Kwanho Suk

• Korea University

Charitable organizations use donated funds for program costs to support the cause and overhead costs to cover the charity’s general operation and fundraising. This research investigates the influence of preannouncement of donation expenditure on attitudes toward charity and overhead aversion (i.e., negative response to overhead). Preannouncement of...

Charitable organizations spend donated funds for programs and overhead. Donors expect their donated money to be used to help the cause rather than the overhead (i.e. overhead aversion). Donors expect feedback on the use of their donated money for helping the cause and for overhead. However, donors seldom receive proper feedback from charities, whic...

This research explores the preference for playing order in games in which each of several players draws a random event (e.g., a ball from an urn), with and without replacement after each draw. Three studies show that people tend to prefer to draw early regardless of whether the game is with or without replacement, although the expected probability...

This research examines the influence of donation collection methods on the amounts of donation, focusing on donations for the cause and overhead. This research examines the effects of the three donation collection methods (allocation, cause‐first addition, and overhead‐first addition) that vary in terms of the procedure through which the donation a...

A time interval can be presented as a duration (e.g., 10 days) or a calendar date (e.g., May 10). This study examines the influence of time descriptions on task scheduling. Results of 10 studies (N = 2,129) present evidence that people tend to schedule their tasks earlier when the time interval is described as a duration than a date. This time desc...

In risk communication, 1-in-X and N-in-10p ratios are used frequently to present likelihood information. This research examines the effect of numeric formats (1-in-X vs. N-in-10p) on perceived difference in multiple risk likelihoods through six experiments (N = 2,254). We find that the perceived difference in risk likelihoods is greater when the in...

When consumers purchase service plans, they often fail to choose the lowest cost alternative because of their general tendency to avoid pay-per-use pricing. The present research examines the role of psychological process in consumer’ preference for price plans, focusing on the reasons for lower preference for pay-per-use plans. In addition, this re...

Charities face common problems in which donors tend to avoid charities with high overhead rates. This overhead aversion phenomenon forces charities to suppress their overhead spending, which impedes them from performing as best as they can. Substantial research has attempted to mitigate overhead aversion by eliminating the need to cover overhead ex...

Despite increasing interest among researchers in the job satisfaction of disabled employees, surprisingly little attention has been directed to the difference in job satisfaction between disabled and non-disabled employees in Korea. This research intends to understand the levels of job satisfaction between employees with and without disability. Ano...

This research explores the framing effect of free promotions on consumer responses. Specifically, the same free promotion can be presented as “free” (e.g., “Get Product X for Free”) or “$0” (e.g., “Get Product X for $0”). This study examines whether such presentations affect consumer preference for promotions. Results of ten experiments, including...

This research investigates how the shape of a package influences the estimation of calories. Study 1 shows that food in taller packages is perceived as having fewer calories than food in wider packages. Study 2 demonstrates that package shape has opposite effects on the estimations of calorie and volume: food in taller packages appears to have fewe...

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 exp...

In the research reported here, we proposed and demonstrated the prediction-specificity effect, which states that people's prediction of the general outcome of an event (e.g., the winner of a soccer match) is less accurate when the prediction question is framed in a more specific manner (e.g., guessing the score) rather than in a less specific manne...

Existing theory and prior research suggest that consumers perceive purchase prices more/less favorably when they are preceded by higher/lower prices. However, to date, researchers have found these effects in contexts in which the product, and thus perceived quality, is held constant. Given that consumers commonly believe price and quality are posit...

Prior research indicates that various methods for measuring attribute weights show only weak to moderate agreement in the weight assignments. However, there have been few theoretical bases explaining this divergence, and thus we have little knowledge of the conditions under which the weight assignments converge. The current study shows that one det...

One stream of research suggests that individuals in a collectivistic culture tend to follow the others’ choices in a group choice setting (e.g., Markus and Kitayama 1991). Other research, however, suggests that the choices others make have little impact on the individuals’ choices in this cultural context (e.g., Kim and Drolet 2003). The current re...

Researchers have long been interested in understanding cognitive processing differences across consumer judgments and choices. Although it represents a focal outcome in much research, less attention has focused on the "choice-like" response of behavioral intentions. This research compares processing differences in the formulation of judgments of at...

We examine how perceptions of a product are affected by the presence of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the influence of context. This is as predicted by the interpr...

ᅳ般地, 客户感知质量受到价格的很大影响。展管产品的客观质量相同，但高价格 产品比低价格产品的感知价值高。但是感知价值受到价格影响的过程并没有被深入研 究。现有的文献提出了 드个假设(例如 ： 选择过程假设，选择解释假设以及代表性的 启发假设)，这些假设解释了价格引导感知价值的基本过程. 本研究检验了三个竟争 假设，对客户知识作为调节 变量的作用进行了检验。设计ᅳ个实验来检验知识在价格-质量关系中的谓解作用。实验结果表明价格对感 知质量的影响在“新手”和“专家’，中有所不同。价格对具有较高的产品相关知识水平的 专家型顿客的感知质量影响不显著，这ᅳ发现与文献ᅳ致。另ᅳ方面，价格影响只有 很少的产品相关知识的新手型顿客的感知质量， 并브对基本过程的检验支持代表性启 发假设。新手客户认为高价格的品...

The purpose of the present study is to test the moderating effect of on-line experience on antecedents to on-line satisfaction and on the relationship between on-line satisfaction and loyalty. A survey (n = 836) was conducted to test the differences between high and low online experience respondents. The relationship between on-line satisfaction an...

EXTENDED ABSTRACT The current research examines the influence of the attribute similarity among competing brands on consumer's choice. Attribute similarity is defined as the extent to which a brand has similar with other brands in terms of the attribute levels. Both consumer choice models and consumer behavior studies show that brand preference is...

Thesis (Ph. D.)--University of Toronto, 2003. Includes bibliographical references.