• Journal of the Korean Institute of Landscape Architecture
• /
• v.37 no.5
• /
• pp.13-23
• /
• 2009

This study investigated the effects of thae persuader and the persuasion message in order to reduce carbon dioxide emissions and activate the exploration journey using bicycles, a form of green transportation, in this green society age. Furthermore, the effects that predictive variables related to the implementation of an infrastructure for bicycles have on the intentions toward an exploration journey using bicycles were examined. The questionnaire survey was administered to 257 respondents for 9 days from March 14 to March 22, 2009. Since Gyeongju has a number of cultural relics that people can look at in one day, Gyeongju is ideal for examining a variety of tourist opinions about exploring cultural relics using bicycles. In conclusion, it was found that the 'persuader' and 'persuasion message' enhanced the desire for bicycle exploration journeys from 'will use a bicycle if possible' to 'want to use a bicycle'. In accordance with two-way ANOVA results on the desire for bicycle exploration journeys by persuader and persuasion message, the persuasion approach emphasizing health effects and geared toward bicycle enthusiasts was significantly effective. Furthermore, the most effective approach was the persuasion strategy emphasizing the 'citizens' and 'health', and 'citizens' and 'eco-friendly' among the effects created by connection of persuader and persuasion message.

• Journal of Distribution Science
• /
• v.14 no.9
• /
• pp.25-29
• /
• 2016

Purpose - Finding top K persuaders in consumer network is an important problem in marketing. Recently, a new method of computing persuasion scores, interpreted as fixed point or stable distribution for given persuasion probabilities, was proposed. Top K persuaders are chosen according to the computed scores. This research proposed a new definition of persuasion scores relaxing some conditions on the matrix of probabilities, and a method to identify top K persuaders based on the defined scores. Research design, data, and methodology - A new method of computing top K persuaders is computed by singular value decomposition (SVD) of the matrix which represents persuasion probabilities between entities. Results - By testing a randomly generated instance, it turns out that the proposed method is essentially different from the previous study sharing a similar idea. Conclusions - The proposed method is shown to be valid with respect to both theoretical analysis and empirical test. However, this method is limited to the category of persuasion scores relying on the matrix-form of persuasion probabilities. In addition, the strength of the method should be evaluated via additional experiments, e.g., using real instances, different benchmark methods, efficient numerical methods for SVD, and other decomposition methods such as NMF.

• Korean journal of communication and information
• /
• v.69
• /
• pp.7-29
• /
• 2015

The purpose of this research is to examine the impacts of persuasion knowledge and pre-attitude on responses to a persuasive entertainment education program. Persuasion knowledge model was adopted as the theoretical frame and information about the sensational identity of entertainment program was used to activate audience's persuasion knowledge(i.e. resistance). Pre-attitude was measured by the degree of concern about the persuasion topic. The experiment was designed by persuasion knowledge(2) ${\times}$ pre-attitude(2) and participants were randomly assigned in one of the conditions and rated their attitude for the persuasion topic. The implicit measure for attitude was included in addition to the explicit measures in order to reveal unconscious attitudinal changes. The results showed that the allegedly effective entertainment-education can confront the resistance of the audience in some contexts. A significant interaction of knowledge ${\times}$ pre-attitude was found in the result of the implicit attitude. The individuals with high concern about the persuasion topic, compared to those with low concern, were more influenced by the entertainment program and also persuasion knowledge. The interaction was not significant on the explicit attitude, which may present the usefulness of the implicit measure in entertainment-education research.

• The Journal of the Korea Contents Association
• /
• v.14 no.5
• /
• pp.380-389
• /
• 2014

The purpose of this study is to examine sidedness effects of political Ad message and moderating roles of consumers' persuasion knowledge. To test these research hypotheses, this study conducted experimental designs. 125 undergraduate students were assigned to one of the two experimental groups. The data demonstrate that message types have a significant effect on both reliability toward Ad message and acceptance intention. In addition, consumers' persuasion knowledge plays a significant moderating role between the message types and the dependent variables. The results of this study suggest various implications by indicating political Ad message as an important factor which can enhance customers' positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.

• Asia Marketing Journal
• /
• v.13 no.2
• /
• pp.71-97
• /
• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Korean System Dynamics Review
• /
• v.2 no.1
• /
• pp.51-68
• /
• 2001

Politicians are competing to persuade their policies and to oppose other's. Policy persuasion is based on two independent reasons; moral causes vs. economic outcomes. There have been few studies on investigating and comparing their structural differences. This paper studies how policy makers use moral causes and economic outcomes in persuading their policies. Causal and cognitive structures of persuasions for and against sunshine policy are compared by cognitive map analysis. Finally, this study discusses how to use causal map analysis to understand moral causes and economic outcomes as tools for policy persuasion.

• Korean Journal of Plant Resources
• /
• v.18 no.1
• /
• pp.154-160
• /
• 2005

To establish rapid micropropagation through organogenesis from apices-derived callus or direct adventitious shoot of three calla lily cultivars(Zantedeschia spp, cv. Sunlight, cv. Chiante, cv. Pink Persuation) were cultured on Murashige and Skoog medium supplemented with different plant growth regulators. The formation rate of callus, organogenesis and in viかo tuber production among the three cultivars were tested. Callus was obtained from cvs. Sunlight, Chiante and Pink Persuasion; the best cultivar was Sunlight. Sunlight induced $53.3\%$ callus and Chiante had the highest rate of $56.7\%$ direct shoot regeneration on medium with 2.0 mg/L BA. Regeneration frequencies ranged from 20 to $70\%$ on medium with 2.0-3.0 mg/L BA. The highest percentage of regeneration and the greatest number of shoots were obtained on medium containing 3.0 mg/L BA in three cultivars. Cytokinins induced multiple shoot formation; 1.0 mg/L of 2ip, 5.0 mg/L of BA, and 1.0 m/L of BA induced 16, 14 and 12 multiple shoots in cvs. Sunlight, Chiante and Pink Persuasion, respectivly. 1.0 mg/L of IAA enhanced root growth in cvs. Sunlight and Chiante while cv. Pink Persuasion exhibited enhanced root growth at 2.0 mg/L of IBA. NAA, however, induced no change in root growth. The addition of 90 g/L sucrose enhanced in vitro tuber formation and following tuber expansion in cv. Sunlight, while 70 g/L of sucrose was effective in cvs. Chiante and Pink Persuasion.

• Journal of the Korean Home Economics Association
• /
• v.48 no.10
• /
• pp.121-132
• /
• 2010

This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.16 no.11
• /
• pp.7494-7500
• /
• 2015

The purpose of this study is to investigate how the customer's attitudes and behavioral responses, depending on the persuasion tactics of salespeople in customer service and meeting point. The tactics of persuasion of customer acceptance and purchase depending on the type of salesperson with proven effectiveness of even comes out to investigate what results according to the purchase form and the customer that the customer consumes gender. Results First, the tactics of persuasion tactics of coercive tactics to mention the loss of a salesman showed that increasing the degree of acceptance than non-coercive tactics to help consumers buy the information provided above. Second, coercive tactics to adjust the effect with respect to the degree of acceptance of the purchase of helping consumers to purchase in the online form has been proven to be more effective than non-coercive tactics case. Third, adjusted for gender effects were proven to help women with respect to the degree of acceptance of a consumer purchases more effective than men. That is, in consumer contacts, the persuasion tactics of salespeople depending on the customer's acceptance and purchasing intention showed that coercive tactics has the more positive impact on online forms and women.

• Journal of Digital Convergence
• /
• v.12 no.9
• /
• pp.369-378
• /
• 2014

The information processing capabilities of contemporary people have reached its limit as the daily life in an information society calls for prompt judgment and decisions while being overwhelmed with information. We no longer make optimal decisions after analyzing all necessary data and information and instead make automatic decisions based on just a handful of important information. Such a phenomenon can be observed not just in daily life but also on the internet. People believe they are making a rational choice when selecting and purchasing a product online, but in fact subconscious thoughts and behavior triggered immediately by certain parts of the brain without our knowing are what makes the decision. Therefore, this study seeks to investigate the cases of various UX designs where the persuasion method based on Cialdini's psychology of persuasion is applied and to suggest a direction for a more effective user interface design based on the findings.