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.

Adding new attributes is the main strategy firms use to attract consumers in many industries, but the impact of new attributes may be ambiguous, as indicated by the results of several studies (Bertini, Ofek and Ariely, 2009; Griffin and Broniarczyk, 2010; Nam, Wang and Lee, 2012; Sun, Keh and Lee, 2012; Zhang and Fitzimons, 1999; Zhang, Kardes and Cronley, 2002). The demand for innovative, upgraded, and integrated products is higher than ever before, and firms’ ability to meet this demand is tenuous in many cases. Take the example of the iPhone, where the touch pad option is the new feature that overcomes the disadvantages of a regular keypad, and where other options such as SIRI and other convenient software technologies provide good reasons to purchase or upgrade a smart phone. Although the transition from keypad to touch screen is occurring rapidly in the technology market, many consumers still opt to utilize their old phones rather than upgrading. The alignability of the attributes of the smart phone may affect their decision-making. Self-regulatory factors moderate decision-making based on alignable and non-alignable attributes. Promotion and prevention self-regulation systems managed across separate mental accounts are involved consumer information flow process in the sense that alignable attributes engender risk aversion, whereas non-alignable attributes engender risk seeking (Zhou and Pham, 2004). More cognitive effort may be required to evaluate non-alignable attributes due to the absence of inferential references inherent in the newness of features (Nam et al., 2012; Sun et al., 2012). Accordingly, if there is no significant difference in alignable attributes between products, consumers will put more weight on non-alignable attributes (Brown and Carpenter, 2000). For high-technology products, if alignable attributes satisfy consumers’ perceived utility as weighed against the cost incurred, consumers may compare non-alignable attributes in order to justify their purchases. Even if non-alignable attributes are trivial, they may be important to the final decision. Based on evaluations of the latter, consumers can justify the purchase (Brown and Carpenter, 2000). Although non-alignable attributes may seem peripheral and complementary, they may contribute to the success of a product due to their novelty, uniqueness and role in simplifying the purchase choice (Carpenter, Glazer and Nakamoto, 1994). However, if consumers perceive that non-alignable attributes fundamentally affect product quality, they may infer that its alignable attributes are relatively inferior. This thinking process may result in a negative evaluation of the product (Simonson, Nowlis and Simonson, 1993). As mentioned earlier, consumers may associate non-alignable attributes with unnecessary costs (Brown and Carpenter, 2000). In the experiment of Bertini et al. (2009), consumers preferred the MP3 player with the BOSS earphone over the one with no other option, which led to a decrease in the willingness to upgrade the product. They do not evaluate non-alignable attributes in isolation, but may use those instrumentally. In the case of high technology products, when information about non-alignable attributes becomes available, ambiguity arises from the integration of distinctive features and functionalities, which are non-alignable attributes, and moreover from the integration of non-alignable attributes with alignable attributes. Consumer beliefs and attitude resulted from the mediating role of this ambiguity are formed holistically by non-selective attention for integral stimuli (alignable and non-alignable attributes) (Nosofsky, 1986, 1987). When consumers ambiguous towards a bundle of attributes, which is nothing but the product, they are inclined to interpret it positively (Bar-Hill and Budescu, 1995; Goldsmith and Amir, 2010). Consumers are hypothesized to exhibit innate optimism, being biased towards unforeseen benefits. They are even sensitive to the specific types of non-alignable attributes: central vs. peripheral attributes. Thus, in strategizing for product marketing purposes, non-alignable attributes should be positioned as peripheral factors rather than as central factors, especially in the early stages of product introduction. Hypothesis Development Consumers make judgments about the obsolescence of the products they currently use. Various factors influence the decision to upgrade. Obsolescence is a loss in value since the launch of a product, not because the product has become less useful, but because a new product with upgraded features and designs has become available to consumers (Bayus, 1991; Chung, Han and Sohn, 2012; Levinthal and Purohit, 1989). Consumers’ expectations about improvement in the new version are based upon two types of obsolescence that influence their willingness to upgrade (pay) for the new product: technological obsolescence and psychological obsolescence. Much research has been done (Bayus, 1991; Chung et al., 2012; Levinthal and Purohit, 1989); however, consumers’ strategic decision-making has not always been clearly understood. They may not know in advance what product to choose, or they may lack information to utilize during the buying process. In addition, technological progress is so rapid and uncertain that consumers may not be able to keep up with the novelty of new technologies. They may have difficulty selecting among alternatives that will be standard later in the market. Accordingly, although they may perceive the technological obsolescence of the product, they may not replace it until they feel psychologically justified in doing so. They may not intend to replace the product only for reasons of technological obsolescence due to loss of the sunk cost incurred by its replacement (Okada, 2006). While alignable attributes are more likely to be deterministic, functional and important, non-alignable attributes are more likely to be marginal, hedonic and trivial. Accordingly, consumers may form cognitive attitudes toward alignable attributes and expectations as to how these should change to become more useful. In other words, they may develop their own ideal level (point) for each alignable attribute as they become familiar with them. Thus, consumers experience uncertainty within a range unique to each individual. They judge the feasibility of a purchase insofar as it corresponds to their own ideal points. For example, when Microsoft upgraded from MS Office 2002 to MS Office 2007, the text menu-driven UI (user interface) was changed to become ribbon menu-driven (graphic). Many users of MS Office 2002 had difficulty using the upgraded functions of MS Office 2007. Frequently used features and options in the previous version, even such as cut and paste, were suddenly not easy to use, and consumers who upgraded to the next version were puzzled at the fact that they were unable to properly use the function they got used to. Complexity may be detrimental to ease-of-use judgment with inferred learning costs. Although consumers make inferences based upon their ideal points, the uncertainty involved in this process relates to cognitive referral. Since alignable attributes are representative of prevention, these engender risk aversion for consumers. Consumers who are primed with prevention-focus may prefer not to exert effort to find out how to use features which were easy to use in the previous version just for the sake of upgrading to the new product. Accordingly, uncertainty about ease of use of alignable attributes has a negative effect on consumers’ willingness to replace a product As more information on a product’s non-alignable attributes becomes available, consumers’ ambiguity about the updated product will decrease and their likelihood of replacement will decrease (Smith and Amir, 2010; Norton, Frost and Ariely, 2007: Bar-Hillel and Budescu, 1995; Krizan and Windschitl, 2007). In addition to technological obsolescence, curiosity and self-regulation in terms of the newness and novelty of a product may motivate consumers to replace a product. Existing consumers may be very curious about new information and non-alignable attributes, making every effort to process available information (Alba and Hutchinson, 1987; Maheswaran and Sternthal, 1990; Nam et al., 2012; Sujan, 1985). When non-alignable attributes become available, consumers do not look at them separately from the alignable ones with which the upgraded product is already equipped; instead, they evaluate the product holistically (Bertini et al., 2009). In an identification–classification task, subjects that were able to attend selectively to the relevant dimension and filter the irrelevant one for separable stimuli were unable to do so for integral stimuli. Non-alignable attributes directly affect consumers’ willingness (likelihood) to replace a product. Therefore, a mediating role of ambiguity is evident between non-alignable attributes and consumers’ willingness to replace the product. Thus, we present the following hypotheses: Hypothesis 1-1: When information on alignable attributes becomes available, consumers will be primed with prevention-focus. Hypothesis 1-2: When information on non-alignable attributes is available, consumers will be primed with promotion-focus. Hypothesis 2-1: If consumers are uncertain about the alignable attributes of a product, they will less likely purchase the updated version of the product. Hypothesis 2-2: If consumers are uncertain (ambiguous) about the non-alignable attributes of a product, they will more likely purchase the updated version of the product. Each individual tries to minimize the distance from a current state to a desired state by means of self-regulation (Higgins, Kruglanski and Pierro, 2003). The mode of self-regulation may be either locomotive or assessable. Assessment is a self-regulatory mode in which some objects and states are critically and analytically judged relative to desired means and goals in order to select the best among many alternatives (Kluglanski et al., 2000). Assessors intend to minimize the distance from the current state to the desired state by means of comparative processes to measure, construe and evaluate among alternatives (Higgins et al., 2003). Accordingly, they make cognitive efforts to compare and analyze the alternatives prior to the choice behavior. The other self-regulatory mode, locomotion, involves judging of objects and states with reference to a particular goal in the process of selecting alternatives (Kruglanski et al., 2000; Pierro et al., 2006). Because locomotors emphasize behavior and progress, they are quick to analyze the alternatives and direct in their selection. Locomotors are different from assessors, who select the best alternative via comparative processes. Locomotors try to select the best alternative realistically and heuristically to achieve their goals. They may not commit to analytical assessment of all possible problems in the process. In the process of evaluating alternatives, assessors focus on all attributes rather than on some particular attributes. They continuously try to assess both alignable and non-alignable attributes. By contrast, locomotors want to achieve a particular goal rapidly. When they perceive technological obsolescence, they may rely on information about alignable attributes because they are eager to benefit from improved features and functions. In the same vein, when they perceive psychological obsolescence, they may rely on information about non-alignable attributes because of the differences in value of these attributes from those of the existing product. Therefore, we offer the following hypotheses: Hypothesis 3: When assessors evaluate an updated product, they will put more weight on non-alignable attributes than on alignable attributes. Hypothesis 4: When locomotors evaluate an updated product, they will depend upon attribute information corresponding to the two types of obsolescence. EXPERIMENT 1 Method Experiment 1 explores consumers’ regulatory focus which would be differently primed either with alignable attributes or with nonalignable attributes (H1 and H2). And it explores consumers’ purchase intention via the amount of information (low-information vs. high-information) and regulatory modes (locomotion vs. assessment. A pretest was conducted with a separate sample (n=64) to ensure that the product profile used in the experiment matched the situation where participants perceive alignable attributes to be deterministic, functional and salient, and where they perceive nonalignable attributes to be peripheral, hedonic and novel. We picked the external HDD that participants associated with salience and newness. In the main experiment, two hundred seventy one participants read information about the external HDD and then answers on the alignable and nonalignable attributes of this product. The between-subject experimental design consists of information type (alignable vs. nonalignable attributes) x information amount (low-information vs. high-information). Results We examined that consumers will be primed with different regulatory focus (H1 and H2) upon the type of information via a gap analysis and a mediated regression analysis. The test results were that respondents exposed to the information type of alignable attributes would be primed with prevention-focus (4.60) than with promotion-focus (4.20) (t = -3.180, p < .001), and that respondents exposed to the information type of nonalignable attributes would be primed with promotion-focus (4.44) than with prevention-focus (3.99) (t = -2.746, p < .05). Next, the type of information was treated as a dummy variable, where it takes values of “0” for nonalignable attributes and of “1” for alignable attributes. Respondents’ dominant regulatory focus was set to be the value of prevention which was subtracted from the value of promotion. The primed regulatory focus fully mediates between the type of information and purchase intention (Sobel Z-score = -3.827, p < .01). That is, if consumers are exposed to the information type of alignable attributes, they will be primed with prevention-focus, which will negatively affect consumers’ purchase intention. Accordingly, Hypothesis 1-1 and 1-2 were supported. Furthermore, we examined the differential effect on purchase intention via a 2 (type of information) × 2(amount of information) between-subjects ANOVA (H1-2 and H2-2) as in Figure 2. In the case of respondents exposed to alignable attributes, the purchase intention was higher for certain information (3.75) than for uncertain information (3.20) (t = 2.077, p < .05), whereas in the case of respondents exposed to nonalignable attributes, the purchase intention was higher for uncertain information (4.48) than for certain information (3.81) (t = 2.478, p < .05). Prior knowledge and involvement on the stimulus were controlled as covariates, and respondents were divided into groups by means of the information type and the information amount. The interaction between the variables was investigated (F(1, 271) = 13.413, p < .01). Accordingly, H2-1 and 2-2 were supported. Finally, we examined the differential effect on purchase via 2 (regulatory mode) × 2 (type of information) between-subjects ANOVA (H4 and H5) as in Figure 3. Regulatory mode was dichotomized into locomotion and assessment by the median of values of assessment subtracted from those of locomotion. In the assessors’ case, a difference between the purchase intentions by means of the type of information – alignable attributes (3.60) and nonalignable attributes (3.73), was not found (t=-.533, p > .10). Hypothesis 3 was rejected. On the other hand, in the locomotors’ case, the purchase intention of respondents exposed to the information type of nonalignable attributes (4.53) would be higher than that of those exposed to the information type of alignable attributes (3.38) (t = 3.826, p < .01). Accordingly, hypothesis 4 was supported. Prior knowledge and involvement on the stimulus were controlled as covariates, respondents were divided into groups by means of regulatory mode and the information type. The interaction among purchase intention, regulartory mode and the information type (F(1,271) = 7.647, p < 0.01).

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.

본 연구는 소비자들의 사고유형에 따른 소비 행동의 차이를 탐색하였다. 특히 소비자들이 실용제품의 평가에는 실용속성을, 쾌락제품의 평가에는 쾌락속성을 보다 많이 활용하게 될 것으로 예측하였다. 또한 소비자의 사고유형을 이성적 사고유형과 경험적 사고 유형으로 구분하고 제품속성 정보 유형에 따라 다른 사고유형을 유발시키는지를 검증하고, 이러한 사고유형이 제품평가에 미치는 영향을 탐색하였다. 분석결과 첫째, 소비자들은 제품유형별로 각기 다른 기준을 이용하여 평가를 하는 것으로 나타났는데, 실용재의 경우에는 평가기준으로 실용속성을 좀 더 사용하며 쾌락재의 경우에는 쾌락속성을 좀 더 이용하는 것으로 나타났다 둘째, 속성정보 유형에 따라 유발되는 사고유형이 다른 것으로 나타났는데 실용속성 정보는 이성적 사고를 유발하는 반면, 쾌락속성 정보는 경험적 사고를 유발하는 것으로 나타났다. 마지막으로 실용재를 실용속성으로 평가할 경우 이성적 사고가 제품에 대한 평가를 높게 하며, 쾌락재를 쾌락속성으로 평가할 경우 경험적 사고가 제품에 대한 평가를 높게 하는 것으로 나타났다.

해상에서 인명과 재산을 보호하기 위해서는 해양사고를 예방하고 긴급상황 시에 신속하게 대처하는 능력이 중요시된다. 해양사고의 80%가 선박의 운항과 관리에 관련된 인적요인으로 발생한다. 그것은 대부분의 해양사고가 한 개인의 순간적인 실수에서 유발되는 것이 아니라 그 배경에는 인적과실을 유발하는 잠재적인 요인들이l 복합적으로 작용한다는 것을 나타낸다. 따라서 본 연구에서는 선박에서 선상의 리더십이 선박에 미치는 영향과 선박의 의사결정 과정을 알아보고 특히, 선박의 긴급상황 시에 발생할 수 있는 행동특성의 이해를 통하여 특정선박에서 인적과실을 줄이기 위한 해결방안 및 대응전략을 제시하였다.

This paper examines the applicability of formal safety assessment to the passenger ships. This is followed by an analysis of passenger ship characteristics and a proposed formal safety assessment methodology. Five interlocking steps are described to construct a safety model including novel risk assessment, cost-benefit analysis and decision-making approaches. A case study is carried out in order to demonstrate the proposed methodology. Further development in formal safety assessment in the context of passenger ship safety is finally discussed in detail.