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.

With competition among hotel brands intensifying more than ever before, there has been a burgeoning interest in the hospitality industry on the topic of brand love. However, progress of brand love research in hotel context has been limited and investigation on antecedents of brand love has mainly focused on affective and relational aspects, while neglecting cognitive aspects of brand love. Therefore, the objective of this research was to illuminate the importance of brand love's cognitive aspect by identifying cognitive brand loyalty as a necessary component of brand love in hotel context. In addition, present research suggests that by inducing cognitive engagement among customers, hotel brands can attain cognitive brand loyalty from customers, which in turn derives brand love. To achieve the research objective, a questionnaire with items measuring brand love, cognitive brand loyalty and two aspects of cognitive engagement, cognitive attention and cognitive absorption, was distributed to 300 individuals through Amazon Mechanical Turk. Brand love was measured with scale adapted from Carroll and Ahuvia (2006), cognitive brand loyalty was measured using items introduced by Back and Parks (2003), and cognitive engagement elements were measured using items developed by So, King and Sparks (2014). In analyzing the data, structural equation modeling method was used. The findings of the study indicate that the effect of cognitive brand loyalty on brand love is significant and that the relationship between cognitive attention and cognitive brand loyalty is also positive and significant. However, the relationship between cognitive absorption and cognitive brand loyalty was positive only at a marginally significant level. As a result, the indirect effect of cognitive attention on brand love was positive and significant yet, the indirect effect of cognitive absorption on brand love was insignificant. This study enriches the brand love literature’s spectrum by illuminating the importance of brand love’s cognitive aspect. However, it is important to note that the focus is not necessarily on the cognitive processing or the standards, but on the cognitive engagement experience. In addition, because customers generally process information most heavily during the booking process, present research brings out managerial implications for hotel brands to direct more customers to their own brand website rather than the online-travel-agency( OTA) website. For instance, the results of present research illustrate that price discount or additional amenity are not enough to develop brand love. Rather, hotels should provide loyalty members who book directly through brand sites with more enjoyable, creative, and relevant to self-room shopping experience.

Temperature can modulate how insects respond to environmental stressors, such as starvation. In this study, we examine whether and how the effects of temperature on starvation resistance depend on nutritional condition and developmental stages in Drosophila melanogaster. Starvation resistance decreased as the temperature exposed during starvation rose from 18 to 28 ̊C, which was mainly caused by warming-induced increase in energy expenditure. When exposed to warm temperatures during feeding, D. melanogaster accumulated more energy reserves and thus become more starvation resistant. The temperature experienced during the larval stage also had a significant effect on starvation resistance at adult stages, with those larvae raised at cold temperatures developing into adult phenotypes with reduced resistance to starvation. This study suggests that the effects of temperature on starvation resistance are highly complex and context dependent in D. melanogaster.

본 연구는 기업의 이사회 구조 및 이사의 특성이 연구개발투자에 미치는 영향을 파악하는데 목적을 두고 있다. 95개 한국 상장기업을 대상으로 실증 분석한 결과, 이사의 인구통계학적 특성이 기업의 연구개발투자에 유의미한 영향을 주는 것으로 나타나, 이사회 내 이사의 평균연령이 낮고 과학⋅공학 전공자와 해외학위 소지자가 많은 경우 기업의 연구 개발투자가 활발히 발생함을 알 수 있었다. 특히 이러한 영향은 사외이사 보다는 사내이사에 서 더욱 크게 발생하여 사내이사를 중심으로 이루어지는 한국의 이사회 운영을 짐작하게 하였다. 또한 이사회 힘의 강화는 전체 이사의 인구통계학적 특성이 연구개발투자에 미치는 영향력을 전반적으로 강화해주기 보다는, 사내이사의 인구통계학적 특성이 미치는 영향을 약화 시키는 것으로 나타났다.

Introduction Driven by the rapidly evolving media landscape, firms extensively use social media to engage with their customers (Avery et al., 2010). Today, social media is an integral part of an individual’s daily life, which makes a vital venue through which companies connect with customers (Men & Tsai, 2011; Utz, 2009). Given the increased use of social media, recent studies have investigated how social media cultivates customer relationships with celebrities and/or media personalities (e.g., Smith, 2010). In light of the effectiveness of social media as a marketing tool, it is noteworthy to analyze the source power of celebrities and social relationships and consider how to take advantage of the power. The parasocial relationship is founded upon the communication process, which is an important factor in understanding the relationship between media and users. Parasocial relationships differ according to the motives for using social network service (SNS), while connection and attachment to celebrities, such as having empathy for a particular celebrity, is affected by celebrity source credibility. (Ohanian, 1990). The purpose of this study is to clarify the relation between parasocial relationships and customer equity in the social media context. The study investigates effects of motivations to use SNS and source credibility on parasocial relationships, as well as the effects of parasocial relationships on attitude and customer equity, and customer lifetime value. Theoretical Frameworks In this study, parasocial relationship refers to a virtual intimacy between a media personality and the media users, in other words, it is a psychological, interpersonal relationship unilaterally formed by users based on proximity, similarity, and attraction to the media personalities (Rubin & Step, 2000). When a parasocial relationship is formed, the media consumer appreciates the values and motives of the media character, often viewing him or her as a counselor, comforter, and model (Horton & Wohl, 1956). When using an SNS, users’ communication habits and their selection of social network services vary according to their motives, which in turn affect the parasocial relationships with celebrities via SNS. Motives for using SNS, specifically, information seeking, entertainment, and social connection may have a positive relationship with parasocial relationships. Source credibility, the positive characteristics of a communicator that affect the receiver’s acceptance of a message, positively influences parasocial relationships (Ohanian, 1990; McCracken, 1989) based on expertise, trustworthiness, and attractiveness of the media celebrities. In the social media context, a parasocial relationship has positive influence on attitude toward using an SNS. Social media users engage in finding people with whom they have an offline connection (Ellison, Steinfield, & Lampe, 2007). Social media enables individuals to connect with others all around the world easily, it is not surprising that parasocial relationships influence users’ attitude toward using social media, offering environments to enhance connections (Byod & Ellison, 2008). Further, it is worthwhile to note that parasocial relationships may have a positive influence on customer equity. The key to customer equity lies in understanding the customer lifetime value concept, which refers to the net present value of a customer’s profit stream (Rust, Lemon, & Zeithaml, 2004). Parasocial relationships positively influence brand, value and relationship equity, with the emergence of brands as one of the key organizational assets (Gummesson, 2004). Parasocial relationships explain relationships between individuals and brands, product, symbols, objects, and corporate identities. Such relationships allow individuals to have bonds with brands, trademarks and other symbols, politicians, sportsmen or even actors (Gummesson, 2004). Thus, they positively influence customer equity including brand equity, value equity, and relationship equity. Focused on effects of motivations to use SNS and source credibility on parasocial relationship as well as the effects of parasocial relationship on attitude, customer equity, and customer lifetime value, this study tests the following hypotheses: H1: Motivations to use SNS will have a positive influence on parasocial relationship. H2: Source credibility will have a positive influence on parasocial relationship. H3: Parasocial relationship will have a positive influence on attitude toward using SNS. H4: Attitude toward using SNS will have a positive influence on customer equity. H5: Parasocial relationship will have a positive influence on customer equity. Methods This study used a survey to investigate key questions about the associations between parasocial relationships and customer equity. A total of 350 social media users recruited from Hong Kong and Macau in China participated in the survey. Of the 350 participants, 129 were men (36.9%) and 221 were women (63.1%), with ages ranging from 21 and 35 years old (mean = 25.6 years). This study measured motivations for using SNS on a five-point Likert scale (1 = strongly disagree; 7 = strongly agree), which was adapted from an existing motivation scale (Leung, 2009; Leung & Wei, 1998; Sheldon 2008). To measure source credibility, this study used a five-point Likert scale, which was also adapted from an existing source credibility scale (Eisend & Langner, 2010; Priester & Petty 2003). Parasocial relationships were measured on the basis of user responses to 17 items on an existing five-point scale that assessed parasocial relationships (Koeppel et al., 1993). This study measured attitude toward using SNS through an existing scale (Venkatesh, Morris, Davis, & Davis, 2003). Customer equity was measured using an existing five-point scale (Keller, 2003; Rust et al., 2004) that elicited user responses to 13 items. Customer lifetime value (CLV) was calculated only for the customers in the sample, and CLVs were calculated separately before the average was taken by using the equation below: The CLVij of customer i to brand j, is given as: Tij= Frequency of purchases by customer i for a specific period of time dj= The rate of discount offered by company j fi= Annual average frequency of purchases by customer i for a certain period of time Vijt= The amount of purchase of brand j by customer i for a period of time t πijt= Expected profits by purchase unit of brand j by customer i for a period of time t Bijt= Probability that customer i buys brand j in purchase t Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square = 8.218, df = 5, p = 0.145, GFI = 0.992, CFI = 0.991, RMR = 0.095, RMSEA = 0.043). The reliability coefficients of all 20 motivation measures were 0.885, and they were based on three factors of information seeking, entertainment, and building relationships. The reliability coefficients of all 16 source credibility measures were 0.924 with three factors of attractiveness, expertise, and trustworthiness. The reliability coefficients of all 17 parasocial relationship measures were 0.866 with three factors: proximity, similarity, and attachments. The reliability coefficients of all 13 customer equity measures were 0.838 with three factors of value equity, brand equity, and relationship equity. Cronbach’s alpha for attitude was 0.792. The coefficients indicate the acceptable reliability of the measures. Motivations to use SNS showed statistically positive effects on parasocial relationship (β = 0.151, p < 0.001). Specifically, entertainment (β = 0.148, p < 0.01) and building relationships (β = 0.093, p < 0.05) motivations showed significant positive effects on parasocial relationships while information seeking motivation did not show significant effects on parasocial relationships (β = 0.074). Source credibility showed statistically positive effects on parasocial relationship (β = 0.316, p < 0.001). Thus, the results supported H1 and H2. Parasocial relationships showed statistically positive effects on attitude (β = 0.295, p < 0.001) and customer equity (β = 0.272, p < 0.001). Attitude showed statistically positive effects on customer equity (β = 0.172, p < 0.001). Thus, the results supported H3 and H4. Customer equity showed statistically positive effects on customer lifetime value (β = 3.452, p < 0.001). Thus, the results supported H5 (see Table 1, Figure 1). Discussion This study contributes to clarifying parasocial relationships in the social media context and determining the relationships between parasocial relationship and customer equity. This study contributes to the theoretical foundation and implications of parasocial relationships and customer equity. Specifically, motivations to use SNS and source credibility positively influence parasocial relationship. Parasocial relationships have positive effects on attitude and customer equity. Customer equity, in turn, has positive effects on customer lifetime value. The study is the first of its kind on the effects of parasocial relationships on customer equity in the social media context. The study finds that motivations and source credibility are important antecedents of consumers’ parasocial relationships formed via social media. Parasocial relationships have a positive effect on attitude and customer equity, and customer equity leads to increased customer lifetime value. This study suggests that parasocial relationship is one of the strong influential variables on customer equity as it improves customer lifetime value. Thus, marketers should definitely consider parasocial relationship management in the social media context while tailoring their brand communications to their most profitable customers and enhance their customer lifetime value.

Recently, a television commercial by the Japanese tire manufacturer Autoway went viral on the Internet and received more than 3 million hits on YouTube. The advertisement, which depicts a car driver’s encounter with a grisly figure during a snowstorm, is preceded by a health warning: "Not for the faint of heart. We shall not be liable for any injuries, illness, and damages claimed to be caused by watching the contents." The popularity of this commercial, which explicitly points to its fear-inducing message, attests to the fact that fear appeals in advertising can draw attention. An area where fear appeals are particularly prevalent is social marketing. According to Kotler, Roberto, and Lee (2002), social marketing can be used to improve health, prevent injuries, protect the environment, and promote community involvement. Many of these issues, e.g., cancer screening, seat belt use, environmental pollution, or organ donations, are linked to negative consequences based on the action or inaction of consumers, which consequently lend themselves to fear appeals in advertising. Fear has been used in social marketing campaigns for various issues, such as road safety (Transport Accident Commission, 2002) or smoking (DeJong & Hoffman, 2000), as it can enhance the effectiveness of advertising but also lead to unintended side effects (Hastings, Steed, & Webb, 2004). While the literature has focused on the effectiveness of fear appeals, the effect of scary advertisements or public service announcements on consumers’ perceptions of other commercials surrounding them has been often overlooked. Social marketers might successfully use fear appeals in public service announcements, but the same advertisements could have an adverse effect on the effectiveness of the commercials surrounding them. In this study, we will investigate the carryover effects of public service announcements using fear appeals. Specifically, the goal of this research is to study the effects of fear appeals on the evaluation of commercials that follow.The remainder of this paper is organized as follows. First, we will give an overview of the influence advertisers have on the scheduling of commercials. In the following section, the literature on advertising context effects is reviewed and a hypothesis regarding the effects of fear-inducing public service announcements on the evaluation of subsequent commercials is developed. After the methodology section, the results of a laboratory experiment testing the hypothesis are presented and discussed.

The multiplicity of channels and the ubiquitous access to product information represent major service innovations that new technologies have incorporated into the purchase process. This research analyzes how consumer and seller recommendations affect the consumer’s purchase decision and confidence in a multichannel service context based on an online-offline sequence.

Driven by the consumer demand for companies to be socially responsible, companies are increasingly relating their brands to causes and charities in order to accomplish nonprofit objectives and corporate sustainability. In a social marketing campaign, the consumers’ choice of the cause can influence their reactions through the processes of choice. Allowing the consumers to choose the cause may also reinforce their personal role in the donation process, which may result in a better outcome. Further, advertisers are paying increasing attention to the launch of social marketing campaigns via social media, since social media has recently become an essential part of daily life and therefore an imperative venue through which companies connect with consumers. Focusing on the rapidly evolving social media landscape, this study primarily clarifies (1) how choice influences consumers’ perceived interactivity with a social marketing campaign in the social media context, and (2) consumer involvement, as consumers’ individual differences can enhance or limit the effects of a social marketing campaign with choice. Using field experiments, this study investigates the relationships between the consumers’ choice, perceived interactivity, attitude, and purchase intention, and considers the moderating effects of involvement on those relationships. This study’s contributions are that it illuminates (1) the effects of choice on the perceived interactivity of social marketing campaigns in social media contexts, (2) the role of involvement in social marketing campaigns as a moderator, and (3) attitude and purchase intention as outcomes that can facilitate the construction of a theoretical model for social marketing campaigns with choice in the social media context and offer possible implications for advertising practitioners.

조종사의 비행수행능력과 자존감이 비행비교 상황에서 위험행동에 미치는 영향을 알아보기 위해 비행교육과정 조종사 48명을 대상으로 시뮬레이터 상황실험을 실시하였다. 피험자간 변인으로서 비행수행능력(비행등수)과 자존감 척도로 각각의 높고 낮은 그룹으로 나누어 안전규칙상 착륙이 허가되지 않는 활주로 접근 시뮬레이션 상황을 수행하게 하였다. 접근 상황은 피험자 내 설계로 세 번에 걸쳐 측정하였고, 동일한 각각의 상황실험 수행 직전에 실험참가자에게 다른 사람들의 수행결과를 조작(긍정비교, 부정비교, 통제)하여 제시하였다. 실험참가자의 위험행동은 접근한 고도를 통하여 측정하였다. 실험 결과 각 제시 조건에 따라 위험행동이 유의미하게 차이가 나타났고, 각 비교조건에서의 위험행동 경향은 비행수행능력과 자존감의 수준에 따라 달라지는 상호작용 효과가 나타났다. 비행수행능력이 낮은 집단은 비교조건들에서 통제조건과 달리 위험한 행동을 하는 것으로 나타났고 비행수행능력이 높은 집단은 부정비교조건에서 다른 조건들과 달리 위험을 회피하는 경향을 보였다. 자존감이 높은 집단은 통제조건에 비해 비교조건들에서 유의미한 위험행동을 보인 반면, 자존감이 낮은 집단은 다른 조건들에 비해 부정적 비교조건에서 유의미한 위험회피행동을 보였다.

본 연구는 시간압력이 주어진 상황에서 개인의 고유한 인지특성인 인지양식과 과제의 난이도에 따른 학습맥락이 시각변별과제의 기술습득과 전이에 어떠한 영향을 주는지 알아보고자 하였다. 자극은 다각형 비교과제를 이용하였으며, 실험은 스크린 세션, 훈련 세션 그리고 전이 세션으로 구성되었다. 스크린 세션에서는 참가자를 인지양식(분석적-전체적)에 따라 구분하였으며, 훈련 세션에서는 학습맥락의 구분을 위해 과제의 난이도를 어려운 조건과 쉬운 조건으로 나누었다. 전이 세션에서는 모든 피험자가 새로운 난이도의 다각형을 비교하였다. 훈련 세션과 전이 세션에서는 시간압력의 효과를 보기 위해, 1.5초가 지나면 자극이 사라지게 하였다. 전 세션에 걸쳐 정확도와 반응시간을 측정하였다 실험결과, 분석적 처리자는 훈련 세션 동안 전체적 처리자와 같은 수준의 빠른 반응을 보이나, 훈련이 지속될수록 반응시간의 기울기가 증가하였다. 이러한 결과는 분석적 처리자가 자극의 세부특징들을 일 대 일로 비교하는 원래의 처리스타일로 회귀했음을 의미한다. 반면, 분석적 처리를 유도하는 어려운 학습맥락에서 훈련한 전체적 처리자의 경우, 전이 세션의 초기블록에서 반응시간의 증가를 보였다. 이것은 전체적 처리자가 어려운 학습맥락에 의해 분석적 전략을 개발했다는 것을 의미한다. 이러한 결과들을 통해 시간압력 상황에서도 개인의 인지양식의 차이가 인지전략의 개발 및 기술습득에 영향을 미치는 것을 확인할 수 있다.

The main goal of this study is to review the role of the age factor in foreign language education and to discuss its implications in Korean English education. ‘The younger, the better', under the critical period hypothesis, has recently played a critical role in the introduction of English language education to young children in Korea and the public and the govemment seem to be highly dependent upon the hypothesis when they decide children’s English education. For example, the English education program in Korean elementary schools is an offspring of this theory. This study, however, casts a doubt on the effect of age on English education by reviewing theoretical and experimental studies focusing on whether age or the critical period hypothesis is a meaningful factor to validate the early exposure of foreign language education and its following success. Findings from foreign language education in US, French immersion programs in Canada and other foreign countries and adult second language leaming and studies dealing with the critical period hypothesis were critically reviewed to provide evidences to such argument that age is not a primary factor to determine early English education in Korea. On the contrary, time or the amount of exposure to the English language should be a more critical factor in a context where a very limited exposure to the target language is only possible. A list of generalizations and implications are also provided.

Purpose: Using the self-determination theory, this study examined both the mediating effects and the specific indirect effects of the satisfaction of the three psychological needs (need for autonomy, competence and relatedness) and intrinsic motivation in the relation between need support from the physical education (PE) teacher and engagement in PE classes. Method: Participants were 523 high school students (251 males, 272 females) and completed questionnaire assessing perceived need support, need satisfaction, intrinsic motivation and engagement in PE classes. Results: Structural equation modeling analysis showed perceptions of the three need satisfaction partially mediated the relation between need support from PE teacher and engagement in classes. Moreover, the indirect effect of intrinsic motivation was larger than those of the three psychological need satisfaction. Conclusion: These findings suggest that PE teacher is able to promote students' intrinsic motivation by satisfying their needs for autonomy, competence and relatedness. The findings supported the theoretical tenets of self-determination theory as well.

본 연구는 연속적인 두 분절 움직임에서 두 번째 목표물의 난이도 변화에 따른 하지 동작의 제어 특성에 대하여 규명하였다. 시작지점에서 출발하여 첫 번째 분절 움직임을 완성한 후 곧 바로 두 번째 분절 움직임을 실시하는 순서로 연결하여 동작을 수행하도록 지시하였다. 첫 번째 목표물은 고정시킨 반면 두 번째 목표물의 크기와 거리에 변화를 주어 분절간 움직임의 형태를 동작 시간과 속도, 그리고 영점교차 등의 운동학적 측정을 통하여 분석하였다. 연구결과, 두 번째 목표물의 거리 조건은 첫 번째 분절 움직임 수행에 영향을 미치는 것으로 나타나 맥락-의존 효과가 관찰되었다. 이러한 결과는 동작의 상대적인 순서에 대한 제어가 운동 수행을 담당하는 효과기(effector)와는 무관하게 상위 제어체계에서 조직화되고 실행된다는 것을 시사한다. 반면 목표물의 크기 조건은 하지 동작의 움직임 계획과 실행에는 크게 관여하지 않는 것으로 나타났다. 이러한 결과는 과제-특수적 운동 환경과 하지 동작의 제어 형태에 기인한다고 볼 수 있다.