• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.207-217
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• 2022

In recent years, the Iraqi market witnessed a large opening that resulted from the entry of many different products with an absence of government regulations. As a result, marketing deception practices have emerged as a new phenomenon. This study examines the effect of deceptive brand image on consumer purchase intention, with consumer attitude as a mediator. A quantitative method was applied in the form of a questionnaire distributed to shoppers at Carrefour Supermarket in Erbil, Kurdistan Region of Iraq. A random sampling technique was conducted. Subsequently, 200 questionnaires were distributed, and 175 valid questionnaires were analyzed, indicating an 87% response rate. Partial least squares structural equation modelling (PLS-SEM) has been utilized to test the hypothesis. The result showed that brand image deception has a negative impact on consumer purchasing intention. Also, attitude mediates the relationship between deceptive brand image and consumer purchase intention. The empirical finding confirms that deceptive marketing practices such as brand deception can change the attitude of consumers negatively toward brands and, therefore, affect the consumer purchase intentions. The findings suggest that honest brand marketing is beneficial in increasing the attitude toward the brand. This strategy will increase consumer purchase intentions.

• 인지과학
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• 제27권2호
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• pp.247-273
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• 2016

기존 거짓말 연구들은 대면 상황에서 말이나 진술서 등 거짓말을 하는 사람들이 불안할 수 있는 상황에서 주로 행해졌다. 본 연구는 거짓이라는 사실이 밝혀질 우려가 없거나 밝혀지더라도 그로 인한 손해가 거의 발생하지 않는 비압박 상황에서 자기 태도에 반하는 거짓글을 쓸 경우에 나타나는 언어적 특징을 K-LIWC를 통해 분석하였으며 기존의 거짓말 연구결과와 비교를 하였다. 두 번의 글쓰기 과제에서 태도를 기만하는 거짓 글은 진실한 글에 비해 1인칭 단어의 사용 빈도가 떨어지는 것으로 나타났다. 인지적 복잡성을 나타내는 변인들은 첫 번째 글쓰기 과제에서는 더 낮게, 두 번째 글쓰기 과제에서 더 높게 결과가 나타났다. 특히, 거짓말에는 부적 정서 단어들이 많이 사용된다는 기존 연구 결과와는 달리, 비압박 상황에서는 긍정 정서의 단어들이 더 많이 사용되는 것으로 나타났다. 본 연구 결과는 상황적 요인의 차이로 심리적 상태가 달라지면 사용하는 언어 또한 달라질 수 있다는 것을 시사한다.

• 대한가정학회지
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• 제42권1호
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• pp.53-67
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• 2004

The purpose of this study was to analyze anti-counterfeiting strategies of fashion firms in Korea. Data was collected by in-depth interviews for 25 fashion firms and 5 buying offices who had been victims of counterfeiting. The result showed that fashion firms recognized the counterfeiting, especially deceptive counterfeiting, as a serious problem in Korea and seek for stronger protection. Fashion firms adopted diverse strategies for the protection of trademark and for the protection of design； (1) Investigation and Surveillance, (2) Warning, (3) Prosecution, (4) Lawsuit, (5) Consumer education (6) High-tech tabooing, (7) Provide incentives, (8) Penalty, (9) Do nothing. Despite the diverse efforts, they proposed the most desirable strategies to deter the counterfeiting as the changes of consumer attitude and stronger legal protection.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2008년도 학술대회 1부
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• pp.125-129
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• 2008

`거짓말' 은 인간사회에서 옳지 못한 행동으로 비난을 받아왔으나 동시에 일상생활에서는 대인관계를 지속하고 사회에서 살아남기 위한 필수적인 기술로 자리매김해 왔다. 본 연구에서는 거짓말에 대한 이런 이중적인 모습이 '외형적 태도' 와 '암묵적 태도' 라는 두 가지 다른 근원에서 비롯된 것으로 보았다. 또한 일상생활에서 빈번하게 일어나는 순간적인 거짓말은 외형적 태도보다는 암묵적 태도와 더 큰 관련이 있을 것으로 가정하였다. 이를 확인하기 위해 거짓말에 대한 외형적, 암묵적 태도와 실제 거짓 행동을 측정하였으며 외형적 태도는 자기보고식 설문지로, 암묵적 태도는 암묵연합검사(IAT)로 측정하였다. 또 실제 거짓행동은 거짓말을 하면 이득을 얻을 수 있는 상황을 조성, 실험참가자들이 이를 얻기 위해 순간적으로 거짓말을 하는지를 관찰하여 평가하였다. 그 결과, 실제 거짓말을 한 사람들은 외형적 태도상에서는 거짓말을 하지 않은 사람들과 차이가 없었으나 암묵적으로는 거짓말에 대해 더욱 긍정적인 태도를 가기고 있는 것으로 나타났다.

• 한국의류학회지
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• 제30권2호
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• pp.286-295
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• 2006

The purpose of this study was to identify the determinants of purchasing non-deceptive counterfeit luxury brands. As determinants, this study exmained subject-related variables(consumer ethnoncetrism and attitude toward counterfeit), product-related variable(similarity with originals), and social influence(social recognition by others). Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 323 questionnaires were used in the statistical analysis. In analyzing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that consumers' attitudes toward counterfeits significantly influenced their attitudes toward purchasing counterfeit luxury brands which directly influence purchasing frequency of counterfeit luxury brands. Consumers who evaluated the counterfeit more similar to the originals had more positive attitudes toward purchasing counterfeit luxury brands. The results show why consumers have increasing demands for counterfeits and the implications for anti-counterfeit business are suggested.

• 대한가정학회지
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• 제28권2호
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• pp.91-106
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• 1990

This study focuses on consumers' advertising discriminatory competencies and the influencing facors. So the objects of this study are as follows : 1) to identify the overall level of advertising discriminatory competencies. 2) to examine if consumer attitude variables have significant effects on the ads. discriminatory competenceis. 3) to examine if the frequencies of contacting advertising variable have significant effects on the ads. discriminatory competencies. 4) to examine if socio-economics variables-age, educational level, monthly family income, occupational status-have significant effects on the ads. discriminatory competencies. 5) to find out the independent influence of variables related to the ads. discriminatory competencies. For this purpose, a survey was conducted using questionaires and advertisement papers. The data used in this study included 194 Homemakers living in Seoul. The ads. used in this study included ads. of diary products like foods, drinks, medicine, cosmetic, detergent in TV, radio, newspaper and magagine. Statistics were Frequency Distribution, Mean, percentile, ANOVA, Scheff -test, Pearsons' Correlation, Multiple Regrassion Analysis. Major findings were as follows : First, in 26 items(70%) of 37 items measured consumers' ads. discriminatory competencies, the rate of right answer was below 50%, so over the half of consumers were misleaded by the deceptive ads. Second, consumers' ads. discriminatory competencies differed significantly according to consumer attitude variables but no according to the frequency of contacting advertising. Third, according to socio-demographic variables-age, educational level, monthly family income, occupational status-advertising discriminatory competencies differed significantly. In group of lower age, higher educational level, higher income and professional occupation status, the level of ads. discriminatory competencies were high. Forth, the most influencing variabel on ads. disciriminatory competencies were eudcational level and in turn general attitude toward ads., attitude toward consumerism. This three variables explain 22.9% of dependent variable's variance. From these findings, the following suggestions are made, First, the consumer education offering informations and learing practical ads. discriminatory competencies should be conducted for all consumers wheather they are educated or not. Also the education to improve the consumer attitude must be. Second, considering misleading level, the business must make the regulatory standards and reinforce the regulation voluntarily, and by enforcing the regulation of ads. and deciding more diverse, objective and exact standards, the government should keep the consumer's right to know.