In most cultural contexts, consuming ethically is socially desirable and reporting favorable attitudes is relatively cost-free. Thus, consumers have incentives to state favorable attitudes toward ethical products despite barriers to actual purchase. This attitude-behavior gap in ethical consumption presents a global challenge to socially responsible marketing (Carrington et al., 2010, 2014, 2016). Several explanations for this gap have been offered. The current research draws from these explanations and—based on literature in psychometrics and attitude formation—develops a novel measurement tool based on the Affect Misattribution Procedure (AMP; Payne et al., 2005). We aim to capture consumers’ implicit ethical product attitudes which have otherwise evaded marketers (Zollo, 2021). Further, using samples of consumers in both the US and Italy, the current research examines the predictive power of this measure in predicting consequential ethical consumption choices. We conclude with a proposal for additional studies to further validate the procedure in more ecologically valid contexts.

Background: Pregnancy-related low back pain (PLBP) has fewer systematic guidelines than pregnancy-related pelvic girdle pain, previous studies have not evaluated physical therapy for this ailment in Korea. Objects: We aimed to provide a detailed account of clinical decision making by Korean physiotherapists while treating PLBP. Methods: In total, 955 questionnaires were distributed mainly in places of continuing education held by the Korean Physical Therapy Association from April to July 2019. The same questionnaire was posted on a website used by physiotherapists. We collected subject information, a specific Vignette typically represent symptoms of PLBP, and responses to multiple questions about decision making, subjective recognition and interest level in the field of women’s health physiotherapy (WHPT). Results: The overall response rate was 56% (n = 537); of these, responses to 520 questionnaires were analyzed. Most respondents chose various combinations of physical therapy methods. There were significant differences in subjective recognition levels of WHPT according to gender (p < 0.05), age (p < 0.01), education level (p < 0.01), and clinical experience (p < 0.05). There were significant differences in interest according to gender (p < 0.01) and education level (p < 0.01). With respect to the types of treatment, significant differences were noted in selective rates for “manual therapy”, “pain control”, and “supportive devices” based on gender. Manual therapy tended to be chosen more with increasing age and clinical experience. With increased education level, there were fewer choices for the use of pain control. Conclusion: This is the first data on how Korean physiotherapists manage PLBP patients using the vignette method. We were able to recognize the Korean physical therapist's decision on PLBP patients, and observed statistically significant correlations. This may aid in developing future research and education plans in the WHPT field.

Increasing consumer scepticism about corporate behaviour has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets have been to such efforts. This study examines (i) consumer involvement (a motivational state activated by personal relevance of a stimuli) levels and (ii) processes with corporate advertising to demonstrate differences and similarities with product advertising across multiple markets. Using between subject experimental design, the study was conducted across three different markets with varying degrees of economic development i.e. USA (n = 285), France (n = 217) and Pakistan (n=311). Results demonstrate that consumer involvement levels with corporate advertising is higher in USA than in France and Pakistan. American consumers tend to be involved with corporate advertising as much as they are with product advertising, whereas, French and Pakistani consumers are more involved with product advertising. Apart from differences in involvement levels, study findings demonstrate substantial similarities in involvement processing and how they impact ad attitude and consumers’ behaviour across both the markets. The study holds importance for corporate communication and product managers with cross national responsibilities as it establishes differences and similarities for corporate and product ad involvement across developed and emerging markets.

During the last decades more and more consumers worldwide, started integrating environmental considerations into daily purchases what leads the so-called ‘green consumer’ to ask for healthier, safer, and better quality food. Nonetheless, a deeper understanding of value dimensions consumers across nations perceive in the context of organic food products is still required to develop successful management strategies which might transfer positive consumer perceptions to satisfaction and resulting buying behavior. Against this backdrop, the present study focuses on a) the antecedents leading to the consumption of organic food products and b) the identification of differences regarding the relative importance of the value-based drivers across US and German consumers

The emergence of peer to peer systems such as online auction websites is a major element in e-commerce yet relatively little is known about what influences its adoption and use in different parts of the world. Using an extended Technology Acceptance Model (TAM), user attitudes and behaviors from three national environmental contexts, Korea, Germany and New Zealand, are examined and compared to determine the factors influencing the adoption and usage of this system. The key questions this paper addresses are: Are there national differences affecting the ability for the TAM to predict OAWS acceptance, and if so, in what way? And are differences observed between heavy and light user motivations and perceptions of the medium and how these differ across national environments? Answers to these questions will increase the understanding for future marketers and developers of peer-to-peer systems. An extended TAM model was developed from which a number of hypothesized relationships are posited. We use the Davis, Bagozzi and Warshaw (1989) core TAM model extended by our arguing for two key influencing factors on a user’s attitude to using a new technology, perceived risk and computer affinity. We contend the drivers of perceived risk are: perceived enjoyment, trust in intermediary, perceived reputation system effectiveness, and positive past experience. Additionally we address the limited understanding in the literature of the national environment effects on technology acceptance. National cultural effects such as uncertainty avoidance and individualism, along with technological heritage and country innovativeness may need to be understood to determine potential differences in consumer activity and the robustness of the theoretical model. We also considered usage behavior to be important. Research for example, identifies heavy users as influencers on other potential adopters; thus important targets for developers and marketers of new technologies. Results suggest that although the core TAM is somewhat robust for the three nations along with the extended model for the respondents from South Korea, there are some key differences in the extended model between New Zealand and Germany. Specifically the relationships: Positive Past Experience and Perceived Risk are not supported in NZ or Germany, and “computer affinity” and “attitude to using” unsupported in Germany. We similarly found differences in the attitudes of light and heavy users between the samples, especially the Korean sample with the others. Our findings highlight that national environmental variations, especially between the “eastern” and “western” samples are important, which could be attributed to both uncertainty avoidance and individualism. Key conclusions and recommendations will be given.

정보화 사회의 도래에 따른 정보통신기술의 발전과 활용이 국가 경제구조 및 성장에 급격한 영향을 미치고 있는 추세에 맞춰 본 연구는 자료포락분석과 맘퀴스트지수를 활용하여 국가별 정보통신기술의 활용성과를 상대적 효율성 및 생산성의 관점에서 접근하고자 하였다. 투입요소로 ICT환경과 ICT이용준비도 그리고 산출물로 ICT활용도를 이용하여 총 28개 국가를 대상으로 2008년부터 2011년 동안 정보통신기술 활용성과를 진단한 결과, 자료포락분석에서는 전체적인 ICT 효율성이 감소한 것으로 나타나 외형적 성장에 비해 실질적인 ICT 활용 부문은 부진한 것으로 판단되었고, 맘퀴스트지수 분석결과에서도 전체적인 ICT 생산성은 지난 3개년 구간동안 개선되지 않은 것으로 분석되었다. 이러한 분석결과를 종합적으로 고려해 볼 때, ICT 활용성과를 제고하기 위해서는 지금까지 추진해온 물리적 요소의 양적 투입에 의존하는 외형적 개발정책보다는 투입요소와 산출물을 합목적적으로 연계시키고 ICT 활용 효율성을 증진시킬 수 있는 다각적인 운영 합리화 방안이 필요하다고 본다.

The purpose of this study was to propose effective marketing communication strategies for overseas Korean restaurants through a multilateral comparison analysis of American, Chinese, and Japanese consumers' attitudes towards communication media and Korean restaurants. The survey was written in English, Chinese, and Japanese, with guideline for surveyors, and conducted using both online and offline methods. Samples were collected from five major cities - Los Angeles, New York, Tokyo, Beijing and Shanghai, which are the foothold for the globalization of Korean food. When it comes to attitudes towards communication media, word-of-mouth showed a high mean value, indicating it as the most useful and reliable media recognized by consumers who visited Korean restaurants. Furthermore, the necessity of recognizing the importance of visual communication in the physical environment of Korean restaurants and specialized websites, featuring restaurants and gourmet food, was observed. Consumers in all three nations chose word-of-mouth as the most useful and reliable media for learning about Korean restaurants. In addition, American consumers highly depended on signage and restaurant exteriors. Chinese consumers highly recognized the usefulness and reliability of offline media, such as newspapers, magazines, and events, while Japanese consumers considered online media, such as gourmet websites, blogs and social networks, as useful and reliable sources. A significantly positive attitude and high value was observed in all who had visited Korean restaurants. American and Japanese consumers had a significantly higher rate of intention to visit Korean restaurants in the future and to tell others about their satisfaction with Korean restaurants. Meanwhile, the average rate of prior preference for Korean restaurants (when choosing restaurants) was the lowest in all three countries. This study is useful for both the Korean government and food enterprises abroad to plan and develop marketing communication strategies properly for overseas Korean restaurants.

본 연구의 목적은 다른문화권 간에 경관이 지닌 전형성과 그 경관에 대한 시각적 선호성의 관계를 확인하고, 여기에 지역간 혹은 문화간 차이가 존재하는 지를 비교해 보는데 있다. 영국과 한국의 전형적 자연경관을 선별하기 위하여 영국의 케이른고럼스 국립공원과 한국의 지리산 국립공원의 사진이 이용되었다. 이에 대한 자연경관 선호를 측정하기 위하여 케이른고럼스 국립공원 및 지리산 국립공원 방문자에 대한 사진설문 조사가 실행되었다. 연구의 결과, 두 집단 모두 연령과 방문횟수가 유의한 관계가 있는 것으로 나타났으며, 케이른고럼스 국립공원 응답자의 경우 지리산 국립공원 응답자에 비하여 방문 빈도가 높은 것으로 나타났다. 전형성과 선호성의 관계에 있어서는, 지리산 자연경관의 전형성이 높은 경우에 이에 대한 시각적 선호성도 높게 나타났으나, 반면에 케이른고럼스 경관의 전형성이 높은 경우에는 시각적 선호성이 오히려 낮게 나타났다. 즉, 자연경관의 전형성과 시각적 선호성 사이에는 유의한 관계가 성립하지만, 문화집단간 그 정도의 방향은 다르게 나타났다.

One of the problems facing international companies is the question of whether to use standardized international advertising or to adapt advertising messages in each country. This paper provides empirical evidence for whether or not to be able to use standardized advertising based on a comparison of evaluative criteria for automobiles and toothpaste among American, Japanese, and Korean consumers. There appears to be a similar pattern among respondents of the three countries in rank of attribute importance. Especially, the result of toothpaste shows an almost identical pattern. The findings do support the idea that international advertising can be standardized due to the similarities among world-wide consumers.