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Full-Text Articles in Business
Counting Up While Doing Tasks Makes You Feel More Difficult Than Counting Down, Hee-Kyung Ahn
Counting Up While Doing Tasks Makes You Feel More Difficult Than Counting Down, Hee-Kyung Ahn
Asia Marketing Journal
In this research, we explore whether mere exposure to external cues with vertical progress (e.g., moving upward or moving downward) can influence individuals’ persistence to complete focal tasks. Drawing on the theory of embodied cognition, we propose that, a moving-upward (vs. downward) cue activates the abstract concept of difficulty, which is associated with the physical experience of climbing uphill (vs. downhill). Due to this association between moving uphill and difficulty, merely exposing individuals to the moving-upward cue can induce greater feeling of difficulty and this greater difficulty, in turn, reduce individuals’ persistence, compared to exposing individuals to the moving-downward cue. …
The Application Of The Goal-Gradient Hypothesis And The Temporal Construal Theory To Customer Loyalty Programs - Goal Gradient Hypothesis And Temporal Construal Theory, Tae Ho Song, Wooli Ko
The Application Of The Goal-Gradient Hypothesis And The Temporal Construal Theory To Customer Loyalty Programs - Goal Gradient Hypothesis And Temporal Construal Theory, Tae Ho Song, Wooli Ko
Asia Marketing Journal
The goal-gradient hypothesis states that the tendency to approach a goal increases with the increasing proximity of the goal (Hull 1932). It was initially supported with an evidence of animal experiments and since then, several papers have investigated the goal-gradient hypothesis in humans. Although there are some evidences related to the goal-gradient hypothesis in human behaviors, none of previous studies can properly explain its underlying mechanism, and what``s more, they were not able to suggest useful managerial applications in human behaviors. From these perspectives, this work points out that there are some theoretical weaknesses to apply the goal-gradient hypothesis into …
원산지 개념의 구성 차원이 소비자의 제품평가에 미치는 영향, 소현 신, 상욱 김, 서일 채
원산지 개념의 구성 차원이 소비자의 제품평가에 미치는 영향, 소현 신, 상욱 김, 서일 채
Asia Marketing Journal
Considerably many numbers of studies on country-of-origin(hereafter COO) effects have been presented in international business and marketing areas. Recent studies have been included the effects of COO of manufacture, parts, and design, as well as the effects of brand origin, reflected by the accelerating convergent manufacture circumstances and increasingly competitive environments. Moderating constructs such as knowledge of product category and involvement as individual variables, have been also introduced and researched in various angles. In addition, how the effects of COO occur as processes is also argued in previous studies. This research has attempted to explain business corporation`s strategic decisions on …