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http://dx.doi.org/10.7233/jksc.2017.67.1.022

A Study on the Effect of POP Message Framing of Discount Stores and PB Fashion Product Types of Cognitive Need for Closure on Preference of Consumers  

Kim, Kyoung Jin (Dept. of Fashion Design, Sungkyunkwan University)
Hwang, Sun-Jin (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of the Korean Society of Costume / v.67, no.1, 2017 , pp. 22-39 More about this Journal
Abstract
This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) ${\times}2$(cognitive need for closure: high vs. low) ${\times}2$(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50's in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.
Keywords
cognitive need for closure; fashion product type; message framing; POP; private brand; purchasing attitude;
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Times Cited By KSCI : 3  (Citation Analysis)
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