This study investigates Australian consumers’ decision-making styles for everyday products. The CSI is based on preliminary work done by Sproles (1983), in which he argued that there are certain fundamental styles that all consumers apply to their shopping and buying. These styles included brand, price, or quality consciousness and provided a conceptual framework for describing consumer decision making styles. Consumers’ decision-making styles influence how they negotiate their way through the decision-making process, i.e., how they approach information search, evaluation and selection, and purchase behaviour (Durvasula et al., 1996). The characteristics of decision-making styles can be effective in profiling an individual’s consumer style in terms of their product evaluation and selection process (Canabal, 2002). The CSI, however, has some limitations. First, previous studies using the CSI have mostly focused on non-specific product types (Durvasula et al., 1996; Leo et al., 2005). Secondly, most of the research using the CSI has focused on student samples (Fan & Xiao, 1998; Hafstrom et al., 1992; Shim, 1996; Sproles, 1983) that have limited income and marketplace experience, and are still learning their consumer styles. In the light of above limitations, this research is developed focusing on specific products (e.g., confectionary) and distributing the CSI within heterogeneous sample. Based on a sample of 229 respondents, an exploratory and confirmatory factor analysis was adopted to validate Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). Results found that six decision-making styles: ‘perfectionist, high quality’, ‘confused by overchoice’, ‘impulsive’, ‘habitual/brand loyal’, ‘novelty/fashion’, and ‘recreation conscious’ were retained from the original Sproles and Kendall’s (1986) CSI and one decision-making style such as ‘rational, price conscious’ was developed for Australian consumers. Results also found that 24 items were removed from the original CSI for better fit and ‘brand conscious’ decision-making style showed less than satisfactory reliability indicated that the original CSI inventory needed modification when being applied to Australian consumers. The findings of this study has extended the literature by determining the applicability and the generalizability of the CSI in context of everyday products which is yet to be known in relation to Australian consumers.

A large body of recent research has established that word-of-mouth websites have a major impact on consumer purchases and that this trend is particularly prevalent among the young in Japan. However, prior research into consumer decision-making processes has mainly discussed the sequence of events leading up to purchase, and only a few studies have considered the generation of word-of-mouth communication. Moreover, in the empirical analyses of this research, data was mainly gathered by experiments, and a survey field to firmly gather data has not been developed. This research has two objectives: 1) To propose a new decision-making process that considers the generation of word-of-mouth communication and 2) to create and empirically demonstrate a field that can observe the generation of such communication. Specifically, the author presents a new model of the consumer decision-making process that is based on the AISAS model, a model of advertisement flow, and empirically exhibits a survey field that uses mobile phones. From the results of the analysis in this paper, the following findings were confirmed for the three consumer packaged goods (CPG) investigated: the actual existence of a decision-making process of word-of-mouth communication for the functional drink; in post-purchase behavior, a high percentage of consumers not only engage in word-of-mouth communication, but also view product official homepages; in the case of the line-extension product, while awareness is easy to obtain, only a small amount of word-of-mouth communication takes place on the Internet and even for a private-brand product, information can be spread widely by skillfully utilizing topics in the mass media. Theoretical Background Research into consumers’ decision-making processes can be broadly divided into two flows. The first is constructed from research into consumer behavior and the second from research into advertising messages. The differences between the two are that the former is advanced by investigators who are focused on attitude formation in the decision-making process, while the latter is developed by practitioners who concentrate on how information flows. The stimulation-response type and the information-processing type decision-making processes have been constructed by research into consumer behavior. In the stimulation-response type, it is thought that consumers are mobilized by external stimuli, such as advertisements, store promotions, and discounts, which ultimately cause them to make a purchase. The Howard-Sheth model that appeared in the 1960s is representative of this type, and it describes a decision-making processes that occurs when the product purchased is comparatively inexpensive and requires low participation. In contrast, the information-processing type is a decision-making process for a purchase in which the consumer actively collects information and decides on his or her attitude in achieve personal purchasing goals. It is represented by the Bettman model and describes actions taken when the product price is comparatively high and when risks exist at the time of purchase. Consumers are assumed to adopt either of these decision-making processes, depending on which is more appropriate for their particular situations, but both models mainly describe the process up to the time the purchase is made and hardly mention word-of-mouth communication after it. The area that has been being researched from the perspective of successfully communicating an advertising message to consumers has relied on the AIDMA (Attention, Interest, Desire, Memory, and Action) model that was published in 1956, which was based on the AID (Attention, Interest, and Desire) model, advocated in 1898. Searching for advertisement effects based on this flow is known to be useful in predicting consumer behavior and in corporate branding. It is widely used in the business world, since it can be usefully applied to actual businesses, but it involves hardly any empirical analysis and so is frequently used just as a concept. As described above, consumer decision-making processes have developed as two systems, but as is seen in the review, the conventional decision-making process barely touches on word-of-mouth effects after purchase. Incidentally, during the last few years in the area of advertising messages, models incorporating word-of-mouth communication after purchase have spread in Japan. A typical example is AISAS, which is an abbreviation of Attention about the product; Interest; Search, including on the Internet; Action, namely, the purchase; and Share, such as purchasers writing their impressions of the product on the Internet. Related research has established that those people who are aware of and interested in the product are more likely to listen to word-of-mouth communication and that some people tend to be more likely to listen to it than others. The SIPS model, which was developed from AISAS and assumes that word-of-mouth communication is the starting point for a purchase, is an abbreviation of Sympathize→Identify→Participate→Share & Spread. It is a model with a new paradigm in that rather than the mass media, the trigger for a purchase is word-of-mouth communication, such as a comment on Facebook. From the above, it is clear that a decision-making process for the Internet age that addresses the following points needs to be established: 1) Rather than the conventional one-way model that starts with awareness and ends with the purchase, it is necessary to consider the effects that the sharing of information after a purchase have on others who are searching for information; and 2) the decision-making process is not concluded solely within the individual, and it is necessary to consider the effects that individuals have on the market as a whole. However, in actual purchase scenes, if there are products that are bought through the proliferation of information via SNS, then, as before, there are still many purchases generated by promotions. In other words, it is thought that decision-making processes will vary according to differences in products and consumers and that these various processes coexist. Therefore, next, we will consider how these processes vary because of differences in products and consumers. Empirical Analysis For the analysis in this paper, Minrepo from Docomo Insight Marketing Inc. (DIM) was used. DIM is a joint venture between NTT Docomo Inc., which is the mobile phone company with the largest share of the Japanese market, and Intage Inc., which is Japan’s largest research company. DIM’s Minrepo is a survey and an experiment field for an SNS that uses smart phones and a mechanism by which information posted on the SNS can be confirmed. The Docomo smartphone users post reports with attached photographs of products, meals, and other items they have been used or consumed, in response to which other Docomo smartphone users click on buttons such as “Looks good” and “Wish.” Unlike Facebook, users connect loosely with people with whom they are not acquainted, and so, in actuality, its network structure is closer to that of Twitter or blogs. In addition to observing their actions, it also enables the participants to be surveyed. The current survey period was one month, July 2013, and 2,342 people participated in the survey (of whom, 1,140 were men and 1,202 were women), and a total of 19,196 reports were posted. These postings included reports on three product brands: A, a high-selling functional beverage; B, a line-extension ice bar; and C, a private-brand sweet roll. Brand A was surveyed twice via smartphone, at the beginning and at the end of the survey period. Results First, data were compiled on whether many routes existed for the decision-making processes. From these data, among the 374 people who bought brand A during the relevant period, it was found that 254 of them had some sort of awareness or interest in the product prior to their purchase, that 55 of them purchased it without thinking, and that 65 were aware of and interested in the product and had word-of-mouth communication about it prior to their purchases. Moreover, of these purchasers, 33 of them said word-of-mouth communication was the information that spurred their purchases. Many people were aware of and interested in the low-price beverage prior to their purchase of it, which might be because it is a functional beverage. The percentage of people who sent out word-of-mouth communication was slightly more than 15%, while marginally more than 10% of people were influenced by it, and it is thought that this demonstrates that it is meaningful to take word-of-mouth communication into account when considering decision-making. Next, the routes for the awareness of the three products and the consumers’ behavior after the purchase were investigated. Table 1 shows the results of this investigation. In terms of this characteristic, the awareness rate within the store was high for each of the products, but the awareness rate for brand A was often the result of the many TV commercials that were broadcast for it, while the awareness rate for brand B, which is a line-extension product, was significantly influenced by the parent brand. In contrast to these findings, the cognizance from SNS was high for brand C, and even though consumers were not subject to advertisements about it through the mass media; it was ascertained that this brand succeeded in earning awareness in stores and via SNS. Table 2 shows the consumers’ behavior after their purchases. From it, we see that much word-of-mouth communication was generated for each of the three brands, but compared to brands A and C, the volume of word-of-mouth communication generated on the Internet for brand B was extremely small. This is result is thought to reflect the fact that brand B is a brand-extension product, and so while awareness of it tends to be high, it lacks freshness to the extent that it becomes a topic on the Internet. In addition, for brand A, a large percentage of the people surveyed checked the product on the company site after their purchases of it. It is thought that this was to ascertain what was meant by it being described as functional. Finally, for brand A, the results of the surveys of the conditions before and after the experiment were compared, and the characteristics of those people who responded that they did not first send out word-of-mouth communication but did so after the experiment were investigated. From this investigation, it was ascertained that those who frequently use Twitter and Facebook and those who believe that other people expect them to be a source of information engage in word-of-mouth behavior. This shows that it is not only the product, but also the characteristics of the consumer that greatly influence word-of-mouth communication. Discussion From a review of prior research on consumers’ decision-making processes and on the flow of advertisements, this paper presents a consumer decision-making process that corresponds to the present age of a developed Internet environment. This process was confirmed with data obtained from a pseudo-Twitter world, via actual mobile phones. From this, the following findings were established: the existence of decision-making behaviors that generate word-of-mouth communication; the coexistence of conventional information-processing and stimulation-response processing, according to the product investigated; differences in behaviors for coming into contact with information prior to purchase and for transmitting and searching for information after purchase; and the greater likelihood that people who use Twitter and Facebook to engage in word-of-mouth communication.

The amount of data in companies today in terms of volume, velocity and variety is unique in the history of business. Despite on-going calls for more accountability of the marketing function, there is a lack of studies that examine the role of metrics in order to interpret this data. This study focuses on how marketing metrics and financial metrics are used within organizations to both quantify and to explore data relevant for marketing mix decision-making. An analysis of primary data from six case studies and 29 marketing mix decisions promises to provide a rich understanding of the activities and metrics that are used to trigger and inform managerial decision-making. The aim is to contribute to the body of knowledge on metrics use with the aim of improving managerial decision-making, marketing mix performance and the standing of the marketing function in the firm.

This study focuses on consumer knowledge which is one of the determinants of consumer behavior, referring to difference in consumer knowledge at each stage of the purchase decision making-process. Thus, for that reason, the consumer behavior specified by consumer knowledge is difference at each stage of purchase decision making-process.

Salaries of managers across many firms have sizeable performance-linked reward components. Conventional wisdom suggests that these performance-linked rewards are effective in keeping employees motivated and innovative. However, recent psychological research indicates that overly-attractive rewards may in fact reduce performance and be counterproductive for an otherwise high performing team. This issue has important implications for design of compensation schemes for marketing managers. Yet, few marketing management researchers have studied this phenomenon. How do performance-linked rewards influence the decision making styles of marketing managers who have to be innovative in dealing with competition? Does the promise of attractive performance-linked rewards help or hinder performance of a marketing unit? We sought to answer these questions via a simulation study in which we examined decision making processes and performance changes under different levels of performance-linked incentives. We find evidence to support that the practice of performance-linked rewards may benefit the low performers more than the high performers and that the high performers may not push themselves hard for the performance-linked rewards, thus lowering the performance levels. The findings are counterintuitive specifically for the high performers. Contrary to the popular notion and practice, we find that team performance including risk taking tendencies and innovative efforts actually dip in response to the high performance-linked rewards. Findings from our study provide new insights into the link between performance-linked rewards, decision making processes, and the actual performance of the managers. Our research also contributes prescriptions for calibration of compensation structures in order to promote more prudent decision making processes and to drive greater performance.

The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999).In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue.Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999). In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue. Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable brand to become main stream it is important to understand how the traits of consumers from other countries differ. Thus, it is important to understand the cultural difference in terms of marketing.Therefore, this study adapts brand popularity concept as an extrinsic cue that serves as a certain indicator for consumers (Dean, 1999) and consumer decision making styles as mental characteristics for shopping orientation (Sproles & Kendall, 1986) in order to see cross-cultural difference in consumers’ perception of sustainability brand among 3 countries: Korea, China and Russia. Choice of countries is not only resulting from the difference in behavior and attitudes towards sustainable consumption of Greendex (National Geographic & Globescan, 2013), but also, the difference among countries even when belonging as a part of Asia. Thus this study investigates overall consumers’ decision making style among three countries of South Korea, China, and Russia to find the effect of brand popularity on brand evaluation. Additionally, the moderating effect of fashion leadership and sustainability involvement was preceded. From this, it aims to provide implication for positioning and marketing sustainable brand in accordance to the difference consumer segmentation. A study was designed to determine which dimensions of consumer style inventory of country are most frequently associated in accordance to countries and whether brand popularity had affect on purchase intention of sustainable brand. The hypotheses were tested with a data set developed form field survey. The study was conducted cross-nationally in Korea, China, and Russia using online and offline survey. The survey questionnaire reflected a quasi-experimental design. The between-subjects design employed consisted of two between-subject factors of brand popularity and consumer decision-making style. The factor brand popularity had two levels: one provided with a brand popularity ranking as an extrinsic cue and one without. The resultant questionnaire was pretest by natives before distributing. No discrepancies among the surveys were reported. The consumer decision making style had three levels of Korea, China, and Russia. The questionnaire was pretest by 30 fashion marketing researchers before distributing. Of the 376 samples collected, 6 were returned incomplete. An additional 18 samples were deleted for further analysis as the answers were unusable. In total 352 samples – 113, 121 and 118 samples from Korea, China and Russia respectively – were subjected for final analysis.A one-way MANOVA revealed a significant multivariate main effect for consumer decision making style of the nation (Pillai’s trace = .23, F (10, 676) = 9, p <. 000). Given the significance of the overall test, the univariate main effects were examined. Significant univariate main effects for consumer decision making style of nation were obtained for quality (F = 6.95, p <.01), for uniqueness (F =7.54 , p <.01), for favorability (F =6.94 , p <.01), and for purchase intension (F =4.33 , p <.05). Significant nation pairwise differences were obtained in popularity among Korea, China, and Russia. In case of Korea, the effect of brand popularity yielded significantly higher mean score when it was presented. However, for China, the effect of brand popularity was significant as well (Pillai’s trace = .10, F (5, 114) = 2.45, p <. 05). Meanwhile, the outcome of Russia had different aspect to the prior two countries with no significant difference at all. The t-test provides evidence to support the claim that the effect of brand popularity differs according to the consumer decision making style of nations. Participants were placed into "high" or "low" fashion leader groups on the basis of previously obtained attitude. The group was divided according to the mean value (X = 2.98). Significant nation pairwise differences were obtained in fashion leadership among Korea, China, and Russia. In case of Korea, the effect of fashion leadership was not shown significant. However for China, the effect of fashion leadership was significant (Pillai’s trace = .31, F (5, 114) = 10.27, p <. 001). Russia also had dramatic effect of fashion leadership (Pillai’s trace = .12, F (5, 110) = 3.03). Significant nation pairwise differences were obtained in sustainability involvement among Korea, China, and Russia. The significant dependent variables appear differed by nations. In case of Korea, the effect of sustainability involvement was significant (Pillai’s trace = .17, F (5, 105) = 4.33, p <. 01). Similarly, the effect of sustainability involvement in China was significant (Pillai’s trace = .20, F (5, 114) = 5.82, p <. 001). The result of Russian was not significant. This study examines the overall effect of brand popularity and consumer decision making styles among three countries: South Korea, China, and Russia on customer evaluation of sustainable brand with the moderate role of fashion leadership and sustainability involvement. This study found that the effect of brand popularity differs according to the consumer decision making style of nations, fashion leadership, and sustainability involvement. Thus, consumer culture should be considered when applying such communication strategy. The result revealed that first hypothesis that brand popularity will affect consumer evaluation on the sustainable brand was denied. This can be explained due to the experimental condition of this study where it applied a virtual brand and the virtual institutions for evaluation. However, in more specific, this can be described as due to the cross national method of this study. The previous studies only focus on proceeding study in one country (Kim & Chung,1997; Rao & Monroe, 1988). It was found that Koreans tend to be more recreational, impulsive, confused by overchoice, brand conscious, and habitual whereas China brand conscious, impulsive, and less confused by overchoice. Russia was scored significantly low on all above mentioned criteria. The moderating effect of consumer decision making style of nation was investigated. The result indicated significant difference of consumer decision making style of nation. Whereas Korean had positive effect of brand popularity on brand evaluation when presented, China showed negative influence, and Russia had no significant impact. This can be due to the Korean consumers’ tendency to value trust and reputation. Individual Korean consumers tend to buy products of large we The third hypothesis of fashion leadership negatively affecting the effect of brand popularity was also partially supported. The significant dependent variables appear differed by nations. In case of Korea, the effect of fashion leadership did not shown significant, yet China and Russia did. However, while China had positive effect of brand popularity, especially to those with high fashion leadership, Russia had negative effect of brand popularity. The difference on consumer decision making style in between high and low fashion leadership groups was investigated. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, habitual. In case of China, involved subjects were significantly more perfectionism, brand conscious, novelty conscious, impulsive, confused by overchoice, and habitual Lastly, for Russia, involved subjects were significantly less brand conscious novelty conscious, hedonic, impulsive, and habitual. The result of Korea can be inferred as the high trend sensitivity of Koreans. With less difference in consumer decision making style in between high fashion leaders and low fashion leaders, compared to the other two countries, the effect may have not been clearly shown. The result of China and Russia can be interpreted as that the Chinese fashion leaders being more brand conscious caused higher result when the brand popularity was provided. Yet, in Russian fashion leaders who are less brand conscious and less impulsive may have affected the rigid attitude towards the well-known sustainable brand. Lastly, the effect of sustainability involvement was examined. In case of Korea, the effect of sustainability involvement was significant. Similarly, the effect of sustainability involvement in China was significant. The result of Russian was not significant. "high" and "low" fashion leadership groups differed in their decision making style by nation. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, and more habitual. In case of China, involved subjects were significantly more perfectionist, brand conscious, novelty conscious, hedonic, impulsive, confused by overchoice, and habitual. Lastly, for Russia, involved subjects were significantly more perfectionist. The difference of the result can be explained through the distinctive culture of each country along with the result of the consumer decision making style of the highly involved groups from each country. Koreans, as mentioned above, the effect popularity cue works stronger than other countries. The tendency of preferring products with powerful brand name would have affected the result as expected. However in case of China, along with that Chinese having suspicious perception on institutional documents, significantly being brand apathy may also explain the result. In addition, Russia overall had a high score of sustainability, which can relate to the fact that although slight decrease in its Greendex recently, it has been ranked for several years now, the sustainability value itself may have worked as a intrinsic value of the brand rather than brand popularity cue.ll-known companies rather than small and unfamiliar ones (Kim & Zhang, 2009). The result of China can be explained with Chinese consumers’ characteristics of having suspicious perception on transparency of the enterprise information (Brandvista, 2013). Especially distrust on official data or the governmental exists. With Russians result, this finding are supported by several previous research that suggests that new brands coming to Russian market at the very high speed and disappears quickly due to complexity of the market, thus consumers don’t have time to strongly attach to one brand (Peskova, 2007).

This study provides a dynamic perspective of new service development (NSD) project management by exploring the joint impact of project manager’s behavioural orientation, internal team dynamics and knowledge management strategies on NSD resource optimization and decision-making quality. A hierarchical research design is adopted with evidence drawn from both NSD managers and participants from several service sectors. Results illustrate the importance of internal marketing philosophy, personalization and codification strategy, team climate, role ambiguity and conflict resolution for the specific NSD outcomes.

This study suggests new approach to identify core technologies through patent analysis. Specially, the approach applied data mining technique and multi-criteria decision making method to the co-classification information of registered patents. First, technological interrelationship matrices of intensity, relatedness, and cross-impact perspectives are constructed with support, lift and confidence values calculated by conducting an association rule mining on the co-classification information of patent data. Second, the analytic network process is applied to the constructed technological interrelationship matrices in order to produce the importance values of technologies from each perspective. Finally, data envelopment analysis is employed to the derived importance values in order to identify priorities of technologies, putting three perspectives together. It is expected that suggested approach could help technology planners to formulate strategy and policy for technological innovation.

한국의 대학생을 대상으로 틀유형(긍정틀 vs. 부정틀)과 자기관련성 수준(저 vs. 고)의 조합에 따른 의사결정 틀효과에서의 차이를 살펴보았다. 참가자들을 긍정틀 조건과 부정틀 조건에 할당한 후, 참가자 자신의 개인적 사안이나 혹은 사회 일반적 사안으로 자기관련성 수준이 조작된 여섯 가지의 의사결정 시나리오에 대한 위험추구와 위험회피의 틀효과 차이를 비교하였다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 긍정틀 조건보다는 부정틀 조건에서의 틀효과가 더 작은 경향이 있었으나, 자기관련성 저수준 조건과 자기관련성 고수준 조건 사이에서는 틀효과 차이가 관찰되지 않았다. 둘째, 자기관련성 수준과 틀유형 조건 사이의 상호작용이 유의하였다. 즉, 긍정틀 조건에서는 자기관련성 수준에 따른 틀효과 차이가 관찰되지 않았던 반면, 부정틀 조건에서는 자기관련성 저수준 조건의 경우보다 자기관련성 고수준 조건의 경우 틀효과가 유의하게 더 작았다. 이러한 결과는 일반적으로 자기관련성은 틀효과를 감소시키는 효과를 가져 오지만, 이러한 효과는 부정틀 조건과 같이 특정 조건에서만 차별적으로 나타날 수 있다는 것을 시사한다.

Nowadays, the human resources of an organization are very important in order to survive in competitive business environment. This study investigates the influence of four decision-making styles in Myer-Briggs Type Indicator (MBTI) and working conditions on organizational effectiveness. Job satisfaction and immersion have been regarded as key conceptions of organizational effectiveness. The result of this study has shown that organizational effectiveness are influenced by personality types and working conditions. Based on the result, an enterprise must provide working conditions which are conducive and suitable for all decision-mak- ing styles. For ST-type, the composition of good relationship with superiors, clear organization’s visions and goals and rewarding compensation on original idea contribution need to be provided. On the other hand, autonomic authority and job assistance in co-worker are more suitable for NT-type. Finally, in the case of SF-type, the organization must give job assistance in co-worker.

In the trend toward globalization, cross-cultural teams in organizations are becoming more and more common. In particular, the influence of China and Western Europe on the global economy is getting increased. With this trend, it is important to understand cross-cultural characteristics for group decision making in managerial environments. This study aims at analyzing cross-cultural differences between China and Western Europe in light of the effect of group discussion in group decision making. An experiment simulating a decision of a car purchase was conducted. A total of 48 subjects (24 Chinese and 24 Western Europeans) assigned in decision groups were asked to judge relative importance ratios of nine factors affecting their purchase decisions using the AHP program developed for the experiment. Three dependent variables (consistency, satisfaction, and consensus) were measured. Chinese were slightly more consistent than Western Europeans in discussion-involved group decision making. In terms of decision satisfaction, Western Europeans were more satisfied with discussion-included decisions than discussion-excluded decisions. Chinese, on the contrary, did not show a significant difference. There was no significant difference between two cultures in decision consensus.

In this study, college students, the nature of the locus of control type determines that they affect about career decision making. For this purpose I a systematic and comprehensive study to literature research and empirical research. This research topics and research model based on the hypothesis set and set the hypothesis verified results to the following conclusions were able to elicit. Internals types influence that they showed a positive impact in reasonable career decision making type. Externals types influence that they showed a positive impact in intuitive, dependent career decision making type. The summarized facts, as above, may be empirical analysis results that may be advised during the career decision making of college students, and will be data which will propose a new direction in the career decision making of college students also.

PURPOSES : Effective speed management is necessary for preventing traffic crashes on the road. Speed hump is known as an effective tool for managing speed. Unlike existing studies which are mainly focused on humps for vehicles, this study proposed a novel method to determine design parameters for bicycle speed humps based on a multi-criteria decision making process. METHODS : Three objectives including the effectiveness of speed reduction, bicycle safety, and user's comfortability were incorporated into the proposed evaluation framework for determining design parameters. A multi-criteria value function was also derived and utilized as a part of the proposed method. RESULTS : Extensive simulations and statistical tests show that an integrated bike-box way is identified as the best in terms of operational efficiency and safety. CONCLUSIONS : It is expected that the outcomes of this study can be a valuable precursor for developing design guidelines for bicycle road and facility.

This study presents the Analytical Hierarchy Process (AHP) as a potential decision-making method for obtaining the relative weights of alternatives through pairwise comparison in the context of hierarchical structure. The aim of this study was to elicit prior strategies for brand communication for Korean restaurants overseas. We created a questionnaire and surveyed experts at government agencies, restaurant companies, and universities from October to November 2011. By applying the pairwise comparison matrix, relevance was perceived as a more important strategy evaluation criteria than effectiveness or urgency. The highest-ranked strategy was the 'Identification of the BI and positioning of Korean restaurants' followed by 'Development of Korean food content for overseas promotion', 'Development of locally customized Korean food recipes and new Korean menus', 'Development of marketing communication strategies for Korean restaurants by countries', and 'Development of Korean restaurant differentiation strategies'. The results of this study can be used for effective Korean food globalization by enhancing the competitiveness in the world market.

Remodeling is a process which creates a new environment based on the formal building. So we should reflect residents' demands faithfully and complement weak points of the formal building throughly, after grasping many problems, when we have a plan to do a remodeling. This study aims to make decision for remodeling company using AHP(Analytic Hierarchy Process).

도덕적으로 옳다고 여겨지는 행동을 실천하기 위해서는 친사회적-도덕적 행위에 대한 동기 부여가 필요하다. 선행 연구들을 통해 도덕적 행위의 동기 부여에 감정이 중요한 역할을 한다는 것이 밝혀졌다. 이는 기능성 자기 공명 영상 장치(functional magnetic resonance imaging, fMRI)를 사용한 인지 신경 과학 분야의 연구들을 통해 실제 보상 및 동기에 관여하는 영역으로 알려진 복측 선조체(ventral striatum, VS)의 활성화를 발견함으로써 확인되었다. 원래 VS는 보상 반응의 핵심적 영역으로 물질적 보상에 민감하게 반응하는 것으로 알려졌으나 최근에는 사회적 보상이 주어졌을 때, 친사회적 감정을 강하게 경험할 때에도 활성화되는 것이 관찰되었다. 그러나 도덕적 의사결정이 필요한 사회적 상황에서 친사회적 도덕감을 경험할 때 보상에 민감한 영역인 VS가 활성화되는 이유에 대한 설명은 아직 명확하지 않다. 따라서 본 리뷰 연구에서는 도덕적 의사결정상황에서 감정의 동기 부여 역할 및 관련 신경 기제에 대해 알아보고, VS를 중심으로 도덕적 의사결정에 관여하는 신경 네트워크 구조를 개관함으로써 친사회적, 도덕적으로 동기 부여가 되는 도덕적 의사결정 상황 및 그 이유에 대해 알아보고자 하였다.

Nowadays, many countries have strived to promote prospective industries and occupations at the national level under the global circumstances such as green growth, job creation and so on. For this reason, the decision making method for qualifications foresight which will be available for the mentioned category-prospective industry and occupation- is required for it's feasibility. Pilot surveys on future workforce demand and promotion policies on service industries which are selected as a prospective industry or occupation by government parties were conducted through this research. Based on them, available qualifications-including not only national(skill) qualification but also private qualification- which can be created for prospective industries and occupations related to green growth and job creation were predicted. On the other hand, observing the change of service industry, occupation and qualification abroad, this research attempts to present the decision making method for verifying the decision' validity on qualification in Korean service industry and related occupation. Applying multicriteria decision making, a preference was examined for checking the validity of the created qualifications by prospective service industries and occupations in both sides-experts and laypeople. Based on it's result, the research was conducted regarding a validity of new qualifications in prospective industries and occupations.

현대사회에서 조직의 업무는 개인 혼자만의 능력이나 노력을 넘어서 타인들과 팀을 이루어 달성할 때 좀 더 완성도가 높아질 수 있다. 본 연구는 개인의 기분이 조직 내 의사결정에 미치는 영향 등 개인의 정서 상태가 직장 내 주요한 직무 수행에 미치는 영향을 분석함과 동시에 중국을 비롯한 집단주의 문화권에서의 시사점을 찾고자 한다. 구체적으로 기분이 위험선호에 미치는 영향과 집단토론 이후의 극화정도에 미치는 영향을 측정하였다. 연구의 참가자들은 서울 소재대학의 대학생들을 대상으로 모집이 되었으며, 총 184명의 대학생들이 3명씩 62개의 집단을 이루어 실험에 참가하였다. 기분이 의사결정에 미치는 영향을 실증적으로 연구하기 위해 참가자들은 긍정적, 부정적, 중성적인 기분 중 한 가지를 가지도록 특정기분의 유도과정을 거친 후 토론 이전과 이후의 의사결정을 각각 기록하여 제출하도록 지시받았으며, 이들의 의사결정은 서로 다른 3가지 기분요인과의 상호작용을 확인하기 위해 분산분석을 통해 통계적으로 분석되었다. 결과적으로 본 연구가 정립한 3가지 가설은 모두 통계적으로 유의미한 수준에서 지지되었다. 첫째, 중성적인 기분을 가진 개인들은 상대적으로 높은 위험을 수반하는 의사결정을 내렸다. 둘째, 행복한 개인들로 이루어진 집단은 극화된 의사결정을 내리지 않았다. 셋째, 우울한 기분을 가진 개인들로 이루어진 집단은 중성적이거나 행복한 기분의 개인들로 구성된 집단들 보다 상대적으로 높은 위험도의 결정을 내렸음을 알 수 있었다. 인지적, 동기적 기분모형들이 본 연구의 가설을 지지하기 위한 이론적 기제로 사용되었다. 본 연구는 기존의 의사결정의 연구들이 개인의 특질에 중점을 둔 반면, 다소 상황의존적이며 약한 지속성을 지닌다는 이유로 경시되어 온 기분 변인을 중점적으로 활용하여 분석하였다. 또한 개인차원의 의사결정을 넘어서 집단상황 속에서 개인의 기분이 의사결정의 극화를 나타내는 정도를 연구하였다는 점에서 의의가 있다. 본 연구의 결과와 관련하여 중국 및 동아시아 문화권에서의 시사점이 논의되었다.