EXPECTED UTILITY OF SPORTS SPECTATORS; CLOSE OR LOPSIDED MATCH

글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

People want to watch a sports game which cannot anticipate the result until the end of the game. Sometimes, however, excessive tension of contest lowers the interest of audience. Vast amount of existing researches have focused on finding explanation about what makes a difference of the preference level of suspense among sports fans and where is the optimal level of suspense. We apply Expected Utility Theory and Prospect theory to illustrate the expected utility of sports spectators. According to our findings, if someone someone who is satisfied more when the cheering team wins, he or she may prefer lopsided match than close match. And fans who support winning team, which means team which wins often, prefer lopsided match to close match because they forecast their team will win more than fans who support losing team, which means team which loses often. We manipulate the level of satisfaction when the cheering team wins (S) and subjective forecasted probability of win before the game (Q) of respondents and measure the utility of them toward difference game aspect (P) to verify our hypothesis. This study was carried out to investigate how the satisfaction of sports spectators will change according to the change of the game aspect. In particular, research model was set up using the Expected Utility Theory and Prospect Theory of economics. The use of economics models to explain sports consumer behavior is different from that of previous studies, and consumers' prior expectations can affect the current game viewing based on Prospect Theory is another contribution of this research.

EXPLORING THE CONCEPT OF BEAUTY IN CONSUMER RESEARCH: A MULTIDISCIPLINARY FRAMEWORK & RESEARCH AGENDA

글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The cosmetic industry has been rapidly expanding over the last decades. The industry itself generates about $230 billion each year and is consumed daily by 90% of female consumers. Despite its weight in the economy, consumer research has largely neglected the specificity of beauty products and consumption. The first aim of this paper is thus to offer an integrative conceptual framework to better understand beauty consumption from a consumer psychology point of view, incorporating findings from evolutionary, cognitive and cultural psychology. The second aim is to encourage consumer research on the topic by offering a research agenda taking into consideration different dimensions of beauty perception. This working paper is based on a critical and systematic literature review conducted on the topic of beauty in cognitive, evolutionary and cultural psychology. Whilst the beauty industry is booming, a gap exists in the consumer research literature in terms of understanding the applications of traditional evolutionary, cognitive and crosscultural research on the topic. This working paper introduces a framework and agenda to understand, frame, and study beauty in consumer research. On the basis of the literature reviewed, we propose a model with two decision-making systems related to beautyrelated cognition and behaviors: an impulsive decision-making system and a socially constructed decision-making system. In the impulsive decision-making system, sexual selection and cognitive mechanisms function simultaneously. We expect impulsive buying behavior to occur when consumers are exposed to highly aesthetic packaging of beauty products. In the socially constructed decision-making system, consumers choose certain brands depending on the brand image being aligned with the consumer’s cultural perception of beauty. We argue that decision-making behavior is reflective, as opposed to impulsive. Finally, we argue that both systems are mutually reinforcing and need to be better integrated into further studies looking at beauty consumption.

THE INFLUENCE OF TWO FUNDAMENTAL FACTORS ON CONSPICUOUS LUXURY CONSUMPTION

글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

In real life most are searching for ways to pursue happiness through positive affirmation from others. This practice includes conspicuous luxury consumption in capitalist societies. Veblen Thorstein critically describes this construct as lavishing money on unnecessary evident goods as a means to gain social status and recognition from others (Veblen, 1899). Following Veblen, researchers have examined various antecedent and consequent factors of conspicuous luxury consumption behaviour from broad research streams such as power, social class, culture and materialism (e.g., Berger & Ward, 2010; Han, Nunes, & Drèze, 2010; Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014). Though research on conspicuous luxury consumption has received great attention over the past decade, and previous research discovered how various factors affect conspicuous luxury consumption, the ways in which core factors influence conspicuous luxury consumption are still not well understood. In this research, we revealed two important factors; self-focus versus other-focus and self-transformative versus self-expressive motivation. In multiple experiments, the major dependent variable is the logo size of luxury brands, which is generally accepted to reflect the conspicuous consumption intentions of the purchaser. This research reveals the following two important findings. First, individuals have a greater desire for conspicuous luxury products when they focus more on others than themselves, because of brand logo visibility of luxury consumption. This is because focusing on others makes individuals more concerned about others’ opinions of them and social criticism (Fenigstein, Scheier, & Buss, 1975), thus leading individuals to gravitate towards the products that can guard against potential social criticism. This in turn, makes other-focused individuals place more value than self-focused individuals on conspicuous luxury products that have socially favourable indicators. Secondly, the current research shows that individuals who are motivated to transform themselves into the person they wish to be prefer conspicuous luxury products more than those who are motivated to express their actual selves. This is because conspicuous luxury products are highly associated with an ideal self. The current research offers several important contributions. First, the studies reported here will enrich the extant conspicuous luxury consumption literature by unveiling the fundamental motivations lying behind the various factors that have been shown to influence conspicuous consumption in previous research (e.g., Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009). Second, the findings of this research highlight ways to attenuate conspicuous luxury consumption that affect the happiness of individuals; the self-focused and self-expression. Consequently, this research’s findings advance understanding of luxury consumption as most research has focused more on antecedents that increase conspicuous luxury consumption behaviour (e.g., Lee & Shrum, 2012; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014) than factors that decrease conspicuous luxury consumption behaviour (Stillman, Fincham, Vohs, Lambert, & Phillips, 2012).

DIGITALIZATION OF LUXURY BRANDING: COCREATION WITH DATA-FIED CONSUMERS

글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2024 Global Fashion Management Conference Vol.2024 No.07

MARKETING KNOWLEDGE DISSEMINATES TO DISRUPT BUSINESS RESEARCH: A COMPARISON OF CONCEPTUAL AND EMPIRICAL ARTICLES

Jennifer J. Lee,Hyunuk Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This research aims to understand how academic articles stimulate knowledge progress by addressing two questions: Does the level of contribution vary between different methods of research (e.g., conceptual, theoretical, and empirical)? How do we assess the potential of scholarly articles to impact and further innovate the field?

AN INVESTIGATION OF TWITTER MULTIMODAL EWOM CONTENT APPROACHES: IMPACTING PRODUCT SELECTION AND AVOIDANCE IN SAUDI ARABIA

Mohammed Alhumaid,David Bednall,Bradley Wilson 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This study tests the influence of multi-visual dimensions and textual features of electronic word-of-mouth (EWOM) on its perceived helpfulness on a sample from Saudi Arabia. This investigation is conducted in the context of Twitter through an online factorial experiment. The design incorporates a 3 (visual inclusion to text: with product-only photo, with product and face photo, without product photo) × 3 (EWOM valence: positive, positive and negative, and negative) between-subjects experiment (n = 540). It is concluded that when evaluating EWOM helpfulness, pictures do in fact contribute substantial value. For females, this effect is more pronounced when the EWOM is two-sided at the product-only photo level, and when EWOM is negative at the product with a face photo level. Thus, this study adds to the body of existing theories by arguing that EWOM helpfulness largely depends on how the textual and visual features of EWOM are communicated.

IDENTIFYING REFINED KEY DIMENSIONS WITH SENTIMENTS: EMPIRICAL METHOD AND APPLICATION TO VIDEO GAME REVIEWS IN STEAM WEBSITE

Sunghoon Kim,Jongkuk Lee 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Measuring service quality and related key dimensions has been an important problem in Marketing. In this research, we would introduce a smart methodological framework to efficiently identify refined, key sentiment dimensions for measuring the service quality using both traditional survey and unstructured online reviews (natural survey). The proposed framework consists of three parts: (1) steps for preprocessing the unstructured reviews to generate attribute-level sentiments for independent variables (2) Bayesian regression to efficiently identify key groups of correlated attributes and (3) post-hoc analysis for identifying dimensions from the selected groups of correlated attributes and predicting dimension-level effects. Note, the first part of the framework (i.e., preprocessing) is not required for analyzing traditional surveys. Our framework provides two sets of complementing results such as attribute-level effects under the identified dimensions and aggregate dimension-level effects. In the first application study to traditional SERVQUAL data, we successfully validated the proposed framework by comparing the results between our framework and three commonly used existing methods of regression, lasso regression, and factor analysis. In the second empirical application study with the online reviews from a major game review website, STEAM platform, we found that our framework provided a significantly reduced number of key dimensions which were surprisingly efficient for predicting and explaining the service quality ratings, compared with the same set of compared methods in the first study plus the topic model. In particular, with reviews of 2,825 games, three key dimensions of Mechanical playability, Fun in fantasy and Money for value were identified, and we also found that the Mechanical playability could be an important driver of game popularity.

THE EFFECT OF TELEVISION-VIEWING MOTIVATION AND INDIVIDUAL TRAITS ON ZAPPING BEHAVIOR

Mingqi Ye,Wirawan Dony Dahana,Chris Baumann,Sotaro Katsumata 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This study investigates how zapping behavior is affected by television-viewing motives, classified into two broad categories: goal-directed instrumental motives and process-oriented ritualistic motives. We examine how such an impact varies among individuals with different degrees of advertising skepticism, opinion leadership, ongoing search, program involvement, and advertising involvement. By combining the television-viewing information of 1,162 individuals from April 2017 to March 2018 with survey data, we empirically analyze the effect of motivation on viewers’ zapping likelihood. The results suggest that zapping probability is lower when television-viewing is driven by instrumental motives than by ritualistic motives. The negative impact of instrumental motivations is more evident for individuals with higher ongoing search tendencies. By contrast, individuals who are more skeptical toward advertisements, have higher opinion leadership, or have higher program involvement are less vulnerable to such viewing motivations. We discuss the implications of these findings for devising an effective advertisement placement strategy.

EXAMINING THE ROLE OF CONSUMERS’ VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH

Thomas Freudenreich,Elfriede Penz 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This study investigates the role of consumers’ value orientations on their attitude towards assertive green advertisements. We find that biospheric value orientation improves attitudes towards assertive ads and hedonic value orientation positively affects consumers’ perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.

“DID YOU KNOW THAT…” – FACILITATING CULTURAL-CENTRED CONVERSATIONS AND EMBRACING SOCIETAL ISSUES ACKNOWLEDGEMENT TO DRAW CONSUMERS BACK IN STORE

Alessia Grassi 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This paper focuses on the importance of rethinking the functionality of the fashion retail store and suggests transforming the retail store into a space to educate consumers regarding important societal and cultural issues. Consumption trends and changes in consumer habits reveal that people are continuously looking for brand offers beyond services and products. Consumers are shifting the traditional consumer brands dynamics and societal sustainable brands are gaining momentum where consumers are seeking strong and deep relationships with such brands while discarding others. Despite brands' increased investment in e-commerce platforms and digital technologies, the retail store is still a pivotal space for brands to build and maintain a strong relationship with their customers. However, the traditional functionality of the retail store needs to be reconsidered.