• 마케팅과학연구
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• 제20권1호
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• pp.89-97
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• 2010

本文研究共同特性对于无选择权的影响, 并涉及到了调节焦点理论. 本文主要着眼于这三个因子以及他们之间的关系. 之前的研究已经广泛涉及到这三个方面. 第一, 共同特性影响已经被广为研究. Tversky (1972) 开创了这个理论, EBA 模型: 通过消除方面. 根据这个理论, 消费者在比较的过程中更易于注意特殊的特性, 而忽略共同特性. 最近, 更多的研究开始针对于此模型对于消费者行为的影响. Chernev (1997) 认为增加共同特性可以减少选择距离. 但是, 随后Chernev (2001) 的研究指出共同特性可能是消费者认知上的负担, 所以他们更喜欢启发式的过程而不是系统式的过程. 这些研究提出了一系列问题: 共同特性是否影响顾客选择? 如果是的话, 这些影响是什么样子的? 第二, 一些研究指出没有选择的状况是消费者最好的选择, 他们在犹豫不决时用这种方法回避选择. 其他关于这一理论的研究是时间的压力, 消费者自信, 以及可供选择的数量. 第三, 调节聚焦理论在目前非常流行. 消费者有两个焦点目标: 促进和制止. 促进聚焦主要和希望, 野心, 成功, 获得等有关; 而制止聚焦和责任, 职责, 安全, 规避等有关. 调节聚焦理论预测了顾客的感情, 创造, 态度, 记忆, 表现, 和判断. 而这些都是市场营销研究的领域这些文献为本文的研究提供了一些理论支持. 特别是增加共同特征而不是忽略他们可以增加选择过程中克制消费者的没有选择状况的比重, 其对于促进消费者的作用确实相反的. 本文通过两个试验进行验证. 第一个是2 X 2 组间的设计(共同特性X调节聚焦), 数码相机作为相关的客体. 特别的是, 调节聚焦变量是从11个问题中取得的. 共同特性包括焦距, 重量, 记忆卡, 电池, 而像素和价格作为独特特性. 结果证明了我们的假设, 那就是增加共同特性增加了克制消费者的无选择比重, 而对促进消费者没有作用. 第二个试验被用来复制第一个实验的结果. 这个实验和之前的基本相同, 只有两个方面不同—主要控制和研究客体. 在促进的前提下, 研究对象必须一些词例如: 利润, 野心, 高兴, 成功, 发展等. 在克制的前提下, 他们必学写下坚持, 安全, 保护, 规避, 损失, 责任等词. 实验证明我们假设是成立的. 本研究说明了共同特性对于顾客选择的二重效果. 增加共同特性可以提高或者降低无选择状况. 本文对于理论研究和实践上都有着贡献. 对于市场营销人员来说, 他们可能需要根据顾客的划分来考虑产品的共同特性. 理论上, 研究结果支持共同特性和无选择状况的调节变量. 最后, 本文也有一些不足, 例如过于强调态度的重要性等. 我们希望本文能够为未来的研究做出抛砖引玉的作用.

• 한국유통학회지:유통연구
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• 제11권2호
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• pp.97-122
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• 2006

유통업체는 다양한 상품구색을 갖는 것이 좋다는 생각이 일반적이다. 그리나 최근 연구들은 선택대안의 수를 증가시키는 것이 오히려 소비자 선택을 떨어뜨린다고 한다. 본 연구는 선택대안의 수가 늘어나는 맥락에서 소비자 구매결정에 영향을 미치는 요인을 파악하는 데 목적이 있다. 연구 결과, 본 연구에서는 선택대안의 수가 실제 고려제품군의 크기에 해당하는 $3{\sim}9$개인 경우, 선택대안의 수가 늘어남에 따라 비선택 비율이 줄어드는 것(선택 비율이 증가하는 것)을 알 수 있었다. 특히 선택대안의 수가 선택여부에 미치는 영향은 지배적 대안이 없을 때보다는 있을 때 더 높게 나타났다. 그리고 대안의 수와 함께 소비자의 제품에 대한 친숙도가 선택여부에 어느 정도 영향을 미치는 것으로 나타났다. 지배적 대안이 있을 경우에는 친숙도가 선택여부에 영향을 미치지 않았으나, 지배적 대안이 있을 경우에는 소비자의 제품에 대한 친숙도는 자체적으로는 선택여부에 영향을 미치지 않고, 대안의 수와 상호작용을 통해 선택여부에 영향를 미치는 것으로 나타났다. 마지막으로 이러한 결과를 바탕으로 실무적 시사점과 연구의 한계점에 대해 논의하였다.

• Asia Marketing Journal
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• 제15권3호
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• pp.159-172
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• 2013

In the present study, we apply the multiple cue probability learning (MCPL) paradigm to examine consumer learning from feedback in repeated trials. This paradigm is useful in investigating consumer learning, especially learning the relationships between the overall quality and attributes. With this paradigm, we can analyze what people learn from repeated trials by using the lens model, i.e., whether it is knowledge or consistency. In addition to introducing this paradigm, we aim to demonstrate that knowledge people gain from repeated trials with feedback is robust enough to weaken one of the most often examined contextual effects, the asymmetric dominance effect. The experiment consists of learning session and a choice task and stimuli are sport rafting boats with motor engines. During the learning session, the participants are shown an option with three attributes and are asked to evaluate its overall quality and type in a number between 0 and 100. Then an expert's evaluation, a number between 0 and 100, is provided as feedback. This trial is repeated fifteen times with different sets of attributes, which comprises one learning session. Depending on the conditions, the participants do one (low) or three (high) learning sessions or do not go through any learning session (no learning). After learning session, the participants then are provided with either a core or an extended choice set to make a choice to examine if learning from feedback would weaken the asymmetric dominance effect. The experiment uses a between-subjects experimental design (2 × 3; core set vs. extended set; no vs. low vs. high learning). The results show that the participants evaluate the overall qualities more accurately with learning. They learn the true trade-off rule between attributes (increase in knowledge) and become more consistent in their evaluations. Regarding the choice task, there is a significant decrease in the percentage of choosing the target option in the extended sets with learning, which clearly demonstrates that learning decreases the magnitude of the asymmetric dominance effect. However, these results are significant only when no learning condition is compared either to low or high learning condition. There is no significant result between low and high learning conditions, which may be due to fatigue or reflect the characteristics of learning curve. The present study introduces the MCPL paradigm in examining consumer learning and demonstrates that learning from feedback increases both knowledge and consistency and weakens the asymmetric dominance effect. The latter result may suggest that the previous demonstrations of the asymmetric dominance effect are somewhat exaggerated. In a single choice setting, people do not have enough information or experience about the stimuli, which may lead them to depend mostly on the contextual structure among options. In the future, more realistic stimuli and real experts' judgments can be used to increase the external validity of study results. In addition, consumers often learn through repeated choices in real consumer settings. Therefore, what consumers learn from feedback in repeated choices would be an interesting topic to investigate.

• 유통과학연구
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• 제15권7호
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• pp.25-33
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• 2017

Purpose - This study aims to explore how a combination of the advertisement presentation vividness and consumers' regulatory focus affects choice. In addition, it seeks to the understanding for the psychological process by using consumers' response with experimental designs. Research design, data, and methodology - This research conducted two experiments based on the scenario. Specifically, Experiment 1 used a 2 (vividness of advertisement presentation: picture vs. word) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Experiment 2 used a 2 (vividness of advertisement presentation: detailed description vs. less detailed description) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Results - Two studies showed that prevention-focused individuals, when presented with a vivid presentation, were more likely to choose the advertised option compared with advertisements presented less vividly appearance. In contrast, promotion-focused individuals showed no difference in choice shares regardless of advertisement presentation vividness. In addition, these effects were mediated by the imagery toward the advertised information. Conclusions - The current research found how consumers' inherent motivation affects the extent of imagery in a purchase decision and a new perspective to previous studies with regards to regulatory focus. Further, this research suggested new advertisement strategies to corporations.

• KDI Journal of Economic Policy
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• 제33권2호
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• pp.41-79
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• 2011

본고는 은행 임원에 대한 주식기준 보상, 특히 스톡옵션과 은행의 위험추구 간의 관계를 이론적으로 검토하고, 국내 은행 자료를 이용하여 실증적으로 분석한다. 이론적으로 은행의 주주는 유한책임(limited liability)의 특성으로 인해 사회적 최적 수준보다 위험한 자산 포트폴리오를 선택할 가능성이 있다. 이는 포트폴리오의 범위 확대에 따른 기대수익 증가가 수익 변동성의 폭 증가보다 크지 않을 경우 발생한다. 이 경우 주주는 스톡옵션 형태의 성과보상을 통해 경영자의 위험추구를 유도할 수 있다. 이러한 이론적 예측과는 달리 국내 은행 자료를 이용한 실증분석 결과는 스톡옵션 부여가 위험추구를 유도한다는 가설을 지지하지 않았다. 은행 임원에게 부여한 스톡옵션은 가격기준 위험지표와 투자기준 위험지표 모두에 유의한 영향을 미치지 못한 것으로 분석되었다. 이는 미국에서의 선행연구 결과와는 상반된 것으로, 분석 자료가 포함하지 않는 형태의 보상이나 규제효과 등 국내 은행업의 특수성에 기인한 것으로 볼 수 있다.

• 지식경영연구
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• 제16권3호
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• pp.149-169
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• 2015

In this study, we try to understand the role of online social recommendation and the similarity of preferences between the recommender and the recommendee on consumer decisions in the framework of the two stage purchase decision-making process. Applying construal level theory to our context, we expect that the role of social recommendation and the similarity of preferences would vary over the stages in the two-stage decision making process. To test our hypotheses, we collected the data through an incentive compatible experiment, and analyzed the data with nested logit model. As a result, we found that the role of online social recommendation varies over the stages. Consumers take recommendation from similar others at the stage of consideration set formation, but no longer consider it at the stage of final choice. Consumers take recommendation from dissimilar others at the stage of consideration set formation. At the stage of final choice, however, consumers avoid choosing the option recommended by dissimilar others. The results of our study enrich the understanding about the role of social recommendation, and have implication to marketing practitioners who attempt to make online social recommendation system more efficient.

• 경영과정보연구
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• 제34권2호
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• pp.97-111
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• 2015

기존의 유인효과와 타협효과에 관한 선행연구들은 제품이나 서비스에 대한 실험에서 시작되어 사물을 이용한 연구, 여행상품의 연구, 종업원 채용 과정에서의 연구 그리고 실제 미국 대통령 선거를 대상으로 한 실증적 연구 등으로 진행되었다. 하지만 대부분의 연구가 범위 빈도 이론에 국한될 뿐 타협효과와 유인 효과를 프로모션 유형과 접목시킨 연구는 없는 실정이다. 본 연구의 목적은 이러한 브랜드선택 과정에서 선택구조인 유인효과와 타협효과가 프로모션 유형에 따라 어떻게 달라지는가를 검증하는데 있다. 유인효과와 타협효과의 영향력의 차이를 실험하였다. 조작된 변수는 다음과 같이 독립변인 (1) 브랜드 선택(유인효과/타협효과), (2) 프로모션 유형(가격프로모션/비가격프로모션)이다. 본 연구는 피험자 간 실험설계와 함께 각 집단마다 피험자 내 조작이 함께 사용되었다. 본 연구의 결과는 신규 브랜드의 진입에 의해 그와 비슷한 기존 브랜드의 점유율이 오히려 높아지는 현상으로, 실무적 차원인 프로모션 전략 등 여러 가지 신제품의 포지셔닝 전략에 대한 시사점을 제공할 수 있으리라 본다.

• Journal of Veterinary Science
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• 제23권4호
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• pp.58.1-58.10
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• 2022

Background: Laryngeal paralysis is a common idiopathic degenerative neurological disease in older medium-to-large breed dogs, with surgical correction of the obstruction being the treatment of choice. Objectives: This study evaluated the use of laryngeal silicone stents to treat canine laryngeal paralysis in dogs where classic surgical treatment was not accepted by the owners. Methods: Dogs diagnosed with laryngeal paralysis, for which the owners refused arytenoid lateralization surgery as a first-line treatment, were treated with laryngeal silicone stents. Results: Six dogs with bilateral laryngeal paralysis were included in the study. All dogs showed improvement in clinical signs immediately after the procedure. No clinical signs or radiographic changes were noted in four out of six dogs in the follow-up visit performed 1 wk later. One dog was suspected of aspirating water while drinking, but the signs disappeared after repositioning the stent. Another dog had a relapse of stridor due to caudal migration of the stent. This dog underwent arytenoid lateralization surgery because larger stents are not commercially available. At the time of writing, between seven and 13 mon after stent placement, no significant incidents have occurred in four dogs, and all owners report a satisfactory quality of life. Conclusions: Laryngeal silicone stenting is an interesting alternative for treating dogs with acquired laryngeal paralysis when the owners refuse classic arytenoid lateralization surgery. Furthermore, stent placement can be a temporary solution to stabilize these dogs until a permanent surgical treatment can be performed.

• Computers and Concrete
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• 제28권6호
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• pp.585-603
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• 2021

The validation based on the experimental data demonstrates that the concrete strength under triaxial compression (TC) is overestimated by Lubliner-Oller strength criterion (SC) but underestimated by Lubliner-Lee SC in ABAQUS. Moreover, the discontinuous derivatives of failure criterion exists near the unexpected breakpoints. Both resulted from the piecewise linear meridians of the original Lubliner SC with constants γ. Following the screen for the available failure criteria to determine the model parameter γ of Lubliner SC, Menétrey-Willam SC (MWSC) is considered the most promising option with a reasonable aspect ratio Kc but no other strength values required and only two new model parameters introduced. The failure surface of the new Lubliner SC based on MWSC (Lubliner-MWSC) is smooth and has no breakpoints along the hydrostatic pressure (HP) axis. Finally, predicted results of Lubliner-MWSC are compared with other concrete failure criteria and experimental data. It turns out that the Lubliner-MWSC can represent the concrete failure behavior, and MWSC is the optimal choice to improve the applicability of the concrete damaged plasticity model (CDPM) under TC in ABAQUS.

• Journal of Trauma and Injury
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• 제26권4호
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• pp.280-285
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• 2013

Purpose: Nowadays, non-operative management increases in patients with blunt splenic injury due to development of diagnostic and interventional technique. The purpose of this study is to evaluate the management in patients with blunt splenic injury and effect of clinical state such as shock on the choice of management. Methods: From April 2007 to July 2013, we retrospectively reviewed the medical charts of fifty patients who had splenic injury after blunt trauma. The demographic characteristics, American Association for the Surgery of Trauma (AAST) grade of splenic injury, management method (emergency operation, angiographic embolization or observation) and clinical outcome were analyzed. Results: The mean age was $41.5{\pm}21.4$ years and male was 44(88%). Twenty patients(40%) were in shock condition initially and five patients(10%) underwent emergency operation due to hemodynamic instability. Emergency angiographic embolization was performed in 20 patients(40%) and 25 patients were managed conservatively. When patients were divided into shock group (SG) and non-shock group (NSG), Patients in SG had significantly higher serum lactate level and base deficit than NSG (lactate; $4.5{\pm}3.4$ mmol/L, base deficit; $5.8{\pm}4.4$ mmol/L vs $1.9{\pm}1.4$ mmol/L, $2.8{\pm}2.5$ mmol/L, p=0.007, p=0.013). There was no significant difference of AAST grade and contrast blush rate in abdomen CT between two groups. Among 45 patients with non-operative management, four patients(8.9%) got delayed angiographic embolization and 3 patient died from companied organ injury. Conclusion: Non-operative management can be acceptable management option in patients with splenic blunt trauma under intensive hemodynamic monitoring.