Although the majority of prior literature has suggested the key reasons for consumer complaining in service failures are to vent negative emotions (e.g. anger, dissatisfaction) and to seek redress (Blodgett, Hill, & Tax 1997; Nyer 1997), some research has also pointed out that customers will give constructive suggestions to firms through complaining (Groth, 2005; Liu & Mattila, 2015). In this regard, consumer complaining can be classified into two types, namely, positive complaint (i.e., with constructive suggestion) and negative complaint (i.e., without constructive suggestion). Understanding what situations would dissatisfied consumers choose to give constructive suggestions in service failures would be of utmost important to firms. We suggest that a firm’s brand image may affect consumers’ intention to choose what types of complaint in service failures. In general, consumers may perceive a brand as having a competence image (e.g., professional and efficient) or having a warmth image (e.g., friendly and approachable) (Kervyn, Fiske and Malone, 2012). Comparatively speaking, a warmth image is associated with friendship and caring, whereas a competence image is associated with expertise. Therefore, it is possible that consumers would have a higher empathy and intention to help a firm with a warmth (vs. competent) image, and be more likely to choose positive complaint when a failure happens to this firm. An experimental study confirmed this prediction. In addition, we found that although a firm’s competence (vs. warmth) image does not affect the likelihood to give constructive suggestions in service failures, it leads to a higher level of return intention. Implications and future research directions will be discussed.

색은 인간에게 어떤 느낌을 전달하기도 하고 행동에 영향을 미치기도 한다. 특히 적절히 적용된 색은 제품의 품질과 사용성을 향상시키기 때문에 색의 효과에 대한 이해와 신중한 사용이 중요하다. 그러므로 본 연구에서는 온도감에 대한 색의 3요소(색상, 명도, 채도)의 효과와 그 관계를 정확히 이해하고 정보 디스플레이에 적용할 수 있는 응용적 가치를 탐색하고자 하였다. 색상환에 따른 10가지 색상의 온도감은 U 모양으로 나타났는데 빨강에서 가장 높고 파랑과 남색에서 가장 낮았으며, 채도는 색상이 가지는 온도감의 특징을 더 두드러지게 한 반면, 명도의 효과는 없었다. 이 결과는 색의 사용에 제한이 있는 상황에서도 채도의 다른 요소를 조절함으로써 온도감에 변화를 줄 수 있음을 보여준다. 한색과 난색의 구분은 명확하였으며 이러한 색의 주관적 온도감 차이로 인해 참가자들은 그래프 판독에서 실제의 온도보다 더 따뜻하거나 더 차갑다고 보고하는 온도계 측정에서의 판단 왜곡을 보였다. 이런 차이는 과제와 디스플레이 특성에 맞게 색의 구성요소들의 민감도를 조절하는데 적용할 수 있을 것이다.

This study analyzed a variation in warmth index and coldness index in South Korea for the past 40 years (1974~2013) and its spatial distribution (2004~2013). To this end, monthly average temperature data in 62 meteorological observation points and 583 meteorological observation points for prevention against disasters in South Korea were used. According to the observed area, the warmth index in general ranged from 56.84(°C·month) to 144.49(°C·month) or so. And an analysis showed that the coldness index ranged from -43.94(°C·month) to 0(°C·month). And overall average warmth index was 104.22(°C·month) and overall average coldness index was -14.42(°C·month). In almost all observation points, these indices tended to increase, and their increase rate was high in an inland urban area in particular. With regard to the spatial distribution, an analysis showed that it was the lowest in the some mountainous areas of Taebaek mountains lying across Gangwon province and around the peak of Mount Halla. And it was high in southwest coastal area including Mokpo, Jeju Island, some areas in the east coast and south coast, and Yeongnam inland regions including Daegu, and so on. It is thought that the above can be utilized as baseline data for explaining the fact such as the productivity of agricultural products, plant phenology, and a change in plant habitat due to climate change.