Browse > Article
http://dx.doi.org/10.14400/JDC.2014.12.12.181

The influence of VAT framing on the attitude toward price frame : Focused on the moderating effect of thinking style  

Yoon, Jong-Ho (Dept. of Business Administration, Kumoh National Institute of Technology)
Jung, Yoon-Soo (Graduate School of Consulting, Kumoh National Institute of Technology)
Kim, Gwi-Gon (Dept. of Business Administration, Kumoh National Institute of Technology)
Publication Information
Journal of Digital Convergence / v.12, no.12, 2014 , pp. 181-188 More about this Journal
Abstract
This study has examined the influence of VAT frame(VAT included vs. VAT excluded) on the consumer's attitude. Additionally, it has also examined the moderating effect of thinking style(holistic vs. analytic). The experiment stimuli were operated in 4 types[(product: utilitarian/hedonic)x(VAT: included vs. excluded)]. The results of this study can be summarized as follows. 1) The consumers preferred the VAT included frame to the VAT excluded frame. 2) The moderating effect of thinking style appeared. There is no meaningful difference between the VAT included frame and the VAT excluded one to analytic thinkers. But the holistic thinkers preferred the latter to the former. It is expected that this will be helpful to the person in charge of marketing for the company to establish an effective marketing strategy by considering these results.
Keywords
VAT frame(VAT included vs. VAT excluded); thinking style(holistic vs. analytic); hedonic/utilitarian; moderating effect; attitude;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 H. Simon.Rational decision-making in business organizations. American Economic Review. Vol. 69, pp. 495-501. 1978.
2 A. Tversky.D. Kahneman. Judgement under uncertainty : Heuristic and Biases Science, Vol. 185, pp. 1124-1131. 1974.
3 A. Tversky.D. Kahneman. Prospect Theory : An analysis of decision under risk, Econometrica, Vol. 47, No. 2, pp. 263-291. 1979.   DOI   ScienceOn
4 A. Tversky.D. Kahneman. The Framing of Decisions and The Psychology of Choice. Science, New Series, Vol. 211, No. 4481, pp. 453-458. 1981.   DOI
5 K. Weyland. Risk Taking in Latin American Economic Restructuring; Lessons from Prospect Theory. International Studies Quarterly, Vol. 40, No. 2, pp. 185-207. 1996.   DOI   ScienceOn
6 G. Quattrone.A. Tversky. Contrasting rational and psychological analyses of political choice, American Political Science Review. Vol. 82, No. 3, pp. 719-736. 1988.   DOI   ScienceOn
7 R. E. Nisbett.K. Peng.I. C. Choi.A. Norenzayan. A Culture and systems of thought : Holistic versus analytic cognition. Psychological Review. Vol. 108, No. 2, pp. 291-310. 2001.   DOI   ScienceOn
8 J. W. Tanaka.M. D. Kaiser.S. Butle.R. L. Grand. Mixed emotions: Holistic and analytic perception of facial expressions. Cognition & Emotion. Vol. 26, No. 6, pp. 961-977. 2012.   DOI   ScienceOn
9 A. R. Herrmana.K. Omorib.J. McNalliec.M. Allenb. Evidence of Analytic Versus Holistic Thinking in Viewing Magazine Images: Preliminary Findings. Qualitative Research Reports in Communication. Vol. 14, No. 1, pp. 53-61. 2013.   DOI
10 R. E. Nisbett.Y. Miyamoto. The influence of culture: holistic versus analytic perception, trends in Cognitive Sciences Vol. 9, No. 10 October 2005.
11 U. Khan.R. Dhar. Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles. Journal of Marketing Research. Vol. 47, No. 6, pp. 1090-1099. 2010.   DOI   ScienceOn
12 S. B. Mackenzie.R. J. Lutz.G. E. Belch. The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Journal of Marketing Research. Vol. 23. pp. 130-143. 1986.   DOI   ScienceOn
13 I. C. Choi.R. Dalar.K. P. Chu.H. K. Park. Culture and Judgment of Causal Relevance. Journal of Personality and Social Psychology. Vol. 84, No. 1, pp. 46-59. 2003.   DOI   ScienceOn
14 T. Enkhchimeg.G. G. Kim.J. W. Oh. The effect of Sponsorship Articulation and moderating effect of Articulation Type & Thinking style. Th Society of Digital Policy & Management. Vol. 12 No. 5, pp. 149-157. 2014.   과학기술학회마을   DOI   ScienceOn