• 한국벤처창업학회:학술대회논문집
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• 2016.04a
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• pp.198-200
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• 2016

본 연구의 목적은 대학생들의 조절초점 성향과 사회적 가치가 창업동기, 창업의도, 선호 창업유형에 미치는 영향에 대해 실증분석을 하는데 있다. 조절초점 성향은 즐거움을 추구하는 촉진초점 성향과 고통을 회피하려는 방어초점 성향의 두 가지 성향으로 구분할 수 있다. 사회적 가치 성향은 개인지향, 경쟁지향, 사회지향의 세 가지 성향으로 구분할 수 있다. 실증분석 결과 촉진초점 성향의 학생들이 방어초점 성향의 학생들보다 경제적 및 비경제적 창업동기, 창업의도가 높은 수준을 보이는 것을 확인하였다. 또한 촉진초점 성향의 학생들은 독립형 창업과 사회적기업 창업에 대한 선호가 방어초점 성향의 학생들보다 높은 수준을 보이는 반면, 방어초점 성향의 학생들은 프랜차이즈형 창업에 대한 선호가 촉진초점성향의 학생들보다 높은 수준을 보이고 있음을 확인하였다. 그리고 사회적 가치가 개인지향의 학생이 사회지향인 학생들보다 독립형 창업의 선호가 높은 수준을 보이고 있음을 확인하였다.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.455-461
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• 2018

This study empirically examines the differences in advertising-related memory and product-related memory effects and ad attitudes between art infusion(interactive/ print advertising) and reguratory focus (promotion focus / prevention focus). Two - way MANOVA analysis was used for the factor analysis. The advertising experiment for renowned artists manipulated the 'self portrait' of 'Vincent Van Gogh'. The results of this study are as follows: First, promotion - focused consumers remember interactive advertising more than advertising printed advertisements in advertisements for advertising on publicity. Second, the consumers who focus on preventive focus tend to recall the information related to the product rather than the interactive advertisement.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.71-88
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• 2017

This paper compared self-validation and regulatory focus between consumers who felt happy vs. sad prior to decision and explored the effects of self-validation on regulatory focus and information distortion. The results of empirical analysis are as follows. First, consumers who felt happy beforehand revealed larger self-validation and stronger promotion focus than those who felt sad in advance. Second, compared to sadness, just-felt happiness was found to have partially positive impact on promotion focus by means of self-validation and exercise entirely positive impact on information distortion through mediation of self-validation. This study has made theoretic contributions by identifying the differences in the extent of self-validation and promotion focus between happiness and sadness as ambient emotion felt prior to the impending decision making as well as by investigating the effects of self-validation upon information distortion.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.167-174
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• 2013

In this study, we intended to show the interaction effect between brand reputation and chronic regulatory focus, and intended to show mederatory effect as an interaction as well as the main effect of two variable. To this end, Pulmuone(a high level of brand reputation) and Green(a low level of brand reputation) as parent brand and cosmetics as extention product were selected. The results of the study are as follows: The first, on brand extension evaluation, a high level of brand reputation was more positive than a low level of brand reputation. The second, brand extension evaluation was mere positive in the promotion focus group than in the prevention focus group. The third, In case of high level of brand reputation, there was no significant differences between the prevention focus group and the promotion focus group in brand extension evaluation. On the other hand, low level of brand reputation, there was significant differences between two variables. Therefore, we found the interaction effect between promotion focus group and prevention focus group.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.195-199
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• 2018

OECD 국가들과 마찬가지로 한국의 청년실업문제는 매우 심각하다. 높은 청년실업문제는 경제성장에 영향을 미칠 뿐만 아니라 출산, 범죄 등의 심각한 사회적 문제를 초래할 수 있다. 창업은 단순히 청년들의 단기적 직업을 제공할 뿐만 아니라 미래 사회가 필요로 하는 인적자원을 개발시키는 역할을 담당하고 있다. 즉, 청년층인 대학생들의 창업을 북돋울 수 있는 방안과 연관된 연구는 매우 중요하다. 본 연구의 목적은 대학생의 기업가정신이 창업동기에 미치는 영향을 분석하고 이들 관계에서조절초점성향의 조절효과를 검증하는 것이다. 본 연구를 위해 강원지역 대학생들을 대상으로 한 342부의 설문지가 최종분석에 사용되었다. 연구 분석을 통해 확인된 결과는 다음과 같다. 첫째, 대학생의 기업가정신은 창업의도에 영향을 미칠 것이라는 가설을 설정했으며 실증연구에서 이를 확인할 수 있었다. 둘째, 기업가 정신이 창업의도에 미치는 영향에 있어서 성별의 조절효과를 확인하였다. 기업가정신이 남녀 모두에 있어 창업의도에 정(+)의 상관관계를 가지며 그 영향력은 남성에 비해 여성이 더 크다는 것을 확인하였다. 셋째, 대학생의 촉진초점이 남녀 모두에 있어서 창업의도에 정(+)의 상관관계를 가지며 그 영향력은 남성에 비해 여성이 크다는 것을 확인하였다.

• Management & Information Systems Review
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• v.31 no.1
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• pp.247-272
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• 2012

This study scarcity of recent online message promotion limited quantity of messages and time the message is limited controlled variable message whose regulatory focus and promotional discounts depending on the presence of any differences in attitudes and purchase intention appears, was to verify empirically. The results of this study, first, if limited quantity of messages focus on prevention rather than focusing on messages promoting promotion attitudes and purchase intention was higher. Second, the scarcity message is simply, as well as adjust the focus, such as price discounts and promotional activities can be controlled by a variety of points were identified. If the message is particularly limited quantity discounts are not present, rather than the message, the message is presented when the discount promotional attitudes and purchase intention, except that the amplification has been demonstrated. If the message is limited time, however, these discounts are worth the extra promotion on attitudes and purchase intentions are least likely to affect the thing that was found.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.6
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• pp.85-94
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• 2020

The importance of organizational learning is increasing. Drawing on regulatory focus theory and upper echelon theory, this study aims to identify the relationship of the regulatory focus of managers and three aspects of organizational learning, namely breadth, depth, and speed of organizational learning. While identifying the significant influence of promotion focus on the three aspects of organizational learning, we found that the influence of promotion focus of breadth of organizational learning is statistically stronger than that of prevention focus.

• Science of Emotion and Sensibility
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• v.17 no.4
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• pp.101-108
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• 2014

The study of loss aversion has progressed. Specifically, Brenner et al. (2007) distinguished between possession loss aversion (PLA) and valence loss aversion (VLA) and explained PLA is the loss of cash or spot goods (money, apartment) and that VLA is the loss of tentative value (opportunity of oversea study, coupon). Also, they explored how the tendency of loss aversion was different between when possession loss was salience and when valence loss was outstanding. But, in our everyday life, it is more common that people face some economic situation where the gain and loss between possession and valence are competing. And, in this situation, they usually choose a better option based on their ordinary mind-set or self-focus rather than on which option has more benefit. Therefore, present research is that whether the tendency of loss aversion is different based on one's ordinary self-focus. Concretely, after priming promotion focus vs. prevention focus, participants should decide whether present occupation changes or not when gain and loss between possession and valence compete (income increase but oversea study chance decrease or income decrease but oversea study chance increase). As a result, there are more rate of changing job in promotion focusing condition than prevention focusing condition based on positive change irrespective of possession or valence. This result can have implication for marketing, consumer and advertisement psychology.

• 주택과사람들
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• s.202
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• pp.42-45
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• 2007

이르면 내년부터 지방자치단체가 직접 재개발.재건축 정비계획을 수립하고 비리로 처벌받는 건설업체는 재건축.재개발 사업 입찰자격이 제한된다. 그 대신 조합원들의 자금 부담을 덜어주기 위해 사업초기 단계에 도시.주거환경정비기금이 지원되고 재정비촉진지구에서는 시공사를 복수로 추천하는 경쟁방식이 도입된다. 정부가 올 가을 정기국회에 제출할 도시 및 주거환경정비법, 재정비촉진특별법의 개정 방향을 알아본다.

• Journal of Fashion Business
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• v.15 no.2
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• pp.1-11
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• 2011

The purpose of this study is to investigate the influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the beauty product. In addition, feeling right while and individual is reading an advertisement is measured to check the mechanism making the regulatory fit effect. The experimental design was designed with the mixed design of 2(chronic regulatory focus: promotion / prevention, between group) ${\times}$ 2(advertising message type: promotion /prevention, within a group). 100 female university student subjects in their twenties in Seoul and in the metropolitan area were asked to respond to questionnaires in the study. The reliability analysis, T-test, analysis of variance(ANOVA), and analysis of covariance (ANCOVA) on the collected data were done with SPSS WIN 12.0. The results of the study are as follows. First, the regulatory fit effect that when the individual chronic regulatory fit corresponds to the advertising message focus each other in the advertising of a new beauty product, the evaluation on the product is more positive could be checked. The promotion focus message of shampoo, the promotion focus group showed more positive response than the prevention focus group and as for the prevention focus message, the prevention focus group showed more positive results than the promotion focus group so that the effect of regulatory fit appeared. Second, when the regulatory fit effect appeared in the evaluation on the new beauty product, the fit effect on the individual chronic regulatory focus and on the advertising message focus also appeared in the measurement of feeling right. Hence, feeling right could be checked by using the mechanism of the regulatory fit effect.