• Journal of Distribution Science
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• v.13 no.5
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• pp.61-70
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• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• The Journal of Industrial Distribution & Business
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• v.9 no.11
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• pp.55-66
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• 2018

Purpose - Present research aimed at identifying the effects of ambient pride type on judgement difference between existing preference and final preference formed after being exposed to the preference inconsistent information from others representing a conflict between consumer's own perspective and the others' perspective. And this study also explored the roles of empathic concerns and motive type in the ambient pride type's effects on the judgement difference. Research design, data, and methodology - 2(information type: consistent versus inconsistent) × 2(pride type: hubristic versus authentic) between-subjects design was employed. Data for empirical analysis were from 252 undergraduate students who participated in questionnaire survey. To verify hypotheses, Anova and regression analysis were used. Results - First, there was the judgement difference among the experimental groups. The difference was greater at the authentic pride group than at the hubristic pride group. And the difference was greater at the inconsistent information group than at the consistent information group. The interaction effect of pride type and information type was significant. Second, when consumers who had made their preference were exposed to the inconsistent information from other, those of the hubristic pride group showed more defense motive and less empathic concerns than those of the authentic pride group. And there were the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of pride type on the judgement difference. Third, the self validity did not affect the difference even that become increased by defense motive rather than accuracy motive. Conclusions - This research could advance the information processing theory related to pride type by exploring the effects of the pride type on judgement difference between existing preference and final preference formed by the inconsistent information from others, and by identifying the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of the pride type. In view of the results from current study, marketers should make efforts of inducing defense motive and developing and communicating the consistent information to persuade consumers under hubristic pride who have the belief that attributes of their brand are better than those of the competitors' brand, and they also should conduct marketing acts by using the inconsistent information to persuade consumers under authentic pride who have the belief that attributes of the competitors' brand are better than those of their brand.

• Journal of Distribution Science
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• v.15 no.6
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• pp.57-64
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• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• The Journal of Industrial Distribution & Business
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• v.10 no.10
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• pp.53-65
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• 2019

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

• Korean Journal of Child Studies
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• v.24 no.6
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• pp.33-46
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• 2003

This study investigated age differences in children's expression of pride and shame by their age, and type and level of task difficulty when they succeeded of failed on tasks. The subjects were 55 4-year-old children from 2 day-care centers and 37 7-year-old children from I elementary school. Each child participated in pride and shame assessment sessions. Data were analyzed by repeated measures ANOVA, t-test, paired t-test, Pearson's correlations. When they succeeded on tasks, 4-year-olds showed more pride than 7-year-olds. More pride was shown when subjects succeeded on difficult than on easy tasks. An interaction effect for pride was found between age, and type and level of task difficulty. Seven-year-olds showed more shame than 4-year-olds when they failed on tasks. More shame was shown when subjects failed on easy than on difficult tasks. The expression of pride was positively related to the expression of shame.

• Journal of Families and Better Life
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• v.23 no.1 s.73
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• pp.173-185
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• 2005

This study investigated differences in children's facial, behavioral, and verbal expressions of pride and shame by their age, and type and level of task difficulty when they succeeded or failed on tasks. The subjects were 55 4-year-old children from 2 day-care centers and 37 7-year-old children from 1 elementary school. Each child participated in pride and shame assessment sessions. Data were analyzed by means, standard deviations, repeated measures ANOVA, and paired t-test. When they succeeded on tasks, 4-year-olds showed more pride in behavioral expression than 7-year-olds. More pride in facial, behavioral, and verbal expressions were shown when subjects succeeded on difficulty than on easy tasks. Interaction effect for behavioral expression of pride was found between age and type of task difficulty. In verbal expression of pride, interaction effect was found between age, and type and level of task difficulty. When they failed on tasks, 7-year-olds showed more shame in behavioral and verbal expressions than 4-year-olds. More shame in facial, behavioral, and verbal expressions were shown when subjects failed on easy than on difficulty tasks. Interaction effect for facial expression of shame was found between age, and type and level of task difficulty.

• Journal of Distribution Science
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• v.15 no.4
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• pp.79-89
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• 2017

Purpose - Previous studies have not paid attention to pride type and effort type when consumers feel pride. In the present paper, the pride was divided into the two types such as hubristic pride and authentic pride. The causes attributed to achieve the goals when consumers achieved their personal goals, which could induce their pride were divided into trait, special effort, and universal effort, gratitude. This research attempted to investigate the mediation role of self-reward deservingness in finding the differences of inclination to indulgent consumption among the traits or special effort, the universal effort, and other's help. Research design, data, and methodology - In the empirical study, 'general flour food restaurants, Kimbabchunkuk, Edya, etc.' and 'VIPS, Outback, Starbucks, etc.' were taken as the two groups of subjects as empirical brand goods since they presented good contrast with each other. The single-factor design between subjects was adopted in this study by classifying the causes attributable to achieving the pre-goals of consumers into 4 categories: one attributable to trait; one attributable to special effort; one attributable to universal effort; one attributable to other's help. Results - The outcomes from the empirical analysis are as followings. First, the consumers who attributed to trait or special effort for achieving their personal goals in advance turned out to show stronger inclination toward direct indulgent consumption than those who attributed to universal effort or other's help for achieving the goals, without regard to self-reward deservingness. Second, those consumers who attributed to special effort for achieving their personal goals in advance revealed stronger inclination toward indulgent consumption with mediation of self-reward deservingness than those who attributed to trait or universal effort. And those who attributed to special effort or trait for achieving the goals revealed stronger inclination toward the consumption with the mediation of the deservingness than those who attributed to other's help. Conclusions - The present study is contributing to the progress of theories concerning hubris pride, authentic pride, and indulgent consumption. Marketing managers should endeavor to find pride type consumers felt according the causes attributed to for achieving important goals in advance, and make an efforts to develop messages that could appeal to the pride type.

• Journal of Korean Academy of Nursing
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• v.30 no.2
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• pp.307-318
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• 2000

The researcher would like to suggest that the delivery experience varies depending on the personal situation and the childbirth experiences of the mother. The goals of this study are : 1. To find out the subjectivity structure on delivery experience. 2. To describe the differences in delivery experience depending on the delivery methods. 3. To suggest effective nursing intervention for each type. Q-methodology was used for the research design. One of the main reasons to use this Q methodology. Because each individual's delivery experience can be different. The result of this study shows that the subjectivity related to the delivery experience of mother has at least four distinctive types. Type I mothers can be named as "Motherhood Identity Recognition Type". Type I subjects accept delivery experience very positively, show interest in the health of the baby, and identify their motherliness with responsibility. Type II mothers can be named "Leaping to Maturity Type". It can be explained as a state that mothers experience pain, but by understanding and enduring the pain, the pain is changed to maturity. Type III mothers can be named as "Pride Experience Type". Type III feels vaginal delivery as a process to become a real mothers, and have great pride in making this type of significant emotiange delivery. Therefore, they think the labor pain is worth the value and believes that there are other differences between vaginal delivery and cesarean section. Mothers of Type III take the delivery experience to be meaningful. Type IV mothers can be named as "Lack of Motherhood Transition Type". This type does not seem to feel sorry for their babies for going through a cesarean section delivery. The also do not have the satisfaction of delivery and motherliness identity is low. In addition, they especially do not feel affection towards their babies. Also, because they delivered babies in a state of anesthetics, they do not seem to feel much different, but show negative reactions toward themselves.ow negative reactions toward themselves.

• Journal of Korean society of Dental Hygiene
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• v.8 no.4
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• pp.65-77
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• 2008

The purpose of this study was to offer basic data in order to make it possible for becoming the mentally more matured dental hygienist by being aware of stress factors on employment in preliminary dental hygienists and examining a coping plan according to it. The self-administered questionnaire research was carried out targeting Dental Hygiene Students at 4 colleges in metropolitan area for 1 month from October to November in 2007. Totally 209 questionnaires were collected. Among them, 206 copies were analyzed with methods in frequency analysis, correlation analysis, and ANOVA analysis by using SPSS WIN10.0 statistical program. As a result, the following conclusions were obtained. 1. 84.5% out of subjects were the active students. 95.2% and over 95.6%, respectively, were surveyed to be more than 'moderate' as for the academic achievement level and the satisfaction with college life. 2. the majority in the survey subjects were researched to receive high stress as for 'a guiding professor doesn't lead and have interest in my employment, thereby being disappointing' and 'failing to be employed is likely to lead to hurting pride so much'. 3. a coping type with stress in the survey subjects was researched to select a coping plan much as for 'sincerely hoping for the work to be well done', 'going out for a change', 'establishing a few countermeasures for solving a problem', 'overeating', and 'waiting while thinking it to be solved some time.' 4. most of stress factors had high correlation with a coping type with saying of 'trying to be alone as a whole', and had high correlation with 'failing to be employed is likely to lead to hurting pride so much' and 'overeating'. Even additionally, it was surveyed to have high correlation with 'smoking' and 'depending on the past experience'.

• Journal of Korean Academy of Nursing
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• v.29 no.2
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• pp.293-303
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• 1999

The purpose of this study was to understand and to explain how were nursing students experienced and accepted the fundemental nursing practice. In addition to, the results of this study are attempted to contribute for offer of basic data in projecting and accomplishing to promote quality practice education. The participants were 79 freshmen of S College of Nursing in kyungi-do. They presented record of feeling and thinking on their the fundemental nursing practice experience. The data were collected from 29, J une to 10, July in 1998. Collected data was analyzed by means of Van Kaam's phenomenological method. The results of this study was founded 423 descriptive expression and they were grouped under 42 common factors and they were grouped under 9 categories. By means of the frequency on the categories. the higher category is Anxiety. next Solemn. Flutter. Pride. Usefulness, Recognition of reality in nursing-system. Lack of practice environment. Self-accusation. Comprehension of nursing spirit were founded. 5 common factors. Tension. Difficulty, Dread. Apprehension, Burden were grouped under Anxiety. 7 common factors, Pledge, Memory, Importance of practice, Sincerity, Restriction of dress, Acceptance, Active attitude were grouped under solemn. 5 common factors, Interest, Strange, Beanimated, Waiting, Curiosity were grouped under Flutter. 5 common factors, Conceit, Self-confidence, Skilled, Worth, Accomplishment were grouped under Pride. 6 common factors, Acknowledge of nursing affairs, Expectation of furture, Fascination of nursing. Acquirement of disposition of nurse, Association of injection, Actual feeling of dept. of nursing were grouped under Recognition of reality in nursing-system. 4 common factors, Lack of practice time, Many persons of practice, Lack of practice instrument, Lack of reality were grouped under Lack of practice envirnment. 5 common factors, Inconvenient, Reflection, Loss of pride, Shyness, Feeling sorry were grouped under Self-accusation. 3 common factors, Utility, Connection of practice and theory, Various experience were grouped under Usefulness. 2 common factors, Comprehension on the dignity of human, Comprehension on a point of view of patient were grouped under Comprehension of nursing spirit. In conclusion, the following recommendation should be necessary a supplementary study to approach on the type of students that has a firm view and care about client prior to clinical nursing practice.