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Analysis of Components in the Different Parts of Lythrum salicaria L. (털부처꽃의 부위별 성분 분석)

  • Kim, Hee-Young;Park, Yea-Jin;Lee, Ju-Yeon;Kim, Ki-young;Shin, Su;Choi, Min-Woo;Hong, Eun-Jin;Kim, Min-jeong;Yeo, Sujung;Park, In-hwa;Jerng, Ui Min;An, Hyo-Jin;Cha, Yun-Yeop
    • The Korea Journal of Herbology
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    • v.37 no.5
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    • pp.89-96
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    • 2022
  • Objectives : This research was performed to analyze the components in the different parts of Lythrum salicaria L. and to compare which parts of L. salicaria L. are appropriate for food development. Methods : L. salicaria L. was extracted in 20% EtOH at 100 ℃ for 4 hours. Cytotoxicity was investigated in 3T3-L1 cells after treatment of 10-500 ㎍/ml L. salicaria L. for 24 hours. Total polyphenol content (TPC) was estimated using 1 N Folin-ciocateu reagent. 2,2-Diphenyl-1-picryhydrazyl (DPPH) radical scavenging activity was estimated using DPPH reagent and gallic acid. The chemical composition was analyzed by high-performance liquid chromatography (HPLC). 1) Results : The half maximal inhibitory concentration (IC50) in the extracts of the whole plant, aerial parts, and root parts was 350 ㎍/ml, over 500 ㎍/ml, and 150 ㎍/ml, respectively. The TPC in the extracts of the whole plant, aerial parts, and root parts was 527.1 mg/g, 422.6 mg/g, and 781.1 mg/g, respectively. The averages of vitexin contents in the aerial parts, and root parts were 256.7 ± 154.9 ㎍/g and 266.1 ± 63.2 ㎍/g, respectively. The averages of TPC in the leaves, roots, flower stalks and stems were 224.0 ± 53.7 tannin acid (TA) mg/g, 221.8 ± 70.2 TA mg/g, 249.8 ± 34.4 TA mg/g, and 67.7±8.9 TA mg/g, respectively. The averages of DPPH radical scavenging activity in the leaves, roots, flower stalks, and stems were 282.01 ± 43.3 gallic acid equivalent (GAE) 𝜇mole/g, 260.16 ± 44.1 GAE 𝜇mole/g, 288.0 ± 9.3 GAE 𝜇mole/g, and 97.6 ± 10.7 GAE 𝜇mole/g, respectively. Conclusions : There were no significant differences in the content of components or antioxidant activity in the aerial parts compared to those in the whole plant of L. salicaria L. Furthermore, the root parts had low extract yield, cytotoxicity, and quality control problems, therefore our results suggest that the use of the aerial part of L. salicaria L. would be the most appropriate for food development.

Estimation of Monthly Dissolved Inorganic Carbon Inventory in the Southeastern Yellow Sea (황해 남동부 해역의 월별 용존무기탄소 재고 추정)

  • KIM, SO-YUN;LEE, TONGSUP
    • The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
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    • v.27 no.4
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    • pp.194-210
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    • 2022
  • The monthly inventory of dissolved inorganic carbon (CT) and its fluxes were simulated using a box-model for the southeastern Yellow Sea, bordering the northern East China Sea. The monthly CT data was constructed by combining the observed data representing four seasons with the data adopted from the recent publications. A 2-box-model of the surface and deep layers was used, assuming that the annual CT inventory was at the steady state and its fluctuations due to the advection in the surface box were negligible. Results of the simulation point out that the monthly CT inventory variation between the surface and deep box was driven primarily by the mixing flux due to the variation of the mixed layer depth, on the scale of -40~35 mol C m-2 month-1. The air to sea CO2 flux was about 2 mol C m-2 yr-1 and was lower than 1/100 of the mixing flux. The biological pump flux estimated magnitude, in the range of 4-5 mol C m-2 yr-1, is about half the in situ measurement value reported. The CT inventory of the water column was maximum in April, when mixing by cooling ceases, and decreases slightly throughout the stratified period. Therefore, the total CT inventory is larger in the stratified period than that of the mixing period. In order to maintain a steady state, 18 mol C m-2 yr-1 (= 216 g C m-2 yr-1), the difference between the maximum and minimum monthly CT inventory, should be transported out to the East China Sea. Extrapolating this flux over the entire southern Yellow Sea boundary yields 4 × 109 g C yr-1. Conceptually this flux is equivalent to the proposed continental shelf pump. Since this flux must go through the vast shelf area of the East China Sea before it joins the open Pacific waters the actual contribution as a continental shelf pump would be significantly lower than reported value. Although errors accompanied the simple box model simulation imposed by the paucity of data and assumptions are considerably large, nevertheless it was possible to constrain the relative contribution among the major fluxes and their range that caused the CT inventory variations, and was able to suggest recommendations for the future studies.

Analysis of the Economic and Environmental Effects of Upstream Carbon Tax: Focusing on the Steel Industry (상류부문 탄소세 도입의 경제적·환경적 효과 분석: 철강산업을 중심으로)

  • Dong Koo Kim;Insung Son
    • Environmental and Resource Economics Review
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    • v.32 no.1
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    • pp.47-75
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    • 2023
  • Compared to the EU, which legislates the Carbon Border Adjustment System (CBAM), the United States' carbon border adjustment policy movement is still relatively slow. Recently, however, a related bill has been proposed in the United States, and research institutes have been presenting research results on how to introduce an upstream carbon tax rather than an emission trading system and carry out carbon border adjustment based on it. Therefore, in this study, we looked at the economic and environmental effects of introducing this type of upstream carbon tax and carbon border adjustment in Korea. If an upstream carbon tax of KRW 30,000 per ton of CO2 is applied to the net supply of domestic fossil energy, the expected carbon tax revenue is approximately KRW 22.9961 trillion, equivalent to about 5.7% of the total revenue of the Korean government of KRW 402 trillion in 2019. In addition, the carbon dioxide content of the steel sector, calculated based on the energy supply and demand status of the steel sector, which emits the most greenhouse gas emissions in Korea and has a considerable amount of overseas exports, was 106.22 million tons of CO2. On the other hand, assuming that the upstream carbon tax of 30,000 won per ton of CO2 embodied is directly passed on to the production cost of the steel sector, the carbon tax burden in the steel sector is estimated to reach approximately KRW 3.1865 trillion. Even after deducting KRW 1.1599 trillion in export refunds estimated by using the share of exports of steel products, the net carbon tax burden on steel products for domestic demand amounts to KRW 2.0266 trillion, which is analyzed to act as a factor in increasing the price of steel products.

Feasibility study of using Halcyon LINAC for Double-target spine stereotactic body radiation therapy (이중 표적 척추 전이암의 체부정위방사선치료 시 Halcyon LINAC의 치료 유용성 평가)

  • Jeong Hee Ju;An Ye Chan;Park Byung Suk;Park Myung Hwan;Park Yong Chul
    • The Journal of Korean Society for Radiation Therapy
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    • v.34
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    • pp.51-60
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    • 2022
  • Objectives: The purpose is to evaluate dosimetric performance and delivery efficiency of VMAT with Halcyon LINAC for double target spine SBRT Materials and Methods: 12 patients with spine oligometastases were retrospectively studied. Single-isocenter spine SBRT plans was established using Halcyon® with Dual Layer MLC and Truebeam® with High Definition MLC. All patients' plans were created in Eclipse TPS through the identical conditions and optimization. C.I, H.I, G.I (Gradient Index), maximal and volumetric doses to spinal cord and low dose area were evaluated for comparison of both plans. Also, total MU and BOT(Beam On Time) were evaluated. Results: Halcyon plans was no Statistical differences in C.I and H.I. However, the average of G.I was 4.64 for Halcyon, which decreased to 5.5% compared to Truebeam (P<0.001). Halcyon plans demonstrated statistically significant reduced G.I. The average of 50% and 25% isodose volume was 487.56 cc (-3.82%, P<0.001), 1859.45 cc (-4.75%, P<0.001) in Halcyon, respectively. Significantly reduced low dose spill were observed in Halcyon plans. In the evaluation of the spinal cord, the average of Dmean and V10 of Halcyon plans in the sample group with an overlap volume of less than 1 cc was 6.802 Gy (-3.504%, P=0.067), 5.766±1.683 cc (-8.199%, P=0.002), respectively. Halcyon plans demonstrated statistically significant reduced Dmean and V10. For delivery efficiency, MU and BOT(maximum dose rate for each machine), on average, increased in Halcyon plans. However, the average of BOT(800MU/min for each machine) was 648.33 sec for Halcyon (-1.74%, P<0.001). Conclusion: Halcyon plan for double-target spine SBRT demonstrated advantages in the low dose area with a steep dose gradient, while having dosimetrically equivalent target dose distribution and spinal cord protective effect. As a result, Halcyon LINAC produced a dosimetrically improved plan for double-target spine SBRT.

A Study on "Reason and Madness" in Hegel's 『Phenomenology of Spirit』 - An Interpretation searching for the possibility of the dialogue between Hegel and Lacan - (헤겔 『정신현상학』에서의 '이성과 광기'의 문제 - 헤겔의 라캉과의 대화 가능성에서 본 하나의 해석 -)

  • Lee, Jong-chul
    • Journal of Korean Philosophical Society
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    • v.115
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    • pp.249-279
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    • 2010
  • The Law of the Heart, which appears in the chapter "B. The Actualization of Rational Self-consciousness Through its own Activity" in Hegel's Phenomenology of Spirit represents that the self-certainty of the reason may be the another face of the Madness. The Reason's indubitable certainty is the testimony of the truth for Descartes, and it also plays a role as the moral maxim of the conscience for Kant. But this subjective certainty unavoidably leads to the Madness of self-conceit, which unifies the consciousness and the reality ignoring the difference between them. The typical attitude appearing in the reformer like Don Quixote and also romantic idealists reveals the fact that modern reason and the psychosis can be both faces of one and the same coin. The Mirror Stage, the Imaginary, and the Formula of the Desire in Lacan's Theory shows that the Image of completeness is the result of Mis-understanding. Even if the Mirror stage is necessary for the Formation of the subject, at the same time it should also lead to the next stage, i.e., the Symbolic Order. It is considered as the realm of the Otherness, which refers to the realm of language or that of law. If the Ego can't go through the symbolic castration acted on by the Name of the Father, he will be remained in the prison of the Imaginary. The Madness also shows the similar process. For Hegel the Discipline of the Labor or the Death as absolute Otherness that inevitably delays the Desire plays the same role as the name of Father. It may be the experience of Separation or that of Sublation of the individual towards the universal, which is equivalent to the experience of Symbolic castration in Lacan. Furthermore there may be the difference between Hegel and Lacan as the following; while in Hegel the experience of Separation is founded on the spontaneity of the Spirit, for Lacan it is to be compelled and structured by the absolute Other.

A Study on the Effect of Metals on Bacteria Adhesion to Zeolite as Bio-media Materials (제올라이트를 이용한 생물막 형성시 미생물의 부착에 금속이 미치는 영향에 관한 연구)

  • Kim, Jae Keun;Park, In Sun;Park, Jae-Woo
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.29 no.3B
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    • pp.303-310
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    • 2009
  • Natural zeolite is widely used as sorbents and bio-media materials because it is cheap as well as it has efficient porous structures and large cation exchange. In this study, the effect of metal cations $(Na^+,\;Ca^{2+},\;Mg^{2+},\;Al^{3+})$ adsorbed to natural zeolite on the microorganism attachment was investigated. Metal-modified zeolites (MMZ) were prepared with 0.01 M, 0.02 M and 0.1 M NaCl, $CaCl_2$, $MgCl_2$ and $AlCl_3$ solutions respectively, which concentrations were equivalent to 10%, 20% and 100% of cation exchange capacity (CEC) of natural zeolite. Pseudomonas putida was used as microorganism which was cultivated in Beef Extract Medium at $26^{\circ}C$. The microorganism attachment to MMZ was increased more than natural zeolite. The amount of bacterial adhesion to MMZ and natural zeolite were $Mg^{2+}>natural>Na^+>Al^{3+}>Ca^{2+}$ under 10% of CEC, $Mg^{2+}>Ca^{2+}>Al^{3+}>natural>Na^+$ under 20% of CEC and $Ca^{2+}>Mg^{2+}>natural>Al^{3+}>Na^+$ under 100% of CEC. Especially, Mg-modified zeolite (Mg-MZ) showed the highest amount of bacterial adhesion, which increased the microorganism attachment 60% higher than natural zeolite under 10% of CEC. However, the amount of bacterial adhesion was decreased as the concentration of metal cations modified to zeolite were increased, showing that the increased amounts were 60% under 10% of CEC, 50% under 20% of CEC and 10% under 100% of CEC in Mg-MZ. Additionally, the effect of $Mg^{2+}$ in solution on the bacterial adhesion was investigated in order to compare it with the effect of $Mg^{2+}$ adsorbed to zeolite. The maximum quantity of bacterial adhesion to Mg-MZ was not different from the amount of microorganism attachment to the natural zeolite when $Mg^{2+}$ solution was added.

A study on the field tests and development of quantitative two-dimensional numerical analysis method for evaluation of effects of umbrella arch method (UAM 효과 평가를 위한 현장실험 및 정량적 2차원 수치해석기법 개발에 관한 연구)

  • Kim, Dae-Young;Lee, Hong-Sung;Chun, Byung-Sik;Jung, Jong-Ju
    • Journal of Korean Tunnelling and Underground Space Association
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    • v.11 no.1
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    • pp.57-70
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    • 2009
  • Considerable advance has been made on research on effect of steel pipe Umbrella Arch Method (UAM) and mechanical reinforcement mechanism through numerical analyses and experiments. Due to long analysis time of three-dimensional analysis and its complexity, un-quantitative two-dimensional analysis is dominantly used in the design and application, where equivalent material properties of UAM reinforced area and ground are used, For this reason, development of reasonable, theoretical, quantitative and easy to use design and analysis method is required. In this study, both field UAM tests and laboratory tests were performed in the residual soil to highly weathered rock; field tests to observe the range of reinforcement, and laboratory tests to investigate the change of material properties between prior to and after UAM reinforcement. It has been observed that the increase in material property of neighboring ground is negligible, and that only stiffness of steel pipe and cement column formed inside the steel pipe and the gap between steel pipe and borehole contributes to ground reinforcement. Based on these results and concept of Convergence Confinement Method (CCM), two dimensional axisymmetric analyses have been performed to obtain the longitudinal displacement profile (LDP) corresponding to arching effect of tunnel face, UAM effect and effect of supports. In addition, modified load distribution method in two dimensional plane-strain analysis has been suggested, in which effect of UAM is transformed to internal pressure and modified load distribution ratios are suggested. Comparison between the modified method and conventional method shows that larger displacement occur in the conventional method than that in the modified method although it may be different depending on ground condition, depth and size of tunnel, types of steel pipe and initial stress state. Consequently, it can be concluded that the effect of UAM as a beam in a longitudinal direction is not considered properly in the conventional method.

The Effects of Acute Hemorrhage on Cardiopulmonary Dynamics in the Hypothermic Dog (급성사혈이 저온견의 심폐동태에 미치는 영향)

  • Lee, Jae Woon
    • Journal of Chest Surgery
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    • v.2 no.1
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    • pp.85-104
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    • 1969
  • This experiment was carried out to study the effect of rapid hemorrhage on cardiopulmonary hemodynamics of the cooled dogs. Hypothermia was induced by means of body surface cooling with ice water. Lowest esophageal temperatures ranged from 24 to 26 degree. Dogs were bled via the femoral artery into a reservoir in amount of the equivalent blood volume of 3% of body weight of the dogs. Some dogs were reinfused with the same amount of blood which they lost and others infused with 5% dextrose solution. Fourty adult mongrel dogs were divided into three groups: group I[15 dogs]; dogs were bled in normothermic state. Five dogs had no further treatment, but five dogs were reinfused with blood and five infused with 5% dextrose solution 30 minutes after bleeding. GroupII[10 dogs]; dogs were bled as group I after having been cooled. Five dogs were reinfused with blood as group I. Group III[15 dogs]; dogs were first bled and then cooled. Reinfusion procedures were the same as in group l Results were as follow: 1. The heart rate showed a slight decrease after bleeding in group I and then increased over the control level after 60 minutes. After reinfusion and infusion, the heart rate was also increased gradually and after three hours almost returned to the control level. In group II and groupIll, the heart rate decreased remarkably and after reinfusion showed a light increase but after infusion tended to decrease cotinually. 2. The stroke volume showed remarkable decrease after bleeding in group I., and recovered to control level after reinfusion and infusion,and then gradually decreased again. In group III, the stroke volume showed no remarkable change after hypothermia, and tended to decrease after reinfusion. In group III, the stroke volume decreased remarkably after bleeding and hypothermia,and clearly increased after reinfusion and infusion and then returned to control level. 3. Femoral mean pressure declined very rapidly and significantly right after bleeding and showed a remarkable prompt rise after reinfusion and infusion in group I [67% recovery]. On the other hand, it declined remarkably after hypothermia and bleeding and showed a slight rise after reinfusion and infusion in group II[46% recovery] and III [41% recovery]. 4. Venous pressure declined slightly after bleeding and tended to return to the control level after reinfusion and infusion,in group I. In group II, it did not change significantly during hypothermia but showed a slight decline after bleeding and returned toward control level after reinfusion. In group III, it declined slightly after bleeding and showed no significant change after hypothermia and rose over the control level after reinfusion and infusion. 5. Right ventricular systolic pressure decreased markedly after bleeding and then increased progressively after 30 minutes. It increased after reinfusion and infusion as well, approaching the control level in group I. In group II, it showed no significant change during hypothermia, but decreased remarkably after bleeding and then returned to near control level after reinfusion. In group III, it was decreased markedly after bleeding but did not change significantly during hypothermia and showed a slight increase after reinfusion. 6. The respiratory rate increased gradually after bleeding and decreased gradually after reinfusion but did not return to the control level, whereas it decreased near to the control level after infusion,and tended to increase in group I. In group II, it decreased significantly after hypothermia and bleeding but returned near to the control level after reinfusion. In group III, it showed a remarkable decrease after hypothermia and increased slightly after reinfusion and infusion but did not returned to the control level. In group I, the tidal volume decreased slightly after hemorrhage, and increased gradually to near the control level after 3 hours following reinfusion.

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The roles of Subcontractors' Entrepreneurship on the Relationship Commitment towards the Parent Companies (수급사업자의 기업가정신이 관계몰입을 유도하는 경로)

  • Nak Hwan Choi;Cheol Seob Byeon;Yong Gyun Lee
    • Asia Marketing Journal
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    • v.13 no.1
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    • pp.51-84
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    • 2011
  • It seems essential to examine the factors that may affect relationship commitment of subcontractors to parent companies in the industrial market in Korea in an effort to construct a win-win-type cooperative network among them. Lots of studies have been focusing on the consumer goods market. Relatively few studies have been focused on industrial market. In the industrial goods market subcontractors used to sell their parts or services only to a small number of parent companies in a large quantity, resulting in decisive control of subcontractors over the quality of parent companies' finished goods. This is why relationship between subcontractors and parent companies is extremely important. From this viewpoint, this study aims to survey and analyze empirically the paths leading to relationship commitment of subcontractors toward the parent companies which are required to incite them to build up a collaborative network by means of subcontractors' entrepreneurship. For this aim, market orientation effects of entrepreneurship as well as factors of performance and trust are particularly set forth as the bases of developing hypotheses in this study in order to explore the paths from entrepreneurship to relationship commitment as follows. First, the path of entrepreneurship-market orientation-communication-trust- relationship commitment; second, the path of entrepreneurship-market orientation-performance-relationship commitment; third, the path of entrepreneurship-market orientation-transaction specific asset investment -trust-relationship commitment; and fourth, the path in which the entrepreneurship is expected to promote direct transaction specific asset investment by parent companies to induce their trust and, eventually, relationship commitment of subcontractors. The outcomes of the empirical analysis in this study may be summed up as follows: First, the conclusions of preceding studies are also supported here by the fact that the entrepreneurship of subcontractors promotes their market orientation (hypothesis 9), indicating that the entrepreneurship can facilitate collection, proliferation of and response to market informations. On the contrary, however, the assumption that the entrepreneurship of subcontractors might directly accelerate transaction specific asset investment by parent companies (hypothesis 8) is rejected. Second, although the influence of subcontractors' entrepreneurship on parent companies' investment of assets peculiar to their transactions is not affirmed, the assumption is found to be supported that subcontractors' market orientation would expedite the parent companies' investment of assets peculiar to their transactions. Moreover, it is also confirmed that parent companies' investment of assets peculiar to transactions would promote subcontractors' trust toward the parent companies (hypothesis 6), signifying that parent companies may level up their trust in subcontractors when they make great amount of efforts to invest in the assets peculiar to transactions, not behaving opportunistically, Third, the hypotheses 4 and 5 also turn out to be supported by the analysis as the former assumes that market orientation could promote communication and the latter relates that the communication between subcontractors and parent companies would prompt trust, both results in affirming that market orientation could introduce open communication to speed up sharing of information and that sharing of information by way of communication might give an impetus to trust. Fourth, the assumption that subcontractors' market orientation would expedite performance (hypothesis 3) is also proved favorably to the significant level equivalent to that of preceding studies. Fifth, same as preceding studies, it is also verified in this study that the benefit (outcomes) awarded by parent companies to subcontractors will be a direct cause exercising a positive impact upon relationship commitment(hypothesis 2) and that the trust of subcontractors toward parent companies may have affirmative influence on the relationship commitment(hypothesis 1). Overall, the first, second and third paths are identified as being supported by the hypotheses among constituent factors, while the fourth path is deemed meaningless since it is shown that the entrepreneurship exercises no effects on parent companies' investment in the assets peculiar to transactions.

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The Effects of Bundle Price Discount Framing and Message Framing on Consumers' Evaluation of Bundle Component (번들가격할인 프레이밍과 메시지 프레이밍이 소비자의 번들구성제품에 대한 평가에 미치는 영향)

  • Park, Sojin
    • Asia Marketing Journal
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    • v.13 no.3
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    • pp.55-77
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    • 2011
  • This study investigate the interaction effects of bundle price discount framing and message framing on consumer's attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer's evaluation of bundle component. Moreover, this research focuses on consumer's evaluation of individual bundle component while the existing research on bundling primarily focused on consumer's evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer's evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed-joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as "Buy the teeth whitening product (regular price \80,000) and get 50% discount on the functional toothpaste(regular price \40,000), special set price \100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price \60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that "Over 95% of users achieved the expected 2-3 shades of improvement in two weeks" where as the negative framing presents "less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks". This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer's perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two-way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer's perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixed-joint bundle than mixed-leader bundle. Based on the results, marketing managers are advised to use different bundle type based on message framing of their product.

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