Dongwon Min

• Dankook University

This research examined how domestic consumers respond to an advertisement using brand popularity in a foreign market. By using structural equation modeling, it shows that the consumers’ response can change as a function of three characteristics of brand popularity in a foreign market: (a) expertise of foreign consumers, (b) similarity between domes...

Recently, luxury research has been interested the basis of the effect of charity on luxury brand. Some of their results showed that guilt reduction plays an important role in this mechanism. Current research focuses on the moderating effect of negative perception of production on the effect of charity and the moderated mediation of guilt reduction....

The technological environment is rapidly affecting the way of shopping. When consumers go about retail activities, they not only use a single channel (e.g., traditional stores, mobile) but also combine different channels. This research focuses on the factors which influence the favorableness toward omni-channel shopping. Specifically, this paper in...

In this study we examined the effects of promoted product and shopping motivation on consumers’ choice between utilitarian and hedonic non-monetary promotions using two experiments, and compared the two perspectives (i.e. benefit congruency versus justification) in terms of the power of explanation regarding the results. The two perspectives were f...

Brand popularity as a descriptive norm has been used as an advertising cue by internet malls. It is based on the assumption that consumers prefer brands with popularity claims because they perceive the popularity claim results from superior quality. However, little research has been done on how popularity cues affect perceived quality in internet s...

We investigate the influence of power on the cognitive processing of persuasive messages by examining how people with high power pay attention to recall, and are persuaded by messages relative to those with low power. We employ multiple power manipulations by placing participants in a hierarchical structure (Experiment 1) or priming them by asking...