HOW AN INDIVIDUAL’S SELF-CONSTRUALS, COSMOPOLITAN AND LOCAL ORIENTATION AFFECT THE IMPACT OF THE FOUR SELF-CONGRUITY TYPES ON BRAND ATTITUDE

Hector Gonzalez Jimenez,Fernando Fastoso,Kyoko Fukukawa 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4

This study empirically investigates how four individual-level characteristics impact the effect of the four self-congruity types on brand attitude. A widely used practice among marketers focuses on communicating that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. self-esteem levels, product involvement levels) determine if actual or ideal self-congruity impact brand perceptions more strongly (Malär, Krohmer, Hoyer & Nyffenegger, 2011). This study extends that research by (a) considering all four self-congruity types (actual, ideal, social, and ideal social) and (b) four additional individual-level characteristics, which are valuable for segmenting consumer markets within and across countries. The four individual-level characteristics are a dominant independent self-construal, interdependent self-construal, cosmopolitan orientation and local orientation. Considering these individual-level characteristics offers marketers insights on which of the four self-concept types they should try to match with their brand communications when targeting these specific consumer groups. Survey data from a non-student sample was collected in the US. After performing data cleaning procedures, 800+ usable responses were analysed with the use of PLS-SEM (Lohmöller, 1989). The measurement models demonstrate satisfactory reliability, convergent and discriminant validity. Furthermore, the results suggest that the data is not compromised by non-response bias and common method variance. The structural models display satisfactory predictive capabilities of the four self-congruity types on brand attitude. The findings show that as expected an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation impact which of the four self-congruity types has the strongest effect on brand attitude. For individuals with a dominant local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. For individuals with a dominant cosmopolitan orientation or independent self-construal, ideal self-congruity has the strongest effect on brand attitude. The findings of this study extend self-congruity theory by considering the effect of these four individual-level characteristics. Managerial implications are also presented.

HOW AN INDIVIDUAL’S SELF-CONSTRUALS, COSMOPOLITAN AND LOCAL ORIENTATION AFFECT THE IMPACT OF THE FOUR SELF-CONGRUITY TYPES ON BRAND ATTITUDE

Hector Gonzalez Jimenez,Fernando Fastoso,Kyoko Fukukawa 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This study empirically investigates how four individual-level characteristics impact the effect of the four self-congruity types on brand attitude. A widely used practice among marketers focuses on communicating that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. self-esteem levels, product involvement levels) determine if actual or ideal self-congruity impact brand perceptions more strongly (Mal?r, Krohmer, Hoyer & Nyffenegger, 2011). This study extends that research by (a) considering all four self-congruity types (actual, ideal, social, and ideal social) and (b) four additional individual-level characteristics, which are valuable for segmenting consumer markets within and across countries. The four individual-level characteristics are a dominant independent self-construal, interdependent self-construal, cosmopolitan orientation and local orientation. Considering these individual-level characteristics offers marketers insights on which of the four self-concept types they should try to match with their brand communications when targeting these specific consumer groups. Survey data from a non-student sample was collected in the US. After performing data cleaning procedures, 800+ usable responses were analysed with the use of PLS-SEM (Lohm?ller, 1989). The measurement models demonstrate satisfactory reliability, convergent and discriminant validity. Furthermore, the results suggest that the data is not compromised by non-response bias and common method variance. The structural models display satisfactory predictive capabilities of the four self-congruity types on brand attitude. The findings show that as expected an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation impact which of the four self-congruity types has the strongest effect on brand attitude. For individuals with a dominant local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. For individuals with a dominant cosmopolitan orientation or independent self-construal, ideal self-congruity has the strongest effect on brand attitude. The findings of this study extend self-congruity theory by considering the effect of these four individual-level characteristics. Managerial implications are also presented.

개별지도가 대학수학 기초학력 부진 학생들의 수학 학업성취도와 수학 태도에 미치는 영향

서종진 한국학교수학회 2018 韓國學校數學會論文集 Vol.21 No.3

In this paper, The purpose of this study was to investigate the effect of individual teaching strategies on mathematics achievement and mathematics attitude of students with low achievement in mathematics. As a result, individual instruction group showed higher mathematics achievement and attitude toward mathematics than comparative group. In the experimental group, there was a correlation between pre-mathematics achievement and post-mathematics achievement. Also, there was a correlation between post-mathematics attitude and post-mathematics achievement. Within the comparison group, there was a correlation between pre-mathematics attitude and post-mathematics attitude. Also, there was a correlation between post-mathematics attitude and post-mathematics achievement.

Analyzing Attitude Change towards Nuclear Energy after the Fukushima Accident - An Application of Multilevel Modeling -

Sangseok Bae,Donggeun Kim,Seoyong Kim 위기관리 이론과 실천 2018 Crisisonomy Vol.14 No.12

후쿠시마 원전사고는 원자력 에너지에 대한 태도변화에 매우 큰 영향을 미쳤다. 이러한 태도변화는 탈원자력이라는 에너지전환에 영향을 미친다. 본 연구의 목적은 후쿠시마 원전사고 이후 태도변화 의 결정요인을 분석하는데 있다. 태도변화는 단순히 개인적 차원의 변수뿐만 아니라 맥락적 차원의 변수들로부터 영향을 받기 때문에 미시적인 개인적 수준의 변수뿐만 아니라 거시적인 국가수준의 변수를 태도변화의 원인변수로 설정할 필요가 있다. 본 연구에서는 후쿠시마 원전사고 이후 태도변 화를 종속변수로 설정하였으며, 개인수준에서 인구학적 변수, 매스미디어 변수, 지각변수 등, 국가수 준에서는 원전의존성, GDP, 후쿠시마 원전으로부터의 거리, 환경의 질 등을 독립변수로 설정하여 다수준 분석을 실시하였다. 분석결과 개인적 수준에서는 남성(-), 교육수준(+), 종교(+), 위험지각(+), 신뢰(-) 등이 원자력에 대한 지지에서 반대로의 태도변화에 유의하게 영향을 미치고 있었으며, 국가 수준에서는 원전운영(-), GDP(+)이 영향을 미치고 있었다. The Fukushima nuclear accident had a significant impact on the attitude change toward nuclear energy. This attitude change critically influences the energy transition, in particular, phaseout of nuclear energy. The purpose of this study is to analyze the determinants of attitude change toward nuclear energy after the Fukushima accident. Since the attitude change is influenced not only by the individual variables but also by the contextual variables, it is necessary to set both the macro country-level variables and the micro individual-level variables as the causal variables of the attitude change. Empirical findings summarize that male, education, religion, risk perception, and trust at the individual level, and operation of nuclear power plant, GDP per capita at the country level had a crucial impact on attitude change from supporting to opposing.

계획된 행동이론을 이용한 국외 개별여행참가의도에 관한 연구

천덕희,김맹진 한국호텔리조트학회 2018 호텔리조트연구 Vol.17 No.4

The purpose of this study is to verify the effect of attitude, subjective norm, and perceived behavioral control of planned behavior theory on intention to participate in overseas individual travel. The positive or negative attitudes toward overseas individual travel, the perception of people around overseas individual travel and the ease or difficulty of participating in overseas individual travel may lead to high or low participation intentions. To verify these findings empirically a survey was conducted for potential customers of overseas travel. A total of 215 questionnaires were collected and 176 questionnaires were used for the analysis, except for 39 questionnaires that responded unfairly. As a result of the factor analysis, it was found that the variables of the planned behavior theory were divided into subjective norm, perceived behavior control, attitude. Participation intention was divided into single dimension. Regression analysis showed that perceived behavioral control and attitude had a significant effect on participation intention, but subjective norms did not. Through this study, it was found that travelers showed a positive attitude toward overseas individual travel, and the more easily they participate, the higher the participation intention.

개인 특성이 AIS보안 수용태도에 미치는 영향에 관한 연구

이신남(Shin-Nam Lee) 글로벌경영학회 2012 글로벌경영학회지 Vol.9 No.1

본 연구는 AIS보안 수용태도에 영향을 미치는 여러 가지 요인 중 개인특성(컴퓨터 활용도, 이동성, 보안교육, 보안 관심도)과 지각된 유용성의 관계를 규명하고자 하였다. 설문조사 응답자의 대부분은 정보 보호에 관련된 구체적인 노력을 실시하고 있는 구성원을 대상을 하였으며 252부의 설문지를 이용해 SPSS 11.5와 AMOS 4.0을 이용하여 통계처리하였다. 본 연구의 가설검증 결과를 요약하면 다음과 같다. 첫째, 개인특성은 지각된 유용성에 정(+)의 유의적인 영향을 미쳤다. 이는 개인특성의 변수들이 지각된 유용성에 유의한 영향을 미칠 수 있음을 시사해 준다. 둘째, 개인특성은 지각된 용이성에 정(+)의 유의적인 영향을 미쳤다. 이는 개인특성변수(컴퓨터 활용 도, 이동성, 보안교육, 보안 관심도)가 지각된 용이성과 관련이 있음을 수 있음을 시사해 준다. 셋째, 지각된 유용성은 지각된 용이성에 정(+)의 유의적인 영향을 미쳤다. 이는 회계프로그램이 거래 처리와 업무에 유용한 정도에 대한 사용자의 지각을 높이게 되면, 회계프로그램의 거래처리 속도와 제공 정보에 대한 사용자의 지각된 용이성에 정(+)의 유의적 영향을 미칠 수 있음을 의미하는 것으로 볼 수있다. 넷째, 지각된 유용성은 AIS보안 수용태도에 정(+)의 유의적인 영향을 미쳤다. 이는 회계프로그램이 거래 처리와 업무에 유용한 정도에 대한 사용자의 지각을 높이게 되면, 회계프로그램의 사용자가 앞으로도 지속적으로 AIS보안 프로그램을 사용할 수 있음을 의미하는 것으로 볼 수 있다. 마지막으로, 지각된 용이성은 정보보안 수용태도에 유의적인 영향을 미치지 않았다. 이는 회계정보시 스템의 지각된 용이성이 향상되었다 하더라도 AIS보안 수용태도가 높아질 수 없음을 시사해 준다. 즉, 회계정보시스템의 사용법이 쉽다거나 타 시스템과 유연하게 작용한다고 하여 사용자가 앞으로도 지속적 으로 회계정보시스템을 사용할 때 AIS 보안프로그램을 사용할 수 있으리라 생각할 수 없다는 것을 의미 하는 것으로 볼 수 있다. 본 연구는 회계정보시스템 사용자의 정보보안 수용태도에 영향을 미치는 주요 요인으로 개인특성의 중요성을 규명했다는 측면에서 볼 때 의의가 있다고 판단된다. 본 연구의 결과는 회계정보시스템을 사용할 때 개인특성(컴퓨터 활용도, 이동성, 보안교육, 보안 관심도)을 고려하는데 필요한 기초자료를 제공할수 있을 것이다. 또한 개인특성이 지각된 유용성과 지각된 용이성에 의해서 매개되므로 회계정보시스템이 제공하는 회계정보가 사용자들에게 유용하다는 점을 지속적으로 환기시킬 필요가 있으며, AIS보안 수용태도에 영향을 미치는 또 다른 변수를 적용하여 추가 및 확장연구를 촉진하는데 도움을 줄 수 있을 것이다. The purpose of this study is investigate the effects of individual s characteristics(computer utilization, mobility, security training, security interest) on the AIS security receptive attitude. Using survey methods, 252 questionnaires were collected and for hypothesis-testing, they were applied to Structural Equation Model(SEM) using SPSS & AMOS. The results of the study are as follows: First, it was found that individual s characteristics had positive impact on perceived usefulness. Individual s characteristics(computer utilization, mobility, security training, security interest) will have a positive effect on perceived usefulness. Second, it was shown that individual s characteristics(computer utilization, mobility, security training, security interest) had positive impact on perceived ease. Third, it was discovered perceived usefulness is important factor that need to be considered in the perceived ease. Fourth, perceived usefulness had positive effects on the AIS security receptive attitude. The relations between perceived usefulness and AIS security receptive attitude had statistical significance. Finally, perceived ease had negative impact on the AIS security receptive attitude. It was confirmed that the degree of perceived ease was not an important factor in AIS security receptive attitude. The limitation on this study was that only mutual effects between factors such as Individual s characteristics, perceived usefulness, perceived ease, AIS security receptive attitude were used and analyzed as survey variables. In future, the study that precisely measures related variables with clear understanding of those measurement factors should be encouraged.

부모 양육태도와 자녀의 분리-개별화와의 관계에서 또래애착의 매개효과

정윤희,이인수 한국청소년학회 2012 청소년학연구 Vol.19 No.11

The purpose of this thesis was to explore the mediating effect of peer attachment in the relationship between parenting attitude and the early adolescent's separation-individuation. A sample of 248 early adolescents was surveyed. The results of this study were as follows. First, it was shown that for early adolescent’s separation- individuation, father’s loving attitude played a crucial role and mother’s disapproving and overprotecting attitude had negative effect. Second, peer attachment showed a perfect mediating effect in the relationship between parent’s loving attitude and child’s Individuation- Pseudo Independence. The significance of this study was to explore the importance of multi-dimensional factors that could affect separation-individuation of early adolescent, especially parenting attitude and peer attachment and analyzed the mediating effect of peer attachment in the relationship between parenting attitude and child’s separation-individuation. 본 연구는 부모 양육태도가 자녀의 분리-개별화에 미치는 영향에 있어서 또래애착이 이들 관계를 매개하는 효과가 있는 지를 규명하고자 하였다. 연구대상은 서울에 위치한 3개 초등학교에서 2차 분리-개별화가 시작되는 초기 청소년으로 총 248명의 자료가 분석되었다. 연구 결과 아버지의 애정적 양육태도는 자녀가 분리-개별화를 수행하는데 유의미한 긍정적 영향을 미치는 것으로 나타났고, 어머니의 거부적, 과보호적 양육태도는 자녀가 분리-개별화를 수행하는데 부정적인 영향을 미치는 것으로 나타났다. 또한, 부모로부터 거부적인 양육태도를 받은 자녀는 계속해서 부모와 공생관계에 머무르려는 경향이 큰 것으로 나타났다. 또래애착은 부모의 양육태도와 자녀의 분리-개별화와의 관계에서 완전매개효과를 가지는 것으로 나타났다. 즉, 초기 청소년의 분리-개별화에 있어서 부모의 양육태도는 또래애착에 따라 영향을 받을 수 있는 것으로 나타난 본 연구결과는 초기 청소년의 분리-개별화에 미치는 가족, 친구 등의 다차원적 변인을 조망했다는 데 의미가 있다고 하겠다. 끝으로 연구의 한계와 후속연구에 대한 제언 등이 논의되었다.

연구논문 : 북한이탈주민에 대한 남한국민의 태도

권수현 ( Soo Hyun Kwon ) 서울대학교 한국정치연구소 2011 韓國 政治 硏究 Vol.20 No.2

본 연구는 남한국민을 대상으로 한 며론조사자료를 이용해 개인들이 북한이탈주민(탈북자) 수용 며부와 탈북자들에 대한 친근감과 관련해 어떤 태도를 갖고 있으며, 이러한 태도에 영향을 주는 요인들이 무엇인지를 통계적으로 분석하고 있다. 10명 중 한 명만이 탈북자 수용에 대해 부정적인 입장을 갖고 있는 반면, 3명 중 한 명만이 탈북자를 친근하게 느끼는 것으로 나타났다. 통계분석결과, 경제적 요인들은 통계적으로 유의미한 영향력을 미치지 않는 반면, 문화적 요인인 국가정체성과 정치적 요인인 정부의 대북정책에 대한 평가, 인구통계학적 요인인 성별 등은 유의미한 영향을 미치는 것으로 나타났다. 결론적으로 남한사람들의 탈북자 수용과 친근감 태도 간에 차이가 있음에도 불구하고 두 가지 태도에 긍정적 영향을 미치는 중요요인이 민족정체성이며, 이 변수가 탈북자와 이민자에 남한사람들의 태도차이를 결정하는 변수인 것으로 나타났다. 한국 사회가 사회통합과 민족통일을 이뤄야 하는 상황임을 고려할 때, 탈북자 정책은 민족적 관점과 다문화주의적 관점을 통합해 추진되어야 하며 이를 통해 탈북자와 이민자에 대한 남한사람들의 개방성과 포용성을 증진시킬 필요가 있다. The aim of this paper is to analyze the attitudes South Korean individuals have toward North Korean immigrants, and how these attitudes are formed using survey date obtained in South Korea. 90% of South Koreans have positive attitudes towards policy supporting the inflow of North Korean immigrants, however, 70% of respondents expressed anti-immigrant feelings toward North Korean immigrants who live in South Korea. Related to the determinants of both attitudes, while economic independent variables were not statistically relevant, cultural and political variables had significant influence. This analysis shows that although South Korean individuals have different attitudes between the theoretical inflow of North Korean immigrants and the feelings toward actual North Korean immigrants, national identity is a significant variable to influence such attitudes. Consequently, the stronger the feeling of national identity, the more positive people`s attitudes toward North Korean immigrants are, and the more negative people`s attitudes toward foreign immigrants are. Therefore not only national but also multicultural perspectives should be integrated in the design and execution of government policy concerning North Korean immigrants.

Attitudes and Misconceptions Toward Suicidal Individuals among Suicide Gatekeeper Education Program Participants in South Korea *

안치수(Chi-Soo An),이강욱(Kanguk Lee) 대한사회정신의학회 2017 사회정신의학 Vol.22 No.2

Objectives : Suicide is a prominent public health issue in South Korea; participants in suicide gatekeeper education programs engage with potentially suicidal individuals and may refer those individuals to mental health professionals. This study examined opinions and attitudes regarding suicidal behavior among suicide gatekeeper education program participants in the Gangwon province of South Korea in order to develop recommendations for the development of suicide prevention and education programs. Methods : Questionnaires were administered containing questions examining participants’ experiences of suicidal behavior and attitudes toward suicidal individuals. Chi-square and multivariate regression analysis were used to examine differences and associations between participants’ attitudes toward suicidal individuals, sociodemographic characteristics, and experiences of suicide. Results : Participants who were male, older, or had experience with suicide (e.g., suicidal ideation or attempts, the loss a significant other to suicide) were more likely to hold misconceptions toward suicidal individuals. Experience with suicide programs was correlated with more positive attitudes toward suicidal individuals. Conclusion : Demographic characteristics and experience with suicidal behavior may affect misconceptions and attitudes toward suicidal individuals among participants in suicide gatekeeper education programs. Suicide gatekeeper education programs should particularly provide education and training to suicide gatekeepers who have these characteristics, thereby improving suicide gatekeepers’ ability to manage individuals facing a high suicide risk.

전후 CIAM의 거주개념과 개별성 논의

오광석,서정일,김광현 대한건축학회 2005 대한건축학회논문집 Vol.21 No.5

In this paper we examine the process and the manner in which the concept of individuality was discussed within the postwar CIAM. The way younger generation of postwar CIAM dealt with the concept was more subtle than it has been portrayed in conventional characterizations of the agenda: the younger members pushed towards the agenda, recognizing the individuality but not jettisoning the universalizing aspect of prewar CIAM. We try to overcome the manner that the existing understandings of the postwar CIAM discourse reduced it as a transitional one and viewed it in the dichotomous way. By scrutinizing this juncture between the modern and postmodern architecture, we aim to reveal the root of the pluralist values commonly immanent in the multiple aspects of contemporary architecture. In the first place we discuss how the universalizing attitude toward town planning was challenged by the younger CIAM members who looked for a new approach that would take into account the individuality. In the second place we disclose the different viewpoints on the Habitation and Habitat to clarify the shift of the main topic in CIAM from the prewar autonomous ‘function’ to the postwar total ‘relationship’. In the third place we examine how the individuality was balanced with the universalizing attitude by interpreting the projects presented at postwar CIAM meetings. Finally, we argue that the theoretical basis for the architecture during the 1960s was provided by the paradigm of duality of the individuality and the universalizing attitude, as both/and, not either/or.