• Journal of the Korean Society of Costume
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• v.67 no.1
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• pp.22-39
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• 2017

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.

• Journal of the Korea Society of Computer and Information
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• v.12 no.4
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• pp.1-10
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• 2007

This paper describes the development of a network-based passenger information system(PIS) which provides the convenience of the passenger of the train and heightens the effect of the subtitle service, the advertising and the shelter guidance broadcasting against the urgent event. The existing system uses VGA signal distributor in order to broadcast information with image and subtitle and voice guidance. In this paper we improve the existing system by applying the UDP and TCP/IP protocol and use a reference clock to solve a data loss and synchronization problem which occurs in this case. We also developed an XML-based subtitle authoring tool which can edit and play the subtitles with various 3D to improve the automatic guidance broadcasting and advertisement effect according to the operation schedule of the train. The system performance was evaluated through a simulation.

• Journal of the Institute of Convergence Signal Processing
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• v.11 no.4
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• pp.326-331
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• 2010

This paper has proposed and experimentally demonstrated a new BLU using an LED and an acryl, which is specially focused on the implementation about the guiding effect of an acryl luminous by the LED. While the conventional BLU using a fluorescent lamp is generally and widely used, it shows big power consumption with a short life even more too thick to hold on the wall. To solve such demerits, we propose a new method for a BLU using an LED and an acryl in this paper. This BLU system has various scratches on the surface of acryl to get diffusion effect of light, and has been included an embedded board that can dynamically control the colors and the intensity of the BLU through the Internet. We have conducted computer simulations to find out the optimal scratch pattern on the surface of the acryl for the backlight system. Based on the resulted out simulation. The the optimal scratch pattern signs has been developed. The simulation result shows 2,673Lux an average for a luminous intensity test, and the other hand, experiential result shows 2,554Lux. From the experiments, it is possible for the proposed BLU system to be used for real advertisements.

• Asia Marketing Journal
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• v.15 no.2
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• pp.117-132
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• 2013

Recent developments in embodied cognition suggest that people process environmental information by using their bodily state and mental simulation. The focus of embodiment theory is that cognitive processing is based on the interaction among the body, the mind, and the world. Based on embodied theories of cognition, the authors predict that when the representation of marathon running is activated, bodily feedback such as tiredness and thirst will occur because mental simulation of marathon running contains sensorimotor representation of marathon running. As a result, it is predicted that participants primed with marathon runner will have more desire to have products that enable thirsty-quenching. Specifically, this research proposes that consumers' tendency to adopt the perspective of others influences embodied cognition, since perspective taking leads people to assimilate their own self-judgments and behaviors toward the cognitive representations of others. An experiment reveals that both perceptual and cognitive perspective taking tendencies moderate how participants respond to the contextual cues. The effect of perspective taking is moderated by whether participants are prompted to adopt a first-person view or a third-person view. In detail, among the high perspective takers, those in the marathon-first-person condition drink more the mineral water than those in the marathon-third-person condition, who in turn drink more the mineral water than those in the control condition. Among the low perceptual perspective takers, however, there are no significant differences in the amount of mineral water intake. This research delivers important insights for advertising messages. When being exposed to an advertisement, high perspective taking consumers may be more engaged in the advertised message than low perspective taking consumers, which in turn high (vs. low) perspective taking consumers' tendency to respond behaviorally consistent with the message may be higher. Based on the findings of this research, if the message induces the high perspective taking consumers to have a first- (vs. third-) person view, this effect may be stronger. Moreover, if the advertising message contains behaviors, such as using the target product, inducing consumers to mimic the behaviors seems to bring more behavioral responses which marketers intend.

• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.3
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• pp.65-75
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• 2012

Appearing gagman on various ads are presently experienced in domestic market both high involvement and low involvement products ads. Therefore, this research attempts to analyze the effectiveness of using gagman ad model in terms of building brand preference and purchasing intention among target audience. Results of this study proposed the basement of practical use when gagman is selected as a ad model in the field. For testing hypotheses attractiveness, reliability, like/dislike as dependent variables and as independent variable purchasing intention were selected. The result of analysis shows that for high involvement product reliability influenced on brand like/dislike and attractiveness of gagman model is effective to enhance purchasing intention. For low involvement product only like/dislike was significant. This can be interpreted gagman ad model is useful for building brand like/dislike and purchasing intention of high involvement product when gagman has reliability and attractiveness respectively, while for low involvement product, like and dislike is the only variable to be considered in choosing gagman ad model.

• Korean Journal of Clinical Pharmacy
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• v.16 no.2
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• pp.96-100
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• 2006

Korea Food and Drug Administration (KFDA) has been expediting the Biological Equivalence Examination (BEE) project to encourage generic substitution without expense of inappropriate therapeutic outcome. However, little is known about which considerations are most important in making the decision to prescribe a drug among many generic drugs. The purpose of this survey was to identify how strongly the KFDA certification of BEE influenced doctors when they make a choice between brand and generics of glimepiride preparations. Telephone survey was performed towards doctors working at local clinics by using a questionnaire. Most influential factor to doctors' decision was drug cost followed by pharmaceutical representatives, therapeutic efficacy, and review guideline for reimbursement. Advertisement of the drug was the least influential followed by KFDA certification of BEE. The meaning of BEE was best understood by relatively young doctors with specialty in surgical parts. This survey result further indicated that the doctors considered the therapeutic equivalence examination a preferred measure to expedite generic substitution.

• Archives of design research
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• v.15 no.4
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• pp.231-242
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• 2002

Due to the various reasons reducing the advertising effects in such as message reliability declining, target segmentation, and information technology, creative becomes more important than ever before. And this is more true in print advertising than electronic ones. The purpose of this study is to support to develop more effective advertisement in print advertising. Parody advertising, a postmodernic technique, effectiveness was tested empirically. Top-of-mind awareness, reliability toward advertising, attitude toward advertising, attitude toward brand, and purchase intention were adapted as a scale to measure the effectiveness of parody and non-parody advertising. Result proved the parody advertising shows higher effects than non-parody one. Conclusively saying that parody could be one of the possible ways to increase effects on print advertising to survive from the heavy competition and low attention.

• The Journal of the Korea Contents Association
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• v.18 no.4
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• pp.677-687
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• 2018

The purpose of this study is to investigate the causes of pre-roll ads played before watching online video contents, and to investigate the using motives by dividing them into broadcasting contents clips and web original contents. The results show that broadcast contents clips have higher use of entertainment/habitual use and social interaction, and that the use time of web content is higher when entertainment/convenience and selective use motivation are higher. Second, perceived invasion has the greatest effect on ad avoidance in broadcasting contents clip, and positive attitude toward advertisement is a significant factor in web contents. Content factors such as content preference and engagement did not affect the avoidance of pre-roll ad.

• Journal of Distribution Science
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• v.17 no.6
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• pp.25-32
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• 2019

Purpose - Pricing strategy is a very effective marketing activity and has a significant impact on consumer purchasing decisions. Numerous studies have investigated the effects of various pricing strategies. However, tensile price claims have received little attention in the literature. It is thus necessary to investigate how different forms of tensile price claims affect consumer response. This study uses the consumer self-confidence level as a moderator of consumer behavior. Research Research design, data, and methodology - This study investigates the effect of four different tensile price claims (i.e., maximum discount, minimum discount, average discount, and range discount advertisements) on consumers' perceived savings. A survey was conducted to collect data for testing hypotheses. Results - The results show that consumers with high levels of self-confidence perceive more savings for maximum discount advertisements than minimum discount advertisements, for range discount advertisements than average discount advertisements. On the other hand, consumers with low self-confidence feel more perceived savings for average discount advertisements than range discount advertisement. Conclusions - The results of this study provide a new insight into the effectiveness of tensile pricing based on consumer self-confidence levels, which may provide valuable theoretical and practical applications.

• The Journal of Information Systems
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• v.18 no.3
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• pp.47-70
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• 2009

Social network is one of the representative analytical method of the complexity theory and this research analyzed various and unique strategic alliance model of e-business domain using social network technique. A lot of small and medium firms of e-business field had developed many useful type of strategic alliances for the firms tried to maximize the effect of advertisement, marketing and to make up for their weak points and to compete with huge company with capital strength long before. But it is too rare to analyze the structure of the firm networks and to study the evolution and extension of business model considered the role of each company in the network. Social network analysis helps each firm's network easily visualized and completely modelized. Additionally, this paper cries to analyze the relationship between the role of hub and broke in the firm networks for strategic alliance, and financial performance. We demonstrate the firm with finer business model to the business environment can make higher financial performance. This implies that the firm that can create new finer business model, will lead the network of e-business firms and evolve the industry of e-business.