ABSTRACT

Purpose – This research aims to find the moderation roles of power states in the effects of four message types (competence self-referencing, competence self-defining, warmth self-referencing, warmth self-defining) on brand attitude. Research design, data, and methodology – A restaurant brand was used as an experimental object, and 4(message types: warmth self-defining message, warmth self-referencing message, competence self-defining message, competence self-referencing message) x 2(power: high power and low power) between-subjects design was employed. Through on-line survey in Nepal, we collected a total of 240 individuals composed of eight experimental groups with 30 members in Nepal. Results – Consumers under low power state formed more positive brand attitude at the warmth self-defining message than any other types of message, while under high power condition, there are neither the attitude differences between competence self-referencing message and competence self-defining message, nor those between competence self-referencing message and warm self-defining message. The significant attitude differences showed between competence self-referencing message and warmth self-referencing message. Conclusions – This study contributes to the advertising theory development. Restaurant store marketers should deliver warmth self-defining message rather than the other three types of message to consumers under low power state, and they should not deliver warmth self-referencing message to consumers under high power state.

KEYWORD

Power State, Identity-Based Message Type, Restaurant Store Brand Attitude.

REFERENCES(28)open

  1. [jounal] Aaker, J. / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34 (3) : 347 ~ 357

  2. [book] Bakan, D. / 1966 / The Duality of Human Existence:Isolation and Communion in Western Man / Beacon Press

  3. [jounal] Belk, R. W. / 1982 / Developmental Recognition of Consumption Symbolism / Journal of Consumer Research 9 (1) : 4 ~ 17

  4. [jounal] Bhattacharjee, A. / 2014 / When Identity Marketing Backfires : Consumer Agency in Identity Expression / Journal of Consumer Research 41 (2) : 294 ~ 309

  5. [jounal] Briñol, P. / 2007 / The Effects of Message Recipients' Power Before and After Persuasion : A Self-validation Analysis / Journal of Personality and Social Psychology 93 (6) : 1040 ~ 1053

  6. [jounal] Dubois, D. / 2016 / Dynamics of Communicator and Audience Power : The Persuasiveness of Competence versus Warmth / Journal of Consumer Research 43 (1) : 68 ~ 85

  7. [jounal] Escalas, J. E. / 2005 / Self-construal, Reference Groups, and Brand Meaning / Journal of Consumer Research 32 (3) : 378 ~ 389

  8. [jounal] Fiske, S. T. / 1996 / Control, Interdependence, and Power : Understanding Social Cognition in its Social Context / European Review of Social Psychology 7 (1) : 31 ~ 61

  9. [book] French, J. R. P. Jr. / 1959 / Studies in Social Power / University of Michigan

  10. [jounal] Galinsky, A. D. / 2008 / Power Reduces the Press of the Situation : Implications for Creativity, Conformity, and Dissonance / Journal of Personality and Social Psychology 95 (6) : 1450 ~ 1466

  11. [jounal] Galinksy, A. D. / 2006 / Power and Perspectives not Taken / Psychological Science 17 (12) : 1068 ~ 1074

  12. [jounal] Grier, S. A. / 2001 / Social Dimensions of Consumer Distinctiveness : the Influence of Social Status on Group Identity and Advertising Persuasion / Journal of Marketing Research 38 (2) : 216 ~ 224

  13. [jounal] Guinote, A. / 2002 / Effects of Power on Perceived and Objective Group Variability : Evidence that more Powerful Groups are more Variable / Journal of Personality and Social Psychology 82 (5) : 708 ~ 721

  14. [jounal] Keltner, D. / 2003 / Power, Approach, and Inhibition / Psychological Review 110 (2) : 265 ~ 284

  15. [jounal] Md Aslam Mia / 2017 / An Overview of the Microfinance Sector in Bangladesh / The East Asian Journal of Business Management 7 (2) : 31 ~ 38

  16. [jounal] Mourali, M. / 2013 / The Dual Role of Power in Resisting Social Influence / Journal of Consumer Research 40 (3) : 539 ~ 554

  17. [jounal] 이종호 / 2017 / Influence on the Use Intention of User’s Traits in China Market / The East Asian Journal of Business Management 7 (2) : 21 ~ 29

  18. [jounal] Yu Li / 2017 / Research on Core Competence of Cultural Industry in Korea / The East Asian Journal of Business Management 7 (2) : 17 ~ 20

  19. [jounal] Oyserman, D. / 2009 / Identity-based Motivation : Implications for Action-readiness, Proceduralreadiness, and Consumer Behaviour / Journal of Consumer Psychology 19 (3) : 250 ~ 260

  20. [jounal] Park, C. W. / 2010 / Brand Attachment and Brand Attitude Strength : Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers / Journal of Marketing 74 (6) : 1 ~ 17

  21. [jounal] Reed, A. / 2012 / Identity-Based Consumer Behavior / International Journal of Research in Marketing 29 (4) : 310 ~ 321

  22. [jounal] Rucker, D. D. / 2012 / Power and Consumer Behavior : How Power Shapes Who and What Consumers Value / Journal of Consumer Psychology 22 (3) : 352 ~ 368

  23. [book] Schwartz, S. H. / 1992 / Advances in experimental social psychology / Academic Press

  24. [jounal] Shang, J. / 2007 / "I"Give, but"We"Give More : The Impact of Identity and the Mere Social Information Effect on Donation Behavior / NA-Advances in Consumer Research 34 : 421 ~ 428

  25. [book] Smith, W. B. / 1956 / Opinions and Personality / John Wiley & Sons

  26. [book] Triandis, H. C. / 1995 / Individualism and collectivism / Westview Press

  27. [jounal] Weick, M. / 2007 / When Subjective Experiences Matter : Power Increases Reliance on the Ease of Retrieval / Journal of Personality and Social Psychology 94 (6) : 956 ~ 970

  28. [jounal] Zhang, Y. / 2009 / The Impact of Accessible Identities on the Evaluation of Global Versus Local Products / Journal of Consumer Research 36 (3) : 524 ~ 537