Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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What Brings Customer Gapjil? The Intertwined Effects of Perceived Economic Mobility, Self-Other Referent Priming, and Temporal Focus

  • Kwon, Yongju (College of Business Administration, Seoul National University) ;
  • Yi, Youjae (College of Business Administration, Seoul National University)
  • Received : 2019.09.04
  • Accepted : 2020.01.06
  • Published : 2020.01.31
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Abstract

The current research brings the spotlight onto customer Gapjil toward service employees. In an attempt to understand what brings Gapjil, the present article investigates the intertwined effects of perceived economic mobility (PEM), self-other referent priming (SORP), and temporal focus on Gapjil. Study 1 shows that PEM increases Gapjil among self-referent primed people, but not among other-referent primed people. Study 2 examining the role of temporal focus (present vs. future) reveals that the effect found in study 1 is replicated in the present focus, but the effect is reversed in the future focus. We explain this dynamic pattern of the 3-way interaction effect with a relative gratification and a motivation to attune the self to the perceived norm of the high class. We also discuss how to create a social atmosphere to lessen Gapjil in public and corporate communication strategies.

Keywords

Acknowledgement

This research is supported by the Institute of Management Research, Seoul National University.

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