• Title/Summary/Keyword: need for cognition

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The Effect of Advertisement Type, Brand Typicality and Need for Cognition on Attitude toward Advertisement Intention - Focused on Outdoor Apparel Brands - (광고유형, 브랜드 전형성, 인지욕구가 광고태도에 미치는 영향 - 아웃도어 의류 브랜드를 중심으로 -)

  • Jung, Mi Yeon;Hwang, Sun Jun
    • Journal of the Korean Society of Costume
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    • v.66 no.8
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    • pp.1-13
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    • 2016
  • The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

How much change is optimal when a brand is newly rebranded?

  • Chu, Kyounghee;Lee, Doo-Hee;Yeu, Minsun;Park, Sangtae
    • Asia Marketing Journal
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    • v.15 no.4
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    • pp.161-186
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    • 2014
  • There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

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A Comparative Study of the Effects of Consumer Innovativeness, Self-esteem, and Need for Cognition on Online Activity before and after COVID-19

  • Myung Gwan Lee;Sang Hyeok Park;Seung Hee Oh
    • Journal of Information Technology Applications and Management
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    • v.30 no.5
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    • pp.121-139
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    • 2023
  • This study tried to identify factors affecting online activity before and after the COVID-19 pandemic. To this end, the effects of consumer innovativeness, self-esteem, and need for cognition on the activity of online media such as Internet and social media were investigated, and whether privacy concerns had a moderating effect. For this study, survey data from 2019(before the outbreak of COVID-19) to 2021(after the outbreak of COVID-19) of the 'Korea Media Panel Survey' surveyed by the Korea Information Society Development Institute was used for analysis. The research results that affect Internet activity are as follows. Before the outback of COVID-19, it was found that hedonic innovativeness and social innovativeness had a positive effect and cognitive innovativeness had a negative effect on increasing Internet activity. There was no moderating effect on privacy concerns. The period after the outbreak of COVID-19, need for cognition was found to have a positive effect on increasing social media activity. In addition, the moderating effect of privacy concerns was found in the relationship between need for cognition and Internet activity. There was no privacy concern effect before the outbreak of COVID-19, and the privacy concern effect appeared on functional innovation and need for cognition after the outbreak of COVID-19. This study aims to present various implications for companies to understand the characteristics of online consumers using the Internet and social media after the pandemic.

Study of Relation Between Consumers' Advertisement Attitude and Need for Cognition for IoT-Implemented Advertisement (사물인터넷이 구현된 광고의 소비자 인지욕구에 따른 광고태도 연구)

  • Lee, Jihwa;Cho, Sae-Hong
    • Journal of Digital Contents Society
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    • v.16 no.1
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    • pp.165-172
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    • 2015
  • This research has been conducted to know the effect of advertisement according to consumer's need for cognition in the advertisement which is realized technique of the Internet of Things(IoT). The researchers distributed questionnaires and video advertisement, which is realized by using IoT technologies, to university students in the capital area after simple orientation about IoT advertisement. The result was that people who has high consumer's need for cognition showed more positive attitude to advertisement and it was statistically meaningful. As a result, the research could draw a conclusion that people have different attitude to advertisement that is realized using IoT technologies based on the consumer's need for cognition.

Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition (공익광고 효과에 미치는 상호작용 영향:광고주 인지도, 광고 소구 및 수용자 관여도와 인지욕구 중심으로)

  • Park, Junyoung;Kang, Dongwoo;Kang, Hyunjin;Kwon, Hyeyon;Kim, Joontae;Park, Byungho;Jo, Hyeon
    • Journal of Information Technology Services
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    • v.12 no.4
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    • pp.235-253
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    • 2013
  • This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

Impact of Consumer Need for Cognition, Contextual Consistency of Mobile Fashion In-app Advertising, and Product Involvement on Advertising Attitude (소비자 인지욕구와 모바일 패션 인앱 광고의 맥락일치성, 제품 관여도가 광고태도에 미치는 영향)

  • Cho, Min-hee;Han, Sang-In;Hwang, Sun-Jin
    • Journal of Fashion Business
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    • v.26 no.2
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    • pp.1-14
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    • 2022
  • Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) × 2 (contextual consistency: context match vs context mismatch) × 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.

Mediating Effect of Need of Cognition on Learning Engagement in Distance Education (원격교육에서 학습참여에 대한 인지욕구의 매개효과)

  • Oh, Eun-Young
    • Journal of Convergence for Information Technology
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    • v.12 no.5
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    • pp.51-61
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    • 2022
  • The purpose of this study was to identify whether need of cognition have a mediating effect on media multitasking on learning engagement in online education. The subjects were 168 university students who had received online education for more than one semester, and data were collected using questionnaires on media multitasking, need of cognition, and learning engagement. For data analysis, correlation, hierarchical regression and Sobel test were performed using SPSS WIN 20.0 program. As a result of the study, there was a significant positive correlation between media multitasking and learning engagement (r=.52, p<.001), and a between need of cognition and learning engagement(r=.39, p<.001). Media multitasking had a significant effect on learning participation (β=.52, p<.001), and explanatory power was 27%. When need of cognition was input, the effect of media multitasking on learning engagement decreased (β=.52 ⟶ .44), so it was found that need of cognition had a partial mediating effect in the effect of media multitasking on learning engagement(Z=2.77). p<.01). Therefore, it is suggested to use online contents with learning to organizing a g a lesson syllabus for distance education, and to organize activities promoting media multitasking activities. Also, it is proposed to develop and apply various teaching strategies to promoting the need of cognition in the distance education.

The Relationship between Future Orientation, Regulatory Focus, and Need for Cognition and Healthy Menu Choices

  • Park, Sang-Hee;Cho, Soo-Hyun;Yoon, Hae-Jin
    • International Journal of Human Ecology
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    • v.13 no.1
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    • pp.171-181
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    • 2012
  • The effect of nutritional information on healthier menu choices have been reflected in previous research and nutrition policy efforts. This study further examines the relationship between healthy menu choices and three consumer characteristics - Future Orientation, Regulatory Focus, and Need for Cognition. A $3{\times}3$ experimental design was used with varying food types (burger sandwiches, sub sandwiches, and salad dressing) and the degree of nutritional information (no information, total calories only, and full nutrition information). It was found that having more nutritional information, and individuals with Future Orientation and Promotion Focus were associated with the choice of healthier menus. More specifically, those with high Consideration of Future Consequences and with Promotion Orientation switched their choices to the healthier ones with the provision of nutritional information.

A Basic Survey for Management of Elderly Day Care Centers (노인주간보호시설의 운영을 위한 기초조사)

  • Nam, Ki-Seok;Hwang, Ok-Nam;Hwang, Hye-Yeon;Yoon, Sook-Rye
    • The Korean Journal of Rehabilitation Nursing
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    • v.5 no.2
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    • pp.180-192
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    • 2002
  • The purpose of this study was to survey basic data for management of elderly day care centers. In this study, occupation, leisure life, and food, clothing and habituation, as well as social relationship, health state and behavior, and general characteristics of subjects were examined to identify the factors affecting their cognition, need and preference of the day care centers. The subjects of this study were 392 elderly, aged 60 years or over, living in Gangnung and neighboring districts. Data were collected by educated interviewers from November 4 through November 22, 2002. The subjects were interviewed face to face, one for one after the interviewee's agreements on the survey. The collected data were analysed with logistic regression analysis by SAS (statistical analysis system). Logistic regression analysis was done to identify affecting factors for cognition, need and preference of the elderly day care centers. The major findings are as follows: 1. The factors affecting cognition for the day care centers were analysed. The subjects with an occupation and a lower satisfaction level of living environment and friendship, who were economically secure enough to manage a sudden accident, showed a higher level of cognition of the day care centers. The subjects with a higher level of mental health state and a lower level of IADL also showed a higher level of cognition. On the general characteristics younger female subjects showed a higher level of cognition. 2. The subjects with a lower level of perceived economic condition who did not own their housing and were not economically safe enough to manage a sudden accident, had showed a higher level of need for the day care centers. It showed that the subjects with a high level of mental health state, a bad eye sight and dental condition, a good perceived health condition, and a lower level of IADL, needed the centers. 3. The subjects who had an occupation, however, not capable of making their own daily expenses, and a low occupation satisfaction level, and who did not own their housing, and were economically poor not enough to manage a sudden accident, showed a higher preference for the day care centers. The subjects with higher levels of friendship satisfaction and perceived health condition, not living with their spouse, and a higher education level, showed a higher preference for the centers. In conclusion, the common factors affecting their cognition, need and preference of the day care centers were occupation, economic security enough to manage accidents, and friendship satisfaction level. Especially, the subjects who had an occupation, however, not economically secure enough to manage accidents, and who did not live in their own housing with a good perceived health condition, showed high levels of need and preference for the day care centers. These results can be used as basic data to develop the efficient elderly day care centers, thus contribute to the elderly welfare in a local community.

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A Study on the Cognition and Usage of Traditional Wedding Food in Seoul & Gyeonggi Area (혼례음식에 대한 인식도 조사 및 이용실태에 관한 연구 - 서울.경기지역 중심으로 -)

  • Kim, Jun-Hee;Jin, Yang-Ho
    • Culinary science and hospitality research
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    • v.14 no.2
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    • pp.18-29
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    • 2008
  • This study is to investigate the cognition and usage of traditional wedding food in Seoul & Gyeonggi area. It provides the basic suggestions for developing the best wedding culture, upholding the great wedding tradition. People usually prepared traditional wedding food only because they had to do since they thought it was a formal way to do it at a wedding ceremony. However, there should be more important things to be considered. Firstly, to understand the real meaning of traditional wedding food, we need to inform its meaning by starting campaigns on wedding culture or making booklets of traditional wedding food. Secondly, to prepare the right selections of traditional food, we need to simplify traditional wedding food and consider the modern sense of the products. Thirdly, to improve traditional wedding food, we need to develop diverse menu. By doing it, we can efficiently reduce the cost of wedding food.

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