• Journal of Fashion Business
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• v.15 no.2
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• pp.1-11
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• 2011

The purpose of this study is to investigate the influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the beauty product. In addition, feeling right while and individual is reading an advertisement is measured to check the mechanism making the regulatory fit effect. The experimental design was designed with the mixed design of 2(chronic regulatory focus: promotion / prevention, between group) ${\times}$ 2(advertising message type: promotion /prevention, within a group). 100 female university student subjects in their twenties in Seoul and in the metropolitan area were asked to respond to questionnaires in the study. The reliability analysis, T-test, analysis of variance(ANOVA), and analysis of covariance (ANCOVA) on the collected data were done with SPSS WIN 12.0. The results of the study are as follows. First, the regulatory fit effect that when the individual chronic regulatory fit corresponds to the advertising message focus each other in the advertising of a new beauty product, the evaluation on the product is more positive could be checked. The promotion focus message of shampoo, the promotion focus group showed more positive response than the prevention focus group and as for the prevention focus message, the prevention focus group showed more positive results than the promotion focus group so that the effect of regulatory fit appeared. Second, when the regulatory fit effect appeared in the evaluation on the new beauty product, the fit effect on the individual chronic regulatory focus and on the advertising message focus also appeared in the measurement of feeling right. Hence, feeling right could be checked by using the mechanism of the regulatory fit effect.

• Journal of Fashion Business
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• v.14 no.4
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• pp.1-9
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• 2010

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) ${\times}$ 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn't appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

• Asia Marketing Journal
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• v.17 no.1
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• pp.123-148
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• 2015

Built on regulatory focus theory, this article develops a research model proposing the relationship between management controls (outcome, activity and capability), sales employees' prevention and promotion focus and their behavioral responses (feedback seeking from different sources and relationship investment). The model also suggests that salesperson perceived organizational fit (P-O fit) contributes by influencing the situational self-regulatory mechanism based on regulatory fit theory. To analyze the data, a structural equation model procedure using LISREL 8.5 was employed. To access the potential common method bias, the MV" marker method was applied using a scale theoretically unrelated to at least one scale in the analysis as the MV marker. The results showed that the greater the salesperson's perceived activity control system, the greater the extent of employee prevention focus. The findings also showed that output control and capability control system are positively related to the promotion focus of salespeople. Salespeople's prevention focus relates negatively to the relational investment and positively to organization feedback seeking. The results indicate that salespeople who have promotion focus exhibit the predicted positive influence on their relationship investment. A significant contribution of this research framework is suggesting salesperson regulatory focus as a mediator and its' effects on different types of sales-related behaviors. The author suggests that the motivational orientations of salespeople play key roles in shaping feedback seeking behaviors from different sources; broadly, that employees with a promotion focus will be more sensitive to customers' feedback, and employees with a prevention focus will seek more feedback from the organization. Furthermore, salespeople with a promotion focus will invest more resources to build relationships with customers than salespeople with a prevention focus. This research also explains the moderating role of person-organization fit on the effect of salespeople's regulatory focus and behavioral responses based on regulatory fit theory

• Science of Emotion and Sensibility
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• v.13 no.4
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• pp.669-676
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• 2010

Regulatory fit occurs when the way people act accords with their goal orientation the activity. When there is regulatory fit, to pursue a goal feels light and also increases the value of what a person is doing-value from fit. Value from fit can be transferred to other value experiences such as monetary value. Present research proposes that regulatory fit occurs when the domain in which a decision or an evaluation is made sustains the decision maker's chronic goal orientation, and this regulatory fit affects the value that he or she assigns to the object. In Experiment 1, participants with chronic promotion or prevention focus evaluated their preference and purchase intention on 14 design products including positive and negative emotional valences. Results showed that evaluations on the product design (promotion domain) were more extreme under promotion than prevention, F(1, 95) 4.87, p < .05. In Experiment 2 with 16 moral scenarios including prescriptive and proscriptive morality, prevention-focus individuals evaluated immoral behaviors as more immoral than promotion-focus individuals only in the proscriptive scenarios (prevention domain), F(1, 139) = 4.14, p < .05. In prescriptive scenarios, regulatory fit effect was not found. Findings from both experiments suggest that regulatory fit occurs when the domain of an issue that people engage in sustains their goal orientation.

• Asia Marketing Journal
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• v.14 no.2
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• pp.23-37
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• 2012

Individuals often make their judgments on the basis of the ease or difficulty with which information comes to mind (for reviews, see Greifeneder, Bless, and Pham 2010; Schwarz 1998, 2004). Recent research, however, has documented that variables known to determine the degree of cognitive resources invested in information processing such as personal relevance (Grayson and Schwarz 1999; Rothman and Schwarz 1998), accuracy motivation (Aarts and Dijksterhuis 1999), and processing capacity (Menon and Raghubir 2003) can affect the extent to which individuals draw on metacognitive difficulty in making their judgments. The primary aim of this research is thus to investigate whether individuals with substantial cognitive resources or those with lack of cognitive resources are more likely to draw on metacognitive difficulty when making their product evaluations. The findings from two laboratory experiments indicate that individuals who perceive a greater level of fit between their self-regulatory orientation and temporal construal (Experiment 1), and between their self-construal and the type of product benefit appeal (Experiment 2) are more likely than those who perceive the lack of such fit to evaluate a target product less positively after thinking of many rather than a few positive reasons. The findings provide supporting evidence for the two-stage backward inference process involved with the effect of metacognitive difficulty on consumer judgments in that consumer judgments based on metacognitive difficulty may require greater cognitive resources than those based on the content of information generated. Also, the current research documents further empirical evidence for the relationship between self-regulatory orientation-construal level fit and cognitive resources such that perceived regulatory-construal level fit can increase consumer willingness to invest cognitive resources into their judgment tasks. Last, the findings can help marketers differentiate purchase situations where asking consumers to think of many positive benefits from purchase situations where asking consumers to think of a few key benefits is relatively more beneficial.

• Journal of the Korean Society of Systems Engineering
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• v.20 no.1
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• pp.1-15
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• 2024

This study attempted to analyze whether the government's regulatory innovation efforts affect the continued operation of new products and new service-based businesses, such as regulatory compliance and response efforts, despite the perception of regulatory difficulties as business barriers for firms in new industries. Previous studies on the impact of regulations on companies in new industries were a limit to obtaining implications for regulatory issues and characteristics of each field due to the simplification of regulatory indicators and the establishment of field integration. To compensate for this, this study focused on the field of AI and DATA services, and subdivided regulatory issues to indicate practical inconvenience as variables, and model fit and hypothesis verification were performed by applying Structural Equation Model analysis based on the survey results of related companies. As a result, in the field of AI and DATA services, "Perceived regulatory irrationality" and "Perceived government regulatory innovation efforts" significantly affect the "Regulatory environment satisfaction" of the regulated, and "Perceived regulatory irrationality" and "Regulatory environment satisfaction" affect "Regulatory response efforts for companies in new industries to continue their businesses." The significance of this study is that it conducted research on the factors affecting the continuity of business of companies in the AI and DATA service sector by linking the analysis of the impact relationship between satisfaction and continuous use intention, which have been mainly used in the "Policy Acceptance Model" and "IT service sector," to "efforts for companies to continue their business in a new industrial regulatory environment." In addition, by presenting a new empirical model for new industry regulations, it is expected to be meaningful as it can provide a research foundation that can obtain practical implications in related fields.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.73-86
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• 2012

Consumers can have impression goals as well as defense goals. Those with impression goals could use social goals or opinions of others in a social context to determine their attitudes, and those with defense goals could maintain their existing attitudes and beliefs. Since people typically approach pleasure and avoid pain, there are two kinds of goal orientations depending on regulatory focus theory. Therefore, marketers could design advertisements for their products on the basis of two types of focus, promotion-focused and prevention-focused advertisements. This study aims to explore how consumers with different consumption goals evaluate an advertised product. The results of this study demonstrate that consumers with impression goals felt much more "right" about the product in a promotion-focused, rather than prevention-focused, advertisement, and those with defense goals, felt much more "right" about the product in a prevention-focused advertisement. Consumers with impression goals evaluated the product in the promotion-focused advertisement more favorably than in the prevention-focused advertisement, and those with defense goals evaluated the product in the prevention-focused advertisement more favorably.

• Journal of Digital Convergence
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• v.9 no.4
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• pp.143-156
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• 2011

To accomplish these purposes, First, this research divided hallmark of the environment friendly agricultural products into organic products and pesticide-free products and participants are classified as having promotion or prevention regulatory focus. In addition, consumer value type is categorized into value of social psychology and functional value. Second, construal level divided into high and low on the relationships between the consumer value and purchase intention. The main factors of the consumer value such as value of social psychology and functional value were found from the previous studies. This study is meaningful that the fit of regulatory focus between hallmark of organic products and pesticide-free products in environment friendly agricultural products. The regulatory relevance could moderate the level of persuasion knowledge activation. Also, This research is meaningful that the fit of construal level theory between Consumer value and purchase intention by person's psychological personality. The construal level relevance could moderate the level of marketing activation.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.58 no.3
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• pp.467-477
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• 2009

Renewable Portfolio Standard (RPS) is a regulatory policy that requires the generation companies to increase the proportion of renewable energy sources such as wind, solar, LFG, fuel cell, and small hydro. Recently, Korean government decided to increase the portion of renewable energy to 3% to total electricity generation by 2012 from the current level of 0.13%. To achieve this goal, an innovative plan for market competitiveness would be required in addition to the present Feed-In-Tariff (FIT). That is Korean government has taken it into consideration to introduce a Renewable Portfolio Standard (RPS) as an alternative to FIT. This paper reviews the impact of RPS on the long-term fuel mix in 2020. The studies have been carried out with the GATE-PRO (Generation And Transmission Expansion PROgram) program, a mixed-integer non-linear program developed by Hongik university and Korea Energy Economics Institute. Detailed studies on long-term fuel mix in Korea have been carried out with four RPS scenarios of 3%, 5%, 10% and 20%. The important findings and comments on the results are given to provide an insight on future regulatory policies.

• Asia Marketing Journal
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• v.10 no.2
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• pp.71-98
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• 2008

Considerably many numbers of studies on country-of-origin(hereafter COO) effects have been presented in international business and marketing areas. Recent studies have been included the effects of COO of manufacture, parts, and design, as well as the effects of brand origin, reflected by the accelerating convergent manufacture circumstances and increasingly competitive environments. Moderating constructs such as knowledge of product category and involvement as individual variables, have been also introduced and researched in various angles. In addition, how the effects of COO occur as processes is also argued in previous studies. This research has attempted to explain business corporation's strategic decisions on choosing a domain of its product manufacturing for several critical reasons, for cost reduction or better image. We displayed two constructs of brand and manufacture in a positive and negative country image group to reconfirm the existence of the effects of COO. Additionally, the effects of respondents' regulatory fit between their motivational focus and the contents of product messages, have been declared. Furthermore the respondents' motivational focus moderates the main effect of COO on product evaluations in a positive 'made-in' combination, while, surprisingly, it does not statistically moderate in a negative, except attitude. Based on the results, implications and suggestions on how to plan and execute more effective marketing strategies regarding COO dimensions, especially COO of manufacture, are separately presented for each situations when it has already been determined and when it is to be.