Yung Kyun Choi

THE EFFECTIVENESS OF COMPARATIVE ADVERTISING IN KOREA AND THE UNITED STATES : A Cross-Cultural and Individual-Level Analysis

Using subjects from Korea and the United States, this study reports the results of an experiment designed to discover links between national culture, self-construals, and the effectiveness of comparative advertising. First, the effect of national culture on comparative advertising effectiveness was investigated. Then, using self-construals as individual-level variables in a path model, the study investigated their mediating effects on the influence of national culture on the effectiveness of comparative advertising. Results indicated not only that national culture influences the effectiveness of comparative advertising, but also that self-construals have mediating effects on attitudes toward the advertisement (Aad) for both indirect comparative advertising and noncomparative advertising. Thus, the study goes beyond the post hoc explanations that so many studies have used to link differences in the effectiveness of advertising to cultural variability, and thereby contributes to theory on the mediating effects of self-construals. The findings also have implications for advertising managerial practices and public policy on the regulation of advertising. But perhaps the main contribution of the study is a research design using self-construals to demonstrate how individual-level variables can mediate the influence of national culture on advertising effectiveness.

Audio and Visual Distractions and Implicit Brand Memory: A Study of Video Game Players

Utilizing a computerized racing game, the experiment investigates the influence of sensory distractions on implicit brand memory. The results suggest that auditory distraction inhibits retrieval of implicit brand memory, but visual distraction causes no significant effect. The effects of the characters sensory distractions appear only for familiar brands, probably because relatively less attention enhances the interference on implicit memory. Comparatively, novel unfamiliar brands attract more attention, which nulls the characters sensory distraction. Therefore, relatively higher distraction effects on implicit memory occur for familiar brands.

E-WOM messaging on social media: Social ties, temporal distance, and message concreteness

Purpose The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages. Design/methodology/approach A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs general public) is a within-subjects factor. Findings Findings indicate that consumers are more likely to share promotional messages with their strong rather than weak ties. If they perceive that purchases will occur soon, concrete promotional messages will more strongly motivate them to share the message with their friends. However, if they perceive that purchases will occur in the distant future, abstract messages are more motivating. The difference occurs because construal-level theory is more effective among strong E-WOM ties. Originality/value By studying senders’ perspectives, the authors make a new theoretical and practical contribution to the emerging literature on E-WOM communication. Specifically, the authors show how senders are persuaded to share information with their strong- or weak-tie audiences according to the concreteness of a message and temporal distance. The authors add construal-level theory and advertising message processing to the domain of E-WOM and social ties research.

Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans

In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The findings uphold their hypothesis that cultural differences determine whether consumers will show reactance to assertive advertising campaigns. Study 1 demonstrates that Americans are less receptive to an assertive recycling message using imperatives such as should, must, and ought and more receptive to a nonassertive message using could, might, and worth. South Koreans do not show the reactance response. Study 2, an energy-saving campaign, conceptually replicates the findings and further shows that perceived threat to freedom mediates the effects. Study 3 uses a realistic setting (i.e., online magazine) to further support the hypothesis that cultural differences affect attitudes toward assertive messages, but adds perceived politeness as an underlying second mediator.

Narrative Transportation and Paratextual Features of Social Media in Viral Advertising

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength of this relationship, however, depends on several boundary conditions associated with the paratextual features of social networking service (SNS) environments. Specifically, it is stronger if the senders and intended receivers have personal ties. Moreover, the influence of narrative transportation is negatively moderated by advertising disclosure that elicits persuasion knowledge. Finally, the negative effect of persuasion knowledge is reduced if the ad appears with a higher number of “likes,” which increases social proof for viral ads. Implications regarding viral advertising and social media behaviors are discussed.