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We examined how the perceptual fluency of prices would interact with the time framing of discount durations and, thereby, affect consumer responses to price advertisements. We propose that consumers would perceive a fit or unfit from the relation between fluency and time framing because both concepts relate to consumer construal and consumer mindsets. Our two experiments supported the positive impact of fit on consumers, showing that when the discount duration was presented either in a small unit (i.e. days) or in an expansive time frame (i.e. anytime), participants showed a higher intention to buy the product if prices were fluent (vs. disfluent) to process. In contrast, when the duration was expressed in a large unit (i.e. week) or in a restrictive time frame (i.e. only), participants’ purchase intention was higher if prices were disfluent (vs. fluent). Moreover, in Experiment 2, participants experienced more positive emotions when a fit (vs. unfit) existed between price fluency and duration framing, leading them to perceive the product to be of greater value.
Kikyoung Park; Gangseog Ryu. The effect of price fluency and duration framing in price advertisements. International Journal of Advertising 2019, 38, 511 -527.
AMA StyleKikyoung Park, Gangseog Ryu. The effect of price fluency and duration framing in price advertisements. International Journal of Advertising. 2019; 38 (4):511-527.
Chicago/Turabian StyleKikyoung Park; Gangseog Ryu. 2019. "The effect of price fluency and duration framing in price advertisements." International Journal of Advertising 38, no. 4: 511-527.
We examine how individuals’ regulatory focus affects their donation behavior and how personal events experienced before the donation moderate this relationship. In this research, regulatory focus refers to the basic motivational orientation that affects how individuals pursue their goals. We propose that donors will judge potential rewards and risks associated with making a donation when deciding whether to donate and that regulatory focus and personal events will have a significant influence on this judgment. The results from both the survey and the experiment confirmed that participants with promotion focus were more likely to donate than those with prevention focus. In addition, the experimental results revealed that compared to those experiencing no personal event, the donation likelihood of prevention-focused participants increased significantly after experiencing a positive personal event but did not change after experiencing a negative personal event. In a similar vein, experiencing a negative event decreased the donation likelihood of promotion-focused participants whereas experiencing a positive event did not. Our research contributes new findings and insights to both regulatory focus and donation literature and provides useful guidelines for nonprofit organizations to design and implement donation programs.
Kikyoung Park; Gangseog Ryu. The Effect of Regulatory Focus on Individuals’ Donation Behavior. Sustainability 2018, 10, 760 .
AMA StyleKikyoung Park, Gangseog Ryu. The Effect of Regulatory Focus on Individuals’ Donation Behavior. Sustainability. 2018; 10 (3):760.
Chicago/Turabian StyleKikyoung Park; Gangseog Ryu. 2018. "The Effect of Regulatory Focus on Individuals’ Donation Behavior." Sustainability 10, no. 3: 760.
The current research examines the psychological process underlying the differential sensitivity to the compromise effect associated with a distinct self-regulatory focus. In particular, we test two competing hypotheses: one based on the different weights assigned to decision components, and the one that draws on biased perception. This issue is explored via the statistical derivation of decision weights (Study 1), manipulation of the temporal frame of choice (Study 2), and altering the risks associated with decision-making (Study 3). The results of these three studies consistently support the differential weight account: Promotion-focused participants assign greater weight to the desirability (or hedonic value) of the choice outcome, whereas prevention-focused participants place greater weight on the likelihood (or risk) of achieving that outcome. However, perceptions regarding the desirability and the risk of the given choice are similar among those with a distinct self-regulatory focus.
Gangseog Ryu; Kwanho Suk; Song-Oh Yoon; JongChul Park. The underlying mechanism of self-regulatory focus impact on compromise choice. Journal of Business Research 2014, 67, 2056 -2063.
AMA StyleGangseog Ryu, Kwanho Suk, Song-Oh Yoon, JongChul Park. The underlying mechanism of self-regulatory focus impact on compromise choice. Journal of Business Research. 2014; 67 (10):2056-2063.
Chicago/Turabian StyleGangseog Ryu; Kwanho Suk; Song-Oh Yoon; JongChul Park. 2014. "The underlying mechanism of self-regulatory focus impact on compromise choice." Journal of Business Research 67, no. 10: 2056-2063.
Referral reward programs have been shown in past research to stimulate referrals and also to contribute positively to customer lifetime value and firms’ profitability. In this paper we examine whether, how, and under what conditions providing a reward for a referral affects receivers’ responses to the referral. Based on a multiple motives inference framework, we propose that rewards adversely affect responses because they lead receiving consumers to infer ulterior motives for the referral. Using experiments and a survey, we find support for this hypothesis and show that this effect is stronger for unsolicited and weak tie referrals. We also demonstrate that rewarding both the referral provider and receiver or providing symbolic rewards can eliminate the negative effect of rewarded referrals. The paper makes conceptual contributions to the literature on referral reward programs, word-of-mouth, and motive inferences. The work has implications for managers considering ways to construct referral programs and design marketing activities to increase referrals.
Peeter W. J. Verlegh; Gangseog Ryu; Mirjam A. Tuk; Lawrence Feick. Receiver responses to rewarded referrals: the motive inferences framework. Journal of the Academy of Marketing Science 2013, 41, 669 -682.
AMA StylePeeter W. J. Verlegh, Gangseog Ryu, Mirjam A. Tuk, Lawrence Feick. Receiver responses to rewarded referrals: the motive inferences framework. Journal of the Academy of Marketing Science. 2013; 41 (6):669-682.
Chicago/Turabian StylePeeter W. J. Verlegh; Gangseog Ryu; Mirjam A. Tuk; Lawrence Feick. 2013. "Receiver responses to rewarded referrals: the motive inferences framework." Journal of the Academy of Marketing Science 41, no. 6: 669-682.
Scholars in social psychology and marketing have traditionally examined word-of-mouth (WOM) interactions in a dyadic setting, comprised of a WOM-opinion provider and its recipient. Yet, social interactions also often occur in larger settings, and group-based research has shown group sizes to affect its member behavior. To this end, we set out to examine WOM transmission in a larger context by introducing a WOM responder, whose role is to provide a second opinion to the WOM recipient. In Experiment 1, we find that social relations in the triad play a key role in WOM transmission. For strong ties, the WOM responder showed little difference in willingness to offer a second opinion irrespective of its congruency with the first opinion. Incongruency with the first opinion, however, reduced the valence of the second opinion. For weak ties, the presence (vs. absence) of first opinion—irrespective of its congruency—increased the likelihood of offering a second opinion and also its valence. We demonstrate that the effects could be attributable to different accessibility of needs for assimilation and differentiation as well as of motivational orientations toward other parties of WOM. Experiment 2 takes a closer look at the conflicting motivations of social influence (normative vs. informational) associated with strong ties, and finds both in operation but to a differing degree. Finally, a follow-up study addresses the current findings in the context of satisfied/dissatisfied consumers.
Gangseog Ryu; Jin K. Han. Word-of-mouth transmission in settings with multiple opinions: The impact of other opinions on WOM likelihood and valence. Journal of Consumer Psychology 2009, 19, 403 -415.
AMA StyleGangseog Ryu, Jin K. Han. Word-of-mouth transmission in settings with multiple opinions: The impact of other opinions on WOM likelihood and valence. Journal of Consumer Psychology. 2009; 19 (3):403-415.
Chicago/Turabian StyleGangseog Ryu; Jin K. Han. 2009. "Word-of-mouth transmission in settings with multiple opinions: The impact of other opinions on WOM likelihood and valence." Journal of Consumer Psychology 19, no. 3: 403-415.
Because referral reward programs reward existing customers and build the customer base, firms use them to encourage customers to make recommendations to others. The authors report on four experiments in which they find that rewards increase referral likelihood. More specifically, they find that rewards are particularly effective in increasing referral to weak ties and for weaker brands. It is also important who receives the reward. Overall, for weak ties and weaker brands, giving a reward to the provider of the recommendation is important. For strong ties and stronger brands, providing at least some of the reward to the receiver of the referral seems to be more effective. The authors discuss the implications of the results for the design of reward programs.
Gangseog Ryu; Lawrence Feick. A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood. Journal of Marketing 2007, 71, 84 -94.
AMA StyleGangseog Ryu, Lawrence Feick. A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood. Journal of Marketing. 2007; 71 (1):84-94.
Chicago/Turabian StyleGangseog Ryu; Lawrence Feick. 2007. "A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood." Journal of Marketing 71, no. 1: 84-94.
Because referral reward programs reward existing customers and build the customer base, firms use them to encourage customers to make recommendations to others. The authors report on four experiments in which they find that rewards increase referral likelihood. More specifically, they find that rewards are particularly effective in increasing referral to weak ties and for weaker brands. It is also important who receives the reward. Overall, for weak ties and weaker brands, giving a reward to the provider of the recommendation is important. For strong ties and stronger brands, providing at least some of the reward to the receiver of the referral seems to be more effective. The authors discuss the implications of the results for the design of reward programs.
Gangseog Ryu; Lawrence Feick. A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood. Journal of Marketing 2007, 71, 84 -94.
AMA StyleGangseog Ryu, Lawrence Feick. A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood. Journal of Marketing. 2007; 71 (1):84-94.
Chicago/Turabian StyleGangseog Ryu; Lawrence Feick. 2007. "A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood." Journal of Marketing 71, no. 1: 84-94.
Gangseog Ryu; JongChul Park; Lawrence Feick. The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising. Psychology & Marketing 2006, 23, 487 -513.
AMA StyleGangseog Ryu, JongChul Park, Lawrence Feick. The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising. Psychology & Marketing. 2006; 23 (6):487-513.
Chicago/Turabian StyleGangseog Ryu; JongChul Park; Lawrence Feick. 2006. "The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising." Psychology & Marketing 23, no. 6: 487-513.