• Journal of Families and Better Life
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• v.7 no.2
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• pp.179-197
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• 1989

The study was mainly concerned with providing a basis of the development of consumer's attitude to the advertisements, and the change of sex role portrayals in advertisements. This study was to analyze the consumer's attitude to the advertisements. For the purpose of this study, 550 questionaires were distributed to the married men and women in Seoul. The 418 data were analyzed by Frequency, Percentage, Oneway ANOVA, Duncan's Multiple Range Test, Multiple Regression Analysis and Pearson's correlation. The Major findings of this study were as follows ; 1) Advertisement preferences were significantly related to the age, educational level, income, and family size the cases of men, in the cases of women, the significant variables were age and educational level. 2) Good purchasing attitudes were significantly related to the age and family size in the cases of men. In the cases of women, the significant variable was age. 3) Advertisement preferences were significantly related to the sex role attitude. 4) Good purchasing attitude were significantly related to the advertisement preferences. 5) In good purchasing attitude, the most significant variables were advertisement preferences.

• The Korean Journal of Community Living Science
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• v.11 no.2
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• pp.43-59
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• 2000

The objectives of this study are to examine the propensity of materialism of adolescent consumers, to investigate the effects of demographic variables and socio-psychological variables on materialism of adolescent consumers. The survey of this study was conducted by means of self-administered questionnaire with 483 adolescent consumers attending middle school located in Inchon. Major findings are the following : (1) The propensity for materialism of adolescent consumers averages 31.18. This score is beyond the middle slightly. (2) According to the results for examining the relative influences of variables affecting materialism of adolescent consumers, the relative importance of related variables are in the order of ; affecting degree of their friends, the degree of taking in advertisement, affecting degree of school consumer education. Explanatory power of these variables totalled 25.7%.

• Journal of Families and Better Life
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• v.19 no.1
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• pp.95-110
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• 2001

Recently a number of large discount store and those of its users was increasing. The purpose of this study is to investigate the tendency of impulse buying and analyzes factors which influence impulse buying. The data had been collected from questionaries with 474 consumers who visit large discount store. The major statistical methods used for data analysis are frequency, percentile, mean, t-test, multiple regression analysis, one-way ANOVA, and Duncans multiple range test utilizing SPSS Win pc+program. The results of this study are as follows : 1. The four different kind of impulse buying is measured. The overall level of impulse buying is 2.76. Suggestion impulse buying(M=3.19) is the highest, and the lowest is pure impulse buying(M=2.66). 2. In the area of demographic variables is significantly different in the age of twenties and thirties(p<.05). A visit frequency and membership. In the area of in-store variables is significantly different by all factors at impulse buying except waiting time. Especially, point-of-purchase(POP) advertisement and discount sale are very important variables. A visit frequency and membership are significantly different in the area of consumer-related variables. 3. Waiting time, a visit frequency, a POP advertisement, and a discount sale have the positive effects on overall impulse buying. Pure impulse buying is influenced by shopping list, POP advertisement and a stores atmospher. Buying companion, membership, kind of store and waiting time have the effect on reminder impulse buying. Suggestion impulse buying is influenced by school career, shopping list and POP advertisement. Planned impulse buying is influenced by sex, POP advertisement, buying companion and discount sale.

• Journal of the Korean Society of Costume
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• v.53 no.8
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• pp.105-120
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• 2003

Despite the creative strengths fashion illustrations, most fashion related advertisements use photographs instead. Furthermore, there is not much study done on the effects of fashion illustrations. Through this study the authors discover the effectiveness of fashion related magazine advertisements using fashion illustrations by looking into the level of recognition due to interaction effects between advertisements using photographs and advertisements using fashion illustrations. This study, however, does not focus on comparing the different levels of recognition effect between photographs and fashion illustrations. After a literature review of magazines with high rank subscriptions, an experiments was conducted. A booklet was made using 16 fashion illustration advertisements and 16 photograph advertisements all designed to control variables other than advertisement type. Then a survey was taken using the booklet to measure the recognition levels of the different types of advertisements. Through an ANOVA test of the 2 ${\times}$ 3 factorial designed model the authors derived results implying that interaction effects do exist between the different types of advertisements. In the environment where advertisements using photographs dominate, advertisements using fashion illustrations can effectively be recognised by the consumers. Through this study, the authors wish to give guidance to decision makers in the fashion industry related to the type of printed advertisement they should seek.

• Korean Journal of Human Ecology
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• v.21 no.6
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• pp.1145-1160
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• 2012

This study empirically compared generational differences in responses between baby boomers, Generation X, and Generation Y groups as measured by key variables related to advertisement. The respondents in this study were consumers throughout Korea, with 914 survey questionnaires used for the final analyses. Eight of the original 10 hypotheses were validated and two were rejected. Both baby boomer consumers and Generation Y consumers showed more positive responses to affective advertisements than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards humorous advertisements than their baby boomer and Generation X counterparts. The effect of advertising models on the evaluation of advertisements was greater among Generation Y consumers than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards storytelling-type marketing than their baby boomer and Generation X counterparts. Baby boomer consumers showed more positive attitudes towards symbolic advertisements than their Generation X and Generation Y counterparts. Generation X consumers showed more positive attitudes towards functional advertisements than the baby boomer and Generation Y groups. There were significant differences in attitudes towards two types (symbolic and functional) of advertisements in both baby boomer consumers and Generation X consumers.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.339-356
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• 2017

So far, there have been studies to verify the effectiveness of creative advertising contents, but there have been few studies explaining why creative advertisement contents are effective in consumer cognitive processes. The purpose of this study is to examine the effect of creativity of ad contents on desire to postpone cognitive closure and ad attitude. Furthermore, the cause of the advertising effect of the creative advertisement contents was set as disfluency and the relationship between the related variables was verified. Research has shown that creative advertising does not directly produce positive advertising attitudes, but it also forms ad attitudes through mediating effects of disfluency. In addition, it was found that disfluency mediated the desire to postpone cognitive closure in creative advertising. In summary, this study finds that the disfluency of advertising is an important variable for enhancing the advertising effect of creative advertisement. This study verified the advertising effect of creative advertisement by connecting it with consumers' cognitive variables.

• Journal of Korean Home Economics Education Association
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• v.11 no.2
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• pp.77-87
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• 1999

The purpose of this study were to identify the use and related variables of instructional media by middle and high school Home Economics teachers, and to provide the foundations for the use and developments of instructional media by some teachers in Home Economics educational fields. Self administered questionnaires were distributed to middle and high school Home Economics teachers and collected by stamps from Sep. 10 to Sep. 30, 1999, and 138 questionnaires were analysed frequencies, percentages, means, and $\chi$(sup)2-test. The results were as follows：1. Schools in city areas, public schools, and boy’s schools allocated more budget to instructional media for creative Home Economics education. Teachers got instructional media information from colleagues, catalogues from media company, and advertisement or columns of journals or newspapers. 2. More younger teachers with shorter educational experiences and active members in related academic associations owned more instructional media and had the ability to develop various instructional media. 3. Most teachers showed dissatisfaction to the prices, purchasing processes, information, quality, and assortments of instructional media.

• Journal of Families and Better Life
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• v.17 no.1
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• pp.15-32
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• 1999

The objectives of this study are to examine the propensity of conspicuous consumption of adolescent consumers to investigate the effects of demographic variables socio-psychologival variables materialism on the conspicuous consumption of adolescent consumers. The survey of this research was conducted by means of self-administered questionnaire with 483 adolescent consumers attending middle school located in Inchon. Major findings are the following: (1) The propensity for conspicuous consumption of adolescent consumers averages 47.98 points. This score is beyound the middle slightly. (2) According to the results for examining the relative influences of variables affecting conspicuous consumption of adolescent consumers the relative importance stars school education the degree of taking in advertisement attitude of their parents self-esteem materialism gender and educational level of their father. Explanatory power of these variables totalled 70.5%.

• Journal of the Korea Convergence Society
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• v.11 no.2
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• pp.101-107
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• 2020

This study is based on Art Infusion type (modification vs. re-interprete and interactivity level (high vs. low) are independent variables such as 'Product-Related Memory (PRM)' and 'Image Related Memory (IRM)', Experimental research was carried out empirically through Two-Way MANOVA analysis with advertising attitude as a dependent variable. As a result, first, in the case of the modified advertisement, when the interactivity is low, the advertisement image-related memory information (IRM) is more memorized and affects the judgment. Second, in the case of reinterpreted advertising, the memory information related to product attributes is stored at low level regardless of the level of interactivity. Third, the attitude toward advertising for famous paintings was positive when the level of interactivity was low.

• Journal of the Korean Home Economics Association
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• v.28 no.2
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• pp.91-106
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• 1990

This study focuses on consumers' advertising discriminatory competencies and the influencing facors. So the objects of this study are as follows : 1) to identify the overall level of advertising discriminatory competencies. 2) to examine if consumer attitude variables have significant effects on the ads. discriminatory competenceis. 3) to examine if the frequencies of contacting advertising variable have significant effects on the ads. discriminatory competencies. 4) to examine if socio-economics variables-age, educational level, monthly family income, occupational status-have significant effects on the ads. discriminatory competencies. 5) to find out the independent influence of variables related to the ads. discriminatory competencies. For this purpose, a survey was conducted using questionaires and advertisement papers. The data used in this study included 194 Homemakers living in Seoul. The ads. used in this study included ads. of diary products like foods, drinks, medicine, cosmetic, detergent in TV, radio, newspaper and magagine. Statistics were Frequency Distribution, Mean, percentile, ANOVA, Scheff -test, Pearsons' Correlation, Multiple Regrassion Analysis. Major findings were as follows : First, in 26 items(70%) of 37 items measured consumers' ads. discriminatory competencies, the rate of right answer was below 50%, so over the half of consumers were misleaded by the deceptive ads. Second, consumers' ads. discriminatory competencies differed significantly according to consumer attitude variables but no according to the frequency of contacting advertising. Third, according to socio-demographic variables-age, educational level, monthly family income, occupational status-advertising discriminatory competencies differed significantly. In group of lower age, higher educational level, higher income and professional occupation status, the level of ads. discriminatory competencies were high. Forth, the most influencing variabel on ads. disciriminatory competencies were eudcational level and in turn general attitude toward ads., attitude toward consumerism. This three variables explain 22.9% of dependent variable's variance. From these findings, the following suggestions are made, First, the consumer education offering informations and learing practical ads. discriminatory competencies should be conducted for all consumers wheather they are educated or not. Also the education to improve the consumer attitude must be. Second, considering misleading level, the business must make the regulatory standards and reinforce the regulation voluntarily, and by enforcing the regulation of ads. and deciding more diverse, objective and exact standards, the government should keep the consumer's right to know.