지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose - This paper aims at exploring the effects of failure types such as failure in promotion orientation and failure in prevention orientation on consumers' consumption behavior, and the moderation role of lay theories in the effects.
Research design, data, and methodology ? This study employed 2 between-subject designs(failure in promotion orientation vs. failure in prevention orientation) and also 2 (failure in promotion orientation vs. failure in prevention orientation) with implicit self as the within-subject. Chinese consumers participated in the empirical study, and to verify the hypotheses ANOVA, T-test and regression analysis were used.
Results ? Consumers were more likely to choose adaptive consumption behavior rather than compensatory consumption behavior when they were encountered with failure in promotion orientation versus failure in prevention orientation. Lay theories did play the moderation role in the effect of failure types on consumption behavior. The incremental theorists who think that effort is an important way to accomplish their learning goals showed more willingness to conduct compensatory consumption behavior rather than adaptive consumption behavior.
Conclusions ? Marketers should put more attention on the ways by which their products can help consumers self-improve when consumers encounter with failure. They should also be aware of the importance of consumers' mindsets when designing and developing advertising messages.
목차
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참고문헌 (42)
참고문헌 신청
Aaker, D. A. / 1996 / Building Strong Brands / Free Press
Andrade, E. B. / 2005 / Behavioral consequences of affect : Combining evaluative and regulatory mechanisms / Journal of Consumer Research 32(3):355~362
Baas, M. / 2008 / A meta-analysis of 25 years of mood-creativity research : Hedonic tone, activation, or regulatory focus? / Psychological Bulletin 134(6):779~806
Brendl, C. M. / 1996 / Principles of judging valence : What makes events positive or negative? / Advances in Experimental Social Psychology 28:95~160
Brockner, J. / 2001 / Regulatory focus theory : Implications for the study of emotions at work / Organizational behavior and human decision processes 86(1):35~66
Andrade, E. B. / 2005 / Behavioral consequences of affect : Combining evaluative and regulatory mechanisms / Journal of Consumer Research 32(3):355~362
Baas, M. / 2008 / A meta-analysis of 25 years of mood-creativity research : Hedonic tone, activation, or regulatory focus? / Psychological Bulletin 134(6):779~806
Brendl, C. M. / 1996 / Principles of judging valence : What makes events positive or negative? / Advances in Experimental Social Psychology 28:95~160
Brockner, J. / 2001 / Regulatory focus theory : Implications for the study of emotions at work / Organizational behavior and human decision processes 86(1):35~66
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