• Asia Marketing Journal
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• v.17 no.1
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• pp.149-160
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• 2015

Social enterprises that seek to pursue socially desirable goals through economic profits have received considerable attention in recent years. Despite the widespread attention paid to social enterprises, they often achieve limited success in markets. This research examines how types of enterprises affect consumer judgments. This research considers two types of enterprises: social and for-profit enterprises. Building on the stereotype content model, we propose that consumers perceive social enterprises using the dimensions of warmth and competence. Study 1 shows that a product of a for-profit enterprise is judged as having higher performance, but being less meaningful; in contrast, a product of a social enterprise is judged as warmer, but less competent. Further, in Study 2, we demonstrate that consumers' willingness to buy products can be lowered when the products are offered by a social enterprise. Practical and theoretical implications are further discussed.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.678-686
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• 2021

A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorser's smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser's smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser's smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorser's smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.

• International journal of advanced smart convergence
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• v.13 no.3
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• pp.183-190
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• 2024

This study investigates the conditions under which the compensation effect occurs in advertising, focusing on the influence of warmth messages on consumer perceptions and responses. By comparing single-ad and comparative ad exposure contexts, the research reveals how warmth messages affect perceived brand competence and the intention to like ads. High warmth messages, when viewed in a comparative ad setting, lead to lower perceived brand competence compared to a single-ad setting, emphasizing the need for strategic message placement in competitive environments. The study further explores how consumers' construal levels-whether considering near-future or distant-future purchase decisions-moderate these effects. The negative impact of high warmth messages on perceived competence is amplified in a comparative context at low construal levels, while high construal levels mitigate this negative impact. These results provide both theoretical and practical insights, highlighting the importance of ad context and construal level in advertising strategies.

• Journal of Distribution Science
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• v.16 no.4
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• pp.49-56
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• 2018

Purpose - The purpose of this study is to provide managerial implications for retail brand managers. Specifically, current study divide donation type into direct donation(e.g., corporate philanthropy) and indirect donation(cause-related marketing) and investigate the donation type on the purchase intention. Also, this research intends to provide the mechanism between the donation type on the purchase intention by showing the mediating role of the consumers' perceived warmth. Moreover, the moderating role of the brand type(non-luxury vs. luxury brand) between the donation type, the warmth perception, and the purchase intention will be examined. Research design, data, and methodology - A total of 174 undergraduate students from a university in Korea were recruited and were randomly assigned to the conditions of a 2(donation type: indirect vs. direct) X 2 (brand type: non-luxury vs. luxury) between-subjects design. The hypotheses were tested using SPSS 21.0. Two-way ANOVA and multiple regression analysis were performed. Results - Empirical results showed that the consumers' perceived warmth was higher in the direct donation condition than the indirect donation condition and moreover this influence of the donation type on the perceived warmth was moderated by the brand type. Specifically, the influence of donation type on the perceived warmth was significant only for luxury brand. And there is an interaction effect of donation type and brand type on the purchase intention. More specifically, the purchase intention for luxury brand was higher in the direct donation condition than the indirect donation condition whereas the purchase intention for non-luxury brand was higher in the indirect donation condition than in the direct donation condition. Conclusions - This research contributed to the CSR literature of retail brand management by showing that the influence of the donation type and the brand type on the purchase intention. Moreover, this study enriched CSR literature by introducing Stereotype Content Model and showing the mediating role of the consumers' perceived warmth. Managerially, these results suggested retail brand managers of non-luxury brand and luxury brand how to select an appropriate type of donation and conduct CSR strategies.