• 제목, 요약, 키워드: Need for Cognition

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광고유형, 브랜드 전형성, 인지욕구가 광고태도에 미치는 영향 - 아웃도어 의류 브랜드를 중심으로 - (The Effect of Advertisement Type, Brand Typicality and Need for Cognition on Attitude toward Advertisement Intention - Focused on Outdoor Apparel Brands -)

  • 정미연;황선진
    • 복식
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    • v.66 no.8
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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.

사물인터넷이 구현된 광고의 소비자 인지욕구에 따른 광고태도 연구 (Study of Relation Between Consumers' Advertisement Attitude and Need for Cognition for IoT-Implemented Advertisement)

  • 이지화;조세홍
    • 디지털콘텐츠학회 논문지
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    • v.16 no.1
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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.

공익광고 효과에 미치는 상호작용 영향:광고주 인지도, 광고 소구 및 수용자 관여도와 인지욕구 중심으로 (Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition)

  • 박준영;강동우;강현진;권혜연;김준태;박병호;조현
    • 한국IT서비스학회지
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    • v.12 no.4
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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.

The Relationship between Future Orientation, Regulatory Focus, and Need for Cognition and Healthy Menu Choices

  • Park, Sang-Hee;Cho, Soo-Hyun;Yoon, Hae-Jin
    • International Journal of Human Ecology
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    • v.13 no.1
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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.

노인주간보호시설의 운영을 위한 기초조사 (A Basic Survey for Management of Elderly Day Care Centers)

  • 남기석;황옥남;황혜연;윤숙례
    • 재활간호학회지
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    • v.5 no.2
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    • pp.180-192
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    • 2002
  • The purpose of this study was to survey basic data for management of elderly day care centers. In this study, occupation, leisure life, and food, clothing and habituation, as well as social relationship, health state and behavior, and general characteristics of subjects were examined to identify the factors affecting their cognition, need and preference of the day care centers. The subjects of this study were 392 elderly, aged 60 years or over, living in Gangnung and neighboring districts. Data were collected by educated interviewers from November 4 through November 22, 2002. The subjects were interviewed face to face, one for one after the interviewee's agreements on the survey. The collected data were analysed with logistic regression analysis by SAS (statistical analysis system). Logistic regression analysis was done to identify affecting factors for cognition, need and preference of the elderly day care centers. The major findings are as follows: 1. The factors affecting cognition for the day care centers were analysed. The subjects with an occupation and a lower satisfaction level of living environment and friendship, who were economically secure enough to manage a sudden accident, showed a higher level of cognition of the day care centers. The subjects with a higher level of mental health state and a lower level of IADL also showed a higher level of cognition. On the general characteristics younger female subjects showed a higher level of cognition. 2. The subjects with a lower level of perceived economic condition who did not own their housing and were not economically safe enough to manage a sudden accident, had showed a higher level of need for the day care centers. It showed that the subjects with a high level of mental health state, a bad eye sight and dental condition, a good perceived health condition, and a lower level of IADL, needed the centers. 3. The subjects who had an occupation, however, not capable of making their own daily expenses, and a low occupation satisfaction level, and who did not own their housing, and were economically poor not enough to manage a sudden accident, showed a higher preference for the day care centers. The subjects with higher levels of friendship satisfaction and perceived health condition, not living with their spouse, and a higher education level, showed a higher preference for the centers. In conclusion, the common factors affecting their cognition, need and preference of the day care centers were occupation, economic security enough to manage accidents, and friendship satisfaction level. Especially, the subjects who had an occupation, however, not economically secure enough to manage accidents, and who did not live in their own housing with a good perceived health condition, showed high levels of need and preference for the day care centers. These results can be used as basic data to develop the efficient elderly day care centers, thus contribute to the elderly welfare in a local community.

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혼례음식에 대한 인식도 조사 및 이용실태에 관한 연구 - 서울.경기지역 중심으로 - (A Study on the Cognition and Usage of Traditional Wedding Food in Seoul & Gyeonggi Area)

  • 김준희;진양호
    • 한국조리학회지
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    • v.14 no.2
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    • pp.18-29
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    • 2008
  • This study is to investigate the cognition and usage of traditional wedding food in Seoul & Gyeonggi area. It provides the basic suggestions for developing the best wedding culture, upholding the great wedding tradition. People usually prepared traditional wedding food only because they had to do since they thought it was a formal way to do it at a wedding ceremony. However, there should be more important things to be considered. Firstly, to understand the real meaning of traditional wedding food, we need to inform its meaning by starting campaigns on wedding culture or making booklets of traditional wedding food. Secondly, to prepare the right selections of traditional food, we need to simplify traditional wedding food and consider the modern sense of the products. Thirdly, to improve traditional wedding food, we need to develop diverse menu. By doing it, we can efficiently reduce the cost of wedding food.

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소비자의 웨어러블즈 스포츠웨어 기술수용 과정에서 연령, 인지욕구, 패션관여의 조절효과 연구 (Differing effects of perceived psychological benefits of wearables adoption by consumer age, need for cognition, and involvement)

  • 이은정
    • 문화기술의 융합
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    • v.6 no.1
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    • pp.289-299
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    • 2020
  • 본 연구는 기존의 기술수용모델의 핵심인 지각된 사용 용이성과 지각된 편의성이 소비자의 제품 품질 지각에 미치는 영향에서, 연령, 인지욕구, 그리고 패션관여가 미치는 조절효과를 조사했다. 분석 결과, 가정되었던 지각된 유용성과 사용용이성의 지각된 품질에의 긍정적 영향력은 통계적으로 유의한 것으로 확인되었다. 이러한 결과는 웨어러블즈의 수용에서 기술수용모델을 적용하여 설명했던 선행연구들의 결과와 일관되었다. 반면 가정되었던 연령, 인지욕구, 패션관여의 조절효과는 부분적으로 지지되었다. 가령 응답자 연령은 웨어러블즈에 대한 지각된 유용성이 지각된 품질에 미치는 영향에 유의한 부적 조절효과를 보인 반면, 지각된 사용용이성이 지각된 품질에 미치는 영향에 유의한 조절효과를 나타내지 못했다.

작업자의 인지를 고려한 공정 설계에 대한 실증 연구 (An Empirical Analysis of a Process Design Considering Worker's Cognition)

  • 김연민
    • 대한산업공학회지
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    • v.42 no.2
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    • pp.80-85
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    • 2016
  • This study suggests a process design using cognitive processes. Job characteristic model for job design and recent cognitive engineering studies for process design are reviewed briefly. By using these concepts, the lean production system is re-interpreted in terms of cognitive engineering and the latent dimensions of the lean production system are revealed as the application of cognitive engineering principles. An integrated process design framework for cognitive manufacturing system using job characteristic model is suggested for the effective design of manufacturing system. Propositions for empirical analysis of this model are also analyzed through a questionnaire survey. Propositions are (1) experiential cognition and motivation potential affect the ability, role perception, and need for achievement of the operator in the manufacturing system, (2) the ability, role perception, and need for achievement of the operator affect the job performance. Both propositions are supported by correlation analysis and path analysis.

촉진질문 제공과 자기설명 지시가 기억과 이해에 미치는 영향: 인지욕구와의 상호작용 (Effects of Giving Prompts and Asking for Self-Explanation Depend on the Students' Need for Cognition)

  • 도경수;이효희
    • 인지과학
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    • v.23 no.2
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    • pp.185-204
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    • 2012
  • 촉진질문을 제공해서 무엇을 설명해야 하는지 알려주거나 자기설명을 하게 지시하면 기억과 이해가 향상되는지, 그리고 자기설명 지시와 촉진질문 제공의 효과가 학습자의 인지욕구와 상호작용하는지 알아보기 위해 3요인 실험을 실시하였다. 촉진질문과 자기설명 지시의 효과는 과제와 학습자의 인지욕구 수준에 따라 다르게 나타났다. 기억검사에서는 인지욕구가 낮은 학습자에게서 자기설명 지시와 질문 제공이 기억 수행을 향상시켰다. 인지욕구가 높은 학습자에게는 촉진질문이나 자기 설명지시는 기억에 별 도움이 되지 않았다. 오히려 촉진질문에서 언급하지 않았던 항목에 대한 기억은 저하시키는 경향을 보여주었다. 그러나 이해검사에서는 인지욕구가 높은 학습자의 이해 수행이 좋았다. 특히 인지욕구가 높은 학습자에게 촉진질문을 제공하고 자기설명을 하게 지시한 경우에는 이해 수행이 좋았으나, 인지욕구가 높은 학습자에게 촉진질문을 제공하지 않고 자기설명을 하게 한 경우에는 이해 수행이 나빴다. 이 연구의 결과는 자기설명 지시와 촉진문의 효과는 학습자의 인지욕구 수준에 따라 다를 수 있고, 인지욕구 수준이 낮은 경우 자기설명 지시와 촉진질문의 효과는 가산적일 수 있으며, 설명이 필요한 부분을 정확하게 찾아내는 것이 자기설명의 효과를 결정하는 중요한 요인일 수 있다는 것을 시사하는 것으로 해석되었다.

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개인적 차이 변수들의 중소기업제품 구매의도 영향에 대한 연구: 품질과 유통의 역할 (The Impacts of Individual Differences on Purchase Intention for Small Enterprise Products: the Roles of Quality and Channel)

  • 신지용;박성용
    • 벤처창업연구
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    • v.6 no.4
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    • pp.75-94
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    • 2011
  • 이 연구는 기존연구를 토대로 인지욕구, 독특성욕구개념이 중소기업제품의 구매의도에 어떻게 작동하는지를 알아보고 또한 자기조절이 어떤 역할을 하는지를 조사하였다. 기존연구에 의하면 일반적으로 중소기업제품을 구매하지 않으려하는 가장 큰 이유는 품질측면에서의 문제점과 유통측면에서의 문제점으로 요약할 수 있다. 만약 이러한 문제점들이 어느 정도 해결되었을 때 중소기업제품에 대한 구매의도에서 개인적 특성변수들의 영향이 어떻게 변화하는지를 알아보았다. 또한, 개인적 특성변수들 특히 심리적인 변수들을 이용하여 어떤 중소기업제품군을 구매할 것인가, 가격대비 품질과 어떤 관련성이 존재할 것인가 하는 문제에 대해 분석하여 보았다. 기존의 연구에서는 인지욕구와 독특성욕구를 사용하여 분석하였으나 대부분은 단일차원을 가정하였다. 이 연구에서는 인지욕구와 독특성욕구의 단일차원측면이 아닌 다차원으로 가정하고 이들 차원들이 서로 상이하게 작동하는 것을 보여주었다. 특히 품질과 유통측면에서의 개선 후에 소비자들의 선택에는 인지욕구와 독특성욕구의 하위차원뿐만 아니라 자기조절 초점의 차원인 촉진초점과 방어초점 모두 긍정적인 역할을 하는 것으로 나타났다. 이러한 결과는 품질과 유통측면에서의 개선이 중소기업제품을 구매하는데 있어서의 일정수준 이상의 기대치를 만족시켜주는 것으로 해석할 수 있다. 개인적 특성변수들의 군집분석 결과는 기존의 연구들에서 보여주지 못하였던, 인지욕구, 독특성욕구, 자기조절의 하위차원들이 중소기업제품군의 구매의도에 관련되어 있는지를 보여주었고, 가격대비 품질을 강조하면 할수록 중소기업제품군에 대한 구매의도는 줄어드는 것을 보여주었다.

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