, 1968; 2001). Yet, consumer also prefer novelty (e.g., Bornstein, Kale, & Cornell, 1990; Gillebaart, Förster, & Rotteveel, 2012; Rubera & Kirca, 2012; Talke, Salomo, Wieringa, & Lutz, 2009). For instance, they favor brands more after repeated exposure (Fang, Singh, & Ahluwalia, 2007; Ferraro, Bettman, & Chartrand, 2009), but excessive exposure results in satiation and boredom (Bornstein et al., 1990). Similarly, consumers are both neophiliacs and neophobics who hold a dualistic tendency to approach and avoid innovations, respectively (for a review, see van Trijp & van Kleef, 2008). In fact, recent research on the psychology of familiarity failed to coincide on whether people prefer familiarity or novelty (Norton, Frost, & Ariely, 2011; 2013; Norton et al., 2007; Reis, Maniaci, Caprariello, Eastwick, & Finkel, 2011; Ullrich, Krueger, Brod, & Groschupf, 2013). In this theoretical paper, we propose that a missing piece to this paradox is our understanding of people’s affective motivations to approach novelty. Interest is an emotion that motivates people’s curiosity to approach novel, complex, but not necessarily pleasant stimuli (e.g., Turner & Silvia, 2006). Thus, the purpose of this paper is to shed light on the relevance of interest to our understanding of consumer psychology and behavior. Specifically, liking (contentment and joy) motivates people to favor familiarity, whereas interest motivates consumers to favor novelty. Specifically we use an appraisal theory perspective to differentiate the emotional and motivational quality of interest from liking (contentment and joy). Furthermore, we show how interest and its related appraisal may explain the boundary conditions of the familiarity-liking association that are not yet explained in the existing literature. Practical and theoretical implications of the differentiation between the familiarity-liking and interest-novelty association in consumer psychology and marketing are discussed.

멸종 위기에 처한 위험한 파충류: 어떻게 CITES 부속서 I 등급로부터의 특별면제가 반(反)직관적이게도 특정한 파충류 종의 멸종을 막을 수 있는가

( Billy Gage Raley ) 한양대학교 법학연구소 2016 법학논총 Vol.33 No.4

사람들은 야생의 뱀과 악어들을 본능적으로 죽이기 때문에, 위험한 파충류 종들은 암울한 미래에 직면해 있다. 반면에 다행스럽게도 사람들은 길들여진 뱀과 악어를 그 가죽 때문에 경제적인 면에서 기르기도 한다. 그러나 해외 경쟁국으로부터 국내 파충류 시장을 지키고자 하는 미국과 호주와 같은 부유한 나라들은 최근에 멸종 위기에 처한 종의 국제거래를 규제하는 규정들을 교묘히 이용하고 있다. 이 논문은 멸종 위기에 처한 동식물종의 국제거래에 관한 협약(CITES)에 서명한 국가들이 즉시 협약이 인증한 농장에서 사육된 부속서 I 파충류의 수입에 대한 제한을 철폐하여야 하고, 또한 위험한 파충류를 부속서I로부터 부속서 II 등급으로 하향하는 제안을 지지하여야 한다는 점을 다루고 있다. Dangerous reptile species face a bleak future, as humans are instinctually-driven to kill wild snakes and crocodiles. Fortunately, people are also economically-driven to rear domesticated snakes and crocodiles for their skins. However, regulations that impose barriers to the international trade of endangered species are currently being exploited by wealthy nations such as the U.S. and Australia to protect their domestic reptile markets from foreign competition. This article argues that signatories to the CITES treaty should immediately lift domestic restrictions on the importation of Appendix I reptiles raised in CITES-certified farms, and also support proposals to downgrade dangerous reptiles from Appendix I to Appendix II classification.

Clinical Research Article : Retrospective analysis of Low-dose methadone and QTc prolongation in chronic pain patients

( Billy Huh ),( Chan Hong Park ) 대한마취과학회 2010 Korean Journal of Anesthesiology Vol.58 No.4

Background: Methadone is a synthetic opioid that is widely used for the treatment of chronic pain. The association between methadone treatment and QT interval prolongation or which can lead to torsades de pointes has been confirmed with larger studies on high dose methadone. The aim of this study was to determine the effect of methadone on the QTc interval in patients, whether the daily dose of methadone should be lower than what has been previously investigated. Methods: A total of 130 patients were included, with 90 patients in the methadone group and 40 patients in the control group. For each ECG, heart rate, QT interval and corrected QT (QTc) interval were recorded. The patient demographics, methadone dose and serum level, duration of methadone use and past medical history were collected. Results: The QTc interval was significantly longer in the treatment group than in the control group (443±30.0 ms versus 408±28.0 ms, respectively, P<0.0001) and more patients in the treatment group had a QTc interval greater than 450 ms (36.7% versus 7.5%, respectively, P=0.0005). The QTc interval was not associated with methadone dose P=0.9278), serum level (P=0.2256) or duration of treatment (P=0.1822). Conclusions: This study has shown that methadone use is associated with longer QTc intervals, even among patients with daily doses of less than 80 mg. In this study, no correlation was found between QTc duration and methadone dose, serum levels or duration of use. However, the magnitude of the QTc interval was associated with female gender and the use of antidepressants. (Korean J Anesthesiol 2010; 58: 338-343)

APPLYING BIOMETRIC METHODS TO UNDERSTAND LUXURY CONSUMERS’ EMOTIONAL RESPONSES

Billy Sung,Ian Phau 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Measuring consumers’ emotion with self-report methods has remained a challenge in luxury marketing. In comparison to self-report measure, psychophysiological methods promise to provide a scientific, objective and sensitive measure of the neurophysiological basis of emotional processes. The objective of this paper is to: (1) examine the feasibility of using psychophysiological methods in luxury marketing; (2) compare the capability of psychophysiological methods to capture emotion beyond those measured by self-report methods; and (3) better under luxury consumers’ emotion processes. In this study, brain wave analysis, heart rate, skin conductance, and facial expression were used to investigate consumers’ emotional response toward luxury marketing stimuli. The psychophysiological findings identified anger, interest and arousal as key emotional processes that affect consumers’ reaction to luxury branding. These findings show that psychophysiological methods are not only feasible in informing luxury branding practices but also provide insights into luxury consumers’ emotional experience beyond those captured by self-report methods.

Simulation of Crack Growth Using Cohesive Crack Method

Billy Chong 대한토목학회 2010 KSCE JOURNAL OF CIVIL ENGINEERING Vol.14 No.5

We study non-linear fracture of concrete by discrete cohesive crack model in the context of the Element-Free Galerkin (EFG)method. The crack surface is represented by several straight-line interface elements. The constitutive law of cohesive cracks is considered through the use of these interface elements. The stiffness equation of the domain is constructed by directly including a term in the weak form of the global system equation that is related to the energy dissipation along the interface elements. The constitutive law of cohesive cracks can then be considered directly and efficiently by using this energy term. The validity and efficiency of the proposed method are discussed by using several problems.