• Asia Marketing Journal
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• v.15 no.3
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• pp.31-52
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• 2013

The metacognitive experience of the ease or difficulty with which new, external information can be processed, referred to as 'processing fluency,' has been shown to influence a wide range of human judgments including truth judgments, familiarity judgments, risk perception, evaluation, and preference (see Alter and Oppenheimer 2009 for a review). The current research explores the possibility of a consumer's product innovativeness judgment based on the difficulty of processing new information. In specific, this study examines if the inferential link between (dis)fluency-(un)familiarity can feed into the perception of innovativeness. This study also explores how a consumer's processing motivation can moderate the consumer's reliance on processing fluency in judgments and how the influence of fluency can vary depending on judgment task orders. In an experiment, participants rated a new product's innovativeness and then indicated their product attitude (or vice versa depending on the judgment task order condition) after reading a product review article that was printed in either an easy-to-read or a difficult-to-read font (for fluency manipulation). The findings show that low need for cognition individuals infer higher product innovativeness when processing product information is difficult rather than easy, consistent with the common assumption that 'new information is more difficult to process than familiar information.' The findings also suggest that once low fluency is attributed to innovativeness, it may no longer lead to a negative response to the product. High need for cognition individuals' judgments on product innovativeness are not affected by fluency. The findings also demonstrate a judgment task order effect on the use of fluency in judgments (e.g., Xu and Schwarz 2005). This study provides the first evidence that an individual's fluency experience can be used as a source of information in product innovativeness judgments especially under low processing motivation conditions. The findings can help marketers better understand the malleability of consumer judgments and perceptions of product characteristics (e.g., product innovativeness) by demonstrating an interesting interplay of processing fluency, processing motivation, and judgment task-related contextual factors.

• Asia Marketing Journal
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• v.14 no.2
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• pp.23-37
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• 2012

Individuals often make their judgments on the basis of the ease or difficulty with which information comes to mind (for reviews, see Greifeneder, Bless, and Pham 2010; Schwarz 1998, 2004). Recent research, however, has documented that variables known to determine the degree of cognitive resources invested in information processing such as personal relevance (Grayson and Schwarz 1999; Rothman and Schwarz 1998), accuracy motivation (Aarts and Dijksterhuis 1999), and processing capacity (Menon and Raghubir 2003) can affect the extent to which individuals draw on metacognitive difficulty in making their judgments. The primary aim of this research is thus to investigate whether individuals with substantial cognitive resources or those with lack of cognitive resources are more likely to draw on metacognitive difficulty when making their product evaluations. The findings from two laboratory experiments indicate that individuals who perceive a greater level of fit between their self-regulatory orientation and temporal construal (Experiment 1), and between their self-construal and the type of product benefit appeal (Experiment 2) are more likely than those who perceive the lack of such fit to evaluate a target product less positively after thinking of many rather than a few positive reasons. The findings provide supporting evidence for the two-stage backward inference process involved with the effect of metacognitive difficulty on consumer judgments in that consumer judgments based on metacognitive difficulty may require greater cognitive resources than those based on the content of information generated. Also, the current research documents further empirical evidence for the relationship between self-regulatory orientation-construal level fit and cognitive resources such that perceived regulatory-construal level fit can increase consumer willingness to invest cognitive resources into their judgment tasks. Last, the findings can help marketers differentiate purchase situations where asking consumers to think of many positive benefits from purchase situations where asking consumers to think of a few key benefits is relatively more beneficial.

• Asia Marketing Journal
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• v.13 no.4
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• pp.77-103
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• 2012

Two experiments examined how product evaluations were affected by country-of-origin information presented with varying amounts of product-specific information. Consistent with social judgeability theory, participants were more likely to make COO-based judgments, once they felt like they had product-specific information and they were motivated to conform their judgments to socially shared standards of validity. The results of each experiment revealed that the presentation of COO information alone was not sufficient to draw judgments based on COO stereotypes. The findings were discussed within the framework of social-psychological models of impression formation.

• Management & Information Systems Review
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• v.33 no.1
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• pp.99-118
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• 2014

This study is a product launch strategy Preannouncing companies associated with temporal distance( in the near future/ distant future) and prior knowledge level(high knowledge/ low knowledge), the memory - based judgments(Global product judgment/ Discrete product judgment) and the purchase intention appears, the difference between the empirical verification of what was discriminatory. The study, first, Preannouncing main effect of temporal distance on judgments remember the difference between the purchase intention and consistent global product judgment is more discrete product judgment were higher awareness, purchase intention is higher. Second, Preannouncing high level of product knowledge in global product judgment showed that compared to discrete product judgment. In addition, low levels of knowledge than a discrete product judgment that global product judgment and purchase intention shown that a high level of consumer knowledge through systematic information processing and the road leads to higher purchase attitude. Third, Preannouncing according to the temporal distance and level of knowledge about the interaction effect results in the near future in terms of the high level of knowledge consumers global product judgment was higher than the discrete product judgment. On the other hand, a low level of knowledge of conditions in the distant future, consumers are more discrete product judgment recognized global product judgment showed that high.

• Asia Marketing Journal
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• v.14 no.4
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• pp.167-188
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• 2013

In today's society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers' changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on preference for high-technology products are the focus of this paper. A survey was given to a sample of 206 students at K University to investigate the degree to which consumer behavior can be influenced by personality congruence. The need for clear and definite product knowledge in this process and the effect of product information on preference were also investigated. Three analyses were conducted. The results of Analysis 1 showed the influence of personality congruence on preference for high-technology products. Judgments about personality congruence were based on non-compensatory rather than compensatory information processing. The respondents considered certain aspects of a product's personality rather than the product as a whole when making preference decisions. The results of Analysis 2 indicated that when less information was available about a product, consumers who perceived high personality congruence with the product tended to have higher preference for it compared to those who perceived low personality congruence with the product. On the other hand, when consumers were given more information, no difference was observed in the impact of personality on preference between perceived high and low personality congruence. Lastly, the results of Analysis 3 showed that when consumers with high need for closure (NFC) perceived high congruence between their own personalities and a product, objective information regarding the product was not used in decision-making: instead, judgments about the product were based on perceived personality congruence. On the other hand, high-NFC consumers who perceived low personality congruence between themselves and the product tended to require more information about the product in order to give it a positive evaluation. In contrast, low-NFC consumers who perceived high personality congruence felt comfortable with large amounts of information. For low-NFC consumers who perceived low congruence, the level of information had no influence on preference.

• Journal of the Korea Convergence Society
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• v.8 no.3
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• pp.163-168
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• 2017

This study empirically examines the differences in attitude and memory effect according to the product knowledge (high knowledge / low knowledge) and temporal distance (near future / far future) in the new product preannouncing strategy of companies through Facebook Respectively. Experiments were conducted by inserting the experiment into a virtual web browser using Facebook 's actual brand fan page and then connecting the experiment to the experimental banner site. As a result of research, when preannouncing new products are released in the near future, low knowledge consumers have made judgments of purchasing decisions because GRM judgments are more favorable than property information (ARM) judgments, but preannouncing is a new product At the time of launch, highly-knowledgeable consumers had a positive effect on the property information (ARM) judgment of the product rather than the comprehensive information (GRM) judgment. In addition, when preannouncing was introduced in the near future, the attitudes of the products between the low-knowledge consumers and the high-knowledge consumers were all positive, but when the new products were launched in the distant future, Product attitude was negative.

• Journal of the Korean Operations Research and Management Science Society
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• v.19 no.3
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• pp.151-167
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• 1994

Initial screening is one of the most important and difficult processes in new product development. Many new product screening models have been developed in management and marketing. However practical applications of these models have been limited in part due to their complexity and inflexibility, and in part due to their excessive data requirements. Thus simple judgment models have been popular in practice. However, these models suffer from inaccuracy and inconsistency originating form human cognitive limitations. In light of the problem swith traditional screening methods, we propose a new approach for screening based on managers' past experience and intuitive judgments-screening by analogy, and develop a computerized case-based system for screening new financial service concepts. Using the system, managers can predict the potential performance of a new product concept based on the performance of past products that are similar to it in terms of product characteristics, firm's resources, and market conditions. Based on this prediction, managers make a screening decision.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.1
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• pp.61-66
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• 2020

Many SMEs are interested in entering the dementia industry as the national dementia responsibility system begins in earnest. However, it is ambiguous about which technology and field to enter, and accordingly, it is impossible to make a quick judgment and misses the time to enter the market. Therefore, the purpose of this study is to provide a simple but clear information to many SMEs in this situation, which products and related technologies will be able to help product development and market entry in the dementia prevention and diagnosis technology market more easily. In this regard, I would like to suggest the direction through hierarchical analysis (AHP) through conducting with a group of experts who can make professional judgments about the development of dementia medical technology, including the four-year university senior welfare department, nurses, directors and directors of long-term care institutions, medical device workers and experts' opinions on what sectors SMEs can most effectively apply to product development to enter the dementia market.

• Asia Marketing Journal
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• v.17 no.1
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• pp.149-160
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• 2015

Social enterprises that seek to pursue socially desirable goals through economic profits have received considerable attention in recent years. Despite the widespread attention paid to social enterprises, they often achieve limited success in markets. This research examines how types of enterprises affect consumer judgments. This research considers two types of enterprises: social and for-profit enterprises. Building on the stereotype content model, we propose that consumers perceive social enterprises using the dimensions of warmth and competence. Study 1 shows that a product of a for-profit enterprise is judged as having higher performance, but being less meaningful; in contrast, a product of a social enterprise is judged as warmer, but less competent. Further, in Study 2, we demonstrate that consumers' willingness to buy products can be lowered when the products are offered by a social enterprise. Practical and theoretical implications are further discussed.

• 한국디지털정책학회:학술대회논문집
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• 2005.06a
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• pp.505-516
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• 2005

According to Mead's (1934) symbolic interaction theory, social roles are learned through interaction and experiences in everyday life. Over time, these rules of behavior become internalized and serve to structure one's actions accordingly. Ultimately, these rules provide us with a powerful means of controlling our actions, and in time, they define our identity. Transforming the socialization process is one's conscious interpretation of stimuli through the use of symbols. Furthermore, society's perceptual processes can be shaped by the symbols we learn. The meaning of symbols can be learned from a variety of social influences, one of which may be mediated messages and advertising. This paper attempts to establish a link between media exposure and one's perception of social reality regarding character judgments made of unknown others based on the target's product or brand usage. Using magazine advertisements for fictitious products, the experiment herein seeks to establish two fundamental goals: 1) to determine if perceptions can be manipulated via association with companion symbolic elements: and 2) to detect whether television exposure is a moderating factor. Respondents were asked their perceptions of both product quality and of product users.