• Journal of Digital Convergence
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• v.10 no.3
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• pp.71-78
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• 2012

In this study, we tried to find the moderating effect as an interaction between brand concept variables and thinking style variables as well as the main effect of each. To this end, the inner wear bradns, CalvinKlein(symbolic concepts) and bodyguard(functional concept), as two parent brands and wallets as an extension product were selected. The results of this study were as follows: (i) Extension evaluation as well as fit judgement based on brand concepts was higher in symbolic brand than functional brand. (ii) The holistic thinkers were higher in fit judgement and expansion evaluation than the analytic ones. (iii) In case of symbolic brand, there was little differences in fit judgement and expansion evaluation between holistic thinkers and analytic thinkers. But In functional brand, there was some differences relatively. So, we found the interaction effect between variables in fit judgement and expansion evaluation. We can expect this research result to be helpful in working out diverse and practical marketing strategies using existing brand concepts in the global market environments.

• Korean Journal of Culture and Social Issue
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• v.29 no.2
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• pp.253-273
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• 2023

This study was conducted to determine how analytic-holistic thinking style, one of the cultural characteristics, affects intentionality judgment and what role the crime typicality plays in the process. To this end, the psychological mechanism of intentionality judgment was confirmed in cases where the criminal typicality was manipulated by the moral characteristics of the crime perpetrator and victim. As a result, higher the criminal typicality lead to higher intentionality judgement. In addition, it was found that people with relatively holistic thinking style (with high causality and perception of change) judge less of the perpetrator intentionality. In particular, it was confirmed that the analytic-holistic thinking style interacts with criminal typicality and affects the intentionality judgment. Specifically, people with a holistic thinking style (high causality) judged the perpetrator to have high intentionality in typical cases, but judged in a reverse way in atypical cases. It means that, holistic thinkers, compared to analytic thinkers, strongly judge intentionality based on criminal typicality considering the moral characteristics of not only the perpetrators but also the victims. Along with the significance of this study, the relationships among analytic-holistic thinking style, criminal typicality and intentionality judgment were discussed.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.181-188
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• 2014

This study has examined the influence of VAT frame(VAT included vs. VAT excluded) on the consumer's attitude. Additionally, it has also examined the moderating effect of thinking style(holistic vs. analytic). The experiment stimuli were operated in 4 types[(product: utilitarian/hedonic)x(VAT: included vs. excluded)]. The results of this study can be summarized as follows. 1) The consumers preferred the VAT included frame to the VAT excluded frame. 2) The moderating effect of thinking style appeared. There is no meaningful difference between the VAT included frame and the VAT excluded one to analytic thinkers. But the holistic thinkers preferred the latter to the former. It is expected that this will be helpful to the person in charge of marketing for the company to establish an effective marketing strategy by considering these results.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.279-285
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• 2012

This study classified the categorization process of convergence products as a rule-based and a similarity-based categorization process. And we examined that how the categorization process was determined according to information types(visual vs. visual + verbal) about the components of two prototypes before convergence and thinking styles(holistic vs. analytic). The result of this study showed: (1) The rule-based categorization process appeared more in case of visual information with verbal information than only visual information. (2) Analytic thinkers chose a rule-based categorization process more than holistic thinkers. These findings provide the theoretical and practical implications to comprehend the categorization process of convergence products and the judgement for consideration set from various convergence products.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.179-189
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• 2012

The purpose of this study examines the influence of brand concepts(symbolic vs. functional) and thinking styles(holistic vs. analytic) on the attitude toward extension ads.(rational/emotional) and product. The moderating effect of thinking styles was also tested. The results of this study are as follows: I) Brand concepts of parent brand had a significant effect on the attitude toward extension ads.(symbolic: no differences between rational and emotional ads., functional: rational ads. > emotional ads.) and extension product. 2) Thinking styles of consumers also did.(holistic: no differences between rational and emotional ads., analytic: rational > emotional ads.) and extension product. 3) The moderating effect of thinking styles was(rational ads.: symbolicfunctional).

• Korean journal of communication and information
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• v.47
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• pp.96-119
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• 2009

Although there ate many studies on cross-cultural comparison of advertising appeals, very little is known about how receivers from different cultures process visual images in global advertising. The purpose of this study is to examine how cultural differences between East Asians and Westerners influence the cognitive process of visual images from standardized global advertising by employing the Nisbett's framework of holistic/analytic thought. Nisbett contends that East Asian tend to attend to the context and the relations between objects and contexts as holistic thinkers while Americans tend to see the worlds analytically. The results of a experimental study conducted using 80 subjects from Korea and the United States suggest that Korean participants are more likely to mention relatively peripheral, nonsalient, or background information than are American participants. Thus, this study support the Nisbett's notion that East Asians are more sensitive to contextual information than are Westerners and challenge the belief that standardized visual images are part of a "universal language".

• Journal of Digital Convergence
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• v.12 no.5
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• pp.149-157
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• 2014

The purpose of this study is to test the effects of articulation and sponsorship according to the native fit level. Especially this study is focused on the moderating effect of articulation type and thinking style. The results of this study are as follows. 1) An articulation effect appears more in the low native fit than the high one. 2), 3) The moderating effect appears in articulation type, but partially in thinking style. Namely, the difference in the articulation effect appears between commercial and non commercial articulation, but it does partially between holistic thinkers and analytic thinkers. 3) The higher articulation effect is, the more sponsorship effect(attitude toward sponsor and sponsor brand) is. The results of this study contribute theoretical and managerial implications about articulation and its effect as an effective means in marketing communications.