THE IMPACT OF CONSPICUOUS CONSUMPTION AND PERCEIVED VALUE ON NEW PRODUCT ADOPTION INTENTION: THE MODERATING ROLE OF CREATIVITY-SEEKING PERSONALITY

Meixiang Cui,Subin Im 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Along with the growth of disposable income and the improvement of consumers’ living condition, consumers are no longer satisfied only with the fulfillment of functional needs of products. Instead, they seek to meet higher level of demand such as emotional and symbolic needs when consuming products. One reflection of this kind of pursuit in consumer behavior is “conspicuous consumption”, which is the tendency for individuals to enhance their image and communicate status to others through overt consumption of possessions (O’Cass & McEwen, 2004). Moreover, the emergence of social networking service (SNS) has boosted the phenomenon of such overt consumption. For example, a consumer who bought a new luxury sports car uploads a photo of his/her car on Facebook to show off his/her wealth, status, uniqueness, taste, etc. In this context, if a product is scarce due to a limited supply, then consumers might use the product for conspicuous consumption (Gierl & Huettl, 2010). Thus, it can be inferred that consumers who have conspicuous consumption tendency will be attracted by new product which is scarce in its early diffusion process. Moreover, the literature has added new content to conspicuous consumption with the development of social economy and value. Consumption value goes far beyond satisfying functional needs, and consumption and possessions are regarded as the extension of the self (Belk, 1988). Hence, consumers would be eager to present and show off their “extended self” on SNS using new products. As a consequence, this research aims at exploring the relationship and internal mechanism between the new paradigm of conspicuous consumption and consumers’ new product adoption intention, mediated through perceived consumption value. Different traits of consumers and resulting value perceptions are influential on consumer adoption behavioral intention and outcomes (e.g., Kastanakis & Balabanis, 2014). Despite the fact that identifying and adequately meet the needs of target consumers is essential in new product success, current literature still lacks understanding on how consumers perceive value of new products based on their needs for conspicuous consumption in adopting new products. Moreover, even though there are some evidence in the literature showing that consumers with high needs for conspicuous consumption accept new products more quickly, there is limited guideline for managers for how and why different perspectives of conspicuous consumption tendency affect new product adoption intention through perceived value of the product. In addition, consumer behavior literature of conspicuous consumption has overemphasized the role of status seeking without fully understanding other motives and needs for it. Accordingly, we will start by examining different types of conspicuous consumption tendencies and studying how they affect different value perceptions, which lead to new product adoption intention. A large number of studies from various disciplines have defined “conspicuous consumption” differently. Earlier, Veblen (1899) proposed the term “conspicuous consumption” to describe the behavior of rich American people who spent a significant portion of their time and money on unnecessary and unproductive leisure expenditures. As indicated, in early days, “conspicuous consumption” was thought to be only occurred to the upper class of the society that wishes to display wealth or status through luxury consumption. However, Mason (1988) pointed out that conspicuous consumption is not only associated with the rich and privileged, but is a worldwide phenomenon that is easily observed at all social and economic levels. Moreover, recent research advocates that conspicuous consumption is not only about displaying wealth, but also about delivering self-images and enhancing social standing through consumption. The symbolic meaning of products is commonly used as an outward expression of consumer self-concept and connection to the society (Chaudhuri & Majumdar, 2006). The motives to show their social status, unique taste or conformity trigger overt consumption of different kinds of goods to satisfy the need of belonging, increase their popularity, as well as be highly respected, admired, or envied (Gierl & Huettle, 2010). Drawing from current literature (e.g., Chaudhuri & Majumdar, 2006; Chen, Yeh, & Wang, 2008; Gierl & Huettl, 2010; O’Cass & McEwen, 2004; Shukla, 2008), this research defines conspicuous consumption as the tendency for individuals to enhance their image and communicate status to others through overt consumption, and proposes it to be a multidimensional concept consists of three dimensions namely ostentation of a high social status (a superior position within a social hierarchy), demonstration of uniqueness (differences from people belonging to the same social group), and demonstration of conformity (similarity to people belonging to a certain social group). We aim at examining the individual differences in three different conspicuous consumption tendencies and how they are related to new product adoption intention. It is important to study new product success from the consumer’s perspective because the success of new product eventually depends on the decisions of consumers to adopt or reject the new product (Im, Bhat, & Lee, 2015). According to Hirschman (1980), innate personality of the consumer has an important influence on whether to adopt new product or not. Moreover, Venkatesh and Brown (2001) found that relevant others such as friends, family, and other important connections can influence the adoption decision. As such, those who are influenced by the people around them will choose products that can convey an image congruent with the social image they wish to project. (Sheth, Newman, & Gross, 1991). New products, depending on their characteristics and types, can be used to show social status, uniqueness, or conformity. When the new product is first launched in the market, it is often released at a high price, though it is not a necessity to most consumers. Thus, adopting the high priced but unnecessary new products or frequently upgraded products in a certain category can signal economically rich status. In addition, consumers adopt new products to demonstrate their needs for uniqueness due to the scarcity in early diffusion process. Finally, new product can also help consumers conform to a certain group they wish to belong. For example, when most of a consumer’s friends or colleagues have adopted iPhone, he/she also is willing to adopt iPhone in order to assimilate with the group member and achieve a sense of belonging. In conclusion, there might be positive relationships between consumers’ tendency to demonstrate high social status, uniqueness and conformity and new product adoption. Im et al. (2015) argued that consumers’ evaluation of or attitude toward a product and ultimate decision to adopt depends on their perceptions of the product’s value. Thus, perceived value may act as an important determinant in new product adoption. Besides, now that perceived value is derived from subjective evaluation and judgement of consumers, different consumers involved in the purchasing process can vary on the perceptions of new products (Perkins, 1993). Moreover, individuals tend to perceive what they need and want while ignoring other irrelevant stimuli around (Schiffman & Wisenblit, 2016). Since consumers with three different types of conspicuous consumption tendency have different needs and wants, they will respond differently to the value offered by products. Thus, we propose the mediating role of perceived value between conspicuous consumption and consumers’ intention of new product adoption. Another important individual level variable that impacts perception of new product is creativity-seeking personality, which refers to the tendency to seek information that is novel and meaningful (Im et al., 2015). Since novelty and meaningfulness are important features of innovation that are embedded in new products, consumers who seek for them are more likely to appreciate the new products more. Thus, we assert that creativity-seeking personality is also important in forming new product adoption behavior. Moreover, according to Im et al. (2015), novelty affects perceived hedonic value while meaningfulness influences perceived utilitarian value. This research attempts to explore the moderating role of creativity-seeking personality on the relationship between conspicuous consumption and perceived value to reveal the synergy effect of conspicuous consumption and creativity-seeking personality. Creativity-seeking personality consists of a novelty-seeking personality (a personal tendency related to the willingness to seek information that is new and different), and a meaningfulness-seeking personality (a personal tendency related to the willingness to seek information that is useful and relevant) (Hirshman, 1980; Im et al., 2015). Specifically, we propose that demonstration of uniqueness has a stronger impact on hedonic value among consumers with high level of novelty-seeking personality and demonstration of conformity has a stronger impact on utilitarian value among consumers with high level of meaningfulness-seeking personality. As such, drawing on the existing literature about conspicuous consumption, creativity-seeking personality, perceived value and purchase intention, this research proposes the mediating role of perceived value through which conspicuous consumption impact consumers’ new product adoption intention. In the meantime, this research explores the moderating role of creativity-seeking personality on the effect of conspicuous consumption on perceived value of new products. Accordingly, our research model is given as demonstrated in Figure 1. We expect the positive relationship between conspicuous consumption and new product adoption intention. Moreover, we predict perceived value mediates the impact of conspicuous consumption on new product adoption intention whereas creativity-seeking personality plays a moderating role. This research has several academic contributions and managerial implications. First, this research distinguished three types of conspicuous consumption from modern perspective including ostentation of a high social status, demonstration of uniqueness, and demonstration of conformity. By testing the impact of three types of conspicuous consumption on new product adoption intention, this study extends existing literature by identifying drivers of new product adoption. Second, it shed light on a mediating mechanism of perceived value through which conspicuous consumption conveys its effect on new product adoption. Third, it identified the moderating role of novelty-seeking personality and meaningfulness-seeking personality on the effect of conspicuous consumption on perceived value. Though we are proposing the theoretical model in Figure 1 based on prior literature in this paper, we expect to empirically validate the relationships in the model by collecting data through multiple experiments using Mechanical Turk. Before the data collection, we will go through the IRB approval for the subject pool and research design. As for managers, they can flexibly apply the consumers’ tendency of conspicuous consumption and creativity-seeking personality as market segmentation tool and implement the appropriate marketing strategy to improve new product adoption behavior for better new product performance. First, managers should be aware that conspicuous consumers are not a homogeneous group. They need to understand the heterogeneous drivers of consumers’ motives regarding conspicuous consumption and formulate appropriate marketing strategy to segment them. Second, this research provides some guidelines in new product promotion. For example, advertisement of the new products can highlight the different kinds of value when targeting consumers with different types of conspicuous consumption tendency. Third, as for sales people, they can provide novel product information to consumers who have tendency to demonstrate uniqueness and provide meaningful product information to consumers who have tendency to demonstrate conformity to increase purchase intention of consumers.

How the Metaphors of Thermal Concepts Influence Consumer Purchase Behavior

Subin Im(임수빈),Hee-Kyung Ahn(안희경),Young-Won Ha(하영원) 한국유통학회 2016 流通硏究 Vol.21 No.2

은유적 표현과 그 연상이 소비자의 판단과 의사결정에 미치는 영향에 대한 최근 연구들이 있음에도 불구하고 온도와 관련된 은유적 표현에 대해서 소비자들의 어떻게 반응하고 차별적인 연상을 가지고 있는지에 관해서는 많은 연구가 수행되지 않았다. 본 탐색적 연구에서는 ‘뜨거운’ 또는 ‘차가운’ 과 같이 온도와 관련된 표현이 주는 은유적인 의미의 유사점과 차별점을 규명하고 그러한 은유적인 의미들이 소비자가 제품의 가치를 평가하는 것에 어떠한 영향을 미칠 수 있는지를 살펴보고자 한다. 저자들은 설문조사와 탐색적 인터뷰 기법을 통한 자료를 바탕으로 소매점에서의 제품 채택과 관련된 맥락에서 온도와 관련된 은유적 의미가 구매행동에 미치는 영향에 대한 개념적인 모형을 개발하였다. 본 연구에서 제안하는 개념적 모형은 향후 온도와 관련된 은유적 표현이 소비자의 의사결정에 미치는 차별적인 영향에 대한 실증연구를 수행하는데 지침이 될 수 있을 것으로 기대된다 Despite recent studies that suggest that the metaphoric links have a profound impact on consumer judgment and decision-making, we are unaware of any studies that focus on how consumers encode and retrieve thermal associations related to ‘hot’ and ‘cool’ before they react and behave according to the thermal metaphors. In order to fill the gap of research on the thermal metaphors related to hot and cool, this exploratory research examines the metaphorical similarities and differences of these two thermal concepts, hot and cool, and to propose a theoretical model that examines how these thermal concepts influence the value of the product which in turn, impacts consumers’ purchase behavior. Our exploratory interviews with young consumers after they participated in the structured survey, help us develop a theoretical model that examines the impact of thermal metaphoric concepts on purchase behavior in the product adoption context. We propose this model to guide subsequent empirical studies that examine the role of the thermal metaphoric concepts on consumers’ purchase decision making in retail environments..

Construction of a Full-length cDNA Library from Cardamine manshurica Nakai and Characterization of EST Dataset

Im, Subin,Lee, Sung-Ho,Kim, Yoon-Young,Kim, Ju-Sang,Kim, Dasom,Lim, Yong Pyo 충남대학교 농업과학연구소 2016 Korean Journal of Agricultural Science Vol.41 No.2

Brassicaceae consists of important species that have significant amounts of metabolites, and many studies have been carried out in order to understand the mechanism that improves the content of these metabolites. In Brassicacea, Cardamine manshurica Nakai is one of the important edible plants and is rich in oil, fiber, and various nutrients. In this study, we constructed cDNA library using leaves from 4 week-old plants and analyzed the ESTs of C. manshurica Nakai. One thousand thirty-nine ESTs were discovered which assembled to form 468 unigenes. The latter contained 116 contigs and 352 singletons. Similarity search of these ESTs with BLASTX revealed similarities with Arabidopsis thaliana 285 (31.9%), Arabidopsis lyrata 172 (19.3%), Capsella rubella 162 (18.1%), and Eutrema salsugineum 137 (15.3%). ESTs were functionally categorized into molecular function, biological process, and cellular component, and each category took 10.6%, 58.5%, and 30.9%, respectively. The functional analysis also found that 94.9% of ESTs showed at least one GO ID. Microsatellite analysis of 468 unigene sequences revealed 225 structures of which Di-, Tri-, Tetra-, Penta-repeats were 35.6% (80/225), 63.1% (142/225), 0.9% (2/225), and 0.4% (1/225), respectively. The results from our study can be a valuable resource for Cardamine research.

Bridging the Chasm between Design and Marketing

Subin Im(임수빈),Jaewoo Joo(주재우),Martin Linder(마틴 린더),Kiyoung Nam(남기영) 한국산학기술학회 2015 한국산학기술학회논문지 Vol.16 No.2

성공적인 신제품 개발을 위해서 디자인과 마케팅의 통합은 중요하지만, 두 영역이 통합할 때에 명확하게 어떠한 문제가 발생하고 실제로 어떠한 방법으로 문제가 해결되는지에 관한 논의는 많지 않다. 본 연구에서는 디자인과 마케팅이 통합될 때 발생하는 구체적인 문제와 실질적인 해결책을 알아내기 위하여, 미국의 한 대학교에서 디자인 학생들과 마케팅 학생들을 대상으로 진행된 2년간의 통합적 신제품 개발 수업에서 설문조사를 실시하였다. 65명의 조사 결과에 따르면 (1) 기능적 차이에 따른 갈등과 (2) 의사결정 권한의 불균형이 구체적인 문제점으로 발견되었고, 이러한 문제점들을 해결하기 위하여 (1) 의사소통을 강화하거나 (2) 의사소통을 단절하는 방법을 사용하는 것으로 드러났다. 본 연구의 결과가 가지는 디자인 마케팅 협업시의 통합 영역의 학문적 시사점을 정리해본다. Although integrating design and marketing is critical for successful new product development (NPD), there has been a limited attention to the potential problems that arise during the NPD process and their possible solutions in academic literature. In order to narrow this gap, our study conducted a series of surveys of an interdisciplinary class project between marketing and design students over two year periods at one of U.S. universities. From the survey data collected from the total of 65 students who participated in the collaboration projects, we identified two most common problems: (1) conflict from the functional background, and (2) the conflict from imbalanced decision-making authority between design and marketing. In order to resolve such conflict, we found the two contrasting solutions: (1) facilitating communication and (2) prohibiting communication. Our findings contribute to the formation of a theoretical basis for research on the topic of design-marketing integration

Construction of a Full-length cDNA Library from Cardamine manshurica Nakai and Characterization of EST Dataset

Subin Im,Sung-Ho Lee,Yoon-Young Kim,Ju-Sang Kim,Dasom Kim,Yong Pyo Lim 충남대학교 농업과학연구소 2016 Korean Journal of Agricultural Science Vol.43 No.1

저장 기간에 따른 배추 잎의 색상 변화 측정 방법

임수빈(Subin Im),전인배(Inbae Jeon),임용표(Yong Pyo Lim) 한국원예학회 2017 한국원예학회 학술발표요지 Vol.2017 No.10

노각나무(Stewartia koreana Nakai)의 cDNA library 제작 및 EST 분석

임수빈(Subin Im),김준기(Joonki Kim),최영인(Young In Choi),최선희(Sun Hee Choi),권혜진(Hyejin Kwon),송호경(Hokyung Song),임용표(Yong Pyo Lim) 한국원예학회 2011 원예과학기술지 Vol.29 No.2

In this study, we report the generation and analysis of 1,392 expressed sequence tags (ESTs) from Korean Stewartia (Stewartia koreana Nakai). A cDNA library was generated from the young leaf tissue and a total of 1,392 cDNA were partially sequenced. EST and unigene sequence quality were determined by computational filtering, manual review, and BLAST analyses. Finally, 1,301 ESTs were acquired after the removal of the vector sequence and filtering over a minimum length 100 nucleotides. A total of 893 unigene, consisting of 150 contigs and 743 singletons, was identified after assembling. Also, we identified 95 new microsatellite-containing sequences from the unigenes and classified the structure according to their repeat unit. According to homology search with BLASTX against the NCBI database, 65% of ESTs were homologous with known function and 11.6% of ESTs were matched with putative or unknown function. The remaining 23.2% of ESTs showed no significant similarity to any protein sequences found in the public database. Annotation based searches against multiple databases including wine grape and populus sequences helped to identify putative functions of ESTs and unigenes. Gene ontology (GO) classification showed that the most abundant GO terms were transport, nucleotide binding, plastid, in terms biological process, molecular function and cellular component, respectively. The sequence data will be used to characterize potential roles of new genes in Stewartia and provided for the useful tools as a genetic resource.

배추 내외엽의 형태학적 차이에 관한 메카니즘 연구

임수빈(Subin Im),Sangeeth Prasath,홍성민(Seongmin Hong),김만선(Man-Sun Kim),임용표(Yong Pyo Lim) 한국원예학회 2017 한국원예학회 학술발표요지 Vol.2017 No.5

국제영화제 이미지가 개최 도시 이미지와 관광객의 관광지 평가에 미치는 영향

한수빈(Subin Han),임수빈(Subin Im),김가은(Gaeun Kim),박주애(Juae Park) 글로벌응용인문학회 2024 글로벌응용인문학연구 Vol.2 No.1

본 연구는 선행연구를 통해 국제영화제의 이미지가 개최 도시의 이미지와 관광지 평가에 어떠한 영향을 미치는지 부산국제영화제(BIFF)의 사례를 통해 확인하고자 한다. 본 연구의 결과는 부산의 이미지를 향상하는 데 필요한 시사점을 줄 것이다. 본 연구의 결과는 다음과 같다. 첫째, 부산국제영화제의 이미지는 개최지역 이미지에 부분적으로 유의한 영향을 미치는 것으로 확인되었다. 국제영화제의 이미지 요인중 행사 내용이 지역 이미지에 유의미한 영향을 준다. 둘째, 부산국제영화제의 이미지는 관광객의 관광지 평가에 부분적으로 유의한 영향을 미치는 것으로 확인되었다.국제영화제 이미지의 요인 중 행사 내용, 행사 정보가 관광지 평가에 유의미한 수준에서 영향을 준다. 셋째, 지역 이미지는 관광객의 관광지 평가에 유의미한 영향을 미쳤다. 지역 이미지 요인인 정서적 이미지, 인지적 이미지, 인프라 모두 관광지 평가에 유의적인 수준으로 영향을 미친다. 국제영화제 이미지 척도는 문화관광객들의 경험을 측정하는 도구로서 성공적인 축제의 진행과 잠재적 문화관광객들의 문화 욕구 자극을 위해 활용할 수 있는 실천적 유용성을 가지며, 동시에 지역 이미지와의 영향 관계는 축제를 통한 지역 경제 활성화의 방향성을 이해하기 위한 시도로서 의의를 가진다. This study aims to confirm through the case of the Busan International Film Festival (BIFF) how the image of the international film festival affects the image of the host city and the evaluation of tourist destinations through prior research. And the results of this study will give the necessary implications for improving the image of Busan. The results of this study are as follows. First, the image of the Busan International Film Festival had a significant impact on the image of the host region. Among the image factors of an international film festival, the event contents has a significant impact on the regional image. Second, the image of the Busan International Film Festival had a significant Among the factors of the international film festival image, event contents and event information have a significant impact on tourist destination evaluation. Third, regional image had a significant impact on tourists’ evaluation of touristdestinations. Regional image factors such as emotional image, cognitive image, and infrastructure all have a significant impact on tourist destination evaluation. As a tool to measure the experience of cultural tourists, the International Film Festival Image Scale has practical utility for successful festivals and stimulating the cultural desires of potential cultural tourists, and the influence relationship with regional image is significant as an attempt to understand the direction of regional economic revitalization through festivals.

EFFECT OF PRODUCT MESSAGE TYPE (NOVELTY AND MEANINGFULNESS) ON NEW PRODUCT EVALUATION WITH SPENDTHRIFT AND TIGHTWAD CONSUMERS

Taehyun Suh,Byung Kyu Kim,Subin Im 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Effect of product message type (novelty and meaningfulness) on new product evaluation with spendthrift and tightwad consumers New product development is one of key strategies that firms can use for survival and growth alike. Well-developed new products can generally provide much needed values for consumers, which in turn provide reasons and bases for firm’s growth and sustainable competitive advantages. Given this importance of new product development and launch, the understanding of what factors influence consumer’s new product purchase behavior is extremely critical for firms' success and just as important as the new product development itself. Previous research shows that many factors - such as perceived risk of new products (Ross 1975; Stone and Gronhaug 1993), consumer innovativeness as a personality (Midgley and Dowling, 1978; Steenkamp et al., 1999), and type of new products, e.g., discontinuous new product (Veryzer 1998) - influence the evaluation of new products. The current study contends that firm’s communication efforts for new products, in particular, the contents and types of message for new products, are as important as any other factors (often, even more critical than others). A consumer’s awareness of new product in the form of actual product launch or preannouncement of new product (Eliashberg and Robertson 1988) is important. Then, a naturally rising questions will be: (1) how should firm develop the contents of messages to consumers to spread the words? (2) who should be the target audience? In other words, depending on consumers and their individual differences, the message development for new product should be accordingly changed or modified to maximally generate consumer’s purchase behaviors. The goal of the message content is how to frame new products so that consumers seek to purchase the products. Two main approaches to frame advantages, strengths, or unique selling propositions of a new product would be (1) novelty and (2) meaningfulness (Im and Workman 2004). However, the framing message should be different depending on consumer’s individual differences. Given the complexity of modern consumers, firms need to understand not only the effect of situational factors such as product involvement (De Wulf, Odekerken-Schr?der and Iacobucci, 2001), but also the influence of consumer’s different orientations in personality such as need of cognition (Cacioppo and Petty 1982) and need for uniqueness (Tian, Bearden, and Hunter 2001). Formally, in this study, not only message type, but also spending orientation of individual consumers will be explicitly examined to identify possible interactions effects on the new product purchase. In sum, the purpose of the current study is to examine the effect of message types and consumer’s spending orientation on the new product purchase decision. Specifically, the current study aims to suggest a significant interaction effect of message types of new product introduction (novelty or meaningfulness) as well as the format in which information is provided and individual consumers with opposite spending orientations. Theoretical background The development of the spendthrift-tightwad scale was created by Rick, Cryder, and Loewenstein (2008). In their scale, the authors define tightwads as individuals that have difficulty spending money whereas spendthrifts are individuals who have difficulty controlling their spending. Tightwads and spendthrifts do differ in levels of self-regulation (Tangney et al 2004). Tightwads are unable to free themselves from self-control even though their situation would become more favorable by spending money and spendthrifts have issues with exerting self-control even though it is in their best interest to limit their spending. Based on Rick et al (2008), spendthrifts are three times more likely than tightwads to carry debt as well as more amount of debt. Spendthrifts carry more debt and save less than tightwads. Spendthrifts are significantly more likely than tightwads to carry credit card debt at each income level. With respect to consumption purchase, spendthrifts are nine percent more likely than tightwads to buy a utilitarian massage and 26 percent more likely to buy the hedonic massage Rick et al (2008). Tightwads are significantly less likely to buy a massage in general. In sum, there will be a clear distinction between spendthrifts and tightwads in terms of utilitarian and hedonic purpose of consumptions. Thus we predict that, H1: Spendthrifts are more likely to have a higher purchase intention score than tightwads Meaningfulness and novelty are the two dimensions of new product creativity(Amabile 1983). Novelty is defined as the degree to which a new product is perceived as new and uniquely different to competitors, while meaningfulness is defined as the extent to which a new product is perceived as appropriate and useful. Consumers value novelty or meaningfulness depending on their level of product involvement and knowledge Rubera, Ordanini, and Mazursky (2010). However, products must have a wow or coolness factor to be accepted. Consumers do not appreciate a new product's creativity for its own sake but try to relate a product's meaningfulness and novelty to its utilitarian and hedonic value respectively(Im, Bhat, and Lee 2015). Therefore, we expect that H2 (a): Spendthrifts have higher intentions to purchase a product if presented as a message with a novelty message than meaningful message. H2 (b): Tightwads have higher intentions to purchase a product if presented as a message with meaningfulness than novelty. Study design The purpose of study is to see whether or not the manipulation of the message type describing a new product will lead to a higher purchasing intention. Framing the message with novelty shows that the product is new and unique, while framing the message with meaningfulness emphasizes a product's usefulness and ability to fulfill needs. We predict that the message type significantly influences the intentions a new product changes based on their tendencies of money use. The pretest is designed to check to see if the perceived value from both meaningfulness and novelty framing are be similar as well as the strength of attributes. Participants had been randomly assigned to one of two groups: a flyer with a meaningful message, a flyer with a novelty message. Participants were asked on a single item (7-point scale) of how much value the new product provides them. A second question asked the participants to rate on a 7 point scale asking how strong or convincing the message was given the provided attributes. A total 158 undergraduate students from a Midwestern land-grant university participated in this experiment, all provided with extra credits for class. Participants were randomly assigned to a group based on a 2 (Message type: Meaningfulness vs. Novelty) x 2 (individual difference: tightwad vs. spendthrift) x 2 (advertisement only vs. advertisement + customer review) between-subjects experiment. The dependent variables are attitude toward new product and purchase intentions. Participants were classified either as spendthrifts or tightwads. The spendthrift-tightwad scale provided by Rick, Cryder, and Loewenstein in (2008) came out to be reliable with a Cronbach alpha of .75 as stated in their development and validation section. With this reliability check, it will be safe to use their scale to differentiate participants as either spendthrifts or tightwads. This scale is used to measure an important individual trait of spending behavior which we believe is to interact with the message type. We also tested the effect of message vehicle (either advertisement or customer’s review), given the importance of source credibility. In the meaningfulness message type, participants are provided an advertisement flyer about a new product. There are six attributes about a new product (3 meaningful attributes and 3 novel attributes) and a message in the bottom half of the flyer describing the how this product will satisfy the customer's needs, useful, and or life changing. In the novelty message type, participants receive a similar flyer with the same product attributes as in the meaningfulness condition. The difference is in the message provided in the bottom half of the flyer. The message for novelty include phrases that indicate how new, unique, or revolutionary the product is. After the participants look over the flyer, they were asked if they would buy this new product. Then participants answered a follow-up question for the manipulation check. Participants in their respective message types were asked if how meaningful they think the product is they if they are in the meaningful condition and how novel they think they product is if they are within the novelty condition. For the customer review condition, a similar manipulation was used and the difference is that participants read customer reviews (emphasizing either meaningfulness or novelty of new product) Measures Advertisement novelty and meaningfulness are composite scales from six items respectively, with Cronbach alpha of 0.874 and 0.923. Product attitude are measured using four items (outstanding quality, reliable, consistent, and dependable) (Cronbach alpha = 0.919). Purchase intention measure is based on two items (how likely, how probable to purchase this product) using 7-point scales (Cronbach alpha = 0.827).Individual difference of spendthrift and tightwad measure is adopted from Rick, Cryder, and Loewenstein (2007). They used four items and simply summed scale responses (range from 4 to 26), and then divide respondents into three equally sized groups of sums (tightwad, unconflicted, and spendthrift). In our analysis, we followed the same approach, and used two groups (tightwad and spendthrift). The reliability (Cronbach alpha) was 0.756. However, for the manipulation check neither the novelty nor meaningfulness variable was significant. In the novelty condition, the participants did not experience a higher level of novelty in the message (t=.46, p=.65) while in the meaningfulness condition, participants did not experience a more meaningful focused message (t=-.485, p=.63). We must redesign the stimuli so that survey participants are properly manipulated to their allotted conditions. Initial results Attitude and purchase intention were higher for the advertisement plus customer review condition, compared to only advertisement groups. Also, there is a significant interaction effect among the message type and spending orientations influencing purchase intention. The spendthrifts to have higher intentions to purchase the product than tightwads similar to Rick, Cryder, and Loewenstein (2008) study with utilitarian and hedonic variables. There should be a significant effect of message type. The ANOVA results showed that overall model was significant (F =2.23, p=.048). ST-TW trait showed a significant effect on purchase decision (F= 7.454, p=.009). Thus, spendthrift respondents are more likely to purchase new products than tightwad ones, which is a consistent result to the existing literature. Implications and conclusions Message strategy for new product will be of critical criterion, because a convincing and creative advertising campaign will capture the attention of consumers. It will be important for firms to incorporate customer reviews in juxtaposition with the advertisement message, as it is much more likely for a consumer to purchase a product when a review is present based on the results above. Essentially, providing customer information becomes important, when you develop a message in advertisement that also provides a complimentary consumer review. However, depending on consumer’s characteristics regarding spendthrift-tightwad orientation, the choice of either advertising or specific promotion, encouraging encourage consumer to purchase. In sum, the results strongly suggest that using both advertisement and customer review information provision would increase purchase decision, but complementary focus of information provision will be the most effective way to deliver message to audience. In addition, individual different in spending orientation can be an important moderator, which suggest a series of further research.