Dongwoo Shin’s research while affiliated with University of Seoul and other places

This research article examines the effects of self-regulation on adolescents’ aggressive driving tendencies and their attitudes toward safe driving communication. Two experimental studies demonstrate that an individual’s regulatory orientation is a good predictor of aggressive driving tendencies and that self-regulation plays a moderating role on the effects of safe driving messages on recipients’ attitudes. Specifically, the findings reveal that promotion-oriented (vs. prevention-oriented) individuals are more likely to demonstrate aggressive driving tendencies. In addition, promotion-oriented individuals show more favorable attitudes toward gain-framed safe driving messages than loss-framed messages. Prevention-oriented individuals show the opposite pattern. Implications for theory and practice are discussed.

Kim, Joonhwan, Sungho Lee, Dongwoo Shin and Ji-Hee Song (2014), "Effects of Emotional Regulation Processes on Adaptive Selling Behavior and Sales Performance," Asia Marketing Journal, 16(1), 1-30. [Sales Management] http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465999 While the role of emotional antecedents of effective selling behavior would be important, the issue has not been fully addressed in the sales literature. To fill this gap, we conceptualize and empirically examine the relationships among salesperson`s emotional regulation processes such as emotional intelligence (EI) and emotional labor (EL), effective selling behavior, and sales performance on the basis of educational, occupational, social psychology literature and marketing literature (e.g., Henning-Thurau, Groth, Paul, and Gremler 2006; Kidwell et al. 2011; Liu et al. 2008; Mayer, Salovey, and Caruso 2008). First, salesperson``s EI is defined as his or her capability that enables correct perceptions about emotional situations in sales interactions. The EI is expected to work as psychological resources for different types of EL (i.e., deep acting and surface acting) to be performed by salesperson as emotional expression strategies (e.g., Lie et al. 2008). It is, then, expected that the features of EL selected by the salesperson would lead to different levels of adaptive selling behavior (ASB) and thereby sales performance (Monaghan 2006). Further, given that salesperson``s customer orientation (CO) is found to be an important correlate of ASB (Franke and Park 2006), it is expected that CO would moderate the relationship between EL and ASB (Rozell, Pettijohn, and Parker 2004). Hence, this research attempts to shed additional light on emotionally-driven (EL) as well as cognitively-driven (CO) antecedents of ASB (Frank and Park 2006). The findings of the survey research, done with 336 salespersons in insurance and financial companies, are summarized as follows. First, salespersons with a high level of EI are found to use both deep acting (regulating the emotions themselves) and surface acting (controlling only emotional expressions) in a versatile way, when implementing EL. Second, the more the salesperson performs deep acting, the more he or she shows ASB. It is, then, important for salespersons to use deep acting more frequently in the EL process in order to enhance the quality of interacting with customers through ASB. On the other hand, the salesperson``s surface acting did not have a significant relationship with ASB. Moreover, CO was found to moderate the relationship between the salesperson``s deep acting and ASB. That is, the context of high CO culture and individual salesperson``s deep acting would synergistically make the selling efforts adaptive to customer preferences. Conceptualizing and empirically verifying the antecedent roles of important emotional constructs such as EI and EL in salesperson``s effective selling behavior (ASB) and sales performance is a major theoretical contribution in the sales literature. Managerially, this research provides a deeper understanding on the nature of tasks performed by salespersons in service industries and a few guidelines for managing the sales force. First, sales organizations had better consciously assess EI capacity in the selection and nurturing processes of salespersons, given that EI can efficiently drive EL and the resulting effective selling behavior and performance. Further, the concept of EL could provide a framework to understand the salespersons`` emotional experiences in depth. Especially, sales organizations may well think over how to develop deep acting capabilities of their sales representatives. In this direction, the training on deep acting strategies would be an essential task for improving effective selling behavior and performance of salespersons. This kind of training had better incorporate the perspectives of customers such that many customers can actually discern whether salespersons are doing either surface acting or deep acting. Finally, based on the synergistic effects of deep acting and CO culture, how to build and sustain CO is always an ever-important task in sales organizations. While the prior sales literature has emphasized the process and structure of highly customer-oriented sales organization, our research not only corroborates the important aspects of customer-oriented sales organization, but also adds the important dimension of competent sales representatives who can resonate with customers by deep acting for sales excellence.

In this research, we examine the role of two motivational forces associated with creation of electronic word-of-mouth (eWOM): regulatory focus and collective dissonance. Our studies show that generation of eWOM is enhanced by regulatory fit, while traditional WOM is dominated by the negativity effect. In study 1A, we show that prevention-focused consumers produce stronger intentions to post eWOM when they undergo a negative compared to a positive service experience. In study 1B, we find that promotion-focused consumers are more likely to post eWOM in reaction to a positive service experience when one's self-construal is independent. The final study shows that due to collective dissonance, consumers have greater intentions to create eWOM when their experiences are inconsistent with others' postings. We discuss the implications of these results for the development and management of eWOM communication in virtual communities.

Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Data from lab experiments and actual online retailers suggest that consumers who evaluate products associated with promotion consumption goals perceive positive reviews to be more persuasive than negative ones (i.e., a positivity bias). Conversely, consumers who evaluate products associated with prevention consumption goals perceive negative reviews to be more persuasive than positive ones (i.e., a negativity bias).

In 1988, California initiated the longest running aggressive driving media campaign, Smooth Operator, which has since been adopted and is still running in the District of Columbia, Maryland and Virginia. In 1998, nine US states introduced legislation that provided penalties for aggressive driving. According to a 2003 AAA Mid-Atlantic Transportation Poll, motorists in the Washington area rated aggressive driving as the number one threat to highway safety and nearly 8 out of 10 motorists considered aggressive drivers to be a greater danger than terrorists. Research in both social psychology and marketing studied the antecedents of aggressive driving with mixed results. This paper uses regulatory focus theory (Higgins 1997) to understand aggressive driving and identify the most effective messages targeted at preventing this behavior. Aggressive driving is defined as the operation of “a motor vehicle in a manner which endangers or is likely to endanger people or property” (Martinez, U.S. House of Representatives, 1997) and includes speeding, tailgating, failure to yield, etc. Driving is seen here as a goal-oriented behavior. When individuals prepare to drive to a certain destination, they tend to set and follow specific goals. They may develop driving plans about the time of departure and arrival and other necessary stops, which involve various stages of goal directed actions and require an effective self-regulatory system. For example, some drivers may achieve their end goal (arriving at the destination) by focusing on positive strategies such as speeding to catch the green light. Other drivers may achieve the same end goal by focusing on avoiding possible negative consequences of driving such as missing a highway exit or being involved in an accident.