KOREASCHOLAR

Previous research has compared still images employing the actor’s perspective to those employing the observer’s perspective and found that the former increases service evaluations if the consumers are promotion-focused, whereas the latter increases service evaluations if the consumers are prevention-focused. The research compares three kinds of vlogs, i.e., vlogs employing the actor’s perspective, vlogs employing the observer’s perspective without the actor’s face, and vlogs employing the observer’s perspective with the actor’s face. The results show that the highest service evaluations are induced by the actor’s perspective in case of promotion-focused consumers, whereas they are induced by the observer’s perspective without the actor’s face in case of prevention-focused consumers.

• Akinori Ono(Keio University, Japan)
• Aoi Matsuzaki(Keio University, Japan)
• Junya Kunitake(Keio University, Japan)
• Katsumi Arita(Keio University, Japan)
• Mao Sinya(Keio University, Japan)
• Nao Nitta(Keio University, Japan)
• Nobutaka Ninomiya(Keio University, Japan)
• Risa Tsuboi(Keio University, Japan)
• Tomoaki Nakamura(Keio University, Japan)