• Journal of Distribution Science
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• v.15 no.6
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• pp.57-64
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• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• Journal of Distribution Science
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• v.13 no.5
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• pp.61-70
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• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• Journal of Distribution Science
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• v.14 no.12
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• pp.89-97
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• 2016

Purpose - In the major global markets, such as US and China, consumer ethnocentrism has been strengtened and there is a growing need for related study. This research aims to investigate the effects of national pride and national attachment on consumer ethnocentrism, using a nationally representative dataset from 2013 Korean General Social Survey. Based on the reviews of literature in social and political sciences, two dimensions of national pride were considered: national society pride which is based on positive evaluations on the nation's democracy condition or social security system, and national achievement pride which is based on positive evaluations regarding the country's achievements in the areas of technology, art, sports, and so on. Research design, data, and methodology - The authors developed a structural model in which two types of national pride, national society and achievement pride, are proposed to affect national attachment, thus influencing consumer ethnocentrism. 1,294 surveys were used for empirical analysis. The hypotheses were tested by utilizing SPSS 22.0 and AMOS 21.0. The unidimensionality of each construct and the nomological validity were supported from the results of factor analyses and correlation analysis. Results - It was found that both national society pride and national achievement pride have significant and positive effects on national attachment. Consumers who show stronger pride on the social systems or the global achievements of Korea are more likely to remain being a citizen of the country and support the country even in wrong. Also, there was a significant and positive relationship between national attachment and consumer ethnocentrism. Korean consumers who have stronger attachment to Korea tend to express higher ethnocentrism to protect Korean labor market and to promote economic development of the country. Conclusions - The findings of this study showed that companies and government need to emphasize the country's advanced social environments or global competitiveness in technology, sports, art, and so on, to boost national attachment. With a deeper understanding on the relationships among national pride, national attachment, and consumer ethnocentrism, the authors expect that both local and foreign companies in Korea will be able to develop more effective marketing strategies and to achieve sustainable competitive advantage.

• Journal of Distribution Science
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• v.15 no.4
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• pp.79-89
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• 2017

Purpose - Previous studies have not paid attention to pride type and effort type when consumers feel pride. In the present paper, the pride was divided into the two types such as hubristic pride and authentic pride. The causes attributed to achieve the goals when consumers achieved their personal goals, which could induce their pride were divided into trait, special effort, and universal effort, gratitude. This research attempted to investigate the mediation role of self-reward deservingness in finding the differences of inclination to indulgent consumption among the traits or special effort, the universal effort, and other's help. Research design, data, and methodology - In the empirical study, 'general flour food restaurants, Kimbabchunkuk, Edya, etc.' and 'VIPS, Outback, Starbucks, etc.' were taken as the two groups of subjects as empirical brand goods since they presented good contrast with each other. The single-factor design between subjects was adopted in this study by classifying the causes attributable to achieving the pre-goals of consumers into 4 categories: one attributable to trait; one attributable to special effort; one attributable to universal effort; one attributable to other's help. Results - The outcomes from the empirical analysis are as followings. First, the consumers who attributed to trait or special effort for achieving their personal goals in advance turned out to show stronger inclination toward direct indulgent consumption than those who attributed to universal effort or other's help for achieving the goals, without regard to self-reward deservingness. Second, those consumers who attributed to special effort for achieving their personal goals in advance revealed stronger inclination toward indulgent consumption with mediation of self-reward deservingness than those who attributed to trait or universal effort. And those who attributed to special effort or trait for achieving the goals revealed stronger inclination toward the consumption with the mediation of the deservingness than those who attributed to other's help. Conclusions - The present study is contributing to the progress of theories concerning hubris pride, authentic pride, and indulgent consumption. Marketing managers should endeavor to find pride type consumers felt according the causes attributed to for achieving important goals in advance, and make an efforts to develop messages that could appeal to the pride type.

• Asia Marketing Journal
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• v.17 no.3
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• pp.1-31
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• 2015

The present research examined the interesting but less attended effects of pride- and surprise-tagged money on consumers' spending decisions. Focusing on the unexpected money received in their daily life, we explored recipient's judgments and responses toward pride-tagged money versus surprise-tagged, and identified differences in types of recipient's consumption and spending behaviors between the pride- tagged money and the surprise-tagged money. Consumers tend to use the money associated with pride (vs. surprise) to reward their invested effort; as a result, they were more likely to buy a personal gift. Moreover, in the context of self-gift, consumers with pride-tagged money have showed a bigger positive difference between the intent to buy individual self-expressive products and the intent to buy social self-expressive products than those with surprise-tagged money. And the receipt of pride-tagged money activates motivation to express one's individual self. Consumers who have received a sum of extra money tend to add the money into the current spendable income account and broaden the array of product category. And consumers with high arousal level of surprise triggered by receiving a sum of unpredictable money because of good luck show a smaller difference between the intent to buy individual self-expressive product and the intent to buy social self-expressive product than those with low level arousal in pride. Therefore, marketers should advertise their products in the respects of individual self-expression when their customers have pride-tagged money, and should advertise their products in the respects of social self-identity when they have surprise-tagged money by winning a large sum of unpredicted money like lottery winning.

• Smart Structures and Systems
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• v.20 no.5
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• pp.607-618
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• 2017

In this research, a newly developed nature-inspired optimization method, the Lion Pride Optimization algorithm (LPOA), is utilized for optimal design of composite steel box girder bridges. A composite box girder bridge is one of the common types of bridges used for medium spans due to their economic, aesthetic, and structural benefits. The aim of the present optimization procedure is to provide a feasible set of design variables in order to minimize the weight of the steel trapezoidal box girders. The solution space is delimited by different types of design constraints specified by the American Association of State Highway and Transportation Officials. Additionally, the optimal solution obtained by LPOA is compared to the results of other well-established meta-heuristic algorithms, namely Gray Wolf Optimization (GWO), Ant Lion Optimizer (ALO) and the results of former researches. By this comparison the capability of the LPOA in optimal design of composite steel box girder bridges is demonstrated.

• Journal of Distribution Science
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• v.14 no.9
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• pp.73-83
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• 2016

Purpose - Previous studies have not paid attention to global self-corporate brand congruity and affective approach from the viewpoint of global self. This study explored an inducement of gratitude that, under the circumstance of corporate association, consumers feel toward corporate's responsible activities, pride related to corporate's ability, and global self congruity. Current researches also have examined positive behavior effects of global self-corporate brand congruity and the feelings on corporate products. Research design, data, and methodology - This research theoretically reviewed that corporate ability and social responsibility association would influence global self-corporate brand congruity, that corporate ability association could induce consumers' sense of pride, and that social responsibility association might induce gratitude. This study, furthermore, examined theoretically whether global self-corporate brand congruity, pride and gratitude could make consumers behave positively toward corporate products, and developed hypotheses. For the empirical analysis with the questionnaires, 231 employees and common people completed the questionnaires, and structural equation model of AMOS 18.0 was used. Results - From the empirical analysis, the outcomes are as followings. First, corporate ability association makes consumers feel proud. Second, corporate social responsible association makes consumers feel grateful. Third, both corporate ability association and social responsibility association let consumers be aware of global self-corporate brand congruity. Fourth, being conscious of each of pride, gratitude and global self-corporate brand congruity prompts consumers to behave positively toward corporate products. Fifth, mediation effects of pride and the congruity in the roles of corporate ability association on the positive behavior, and those of gratitude and the congruity in the roles of corporate social responsible association on the positive behavior are identified. Conclusions - Based on the results, it can be said that a marketing manager should endeavor to make consumers associate the corporate ability and social responsibility. However, the degree of consumers' feelings such as pride and gratitude can differ according to their cultural backgrounds. It is, therefore, needed to be explored by the types of feelings that can be caused more from the difference in cultural backgrounds by corporate association, and to be investigated differently and positively with behavioral effects on the corporate's products between the types.

• Journal of Distribution Science
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• v.14 no.2
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• pp.57-63
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• 2016

Purpose - The present study aimed to investigate the difference between entity theorists and incremental theorists in the extent of attributing efforts and traits of consumers for the realization of pursued goals. Furthermore, the present study was conducted to determine the difference depending on circumstances. In this regard, the circumstances where consumers felt pride were divided into those in which important goals and ordinary life goals were achieved. Research design, data, and methodology - An empirical study was performed, which was divided into group 1 and 2. Group 1 is the experimental group concerned with the important goal achievement, and group 2 is the control group related to daily ordinary goal achievement. 80 college students were assigned to each group, respectively. The empirical study for each of the two groups was performed respectively by means of questionnaire survey. In the experimental group, t-test was used to verify the hypotheses for the empirical study. In the circumstances of the control group, t-test was also used to examine whether the results were same as those shown from the analysis of experimental group data or not. Results - According to the group 1 and 2, the t-test of the empirical study showed that entity theorists tended to attribute the achievements of goals to their traits more than incremental theorists did, whereas the incremental theorists tended to attribute achievements of goals to their efforts more than entity theorists did in the important goals-achieved circumstance. In the circumstance of daily life goals-achieved, additional questionnaire survey and analysis were conducted, however, there was no difference between incremental and entity theorists in regard to attributing realization of goals to their efforts, and it leads to assess the difference in the meaning of invested efforts between important goal and ordinary goal achievement. Conclusions - Considering that the feeling of consumers has been regarded as one of the significant factors in marketing mix management, the results of this study are considered as significant implications for management. The implications can be said that when incremental consumers feel authentic pride in the important goals-achieved circumstance, marketers are requested to emphasize the fact that the efforts of consumers have contributed to realization of the important goals. By contrast, when consumers feel hubristic pride in both circumstances, marketers are requested to approach to entity-oriented consumers by way of trait. Authentic and hubristic pride are pervasive and engendered by important events or daily routines, and they could have effect on delaying making decisions. Therefore, it is necessary for future research to examine the unexplored difference of effect between incidental authentic and hubristic pride on consumer's self-control. In particular, future researches are related to the extent of difference in attributing efforts and traits. The consumers'realization for the previously pursued goals between entity theorists and incremental theorists affects their present or long distant decisions in self-control dilemmas. The consumers are faced with choosing one between virtuous long term- related option and vice immediate option.

• Research in Community and Public Health Nursing
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• v.16 no.3
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• pp.320-328
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• 2005

Purpose: This study is to identify the types of role awareness of home health care specialists working at medical institutions, to understand their role awareness correctly by grasping the quality of each type, and to provide useful help in the education of home health care specialists. Method: Q-methodology is used to objectify role awareness of medical institution specialists who may recognize situations differently according to their individual experience and comprehension based on the view of behavior. Q-classification was carried out on 30 home health care specialists working at medical institutions using 30 selected questions. Collected data were examined through factor analysis using QUANL PC program. Results: Three different types of role awareness of home health care specialists working at medical institutions were identified. Type I is 'educational-function-centered', Type II 'patient-centered' and Type III 'professional-service-centered'. Conclusion: Regardless of these types, home health care specialists commonly had a high pride as a specialist and a sense of mission regarding themselves as important persons responsible for patients' health.

• Journal of the Korean Society of Food Culture
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• v.23 no.3
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• pp.366-376
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• 2008

The purpose of this study was to examine the job satisfaction of foodservice managers at schools in Jeju, Korea, according to the organizational culture and commitment of the school foodservice and administrative departments. The subjects included 144 (98.6%) dieticians from Jeju schools. The data were analyzed by descriptive analysis, reliability analysis, factor analysis, ttests, ANOVA, and Pearson's correlation coefficients, using the SPSS Win 12.0 program. In terms of organizational culture, the dieticians perceived the 'human relations model' and 'internal process model' as the strongest types for the school foodservice departments and administrative departments, respectively. However, for both types, a gap existed between the organizational culture that was perceived and that which was expected. In particular, the subjects expected that the 'human relations model' and 'open systems model' were the most important organizational culture types. In terms of the subjects' organizational commitment scores, loyalty and pride scored highest whereas unity scored lowest. For the level of job satisfaction, the performed work itself scored highest and was deemed most important. Additionally, organizational culture was positively correlated to the factors affecting organizational commitment and job satisfaction. Finally, the surveyed managers had high demands for a human relations-oriented organizational culture to enhance job satisfaction.