• 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.

• Korean Journal of Cognitive Science
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• v.23 no.2
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• pp.269-293
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• 2012

This study aimed to investigate the interactive effects of individual's cultural disposition (individualism, collectivism, horizontal disposition and vertical disposition) and cognitive style (analytic vs. holistic thinking) combination on differences in global precedence. For this purpose, the participants were divided into 4 different cultural disposition groups based on Singelis et al.'s(1995) INDCOL scale, and 2 cognitive style groups based on Choi et al.'s(2007) AHS, and required to respond selectively to global or local property of two types of compound stimuli (compound figure and compound letter). Reaction time and error rates for both global or local property were analyzed and compared as the dependent measurement. The results can be summarized as followings. First, faster responses were observed in compound figure condition than in compound letter condition, and to global property than to local property. Second, contrasting to individualism-cognitive style or horizontal disposition-cognitive style combinations, significant interaction effects both between collectivism and cognitive style, and between vertical disposition and cognitive style on global/local processing were found. This result indicated that combinations of collectivism-holistic thinking and vertical disposition-holistic thinking can induced larger global precedence effect than other combinations of cultural disposition and cognitive style.