TOO BRIGHT TO SEE, TOO LOUD TO HEAR? MEASURING ACTUAL EFFECTS OF MESSAGE FRAMES IN MARKETING SUSTAINABILITY

Sangdo Oh,Sunho Jung,Seung Yun Lee 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

Explicit environmental attitude measures tend to produce strong socially desirable responses (Bruni & Schultz, 2010; Milfont & Duckitt, 2010; Stern & Dietz, 1994) and fail to capture more than what participants consciously recall (e.g., explicit belief, past behavior, Dunlap, Van Liere, Mertig, Jones, 2000; Schultz, Shriver, Tabanico, & Khazian, 2004). A number of studies have highlighted the popularity of environmental issues in common discourse in various countries, which leads individuals to eagerly express pro-environmental explicit attitudes (Dunlap, 1998; Leiserowitz, 2005; Meijers & Stapel, 2011). Therefore, an explicit measure of environmental attitudes would hardly be an unbiased indicator of prior knowledge and experience when testing the effect of subtle feeling on judgments: although a participant explicitly reports favorable attitudes toward environment or related issues, it does not necessarily mean that she or he has knowledge and experience to hinder the regulatory fit effects. Using the Implicit Association Test, we examined whether the extent to which individuals are implicitly biased toward (or against) sustainability moderates the regulatory focus by construal level interaction. Scores from the indirect measure of attitudes served as the indicator of the strength of associations between the concept of sustainability and evaluations that may result form its frequent pairing with desirable consumption patterns or repeated exposure to persuasive messages promoting sustainability. Specifically, we showed that the regulatory focus - construal level fit effect will be greater among individuals who have not formed significant associations about sustainability since these individuals are more likely to rely on feeling right from regulatory fit rather than using prior experience or knowledge.

TOO BRIGHT TO SEE, TOO LOUD TO HEAR? MEASURING ACTUAL EFFECTS OF MESSAGE FRAMES IN MARKETING SUSTAINABILITY

Sangdo Oh,Sunho Jung,Seung Yun Lee 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Explicit environmental attitude measures tend to produce strong socially desirable responses (Bruni & Schultz, 2010; Milfont & Duckitt, 2010; Stern & Dietz, 1994) and fail to capture more than what participants consciously recall (e.g., explicit belief, past behavior, Dunlap, Van Liere, Mertig, Jones, 2000; Schultz, Shriver, Tabanico, & Khazian, 2004). A number of studies have highlighted the popularity of environmental issues in common discourse in various countries, which leads individuals to eagerly express pro-environmental explicit attitudes (Dunlap, 1998; Leiserowitz, 2005; Meijers & Stapel, 2011). Therefore, an explicit measure of environmental attitudes would hardly be an unbiased indicator of prior knowledge and experience when testing the effect of subtle feeling on judgments: although a participant explicitly reports favorable attitudes toward environment or related issues, it does not necessarily mean that she or he has knowledge and experience to hinder the regulatory fit effects. Using the Implicit Association Test, we examined whether the extent to which individuals are implicitly biased toward (or against) sustainability moderates the regulatory focus by construal level interaction. Scores from the indirect measure of attitudes served as the indicator of the strength of associations between the concept of sustainability and evaluations that may result form its frequent pairing with desirable consumption patterns or repeated exposure to persuasive messages promoting sustainability. Specifically, we showed that the regulatory focus – construal level fit effect will be greater among individuals who have not formed significant associations about sustainability since these individuals are more likely to rely on feeling right from regulatory fit rather than using prior experience or knowledge.

YOU MAY LIE WHEN YOU WEAR PRADA: THE EFFECT OF BRAND LOGO PRESENCE ON IMPLICIT-EXPLICIT ATTITUDES CONGRUENCY

Sangdo Oh,Chaeho Lee,Sukki Yoon,Kacy K. Kim,Yung Kyun Choi 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This research examines the effect of luxury brand's logo on disparity between explicit and implicit attitudes. Using implicit association test, the results show that there is no correlation between implicit attitude and explicit attitude towrd a luxury product when luxury brand's logo is present (i.e., Prada). In contrast, implicit attitude and explicit attitude are negatively correlated when luxury logo is absent (i.e., Bottega Veneta).

THE INFLUENCE OF COLOR NAMES ON CONSUMER JUDGMENTS

Jungyun Kang,Ji Yoon Um,Hakkyun Kim,Sangdo Oh 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

We propose that how people consider their own economic resources whether to be abundant or to beconstrained determines the quality judgment of an art. Respondents' with perceiving their own resources constrained evaluated the art relatively more attractive when the producer was an attractive (v. unattractive) person. However, When respondents' perceive their own resources to be abundant, no effect of the artist's attractiveness was found.

LUXURY BRANDED ENTERTAINMENT: HOW PUBLIC STAR RATINGS AND AWARENESS OF SURROUNDINGS AFFECT WORD-OF-MOUTH AMONG MEN AND WOMEN

Chanmo Park,Sukki Yoon,Yung Kyun Choi,Sangdo Oh,Kacy Kim,Jooyoung Lee 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The authors of this research show that gender plays a role in whether public star ratings of branded content films (e.g., ratings on Rotten Tomatoes) and increased awareness of surroundings differentially affect movie viewers’ willingness to spread word-of-mouth about films. For men, no matter whether they have high or low awareness of surroundings, a higher versus lower star rating uniformly enhances the likelihood they will recommend the film to others. In contrast, for women, momentarily heightened awareness of their surroundings enhances (diminishes) the likelihood of recommending the higher (lower) star-rated film. If women have low awareness of their surroundings, however, the differences do not emerge.

창업보육센터의 멘토링 교육 서비스가 창업기업 구성원의 조직몰입과 직무만족도에 미치는 영향에 대한 경로분석

김기홍(Kihong Kim),오상도(Sangdo Oh) 한국소비문화학회 2023 소비문화연구 Vol.26 No.1

본 연구는 창업보육선터 멘토링 교육 서비스의 기능이 초기창업기업 구성원의 조직몰입도와 직무만족도에 미치는 영향을 파악하고 변수들 간의 관계 및 효과를 분석하는 것을 목적으로 한다. 전국 창업보육센터에서 시행하는 멘토링 교육에 참여한 경험이 있는 전국 만 19세 이상 성인을 대상으로 한 238부의 설문을 표본으로 경로모형을 구성하였으며, 상관관계분석과 경로분석을 통하여 가설을 검증하였다. 그 결과, 멘토링 서비스의 기능, 멘토-멘티 신뢰감, 멘토링 서비스의 공정성 지각, 조직몰입도, 직무만족도는 모두 통계적으로 유의한 상관관계를 보였다. 멘토링 서비스의 기능은 신뢰감, 공정성 지각, 조직몰입도, 직무만족도에 모두 유의한 효과를 보였다. 멘토링서비스기능-공정성지각-직무만족도 경로의 간접효과도 유의미한 것으로 나타났다. The purpose of this study is to verify the positive effect of trust in mentors and impartiality and the relationship between the effect of mentoring on start-up companies and organizational commitment as well as job satisfaction, based on the assertions of previous studies on other various fields. We confirmed that the mentoring function of the start-up research center was an important factor in the organizational commitment and job satisfaction of start-up entrepreneurs. It also suggested the possibility of the way to elicit the organizational commitment through trust in not only the mentoring function but the organizational immersion. By verifying the relationship between mentoring functions, organizational immersion, and job satisfaction inside the start-up research center, mentors should stay positive and bring up passion for their mentees. Start-up workers, in the same vein, also suggest that understanding and interest in the overall mentoring composition is required for meaningful mentoring.

EFFECTS OF SOCIAL MEDIA POSTING ON EXPERIENTIAL ASPECTS OF MATERIAL PRODUCTS AND LIKING OF THEM

Seunghyeon Cho,Jeonghwa Seo,Hakkyun Kim,Sangdo Oh 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Studies regarding the relationship between purchases and happiness have consistently found an experiential advantage: people are happier when purchasing experiential products (e.g., vacations and concerts) than material products (e.g., clothes and electronics) (Caprariello & Reis, 2013; Carter & Gilovich, 2010, 2012; Pchelin & Howell, 2014; van Boven and Gilovich, 2003). This phenomenon (i.e., experiential advantage) may make marketing efforts of service firms or any companies selling experiences relatively more effective and productive in that consumers will derive a great amount of purchase happiness. On the other hand, the same phenomenon may indicate innate challenges and hurdles for firms selling products carrying materialistic features. Considering the material-experiential spectrum, approximately 50% of the industries are seeming faced with this issue. In this research, we propose a solution with which mainly material-focused products can loom more experiential, thereby benefiting from the experiential advantage. In other words, we investigate how material goods can be perceived as experiential and they can offer greater purchase satisfaction compared to when they remain as merely materialistic. Specifically, noting that reasons for experiential advantages are originated from social aspects of experiential goods (e.g., self-presentation to other people, conversational values, reputation-building, etc.), the current study shows that posting on social media can imbue social aspects, which is a key drive of the experiential advantage.

“KID TESTED, MOM APPROVED”: THE RELATIONSHIP BETWEEN ADVERTISING EXPENDITURES AND BRANDS “MOST-LOVED” BY CHILDREN AND MOTHERS

Kyungok K. Kim,Jerome D. Williams,Sangdo Oh,Gary B. Wilcox 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This research examines the relationship between advertising expenditures and perceptions of popular brands by children and mothers in the United States. Findings how that magazine advertising has a positive and significant relationship with brand affinity scores to children and mothers while other advertising, such as electronic advertising and other print advertising, have negative or insignificant relationships with brand affinity scores. In addition, the correlation between exposure times through product/brand placement and brand affinity scores reveals a similar pattern. Product placement does not cause positive and significant relationships with brand affinity scores for either children or mothers.

EFFECTS OF RESIDENTIAL MOBILITY ON TRUST IN THE DIGITAL CONSUMPTION CONTEXTS

Jeonghwa Seo,Sujeong Hong,Hakkyun Kim,Sangdo Oh 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This research investigated how residential mobility affects consumers' trust in digital consumption environments (e.g., online shopping). Due to today's digitalization, consumers' trust in digital environments is treated as important. However, work has yet to be explored that the trust of digital environments can differ depending on residential mobility. This article highlights key findings from the relationship between residential mobility and trust in digital environments. Trust in digital environments may vary depending on residential mobility. As a result of the data analysis, the lower the residential mobility, the lower the trust in digital environments, while the higher the residential mobility, the higher the trust in digital environments.

사회적 지지와 사회적 자본이 여성의 창업의지에 미치는 영향

임은정 ( Eun Jung Lim ),오상도 ( Sangdo Oh ),조인숙 ( Insook Cho ) 한국여성경제학회 2020 여성경제연구 Vol.17 No.3

본 연구는 사회적 지지, 사회적 자본, 우울감, 동기화 등의 사회·심리적인 요인들이 여성의 창업의지와 어떤 관계에 있는지를 살펴본다. 240명의 경력단절여성을 대상으로 한 설문조사 자료를 사용하였으며, 경로모형을 구축하고 이를 기반으로 주요 변수들 간의 인과 관계와 매개 효과를 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 사회적 지지와 사회적 자본은 여성의 우울증상을 낮추는 역할을 하는 것으로 나타났다. 둘째, 우울감은 사회적 지지와 창업의지 변수 사이에서 완전한 매개 역할을 하는 것으로 확인되었다. 셋째, 동기(motivation)는 사회적 자본과 창업의지 변수 사이에서 부분매개역할을 하는 것으로 판단되었다. 본 연구는 사회적 지지와 사회적 자본이 여성의 창업의지에 미치는 영향을 분석하면서, 여성의 우울감이 창업의지에 중요한 매개역할을 하는 요인임을 밝혀냈다. 이는 기존 연구에서 보고되지 않은 새로운 근거이다. 이러한 연구 결과는 여성의 경제 참여를 독려하고 창업의지를 높이기 위한 프로그램을 고안하고 정책을 개발할 때, 여성의 내적 특성을 잘 이해하고 이를 반영해야 한다는 시사점을 제공한다. This study examines the impact of social support, social capital, depression, and synchronization on women's entrepreneurship intention. Using the survey data from 240 women on a career break, this study examines the relationship among the major variables using a path analysis model. This study analyzes the causal relationship and mediating effect among variables through these path coefficients. Main findings of this studies are as follows. First, social support and social capital have negative effects on depression. Second, depression was found to play a mediating role in social support and entrepreneurship. Finally, synchronization was considered to play a partial role between social capital and entrepreneurial will. Different from previous studies, this study reveals that women's depressive symptoms are one of main factors influencing entrepreneurial intention. This suggests that it is important to understand internal characteristics of women, to design various methods and programs, and to provide the environment to increase women's economic participation rate and influence their will to start a business.