• 한국IT서비스학회지
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• 제18권5호
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• pp.31-51
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• 2019

Construal level theory (CLT) have been researched in wide range of disciplines such as marketing, organizational study, psychology, or education. Current study asserts that CLT would explain the effect of different devices of PC and smartphone on interaction between human-computer interfaces and information systems use. In CLT, those who are far from an object in terms of physical, temporal, social or psychological distance, they construe their understanding as abstract (high level) and vice versa. We hypothesized different size of digital device will increase psychological distance and result in behaviors that correspond to present construal level. The analysis result shows that users of PC recognized that they are socially distant from the device and those of smartphone felt that they are socially close to the device. However, the device did not have significant effect on attention to essential information, advertisement preference, and immediacy. The implication to academia, practice and future research and limitations are also discussed.

• 한국게임학회 논문지
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• 제14권4호
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• pp.105-120
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• 2014

최근 기능성 게임의 긍정적인 영향에 대한 결과가 부각되면서 그에 대한 연구와 개발이 활성화 되고 있다. 기능성 게임은 기획단계에서부터 의도적인 목적을 가진 게임으로, 이용자에 대한 설득과 그에 따른 의식과 행동의 변화를 추구한다. 따라서 그러한 설득 효과를 극대화하기 위해서는 기능성 게임에서 이용자들이 선택적 행위를 하는 과정 속에서 작동하는 심리적 요소들을 정리하고 이에 대한 효율적 방안을 제시할 필요가 있다. 그러나 이용자들의 선택과 관련한 관점들을 고려하고 그에 따른 태도와 행위의 결과를 이론적으로 접근한 연구는 부족한 상황이다. 본 연구에서는 이용자들의 심리적 거리 관념을 중심으로 그에 따른 행위에 중점을 두는 해석수준이론을 적용하여, 기능성 게임에 개괄적으로 적용할 수 있는 "CLT in process-outcome serious game model"을 제안하였다. 이를 통해 이용자들의 의사결정 과정에 해석수준의 개념과 효과들을 적절히 적용한다면 이용자들의 가치와 목적 중심의 설득을 강화할 수 있을 것이다. 또한, 이러한 모델은 기능성 게임의 개발자와 연구자들에게 궁극적으로 그 효과를 증대시킬 유용한 틀로 활용될 수 있을 것이다.

• Asia pacific journal of information systems
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• 제30권4호
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• pp.695-718
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• 2020

Based on the Construal Level Theory, we aim to study a most favorable fit among the advertising model, media type, and message construals, which are important factors in an advertisement. A two (social distance of the ad model in an ad: distal (low similarity) vs proximal (high similarity) by two (social distance of a media type: distal (portal) vs. proximal (SNS)) by two (message construal: abstract vs concrete) laboratory experiment was conducted to examine attitude changes on ad messages. The results show that abstract messages were more effective in attitude toward advertisement and purchase intention under the distal social distance (i.e. advertising model in low-similarity and portal media type) while concrete messages were so under the proximal social distance and SNS media type.

• Asia pacific journal of information systems
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• 제27권4호
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• pp.216-232
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• 2017

This study's objective is to use the construal-level theory (CLT) to explore the effect of the utility of online travel reviews on tourists' perception. To accomplish this goal, online travel reviews are divided into two different categories based on concreteness, and the usefulness of each review is compared with the temporal dimension of psychological distance. The results show that close future tourists are more influenced by concrete reviews than abstract reviews; however, the far future tourists are more influenced by abstract reviews than concrete reviews. Based on these results, theoretical and practical implications are discussed, and suggestions are made for future research.

• 한국콘텐츠학회논문지
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• 제19권10호
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• pp.593-606
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• 2019

본 연구는 해석수준이론을 바탕으로 리타게팅 광고의 특성에 맞는 효과적인 메시지 전략을 검토하고자 했다. 먼저 주로 사람들간에 적용되어 온 사회적 거리가 온라인 사이트 유형에 적용가능한지 확인한 후 사이트 유형별 사회적 거리의 효과를 확인하였다. 나아가 사회적 거리와 시간적 거리가 복합적으로 작동할 때 소비자들의 사고수준은 어느 방향으로 활성화되는지, 그에 따른 메시지 효과가 어떻게 달라지는지를 분석하였다. 분석결과 웹사이트 유형별 사회적 거리와 메시지의 해석수준은 기존의 CLT 연구와 일치하였다. 그러나 시간적 거리, 사회적 거리, 그리고 메시지의 해석수준까지 일치할 경우(근미래${\times}$근사회${\times}$구체 메시지 혹은 원미래${\times}$원사회${\times}$추상메시지)에만 광고효과가 더 높을 거라는 주장은 부분적으로만 검증되었다. 또한 두 차원의 거리는 하나의 심리적 공간아래 통합되어 두 심리적 거리 중 하나만이라도 멀면 상위수준으로 사고하게 되기 때문에 두 심리적 거리가 모두 먼 경우와 차이가 없다는 기존의 입장도 기각되었다. 오히려 시간과 사회적 거리가 불일치할 경우, 두 차원 중 메시지의 해석수준이 사회적 거리와 일치할 때 더 효과적인 것으로 나타나 심리적 거리의 영향력이 종류에 따라 다를 수 있다는 추론을 가능하게 했다.

• 유통과학연구
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• 제12권6호
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• pp.67-79
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• 2014

Purpose - This study aims to accomplish three major research goals. First, it strives to change consumers' focus from peripheral routes to a central route of public service advertising related to the good health policy, without problematic effects, by influencing consumers' knowledge or involvement. Second, this study examines the elaboration likelihood model (ELM) and construal level theory (CLT). Specifically, we consider that the central route of ELM might correspond with the focal goal of CLT. Third, this study analyzes ELM through CLT. That is, ELM predicted that low involvement would take the peripheral route, and high involvement would take the central route. Research design, data, and methodology - This study consisted of three experiments. The first experiment had a 2×2 between-subject design. The subjects were university students and the research period was approximately one year. The first independent variable was the involvement of the overweight issue; this variable was measured and split by the median. The second independent variable was the temporal distance (near vs. distant future); this variable was manipulated. The second experiment also had a 2×2 between-subject design. The first variable was the involvement of cervical adenocarcinoma prevention, and was considered already manipulated by sex. Specifically, males had a low involvement of the disease, but females had high involvement. The second independent variable was priming (power vs. submissive). Power priming would induce abstract thinking, but submissive priming would take concrete processing. The third experiment had a 2×2×2 between-subject design. The first variable was cognitive depletion, and was manipulated by memorizing 9-digit numbers. The second and third independent variables were involvement and abstract thinking induction, such as prior experiments. Data were collected through questionnaires, and were analyzed by an SPSS program. Major hypotheses were tested by examining the interaction effects through ANOVA. Results - Major findings are as follows. First, even for low-involved consumers in the overweight category, distant future manipulation induced them to focus not on the peripheral route but on the central route of the public service advertisement. This result does not correspond to the typical ELM prediction. Second, under power priming, low-involved males of the cervical adenocarcinoma category focused on the peripheral route because of the induction to abstract thinking. This result replicated the first experiment, and confirmed the theoretical robustness. Third, high-involved females focused not on the central but on the peripheral route under the mixed condition of cognitive depletion and near future manipulation. Depletion consumed cognitive resources, and the processing mode of consumers changed from systematic to heuristic. Conclusions - ELM needs to be complemented through CLT in context of public service good health advertising. Specifically, the involvement of ELM may impact consumers' thinking mode (abstract vs. concrete), and the interaction effects may influence consumers' focus on advertising (central vs. peripheral route). This study's limitations were bounded subjects, limited stimuli, and somewhat weak external validity.

• 한국인공지능학회지
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• 제8권1호
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• pp.11-18
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• 2020

In this paper, it is to identify the effects of differences in interpretation levels depending on the type of brand association and the brain psychological distance on the evaluation of the product of that brand through two experiments. To test our hypotheses empirically, we conducted online survey. We addressed the hypotheses involving the general and relative impact of actual and ideal self-congruence on emotional brand attachment (H1) and explored the effect of product involvement as the moderating variable (H1-1 and H1-2). The goal of this research was to validate the results from involving our basic model and to explore the impact of two additional moderating variables (self-esteem and public self-consciousness: H2). We followed the same procedure. This finding is theoretical to the extent of the interpretation level theory in brand association research by applying the interpretation level theory to the brand association, and provides the meaning that, in practice, it is necessary to utilize the message of different types of brain psychological distance depending on the brand association characteristics that the brand has in defining the brand. In particular, it was confirmed that functional brand associations and symbolic brand annals have representational harmonization, respectively, depending on the low and high levels of interpretation levels.

• 디지털융복합연구
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• 제19권6호
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• pp.91-101
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• 2021

다양한 기관의 사회적 활동에 대한 효과는 기부수혜자들을 표현하는 정보의 특징과 수혜시점의 시간지향성의 상호작용을 통해 소비자들에게 전달되며, 이는 주체기관의 사회적 활동에 대해 공감하는 정도에 의해 사회적 지원활동의 평가에 영향을 미칠 수 있다. 본 연구에서는 기부수혜시점의 시간지향성과(단기지향성 vs. 장기지향성) 수혜자 인식가능성(개인 vs. 집단) 상호작용을 중심으로 기부 메시지를 구성하였고, 이를 실험을 통해 검정하였다. 기부수혜시점의 시간지향성이 가까운 미래이고 수혜자가 특정된 개인인 경우, 긍정적인 태도와 감정으로 메시지를 평가하였다. 이에 기부수혜시점의 시간지향성이 먼 미래이고 수혜자가 집단으로 표현된 경우 기부태도와 기부감정에 긍정적 효과를 보였다. 또한 매개된 조절효과 검정 결과 주체기관에 대한 공감은 수혜자 인식가능성의 조절효과를 기부 태도, 긍정적 감정에 부분적으로 매개하는 것으로 나타났다. 본 연구는 기부에서의 주체기관의 지원활동에 대한 시간지향성과 수혜자 인식가능성의 영향을 이해하는 새로운 시각을 제시함으로써 효과적인 사회적 활동 메시지 전략을 수립할 수 있는 실무적 시사점을 제공하고 있다.