In determining artwork prices, the identification of characteristics of the artist is crucial. While the impact of demographic profiles of artists has been examined in the literature on art pricing, the relationships among artists have been highly disregarded. In the current research, the authors focus on the measures of network centrality derived from group exhibitions in order to investigate their influence on artwork prices. The analysis results suggest that degree centrality and closeness centrality positively affect artwork prices, whereas betweenness centrality has an adverse effect. Moreover, network centrality values play a more important role in explaining artwork prices than historical reputation indexes such as gender, nationality, time elapsed after death, and main residencies of the artists. This study contributes to branding literature, while also providing art marketers with valuable insight into artist branding.

Organizations are increasingly implementing recommendation systems on their websites. A growing body of research is focusing on how the characteristics of online message content affect consumers’ consumption intentions, taking into account consumers’ static personal information, such as demographics. However, limited research has explored how the social context of consumers and online message content characteristics can affect the consumers’ intention to consume events. To address this gap, the present study investigates the joint effects of consumers' social context and arousal potential cues on their intention to attend cultural events. Based on the Target-arousal level theory, we suggest that people who anticipate solo consumption (i.e., accompanied by no one) will tend to attend cultural events promoted by a low arousal potential cue ("A calming experience."), while those who anticipate social consumption (i.e., accompanied by one or more companions) will tend to attend cultural events promoted by a high arousal potential cue ("An exciting experience”). Furthermore, we argue that anticipated enjoyment will mediate this relationship. The joint impact of the social context and arousal potential cues of a cultural event on consumers' intention to attend, as well as the mediating role of anticipated enjoyment, were demonstrated through two studies. The use of message cues and personalized recommendation algorithms as tools to target consumers and improve attendance rates is discussed. References available upon request.

The normal feeding approach of goats might be due to their precise anatomical and physiological characteristics of entity, which permit them to be highly selective, to eat legume silages and wild green grass. This review has been designed to consider the grazing behavior, fodder selection, and feed composition of goats. Various herbs and corns consumed by goats have numerous nutritive resources. Based on the general herbaceous intake activities and behavior of goats, they prefer wild grass such as grass grown in the steep hills than soft grass. Because the digestion capacity of cellulose feed has higher digestion level compared to other non-ruminants within rumen and it is advantageous to use wild forest or mountain grass which comprises high proportion of cellulose feed for goat. In South Korea, there are abundant feed resources for goats because of occupying large areas of mountains. Thus, goat production and feeding costs could be reduced if plants are used from the wild forest as a feed for goats relative to grassland grazing. Also, it is expected to contribute in improvement of goat farming with harmonious relationship between the grassland and wild forest while satisfying animal welfare and physiological desires of livestock.

Every year consumers spend billions of dollars on impulse purchases across the globe. Noticeably, occasions for impulse buying have been expanding due to new technologies and the growth of e-commerce that enhanced both the consumer’s accessibility to products and the ease of purchase transactions (e.g., one-click purchase) (Strack and Deutsch 2006). For instance, the retail store have become ubiquitous—being present on our desktop, in our mailbox, on our phone, in subway platform, in gas station kiosks—and reaching every street corner in our neighborhood. Such ubiquitous nature of mobile commerce combined with the introduction of IT devices (e.g., smartphones, tablets) makes consumers even more vulnerable to the sudden, powerful, and persistent urge to buy something instantly (i.e. impulse buying) (Rook 1987; Watson et al. 2002; Danaher et al. 2015). From the perspective of firms, this indicates that marketing opportunities to influence shopper attitudes and behavior can emerge at any point in the shopping cycle from the couch in a person’s living room to the shopping cart in mobile devices and media (Shankar et al. 2010; 2011). While impulse buying has been a well-known approach to explaining empirical deviations from the rational choice model in the literature (Strack et al. 2006), previous researchers have mainly focused on antecedents of impulsive behaviors, such as mood (Rook and Gardner 1993), self-construal (Zhang and Shrum 2009), chronic goals (Ramanathan and Menon 2006) and consumers’ self-loneliness (Sinha and Wang 2013). However, relatively little has been studied on what factors drive consumers to purchase products impulsively and how firms can utilize marketing activities (e.g., 4Ps) to engage consumers in such behavior. There exist a few studies paying attention to the interaction of individual characteristics and marketing variables for impulse buying (e.g., Bell et al. 2010; Inman et al. 2009; Narasimhan et al. 1996) but several issues still can arise from measurement problems, self-selection, lack of marketing variables, and limited breadth of product categories. In particular, researchers have used the term ―unplanned‖ purchases exchangeably with impulse purchases despite a conceptual distinction between the two terms: impulse buying is defined with three key components; unplanned, difficult to control, and resulting in emotional response (Rook 1987). In other words, mostly all impulse purchases are unplanned, but not all unplanned purchases are impulse buys and we cannot rule out other alternative explanations (e.g., it is a ―reminder‖ purchase based on true needs). In this study, therefore, we aim to differentiate two terms and investigate the consumers’ impulsive purchase behaviors using the actual behavioral data with respect to product characteristics, customer demographics, timing and controllable marketing activities such as advertising. We obtained the data from one of the leading TV shopping channels in Korea on 2,657 products and 17,848 air time slots covering a broader range of both hedonic and utilitarian products including electronics, food, fashion, home appliances, and so on (7.8 million orders and 2 million order cancels). Unlike typical supermarket shopping where consumers can actively search products, programming on TV shopping channels are shown randomly to viewers which helps us rule out self-selection problems. Most importantly, distinct from previous studies, we use an objective measure for impulse buying by exploiting the actual order placement and subsequent order cancellation (i.e., regret with retrospective judgment about purchase decisions). We find that product characteristics are the primary factors explaining the half (60.5%) of impulse purchase ratio variations followed by marketing variables (20.4%), and timing fixed effects (10.9%). Interestingly, we find little evidence of consumer demographics (1%) as a driver for impulsive buying behavior. Consequently, we focus on the interplay between product categories and marketing activities. Specifically, we classified the product categories into utilitarian and hedonic on the basis of the gross product categories and investigated the roles of two main marketing activities: advertising and price promotion. We find that the informative and persuasive roles of advertising (Akerberg 2003; Mehta et al. 2004) lead to a U-shaped effect on impulse purchases over time as the informative role attenuates over time but the persuasive role increases over time. While utilitarian products are more likely to be influenced by informative role of advertising and hedonic goods are more likely to be influenced by persuasive role of advertising, we detect that the U shape would be moved to the left (right) with a price discount (increase). In other words, price information does not change over time but the persuasive role increases over time with a price discount. Hence, our results can provide managerial insights for retailers and manufacturers to utilize point-of-sale marketing tactics and to improve their shopper engagement strategies to trigger impulse purchases.

As customer loyalty becomes a key to the profitability, companies in game industry have shifted its marketing focus from acquisition to retention of customers. The present study investigates the factors presumably affecting reacquisition of the lost customers using actual transactional data. The research interest lies in not just regaining the lost customers but also keeping them. One of the objectives of the current paper is to figure out who would “stay alive” (i.e. keep using the service) after responding to the reacquisition campaign. Since few customers actively respond to a reacquisition campaign, the distribution of the response measurement is highly skewed. To handle this problem, this study uses “quantile regression (QR)” method in estimating the model. For the analyses of gamers’ real behavior, a dataset on one of the most successful online games in Korea, Sudden Attack, was utilized. This study focused on the customers who became inactive, i.e., no log-ins, during the 12-week period of April 19th to July 11th, 2012. Some of them returned when the win-back campaign was conducted beginning July 12th until August 8th (“Period 1”), and others didn’t. And further, some of those who returned stayed active (i.e., logged in) during the 4-week period after the campaign was over (“Period 2”), and others left again. In each of the four cases, a random sample of 1,000 users was drawn for the analysis. The estimation model includes four sets of variables: demographic variables (age, location), RFM variables (recency, frequency, monetary value), behavioral variables (level, experience, number of chats, kill per death ratio), and social variables (number of friends, number of gifts). The analyses confirmed their linear and/or non-linear effects in Period 1(win-back) and Period 2 (retention).

Recently, the studios in Hollywood introduces mobile games based on the storyline of movies for promotional purpose. With wide exposure of such games, managers could expect raised market awareness and purchase intention toward movies set to be released. Among the movie-themed mobile games, at the same time, not a few games have made financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal relationship between them. If the dynamic relation is true then, finding deterministic factors of mobile game performance has practical significance to make positive consequences for both products. Branded entertainment is defined as “the integration of advertising into entertainment content, whereby brands are embedded into storylines of a film, television program, or other entertainment medium” (Hudson and Hudson 2006). Wise et. al. (2008) states that the advergame, a videogame designed around a brand, is one form of branded entertainment. Additionally, Sood and Drèze (2006) examined film sequels as brand extension of experiential goods based on the reality that Hollywood brands movies. In this vein, movie-themed mobile games can be contemplated as a new practice of branded entertainment. To test the research hypotheses, we collected 43 pairs of a movie and a movie-themed mobile game. Among 300 movies in the annual top 100 U.S. domestic box office chart from 2012 to the end of October 2014, films having more than one promotional mobile game were selected. The data on mobile game were limited to the Apple’s App Store for consistency. For data collection, we utilized multiple archival sources such as boxofficemojo.com, metacritic.com, imdb.com, and appannie.com. The objective of this research is to investigate the impact of movie-themed mobile games on the performance of original movies and the characteristics leading mobile game success. We developed a simultaneous equation system to discover the interdependent relationship between mobile game ranking and movie sales. This study is one of the first empirical investigation demonstrating reciprocal relationship between promotional game app and its target product. The results show that mobile games perform profit generating function as well as promotional function, thus suggesting managers to deal with mobile game more strategic way.

To lead a movie to success, managers must understand why consumers buy tickets. Some go to the movies due to trailers or movie posters, others watch movies triggered by their friends’ recommendation. Using Bass (1969)’s terms, we may categorize the former type of consumers into innovators who are influenced by external factors such as advertisements and media reports. We may label the latter type as imitators who are affected by internal factors such as word-of-mouth (WOM). Consumers in the digital era, regardless of their motivation types, easily obtain information related to movies through webpages or social networking services. Therefore, marketers should focus on how online information influence the diffusion of products. Additionally, each country has a unique cultural background, thereby resulting in different consumer behavior. Based on the prior arguments, we expect that the US movie market would show higher innovation effect and lower imitation effect compared to the Korean movie market. Opposite to the hypothesis, there are no significant differences in the innovation effect between the two markets. However, as expected, the imitation effect of US is significantly lower than that of Korea. In both markets, the advertising level and the publicizing level do not show any significant effect on the innovation effect. However, the two variables have significant and positive effect on the market potential. As predicted, the gender and the age heterogeneity of WOM are revealed to affect the imitation effect in the hypothesized direction. Product availability, measured with the number of screens, has a positive relationship with the innovation effect in the US market and with the market potential in both markets. Lastly, seasonality shows a positive association with the imitation effect in the US market and with the market potential in the Korean market. The current research tries to explore key differences in the diffusion patterns of movies between the US and Korean markets by applying Bass diffusion model. Further, this study aims to discover the factors that bring about the innovation and the imitation effects in both markets. By employing data available online, the current study could provide practical implications on how to manage information delivered through online channels.

In order to understand the relationship between the distribution of epilithic diatoms and the habitual environments, land-use, water qualities, and epilithic diatoms were studied at 141 sampling sites in the midwestern stream of Korean peninsula (Geum river, Mangyeong river, Dongjin river, and Sapgyo river). The total 183 diatom taxa was appeared in the study, while the dominant species were found to be Nitzschia palea (10.9%) and Achnanthes convergens (8.4%). Based on the abundance of epilithic diatoms, a cluster analysis results indicate that the sampling sites divided the sampling sites into 4 groups (G) at the 25% level. In term of geographic and aquatic environments, G-I and -II accounted for the upper and mid streams of the Geum river, and had large forest areas and good in water quality. G-III accounted for farmland and urban, and high concentration nutrient levels (TN and TP) and electric conductivity. G-IV accounted for mostly farmland, and high levels in turbidity, BOD, nutrient and electric conductivity. CCA results showed that the saproxenous taxa Meridion circulare was the indicator species of G-I, which strongly influenced by altitude and forests. In G-II, the indifferent taxa Navicula cryptocephala was influenced by Chl-a, AFDM, and DO. In G-III and -IV, the indifferent taxa Fragilaria elliptica and saprophilous taxa Aulacoseira ambigua were influenced by electric conductivity, turbidity, and nutrient counts. Meanwhile, random forest results showed that the predicting factor of indicator species appearance in G-I, -II, and -III was found to be electric conductivity whereas in G-IV it was found to be turbidity. Collectively, the distribution of diatoms in the midwestern of Korean peninsula was found to depend more on the land-use and its subsequent water qualities than the inherent characteristics of the aquatic environment.

한반도 서남부 하천을 대상으로 2013년 5월(몬순의 영향이 없었던 시기)에 환경요인 및 부착돌말 군집을 각각 조사하였다. 조사는 상류에 1개 이상의 댐이나 인공 보가 형성된 조절하천(19개 지점)과 설치되어 있지 않은 비조절하천(19개 지점)으로 나누어 수질 및 부착돌 말 군집조사를 실시하였다. 조사결과, 부착돌말 출현특 성에 따라 한반도 서남부 하천은 비조절하천(G1), 혼합 형하천(G2), 조절하천(G3) 등 3개 유형으로 구분되었다. G1은 수질이 양호하고 다양한 부착돌말류가 출현한 반면, G3은 비록 수질은 불량하였으나 부착돌말 현존량 이 크게 증가하거나 감소하지 않았다. 또한 G2의 경우 조절하천에 비해 수질은 양호하였지만 부착돌말의 종수는 가장 낮게 나타났다. 본 조사에서 출현한 부착돌말 우 점종은 생태범위가 비교적 넓은 담수와 기수 보편종들로 서 G1에서 Nitzschia palea (17%), Navicula seminuloides (11%), G2에서 Nitzschia inconspicua (19%), Navicula perminuta (9%), G3에서 Nitzschia inconspicua (15%), Nitzschia palea (14%)으로 수질환경에 큰 영향을 보이지 않았으나 종수의 감소를 가져왔다. 그러나 G2와 G3 과 같은 조절하천에서 비록 부착돌말 현존량은 높지 않았으나 부영양 상태(높은 영양염 및 엽록소량 등)를 나타내 하구역의 정확한 수환경 상태파악을 위하여 국내 연안에서 종종 조류발생을 일으킬 수 있는 부유성 돌말 류에 대한 조사도 반드시 병행되어야 할 것으로 판단되었다.

The camera embedded wall climbing robot in this paper combines the suction and aerodynamic attraction to achieve good balance between strong adhesion force and high mobility and adopts embedded image processing technique to detect targets on the warehouse inspection. Experimental results showed that the robot can move upward on the wall at the speed of 2.9m/min and carry 5kg payload in addition to 2.5kg self-weight, which record the highest payload capacity among climbing robots of similar size. With two 11.1V lithium-polymer battery, the robot can operate continuously for half hours. A wireless camera system, zigbee protocol module and several sensors was adopted for detecting target objects and dangerous situation on the warehouse wall and for sending alarm signals to remote sensor node or manager.

The robot in this paper combines the suction and aerodynamic attraction to achieve good balance between strong adhesion force and high mobility. Experimental results showed that the robot can move upward on the wall at the speed of 2.9m/min and carry 5kg payload in addition to 2.5kg self-weight, which record the highest payload capacity among climbing robots of similar size. With two 11.1V lithium-polymer battery, the robot can operate continuously for half hours. A wireless camera system, zigbee protocol module and several sensors was adopted for detecting dangerous situation on the wall and for sending alarm signals to remote sensor node or controller based on the color normalization and image segmentation technique.

Alfalfa (Medicago sativa L.) is one of the most important forage crops in the world and it’s has been known as the best feed materials for dairy cows and other high valued animals. The new uses of alfalfa are being explored as bio-energy, food, medical and biochemical uses. R2R3-type MYB transcription factors play important roles in transcriptional regulation of anthocyanin biosynthesis. The R2R3-type IbMYB1 is known to be a key regulator of anthocyanin biosynthesis in the storage roots of sweetpotato. We previously showed that the expression of IbMYB1a led to anthocyanin pigmentation in tobacco and Arabidopsis. In this study, we generated transgenic alfalfa plants expressing the IbMYB1a gene under the control of CaMV 35S promoter. Overexpression of IbMYBa in transgenic alfalfa produced strong anthocyanin pigmentation in seedlings and generated a deep purple color in leaves, stems, roots, and even in seeds. High performance liquid chromatography (HPLC) analysis revealed that IbMYB1a expression led to the production of cyanidin as a major core molecule of anthocyanidins in alfalfa, as occurs in the purple leaves of sweetpotato (cv.Sinzami). We also examined expression of several structural genes in the anthocyanin biosynthetic pathway in alfalfa by RT-PCR analysis. In this presentation, we will further present molecular and biochemical characterization in IbMYB1a-overexpression lines. This result shows that the IbMYB1a transcription factor is sufficient to induce anthocyanin accumulation in the forage legume alfalfa plants.