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http://dx.doi.org/10.5392/JKCA.2017.17.06.613

The Influence on Congruency between Image Location, Regulatory Focus and Message in Digilog Product Evaluation  

Kwak, Jun Sik (동서대학교 경영학부 경영학전공)
Publication Information
The Journal of the Korea Contents Association / v.17, no.6, 2017 , pp. 613-621 More about this Journal
Abstract
Currently, there are many digilog products that combine convenience of digital product with feeling of analog product. The experiment was conducted to study the effect of image location, regulatory focus, and message direction in digilog product evaluation. First, ad evaluation of digilog product is more favorable when regulatory focus and message direction is consistent. Especially, this effect is shown when image is located in the right side. Second, people evaluate digital product warmer when regulatory focus and message direction is consistent. This effect is stronger when image is located in the left side. Last, purchase intention is more favorable when regulatory focus and message direction is consistent. This effect is shown when image is located in the right side.
Keywords
Digilog Product; Image Location; Regulatory Focus; Message Direction; Product Evaluation;
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