• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.4
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• pp.433-438
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• 2018

This study examined the effects of ambiguity aversion on the self-protection and self-insurance efforts using a two-period model to consider the time difference between making an effort and occurring loss, which is in contrast with the existing one-period model. The loss follows a binary distribution while the distribution is ambiguous. The distribution depends on the state variable. First, the effort of ambiguity averse individuals is not always greater than that of ambiguity neutral ones. Second, the effects of absolute ambiguity aversion (AAA), which does not appear in one-period model, were observed. Not-increasing AAA is a sufficient condition to increase the efforts of ambiguity averse individuals compared to those of ambiguity neutral ones. In addition, the change in effort also depends on the probability function of the state. Lastly, the results hold even when the individual is risk neutral or risk loving. As a result, ambiguity aversion needs to be considered independently with risk aversion.

• Journal of the Korean Operations Research and Management Science Society
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• v.19 no.3
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• pp.111-129
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• 1994

In this study, we develope a revised model as well as application of decision problem under ambiguity based on the subjectively weighted linear utility medel. Bayes'rule is used when there are ambiguous probabilities on a decision problem and test information is available. A procedure for assessing the ambiguity aversion function is also presented. Decision problem of chemical corporation is used for an illustration of the application of the subjectively weighted linear utility model using Bayesian approach. We present the optimal decisiond using newly developed model. We also perform the sensitivity analysis to assure ourselves about the conclusion we obtianed on degree of ambiguity aversion due to characterize parameter of subjectively weighted linear utility model.

• Proceedings of the Korean Association for Survey Research Conference
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• 2000.06a
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• pp.59-87
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• 2000

The hypothesis of this study is that change acceptance and work adaptation of change agents are influenced by positive self-image and risk tolerance. In order to examine the hypothesis, this study was performed with 305 change agents from six branches of a conglomerate company. Specifically, self-image was measured by locus of control, self-efficacy, self-esteem, and positive affectivity; risk tolerance was measured by tolerance for ambiguity, risk aversion, and openness to experience. The result of this study indicated that self-image and risk tolerance significantly predicted change acceptance and work adaptation. Especially, the results of structural model revealed that change acceptance mediated the relationship between characteristic variables (such as self image and risk tolerance in this study) and work adaptation. Based on the results, we suggest that change agents keep developing positive self-image and risk tolerance in order to play the key role in leading organizational change.

• Survey Research
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• v.1 no.2
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• pp.59-87
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• 2000

The hypothesis of this study is that change acceptance and work adaptation of change agents are influenced by positive self-image and risk tolerance. In order to examine the hypothesis, this study was performed with 305 change agents from six branches of a conglomerate company. Specifically, self-image was measured by locus of control, self-efficacy, self-esteem, and positive affectivity; risk tolerance was measured by tolerance for ambiguity, risk aversion, and openness to experience. The result of this study indicated that self-image and risk tolerance significantly predicted change acceptance and work adaptation. Especially, the results of structural model revealed that change acceptance mediated the relationship between characteristic variables (such as self image and risk tolerance in this study) and work adaptation. Based on the results, we suggest that change agents keep developing positive self-image and risk tolerance in order to play the key role in leading organizational change.

• Asia Marketing Journal
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• v.11 no.4
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• pp.95-119
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• 2010

Although there have been many studies regarding the inconsistency between consumers' attitudes and behavior, prior research has almost exclusively focused on the relationship between the attitude before behavior and the initial behavior. Relatively little research has been conducted on consumer satisfaction after purchase and post-purchase behavior. This research proposed that the relationship between satisfaction and post-purchase behavior is moderated by consumers' psychological characteristics such as need for cognitive closure(NCC) and temporal self-construal(SC). The need for cognitive closure refers to individuals' desire for a firm answer to a question and an aversion toward ambiguity. We assumed the need for cognitive closure as a major moderating variable because it is judged that the requirement for cognition clearly varies between when a consumer repurchases the same product and seeks a new alternative. Individuals who tend to end cognition due to time constraints or inappropriate conditions may display considerable cognitive impatience or impulsivity and has a higher probability in repurchasing the same product than a consumer without such limitations. They would avoid further consideration for new alternatives and the likelihood of the repurchase for prior alternative would increase. As hypothesized, significant moderating effect of the NCC was confirmed. This result gives a significant implication for a corporate to establish effective marketing strategies. For a corporate or product brand that has been occupying the market after entering the market earlier, it would be effective to maintain need for cognitive closure high in the existing consumers and thereby preventing the consumers from being interested in the new alternatives. On the other hand, new brands that have just entered the market need to lower the potential consumers' need for cognitive closure so that the consumers can be interested in new alternatives. Along with need for cognitive closure, temporal self-construal also turned out to moderate the satisfaction-repurchase. temporal SC reflects the extent to which individuals view themselves either as an individuated entity or in relation to others. Consumers under a temporarily independent SC would repurchase former alternative again according to their prior satisfaction and evaluation. In contrast, consumers in temporal interdependent SC tended to switch to a new alternative because they value interpersonal relationships above anything else and have a tendency to rely heavily on in-group opinions. When they are confronted with additional opinions, it is highly probable that he/she will choose a new product as an alternative. By proving the impact that temporal self-construal has on repurchasing behavior, this study is providing the marketers with new standards for establishing successful promotional strategies. For example, if the buyer and the user is the same for a product, it would be effective for the seller to convince the consumer to make decision subjectively by encouraging temporal independent self-construal. On the contrary, in the case where the purchase is made by an individual but the product is consumed by a group of people. For example, a housewife is more likely to choose the products or brands that her husband or children prefer rather than the ones that she likes by herself. In that case, emphasizing how the whole family can be satisfied and happy about the product would be effective for promoting repurchase.