• Asia Marketing Journal
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• v.19 no.3
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• pp.1-17
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• 2017

The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers' charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are promoted by the situational priming of nostalgic events, but not by chronic individual differences such as nostalgia proneness.

• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.412-420
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• 2010

With increased complexity of product and market, the phenomenon that a consumer get paradoxical attitude toward marketing object has been increased. And this phenomenon eventually affects the relationship between consumer and product. In this study we tried to find more paradoxical phenomenon and understand consumer behavior confronting these situations when they buy agro-product based on ground theory methodology. According to the results, consumer's expectation and purchase experience can promote quality paradox experience during confronting various marketing activities such as price, product, promotion, place. Also these experience can cause quality paradox related interaction and communication even though there could be differences in their experience according to demographic characteristics, personal preference, and risk perception. Consumer will develop multiple strategies against quality paradox to manage the uncomfortable paradox experiences.

• Communications for Statistical Applications and Methods
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• v.25 no.5
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• pp.545-557
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• 2018

The inclusion of covariates in the model often affects not only the estimates of meaningful variables of interest but also its statistical significance. Such gap between statistical and subject-matter significance is a critical issue in huge sample studies. A popular huge sample study, the sample cohort data from Korean National Health Insurance Service, showed such gap of significance in the inference for the effect of obesity on cause of mortality, requiring careful consideration. In this regard, this paper proposes a sample size calibration method based on a Monte Carlo t (or z)-test approach without Monte Carlo simulation, and also proposes a test procedure for subject-matter significance using this calibration method in order to complement the deflated p-value in the huge sample size. Our calibration method shows no subject-matter significance of the obesity paradox regardless of race, sex, and age groups, unlike traditional statistical suggestions based on p-values.