• Knowledge Management Research
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• v.24 no.4
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• pp.87-102
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• 2023

Awe is recognized as an emotion linked to enhancing openness to new experiences and broadening one's cognitive perspective through the acquisition of new knowledge. This research aimed to investigate awe's impact on consumer behavior in advertising, using a 2 (emotion: awe/control) × 2 (product type: innovative/non-innovative) experimental design with 118 undergraduate students in Seoul, Korea. Findings revealed that awe-inducing advertising significantly increases product preference and positive technology readiness, particularly for innovative products compared to non-innovative ones or when awe is not elicited. The analysis of moderated mediation showed that positive technology readiness plays a mediating role in the relationship between awe induction and product preference. Notably, in the case of innovative products, awe-inducing advertising heightens positive technology readiness, subsequently increasing consumer preference for these products. These results reinforce existing literature on awe's positive effects, demonstrating its role in augmenting consumers' favorable attitudes toward innovative products. The study offers valuable insights for marketing strategies of companies promoting innovative products or services, highlighting the effectiveness of awe-inducing emotional appeals in shaping consumer attitudes towards innovation.

• (The) Korean Journal of Advertising
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• v.28 no.2
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• pp.7-25
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• 2017

The previous studies regarding prosocial behavior have been researched based on donors' personal traits and the effects of donees emotions. However, studies in identifying the effects of regulatory focus as motivational traits and the emotions resulting from donees' expression on prosocial behaviors have not been researched as much thoroughly. Specifically, consumers with prevention-focus perceive fit as the goal attainability process by avoiding negative factors. Thus, it is expected that the intentions of doing a charitable deed greater will more increase when the donees look sad than when they look happy. On the other hand, consumers with promotion-focus perceive fit as the consequential benefits of goal attainability when they are in the condition of a positive emotion. As a result, the intention of doing a charitable deed is expected to be increased greater when the donees have happier faces than sad faces. According to the experimental results, consumers with prevention focus more intended to do a charitable deed when the donees' expression was presented with a sad expression by mediating sadness. On the contrary, consumers with promotion focus show higher intention of doing a charitable deed when the donees looked happier by mediating happy feelings. This study has a theoretical meaningfulness in respect to expanding previous research concerning regulatory focus into donation contexts. Furthermore, this study has practical implications by presenting the donation strategies on information presentations of donees.

• The Journal of the Korea Contents Association
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• v.18 no.4
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• pp.77-88
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• 2018

In this study, we conducted an experiment with the 219 undergraduates to find out the controlling effects of the verbal anchoring (low, high, non) in the nostalgia ads and the consumers' responses according to the product types (emotional/rational). The results suggest the higher the standards of the effects of the verbal anchoring are, the more favorably the preferences to the ads and the purchasing intention are formed regardless of the existence of the nostalgia. The following reveals that the controlling effects of the verbal anchoring in the nostalgia ads have differences between the purchasing intention and the preferences to the ads as to both the nostalgia familiarity and the product types. In the preferences to the ads in case that the standards of the effects of the verbal anchoring are low, the differences between familiarity group and non familiarity one are not noticeable but in the purchasing intention the differences between the low case and non of the standards of the effects of the verbal anchoring are a little more noticeable.

• Korean Security Journal
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• no.6
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• pp.123-146
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• 2003

International sports events are no longer simple sports events. They are kinds of political and diplomatic events which are focused on international interests and they have to be held successfully to achieve their goal. Recently their economic effects have become one of the most important purposes. Almost all countries are doing there best to host international sports events for the purpose of advertising their own countries. But if there are terrorists who are to attack international sports events, the purpose of international sports events to improve friendship between nations and the peace of all mankinds will be seriously damaged. Also host country will be seriously damaged politically, diplomatically and economically. This article examines rapidly increasing international terrorism after 9.11 and analyzes the recent world terrorism situations and furthermore proposes legal and systemic countermeasures of our country to concentrate nation's abilities to prevent these kinds of sports terrorism.

• Proceedings of the Safety Management and Science Conference
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• 2010.11a
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• pp.399-416
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• 2010

Recently, As a marketing communications strategy, many companies are involved in sports sponsorship. Companies use sports sponsorship to increase the company's image. Or sponsorship gives the company an image change. Businesses have to complement and improve the advertising effects complementary. A new form of sports sponsorship as a marketing vehicle, Companies will bring a new marketing strategy. In addition, the importance of sponsorship is even more greater. In this study, as a way of Sports marketing, Corporate image using a sponsorship affect recognize any on consumer's purchasing behavior. Study results, It proved that Corporate image using a sponsorship affect recognize on consumer's purchasing behavior. It will continue to grow the sports field. Companies is important a variety of communication channels with customers. In this competitive marketplace, To become a competitive business effectively should be communicate with customers.

• Journal of Distribution Science
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• v.14 no.2
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• pp.33-39
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• 2016

Purpose The purpose of this study is to investigate the impact of gender differences in DNA on consumer buying behavior both online and offline and other buying channels to find out effective sales promotion strategies of enterprises. Research design, data, and methodology - This study investigated the relation between chromosome and DNA, DNA and gene, and gene and human behavior of gender. The study shows generic characteristics have influence upon consumers' buying behavior and inclination, and examined the effects of genetic characteristics depending upon the difference of gender DNA upon consumers' buying behavior. Results - Precedent studies on genetics and ethology showed close relations between chromosome and DNA, DNA and gene, and gene and buying behavior of the gene. 'Hunting and protection', one of the genetic characteristics in men's DNA, had great influence upon the consumers' different buying behavior. Conclusion - Gender DNA difference in genetics and ethology disclosed fundamental reasons for the difference in buying behavior and inclination of men and women. It gives implications that marketing strategies of advertising and sales promotion should be made in different ways depending upon men and women.

• Journal of the Korean Institute of Illuminating and Electrical Installation Engineers
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• v.26 no.11
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• pp.20-29
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• 2012

The outdoor lighting is provided for a variety of purposes, for work or recreation, for safety or security, for amenity and for advertising or display. But the effects of lighting on the natural environment can be difficult to quantify. At present, in many countries, various policies to manage the light trespass from outdoor light have been planned. For example, Model Lighting Ordinance(MLO) will allow communities to drastically reduce light pollution and glare and lower excessive light levels. The recommended practices of the IES can be met using readily available, reasonably priced lighting equipment. So, it this paper, we analyze the effect of road lighting on light trespass using by RELUX program. And then we consider the possibility of practical application of BUG rating in Korea.

• Proceedings of the Korea Contents Association Conference
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• 2006.05a
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• pp.109-112
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• 2006

Corporate image have been studied for customer, advertising all around. But most of study is focused customer perception. So that the focus of this study is the business relationship, the subject of business environment. Because Corporate image is important for between business relationship which is a new business environment.

• Asian Journal for Public Opinion Research
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• v.4 no.2
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• pp.108-122
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• 2017

This study explores how South Korean citizens evaluate corporate social responsibility (CSR) practices based on communal and exchange relationships. Specifically, it examines whether their evaluations of the two types of relationships are related to their supportive opinions, such as positive attitudes toward corporations and behavioral intentions to purchase products. The findings show that the communal relationship between an energy corporation and its local residents is more related to their supportive opinions than exchange relationship. That is, a communal relationship tends to generate more positive business outcomes than an exchange relationship. This study concludes that corporations should prepare for useful community outreach and CSR programs for their local community. Practitioners need to focus on building communal relationships with community members through their programs.

• The Journal of the Korea institute of electronic communication sciences
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• v.9 no.12
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• pp.1455-1462
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• 2014

In the future we are likely to see the development of public media with traditional media is out of the screen using a digital signage media facade. The purpose of searching for effective production and planning methods and message effects when planning messages the public can empathize with and accept. In this paper, we want to include the utilization of production techniques and media facade by applying culture and art and presenting how this can be applied to corporate advertising.