• 유통과학연구
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• 제13권5호
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• pp.61-70
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• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• 유통과학연구
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• 제15권6호
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• pp.57-64
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• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• 아동학회지
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• 제24권6호
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• pp.33-46
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• 2003

This study investigated age differences in children's expression of pride and shame by their age, and type and level of task difficulty when they succeeded of failed on tasks. The subjects were 55 4-year-old children from 2 day-care centers and 37 7-year-old children from I elementary school. Each child participated in pride and shame assessment sessions. Data were analyzed by repeated measures ANOVA, t-test, paired t-test, Pearson's correlations. When they succeeded on tasks, 4-year-olds showed more pride than 7-year-olds. More pride was shown when subjects succeeded on difficult than on easy tasks. An interaction effect for pride was found between age, and type and level of task difficulty. Seven-year-olds showed more shame than 4-year-olds when they failed on tasks. More shame was shown when subjects failed on easy than on difficult tasks. The expression of pride was positively related to the expression of shame.

• 방사성폐기물학회지
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• 제15권4호
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• pp.333-341
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• 2017

원자력 발전 이후에 누적되는 사용후핵연료를 해소하기 위한 다양한 연구가 시도되고 있으며, 특히 건식으로 사용후핵연료를 재활용하는 파이로 공정이 주목되고 있다. 파이로 공정의 공학규모 실증을 위하여 대형 공정셀을 구비한 PRIDE 시설이 구축되었다. 파이로 공정에 사용되는 용융염의 화학반응성을 고려하여, 공정셀 내부는 아르곤 분위기를 유지한다. 결과적으로, 작업자가 공정셀 내부에 진입할 수 없으며, 공정셀 내부에 설치된 모든 공정장치는 원격수단에 의해 공정셀 밖에서 원격조작을 통해 수행한다. 따라서, 공정셀에 설치되는 공정장치는, 설계단계에서 부터 원격작업을 고려하여 설계되어야 하며, 공정셀에 반입하기 전에 원격으로 작동이 가능한지 철저히 검증하여야 한다. 만약, 공정셀에 반입되어 작동하는 단계에서 문제가 발생하는 경우, 장치를 반출하여 수정한 후 재반입하기까지 많은 비용과 시간을 허비하게 된다. 공정장치의 원격성 검증을 위하여, 물리적인 목업을 사용할 뿐 아니라, 설계단계에서 3D 모델을 활용한 가상 검증이 가능하다. 본 연구는, 가상공간에 PRIDE 공정셀을 구성하고, 설계된 공정장치 3D 모델을 입력하여, 원격조작성을 검증하기 위한 PRIDE 3D 시뮬레이터 개발에 관한 것이다. 실제 PRIDE 공정셀의 형상과 공정셀에 설치되는 원격운전 및 유지보수 장치의 움직임을 가상공간에 구현하고, 공정장치의 3D 모델을 실제 설치할 장소에 위치할 수 있도록 하였다. PRIDE 공정셀에 설치될 전해공정장치의 전극교체 작업을 시뮬레이션 시나리오로 설정하여, 개발된 PRIDE 3D 시뮬레이터의 사용성을 검증하고자 하였다. 8단계로 이루어진 원격작업 시나리오를 구성하여, 각 단계의 원격작업을 성공적으로 모사함으로써, PRIDE 공정셀의 원격성 평가를 성공적으로 수행하였다.

• 유통과학연구
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• 제14권12호
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• pp.89-97
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• 2016

Purpose - In the major global markets, such as US and China, consumer ethnocentrism has been strengtened and there is a growing need for related study. This research aims to investigate the effects of national pride and national attachment on consumer ethnocentrism, using a nationally representative dataset from 2013 Korean General Social Survey. Based on the reviews of literature in social and political sciences, two dimensions of national pride were considered: national society pride which is based on positive evaluations on the nation's democracy condition or social security system, and national achievement pride which is based on positive evaluations regarding the country's achievements in the areas of technology, art, sports, and so on. Research design, data, and methodology - The authors developed a structural model in which two types of national pride, national society and achievement pride, are proposed to affect national attachment, thus influencing consumer ethnocentrism. 1,294 surveys were used for empirical analysis. The hypotheses were tested by utilizing SPSS 22.0 and AMOS 21.0. The unidimensionality of each construct and the nomological validity were supported from the results of factor analyses and correlation analysis. Results - It was found that both national society pride and national achievement pride have significant and positive effects on national attachment. Consumers who show stronger pride on the social systems or the global achievements of Korea are more likely to remain being a citizen of the country and support the country even in wrong. Also, there was a significant and positive relationship between national attachment and consumer ethnocentrism. Korean consumers who have stronger attachment to Korea tend to express higher ethnocentrism to protect Korean labor market and to promote economic development of the country. Conclusions - The findings of this study showed that companies and government need to emphasize the country's advanced social environments or global competitiveness in technology, sports, art, and so on, to boost national attachment. With a deeper understanding on the relationships among national pride, national attachment, and consumer ethnocentrism, the authors expect that both local and foreign companies in Korea will be able to develop more effective marketing strategies and to achieve sustainable competitive advantage.

• 산경연구논집
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• 제9권11호
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• pp.55-66
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• 2018

Purpose - Present research aimed at identifying the effects of ambient pride type on judgement difference between existing preference and final preference formed after being exposed to the preference inconsistent information from others representing a conflict between consumer's own perspective and the others' perspective. And this study also explored the roles of empathic concerns and motive type in the ambient pride type's effects on the judgement difference. Research design, data, and methodology - 2(information type: consistent versus inconsistent) × 2(pride type: hubristic versus authentic) between-subjects design was employed. Data for empirical analysis were from 252 undergraduate students who participated in questionnaire survey. To verify hypotheses, Anova and regression analysis were used. Results - First, there was the judgement difference among the experimental groups. The difference was greater at the authentic pride group than at the hubristic pride group. And the difference was greater at the inconsistent information group than at the consistent information group. The interaction effect of pride type and information type was significant. Second, when consumers who had made their preference were exposed to the inconsistent information from other, those of the hubristic pride group showed more defense motive and less empathic concerns than those of the authentic pride group. And there were the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of pride type on the judgement difference. Third, the self validity did not affect the difference even that become increased by defense motive rather than accuracy motive. Conclusions - This research could advance the information processing theory related to pride type by exploring the effects of the pride type on judgement difference between existing preference and final preference formed by the inconsistent information from others, and by identifying the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of the pride type. In view of the results from current study, marketers should make efforts of inducing defense motive and developing and communicating the consistent information to persuade consumers under hubristic pride who have the belief that attributes of their brand are better than those of the competitors' brand, and they also should conduct marketing acts by using the inconsistent information to persuade consumers under authentic pride who have the belief that attributes of the competitors' brand are better than those of their brand.

• 산경연구논집
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• 제10권10호
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• pp.53-65
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• 2019

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

• 한국콘텐츠학회논문지
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• 제8권6호
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• pp.159-166
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• 2008

본 연구는 세무공무원들의 조직 동일시와 조직몰입, 자긍심의 관계를 실증적으로 규명하는데 그 목적이 있었다. 분석결과, 첫째, 조직 동일시와 조직몰입에 영향을 미치는 개인적 특성변수는 성별과 근무연수가 조직 동일시에 유의미한 영향을 미치는 것으로 나타났다. 둘째, 세무공무원으로서의 자긍심은 조직 동일시에 정(+)의 영향을 미치는 것으로 나타났으며, 자긍심이 낮은 집단이 높은 집단보다 조직 동일시에 더 많은 영향을 미치는 것으로 나타났다. 셋째, 세무공무원의 자긍심이 높을수록 조직몰입이 높아지는 정(+)의 영향을 미치는 것으로 나타났으며, 자긍심이 높은 집단이 낮은 집단보다 조직몰입에 더 많은 영향을 미치는 것으로 나타났다. 이러한 결과는 조직구성원으로서의 높은 자긍심은 조직 동일시와 조직몰입을 증가시킬 수 있다는 것을 알 수 있다.

• 가정과삶의질연구
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• 제23권1호
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• pp.173-185
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• 2005

This study investigated differences in children's facial, behavioral, and verbal expressions of pride and shame by their age, and type and level of task difficulty when they succeeded or failed on tasks. The subjects were 55 4-year-old children from 2 day-care centers and 37 7-year-old children from 1 elementary school. Each child participated in pride and shame assessment sessions. Data were analyzed by means, standard deviations, repeated measures ANOVA, and paired t-test. When they succeeded on tasks, 4-year-olds showed more pride in behavioral expression than 7-year-olds. More pride in facial, behavioral, and verbal expressions were shown when subjects succeeded on difficulty than on easy tasks. Interaction effect for behavioral expression of pride was found between age and type of task difficulty. In verbal expression of pride, interaction effect was found between age, and type and level of task difficulty. When they failed on tasks, 7-year-olds showed more shame in behavioral and verbal expressions than 4-year-olds. More shame in facial, behavioral, and verbal expressions were shown when subjects failed on easy than on difficulty tasks. Interaction effect for facial expression of shame was found between age, and type and level of task difficulty.

• 유통과학연구
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• 제15권4호
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• pp.79-89
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• 2017

Purpose - Previous studies have not paid attention to pride type and effort type when consumers feel pride. In the present paper, the pride was divided into the two types such as hubristic pride and authentic pride. The causes attributed to achieve the goals when consumers achieved their personal goals, which could induce their pride were divided into trait, special effort, and universal effort, gratitude. This research attempted to investigate the mediation role of self-reward deservingness in finding the differences of inclination to indulgent consumption among the traits or special effort, the universal effort, and other's help. Research design, data, and methodology - In the empirical study, 'general flour food restaurants, Kimbabchunkuk, Edya, etc.' and 'VIPS, Outback, Starbucks, etc.' were taken as the two groups of subjects as empirical brand goods since they presented good contrast with each other. The single-factor design between subjects was adopted in this study by classifying the causes attributable to achieving the pre-goals of consumers into 4 categories: one attributable to trait; one attributable to special effort; one attributable to universal effort; one attributable to other's help. Results - The outcomes from the empirical analysis are as followings. First, the consumers who attributed to trait or special effort for achieving their personal goals in advance turned out to show stronger inclination toward direct indulgent consumption than those who attributed to universal effort or other's help for achieving the goals, without regard to self-reward deservingness. Second, those consumers who attributed to special effort for achieving their personal goals in advance revealed stronger inclination toward indulgent consumption with mediation of self-reward deservingness than those who attributed to trait or universal effort. And those who attributed to special effort or trait for achieving the goals revealed stronger inclination toward the consumption with the mediation of the deservingness than those who attributed to other's help. Conclusions - The present study is contributing to the progress of theories concerning hubris pride, authentic pride, and indulgent consumption. Marketing managers should endeavor to find pride type consumers felt according the causes attributed to for achieving important goals in advance, and make an efforts to develop messages that could appeal to the pride type.