• Title/Summary/Keyword: 실용제품

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The Influence of Product Types and Consumer Involvement on Consistent and Inconsistent Brand Extensions (모 브랜드의 제품유형 및 관여유형이 일치.불일치 확장브랜드 평가에 미치는 영향)

  • Choi, In-Hyok;Kim, Ki-Suk;Park, Ju-Young
    • Journal of Global Scholars of Marketing Science
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    • v.15 no.3
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    • pp.67-92
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    • 2005

  • This study investigates the influence of the mother brand's product types on the consumers' brand evaluations on consistent and inconsistent brand extensions. The study shows that brand extensions consistent with the mother brand's product type have better brand evaluations than inconsistent brand extensions. The study also shows that brand extensions consistent with utilitarian mother products are much more important than consistent brand extensions with hedonic mother brands. Furthermore, results show that the types of consumer involvement influence the consumers' brand evaluations by interacting with types of mother brands and consistency of brand extensions.

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A Study of Thinking Style and Consumption Behavior in Comsumer's Decision Making (소비자의 구매의사결정에 있어 제품별 사고유형과 소비행동에 대한 연구)

  • Choi, Nak-Hwan;Ahn, Ri-Na;Na, Kwang-Jin
    • Science of Emotion and Sensibility
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    • v.14 no.2
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    • pp.279-292
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    • 2011

  • This research explores the differences of two consumption behaviors from the thinking style they elicit. Specifically, we predict that more utilitarian attributes(vs. hedonic attributes) may be used when evaluating utilitarian products whereas more hedonic attributes(vs. utilitarian attributes) may be used when evaluating hedonic products. In addition, this research considered two different thinking styles: rational thinking style and experiential thinking style, and try to find out whether different product attribute information could elicit different thinking style and whether the thinking style has any effect on product evaluation. The data reported in this research demonstrates the following results. Firstly, people use different criteria when judging different types of product. That is, when judging utilitarian product, they are more likely to use utilitarian attribute as evaluation criteria, on the contrary they inclined to use hedonic attribute as evaluation criteria when choosing hedonic product. Secondly, different types of attribute informations could elicit different thinking style. Utilitarian attribute informations elicit rational thinking style whereas hedonic attribute informations elicit experiential thinking style. Finally, if people engage in rational thinking elicited in processing utilitarian attribute informations, the evaluation of utilitarian product is enhanced. But even though people engage in experiential thinking in processing hedonic attribute informations, the evaluation of hedonic product is not improved.

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