Kiwan Park

Seoul National University | SNU

In the present research, we propose a new perspective on multifaceted pride based on merits of achievements. We define merited pride as the feeling of accomplishment resulting from achievements one believes primarily resulted from internal factors, and unmerited pride as a similar feeling resulting from achievements one believes primarily resulted...

We explored how consumer attitudes toward service delivery types (self-service technology vs. face-to-face) differ in a private consumption context depending on the brand personality (underdog brand vs. top- dog brand). Using banking service (Study 1) and hotel service (Study 2) scenarios, we empirically investigated the interaction effects between...

This research explored the effects of service delivery types (conventional face-to-face service vs. self-service technologies; SSTs) and brand personality (underdog brand vs. top-dog brand) on consumers’ brand attitudes. Study 1 revealed that consumers perceived more anthropomorphic features in underdog brands than in top-dog brands (Hypothesis 1)....

Access-based services (ABS) have shown tremendous growth recently. We examine the relationship between service period framing and consumers’ anticipated ABS enjoyment. Four scenario-based experiments revealed that focus frame of the service period affected anticipated enjoyment of upcoming ABS experiences and this effect is mediated by perceived te...

In marketing, the use of visual-art-based designs on products or packaging crucially impacts consumers’ decision-making when purchasing. While visual art in product packaging should be designed to induce consumer’s favorable evaluations, it should not evoke excessive affective arousal, because this may lead to the depletion of consumer’s cognitive...

This research investigates the novel link between consumers’ support for underdog brands and their ethical expectations of such brands and finds that the underdog brand positioning may not always be beneficial. Rather, we argue that the identification-based supporting motivation for underdog brands may backfire when the accompanying specific moral...

This study aimed to explore how the type and visual modality of a recommendation agent's identity affect male university students' (1) self-reported responses to agent-recommended symbolic brand in evaluating the naturalness of virtual agents, human, or artificial intelligence (AI) and (2) early event-related potential (ERP) responses between text-...

This study aims to investigate the interactive effects of brand biography and brand transgression type on consumers’ forgiveness intention. Brand transgression is categorized as relational or nonrelational, with the former (compared to the latter) seriously undermining consumers’ high identification with underdog brands. Across four experimental st...

Most studies on O2O services have focused solely on the technological merits of mobile applications, overlooking the role of the value systems that underlie people’s lifestyles. In contrast, this research sheds light on how people’s value systems influence their decision to adopt food delivery applications. Particularly, it proposes that people’s m...

In this research, we explore the role of social identity and threats to social identity on consumers’ judgment and behavioural intention about electronic word-of-mouth (eWOM) on Facebook. Study 1 shows that sharing social identity with a Facebook friend increases perceptions of usefulness and behavioural intention to adopt eWOM. However, when a thr...

What types of message appeals in charity advertisements are most likely to convince people to donate? Using university rivalry (Studies 1 and 2), nationality (Study 3), and freely chosen groups (Study 4), this research proposes that the beneficiaries’ group identity moderates the relative effectiveness of three benefit foci of message appeals in ch...

Will individuals' social networking influence their judgments and related psychological processes on tasks in remote, unrelated domains? This research examines downstream spillover effects that social networking experiences may have on individuals' risk-related judgment and behavior. Building on the feelings-as-information paradigm, we propose that...

This study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market – an art gallery’s brand...

Will consumers’ social networking orientations influence their psychological functioning on subsequent tasks in seemingly remote, unrelated domains? Prior research on social capital suggests the distinction between a bonding orientation, with which people seek to cement connectedness among exclusive and relatively homogeneous groups, and a bridging...

Although Fair Trade has recently experienced rapid growth around the world, there is lack of consumer research that investigates what determines consumers’ loyalty toward Fair Trade brands. In this research, we investigate how ethical consumption values (ECV) and two mediating variables, Fair Trade product beliefs (FTPB) and Fair Trade corporate ev...

Two studies examine how different emotions of the same valence influence product evaluation when products make specific emotional claims. Vacation products with adventurous (serene) appeals were evaluated more favorably when participants felt excited (peaceful) rather than peaceful (excited). This emotion-congruency effect was not observed when par...

The subjective experience of ambivalence results from possessing both positive and negative reactions. Why do individuals sometimes experience ambivalence when they possess only positive or only negative reactions (i.e., univalent attitudes)? This research advances and provides support for the notion that anticipated conflicting reactions underlie...

Two experiments are conducted to examine when and why comparative advertisements lead to elaboration. Comparative advertisements in which the sponsor brand and the comparison brand are perceived to be dissimilar lead to greater elaboration, as evidenced by differences in argument quality, than comparative advertisements in which the sponsor and com...