• Journal of Digital Convergence
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• v.19 no.11
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• pp.135-144
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• 2021

This study investigates the underlying mechanism of YOLO in millennial consumer, especially the influence of perceived economic recession on the present-biased preference. In addition, it was attempted to expand the implicit theory by proposing the individual's entity belief as a mediator for the effect of perceived economic situation on consumers' present-biased seeking behavior. In three experimental studies, undergraduate students who both highly primed and measured negative economic situation showed more favorable attitudes towards present-biased persuasive message and related products. The results of this research provides practical implication for marketers especially in the current situation experiencing economic slowdown due to low economic growth and COVID 19.

• Asia Marketing Journal
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• v.14 no.1
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• pp.131-157
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• 2012

Despite the voluminous research on switching barriers, the notion that they can generate negative responses has not been investigated. Further, a critical question is what determines the strength of such negative responses. To address this question, the classic theory of psychological reactance is briefly reviewed, and the idea of switching barrier is advanced. This study attempts to suggest a model on the negative effects of switching- frustrated situation, based on the studies on psychological reactance. According to psychological reactance theory(Brehm 1966), whenever a freedom is threatened or removed, individuals are motivated, at least temporarily, to restore their freedom. For example, if individuals think they are free to engage in behaviors .v, y, or z, then threatening their freedom to engage in x would cause psychological reactance. This reactance could be reduced by an increase in the perceived attractiveness of engaging in, the threatened behavior(Kivetz 2005). This investigation seeks to extend existing switching barrier research in three important ways. First, while the past research has emphasized only positive role of switching barrier, this study address negative role of it by applying psychological reactance theory. Second, to find negative results of switching barrier, I suggest negative psychological response including regret to the past choice, resentment to the present provider, and strong desire to the alternative provider. Third, I suggest the perceived severity of the switching barriers, the attractiveness of the alternative as switching-frustrated situation which can lead to negative results. And, in addition to these relationships, I added moderated effects of perceived justice for better explanation. So this study includes the following hypotheses. H1-1 ~ H1-3: The attractiveness of the alternative has a positive effect regret to the past choice (h1-1), resentment to the present provider (h1-2), and strong desire to the alternative provider (h1-3). H2-1 ~ H2-3 : The perceived severity of the switching barrier has a positive effect regret to the past choice (h2-1), resentment to the present provider (h2-2), and strong desire to the alternative provider (h2-3). H3-1 ~ H3-3 : The positive relationships between the attractiveness of the alternative and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. H4-1 ~ H4-3 : The positive relationships between the perceived severity of the switching barrier and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. Survey research is employed to test hypotheses involving perceived severity of the switching barrier(Hess 2008), attractiveness of the alternative(Anderson and Narus 1990; Ohanian 1990),regret(Glovich and Medvec 1995), resentment, strong desire(Alcohol Urge Questionaire: Bohn et al. 1995), perceived justice(Bies and Moag 1986; Clemmer 1993; Lind and Tyler 1998). Previous researches, such as reactance theory, emotion and service failure, have been referenced to measure constructs. All items were measured on a 7-point Likert scale ranging from "strongly disagree" to "strongly agree". We collected data involving various service field, and used 249 respondents to analyze these data using the moderated regression. The results of our analysis suggest, as expected, that the perceived severity of the switching barrier had positive effects on regret to the past choice(b = .197, p< .01), resentment to the present provider(b = .214, p< .01), and strong desire to the alternative provider(b = .254, p< .001). And the attractiveness of the alternative had positive effects on regret to the past choice(b = .353, p<.001), resentment to the present provider(b = .174, p< .01), and strong desire to the alternative provider(b = .265, p< .001). However, our findings indicate perceived justice partly moderates relationship between switching-frustrated situation and psychological negative response. The study has brought to light a number of insights between switching barriers and consumer' negative responses that have been subject to little prior research. In particular, this study adds to the existing understanding of the psychological responses to switching barriers in switching- frustrated situation. This research therefore has significance to marketers for strategic marketing programs, particularly in terms of customer retention and switching barrier strategies. Since consumers could exhibit negative responses to switching barrier, companies would be able to lose their customer when they thoughtlessly use switching barrier for remaining customer. Although the study has these contributions, there are several limitations including unsupported hypotheses and research method. So, we need to make up for these limitations in the future researches.

• Journal of Families and Better Life
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• v.26 no.5
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• pp.91-107
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• 2008

This study investigated the isolation hypothesis and the buffer hypothesis of Demand-Control-Support model in relation to activity satisfaction and psychological well-being. The subjects were 300 elderly women participating in productive activity for example paid work, voluntary activity, and grancdhildren care. This research tested four hypotheses concerning the DCS model. Is there support for the isolation hypothesis, such that the lowest level of activity satisfaction is experienced by the elderly women working in an isolation situation(high demand-low control-low support)? Is there support for the isolation hypothesis, such that the lowest level of psychological well-being is experienced by the elderly women working in an isolation situation(high demand-low control-low support)? Is there support for the buffer hypothesis, i. e. interaction between demand, control, and support, indicating a buffering effect of support on the negative impact of high strain on activity satisfaction? Is there support for the buffer hypothesis, i. e. interaction between demand, control, and support, indicating a buffering effect of support on the negative impact of high strain on psychological well-being? Major results of this study were as follows. and were supported. Activity satisfaction and psychological well-being of the elderly women in isolation situation was the lowest among the sample. was supported that family support level buffered the negative impact of high strain on activity satisfaction. But was not supported. Only main effect of demand level was showed on psychological well-being.

• Journal of the Korea Safety Management & Science
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• v.10 no.1
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• pp.91-105
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• 2008

Nowadays, circulation industry is taking charge of important role in improvement of competitive power on the manufacturing industry and public welfare increase of consumer, price stabilization, employment creation and so on. A lot of research have been progressing for formation of total circulation complex, but decision making for selection of location on some facility is only calculated the optimum value when correct data values are inserted. However, a lot of decision making is accomplished in situation that have little knowledge of objective and constraints and as real world is also evaluated inclusive of analyst's subjectivity about variable, indefinite and fuzzy part, so it is decreasing a reliability on evaluation result and complicating objective evaluation on various effect and negative impact. Accordingly, from under like this situation, this study is to develop location decision model of circulation complex using fuzzy theory from the intention for the most reasonable decision making in fuzzy situation based on decision making problem on conventional location and size decision that did to be satisfactory constraints necessarily.