• Journal of Industrial Convergence
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• v.21 no.3
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• pp.29-36
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• 2023

In this study, the differential effects of exposure-type digital signage advertisement and interactive digital signage advertisement were examined through the moderating variables of regulatory focus and self-construal. As a result of the study, in the case of individuals with promotion focus and independent self-construal, interactive digital signage advertisements had a more positive effect than exposure-type digital signage advertisements. However, in the case of prevention focus and interdependent self-construal, there was no difference in effect between digital signage advertisement types. Therefore, we can help to establish a customized strategy according to individual characteristics using digital signage.

• Korean Journal of Social Welfare
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• v.62 no.4
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• pp.193-222
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• 2010

This questionnaire study examined the processes linking complexity of self-construal to self-positivity conceptualized as taking multiple perspectives, self-acceptance and self-regulation that, in turn, affect psychological well-being among people with an experience of life-crisis during adulthood due to physical disability or divorce. Data were drawn from 359 adult Koreans residing in Seoul metropolitan area, including the physically disabled, the divorced, and their counterparts without a life-crisis experience during adulthood for comparison. On average, the life-crisis experience group(LEG) had a higher independent selfconstrual and a lower interdependent self-construal than the comparison group(CG). As predicted, complexity of self-construal contributed to taking multiple perspectives that helps searching for meaning, and this, in turn, was found to foster self-acceptance and self-regulation. Through these variables except self-regulation, complex self-construal contributed to psychological well-being as manifested by a higher level of positive emotion and a lower level of depression. As expected, while taking multiple perspectives fostered positive emotion both directly and indirectly through self-acceptance among LEG and CG, only in LEG it directly reduced depression. The comparative approach employed in this study enabled to discern that taking multiple perspectives promotes psychological well-being in LEG by contributing to both meaning making and positive attitude, whereas it promotes psychological well-being in CG primarily by fostering positive attitude. Finally implications for this study were discussed and directions for future research were suggested.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.193-199
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• 2017

The objective of this research is to investigate how consumers react differently to financial and social risk/return, referred to as an 'asymmetric effect'. A lab-based experiment using a counterfeit but real-branded product examined the robustness of the statement that priming the interdependent versus independent self can result in differences in financial and social risk taking behavior in the context of counterfeit product purchase choice. Three hundred fifty-eight participants took part in the experiment. They were primed with different self-construal and evaluated purchase intention to the counterfeit product. As predicted, when evaluate in the context of loss claim of counterfeit product, risks were more activated, however, there was an asymmetric effect that self-construal priming had on financial and social risks. Interdependence primed participants were more likely to take a financial risk thus perform more purchase intention of counterfeit product and less likely to take a social risk than their independence primed counterparts, which led to lower purchase intention. The results of this research shed light on the various directions of future studies on the responses toward counterfeit product.

• Journal of Digital Convergence
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• v.16 no.4
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• pp.137-147
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• 2018

The purpose of this study was to examine the influence of variables of TAM, user characteristics variables, and perceived risk variables on the intention to use mobile payment. Through the combination of characteristics of mobile payment, this study also investigated the effect of various independent variables on the intention to use mobile payment including the moderating effect of self-construal. To verify hypotheses of this study, the hierarchical regression analysis based on responses from 188 undergraduate and graduate students was conducted. The significant findings of this study were as follows: TAM variables, user characteristics variables and perceived risk variables had positive influence on the intention to use mobile payment. Self-construal was found to moderate the effect of the perceived usefulness, perceived ease of use and subjective norm. This study may provide important implications for both academicians and practitioners.

• 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.

• Korean Journal of Culture and Social Issue
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• v.21 no.2
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• pp.279-297
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• 2015

The present study examined whether individuals would respond differently, as a function of cultural self-orientations, when their requests were rejected. Also examined was whether individuals with different cultural self-orientations would predict differently how their interaction partner would respond when they rejected his or her request. Furthermore, it was investigated whether experimentally induced perspective-taking would influence responses to rejection and predictions of responses to rejection. It was found that responses to rejection as well as predictions of responses to rejection varied as a function of individual's independent self-orientation and perspective-taking. However, no significant effects were found with regard to interdependent self-orientation. Based on these results, the implications that cultural self-orientations have for request rejection and social behavior in general are discussed, and future directions are suggested.

• International journal of advanced smart convergence
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• v.13 no.3
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• pp.358-366
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• 2024

This study investigates the effectiveness of tailored anti-smoking campaigns by examining the interplay between self-construals, cigarette types, and stages of change in smoking cessation efforts. Focusing on both combustible cigarette and electronic cigarette users, the research explores how messages framed around either independent or interdependent self-construals influence attitudes and intentions to quit smoking. The findings indicate that in the early stages of cessation, combustible cigarette users respond more positively to messages emphasizing independent self-construals, which highlight personal health risks. Conversely, in the later stages, e-cigarette users are more receptive to interdependent self-construal messages that stress the broader impacts of smoking. We emphasize the importance of aligning smoking cessation messages with the psychological profiles and cessation readiness of different smoker groups. We offer theoretical and empirical insights for enhancing the effectiveness of public health campaigns.

• Journal of the Korean Society of Costume
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• v.61 no.10
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• pp.89-103
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• 2011

The purpose of this study is to analyze the effects of dominant brand, the quality variation among brands in the extension product category and the self-construals on consumer's attitude about extension products. The experimental design consist of three-way complex factors and 226 subjects participated for the study. The results showed that when there was fashion brand extension, whether or not there was an existing dominant brand in the extension product category, the quality variation among brands in the extension product category and the types of self-construals had a significant interaction effect on their favorableness and intention to purchase the extension products. Regardless of an existing dominant brand however, the group who had an interdependent self-construal showed higher favorableness and intention to purchase the extension products when the quality variation among brands in the extension product category was lower than when it was high, whereas the group who had an independent self-construal showed no significant difference of the favorableness and intention to purchase the extension products.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.555-568
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• 2018

This study has expanded the existing studies on the characteristics of consumers using the personal level of cultural dimensions and self-construal. As Korean are becoming more individualistic and independent, we have focused on consumer independence in self-construal. The purpose of this study was to investigate the effects of consumer independence on consumers' attitudes and purchase intention toward consensus claim in ads. We hypothesized that individuals with higher in independence are more likely to show negative attitudes and the purchase intention towards the ads focused on consensus claim. Two experiments revealed that consumers higher in independence, depicting consensus claim in ads reduces consumers' attitudes and purchase intention. Based on the results, we suggest that for individuals higher in independence, consensus claims in product advertisement are less effective advertising strategy which ultimately lower consumers' purchase intentions. Important theoretical and practical implications are discussed.

• Korean Journal of Culture and Social Issue
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• v.29 no.2
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• pp.171-197
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• 2023

The traditional Korean society has been classified as an Eastern collectivist culture, but in the flow of globalization and digitalization along with the post-Cold War era of the 1970s, Western individualistic culture and values quickly permeated the Korean younger generation. Since rapid changes occurred within a short period of time, there may be differences in cultural self-construal between generations living in the same era. Due to this, psychological problems related to emotional expression and suppression may appear differently depending on generations. Therefore, in the current study, 1,000 Korean adult men and women from their 20s to 60s were investigated for their level of independent and interdependent self-construal, alexithymia, ambivalence over emotional expression(AEE) and emotional suppression(ES). Then the relationship between the variables(self-construal and alexithymia,) and the mediating process of AEE and ES were examined. The generation of participants were divided into the industrialization cohort (birth year < 1970) and the digitalization cohort (birth year starting from 1970). Using the PROCESS macro(Hayes, 2022), we tested a serial mediation model of AEE and ES between the relative independent self-construal(RIS) and alexithymia. The results indicate that the level of alexithymia increases by the serial increase of AEE and ES when RIS decreases. Next, we examined a moderation effect of generatione on the mediation process of AEE and ES, and found that generation moderates the relationship between ES and alexithymia. That is, the effect of ES on alexithymia is significant for the digitalization cohort, while it is not significant for the industrialization cohort. The current results imply that emotion regulation strategies of Koreans have been differently developed according to prevailing cultural values in each generation, and that the negative influence of emotion suppression could be different according to the cultural background of each generation.