• 복식
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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.

• 디지털콘텐츠학회 논문지
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• 제16권1호
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• pp.165-172
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• 2015

본 연구는 사물인터넷 기술이 구현된 광고에서 사용자요인인 소비자의 인지욕구에 따라 어떠한 광고 효과가 나타나는지에 대하여 연구를 진행하였다. 연구방법은 사물인터넷 광고에 대한 간단한 사전교육 이후 사물인터넷 기술로 구현된 광고 동영상과 설문지를 배포하였으며, 조사대상은 서울 및 수도권의 대학생을 대상으로 진행하였다. 연구결과 인지욕구가 높은 소비자의 경우 인지욕구가 낮은 소비자보다 더 긍정적인 광고태도를 나타내었으며, 통계적으로 유의미하였다. 이를 통해 사물인터넷이 구현된 광고에 있어서 소비자의 인지욕구에 따라 다른 광고태도를 나타내는 것을 알 수 있었다.

• 한국IT서비스학회지
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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.

• 패션비즈니스
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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.

• 융합정보논문지
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• 제12권5호
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• pp.51-61
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• 2022

본 연구의 목적은 원격교육에서 미디어 멀티태스킹이 학습참여에 미치는 영향에 있어 인지욕구가 매개효과를 나타내는지 확인하기 위함이다. 연구대상은 한 학기 이상 원격교육을 받은 경험이 168명의 대학생이었으며 미디어 멀티태스킹, 인지욕구 및 학습참여에 관한 설문지를 이용하여 자료를 수집하였다. 자료분석은 SPSS WIN 20.0 프로그램을 이용하여 상관분석, 위계적 회귀분석 및 Sobel test를 시행하였다. 연구결과 미디어 멀티태스킹과 학습참여 간 유의한 정적 상관을 보였고(r=.52, p<.001), 인지욕구와 학습참여 간에도 정적 상관을 보였다(r=.39, p<.001). 미디어 멀티태스킹은 학습참여에 유의한 영향을 미쳤으며(β=.52, p<.001), 설명력은 27%이었다. 인지욕구가 투입시 미디어 멀티태스킹의 학습참여에 대한 효과가 감소하여(β=.52 ⟶ .44) 미디어 멀티태스킹이 학습참여에 미치는 영향에서 인지욕구가 부분 매개효과를 보이는 것으로 나타났다(Z=2.77, p<.01). 따라서 원격교육을 위한 수업계획시 온라인 콘텐츠를 사용하게하고 미디어 멀티태스킹을 촉진하는 학습활동을 구성할 것을 제안한다. 또한 원격수업에서 인지욕구를 촉진할 수 있는 다양한 교수 전략을 개발하고 적용해볼 것을 제안한다.

• 한국항공운항학회지
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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.