• Journal of the Korean Society of Costume
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• 제66권8호
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• Asia Marketing Journal
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• 제15권4호
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• pp.161-186
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• 2014

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

• Journal of Information Technology Applications and Management
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• 제30권5호
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• pp.121-139
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• 2023

This study tried to identify factors affecting online activity before and after the COVID-19 pandemic. To this end, the effects of consumer innovativeness, self-esteem, and need for cognition on the activity of online media such as Internet and social media were investigated, and whether privacy concerns had a moderating effect. For this study, survey data from 2019(before the outbreak of COVID-19) to 2021(after the outbreak of COVID-19) of the 'Korea Media Panel Survey' surveyed by the Korea Information Society Development Institute was used for analysis. The research results that affect Internet activity are as follows. Before the outback of COVID-19, it was found that hedonic innovativeness and social innovativeness had a positive effect and cognitive innovativeness had a negative effect on increasing Internet activity. There was no moderating effect on privacy concerns. The period after the outbreak of COVID-19, need for cognition was found to have a positive effect on increasing social media activity. In addition, the moderating effect of privacy concerns was found in the relationship between need for cognition and Internet activity. There was no privacy concern effect before the outbreak of COVID-19, and the privacy concern effect appeared on functional innovation and need for cognition after the outbreak of COVID-19. This study aims to present various implications for companies to understand the characteristics of online consumers using the Internet and social media after the pandemic.

• Journal of Digital Contents Society
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• 제16권1호
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• pp.165-172
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• 2015

This research has been conducted to know the effect of advertisement according to consumer's need for cognition in the advertisement which is realized technique of the Internet of Things(IoT). The researchers distributed questionnaires and video advertisement, which is realized by using IoT technologies, to university students in the capital area after simple orientation about IoT advertisement. The result was that people who has high consumer's need for cognition showed more positive attitude to advertisement and it was statistically meaningful. As a result, the research could draw a conclusion that people have different attitude to advertisement that is realized using IoT technologies based on the consumer's need for cognition.

• Journal of Information Technology Services
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• 제12권4호
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• pp.235-253
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• 2013

This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

• Journal of Fashion Business
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• 제26권2호
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• pp.1-14
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• 2022

Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) × 2 (contextual consistency: context match vs context mismatch) × 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.

• Journal of Convergence for Information Technology
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• 제12권5호
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• pp.51-61
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• 2022

The purpose of this study was to identify whether need of cognition have a mediating effect on media multitasking on learning engagement in online education. The subjects were 168 university students who had received online education for more than one semester, and data were collected using questionnaires on media multitasking, need of cognition, and learning engagement. For data analysis, correlation, hierarchical regression and Sobel test were performed using SPSS WIN 20.0 program. As a result of the study, there was a significant positive correlation between media multitasking and learning engagement (r=.52, p<.001), and a between need of cognition and learning engagement(r=.39, p<.001). Media multitasking had a significant effect on learning participation (β=.52, p<.001), and explanatory power was 27%. When need of cognition was input, the effect of media multitasking on learning engagement decreased (β=.52 ⟶ .44), so it was found that need of cognition had a partial mediating effect in the effect of media multitasking on learning engagement(Z=2.77). p<.01). Therefore, it is suggested to use online contents with learning to organizing a g a lesson syllabus for distance education, and to organize activities promoting media multitasking activities. Also, it is proposed to develop and apply various teaching strategies to promoting the need of cognition in the distance education.

• Journal of the Korean Society for Aviation and Aeronautics
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• 제32권2호
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• pp.82-99
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• 2024

The aim of this study is to propose strategies for in-flight OTT services by examining differences in binge-watching patterns through online video streaming services based on age. Additionally, it investigates how the moderating effects of need for cognition and critical media literacy influence the relationship between age and binge-watching. Data from the 2020 Korean Media Panel Survey conducted by the Korea Information Society Development Institute were utilized, with moderating effects analyzed using Process Macro Model 1. Results indicate that as age increases, the frequency of binge-watching content rises while the duration decreases. Moreover, moderating effects of need for cognition and critical media literacy in the age-binge-watching relationship were confirmed. This study analyzed binge-watching behaviors among online video streaming service users, confirming the influence of age, binge-watching habits, need for cognition, and critical media literacy. Theoretical and practical implications include insights for in-flight service providers, content marketers, and online video streaming service operators.

• International Journal of Human Ecology
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• 제13권1호
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• pp.171-181
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• 2012

The effect of nutritional information on healthier menu choices have been reflected in previous research and nutrition policy efforts. This study further examines the relationship between healthy menu choices and three consumer characteristics - Future Orientation, Regulatory Focus, and Need for Cognition. A $3{\times}3$ experimental design was used with varying food types (burger sandwiches, sub sandwiches, and salad dressing) and the degree of nutritional information (no information, total calories only, and full nutrition information). It was found that having more nutritional information, and individuals with Future Orientation and Promotion Focus were associated with the choice of healthier menus. More specifically, those with high Consideration of Future Consequences and with Promotion Orientation switched their choices to the healthier ones with the provision of nutritional information.

• International journal of advanced smart convergence
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• 제13권3호
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• pp.205-213
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• 2024

Digital transformation (DT) has gained global attention in various service industries, due to the pervasive nature and proliferation of recent digital technologies. Given that we live in an age of DT, the current research examines the factors influencing the older adults' quality of life due to DT. Specifically, we examine whether the older adults' digital skills (i.e., ability to use applications and self-efficacy in using digital devices) and motivational factors regarding DT (i.e., involvement in DT and need for cognition regarding DT) predict their quality of life due to DT. To answer the research question, we conducted a hierarchical multiple regression analysis using the elderly Korean adults aged 65 or older. The results indicate that the older adults' ability to use applications, self-efficacy in using digital devices, involvement in DT, and need for cognition regarding DT are positively associated with quality of life due to DT. The findings provide important implications to improve the elderly's quality of life due to DT.