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View article: Influence of scarcity claims on product evaluation: The role of reversibility of decision
Influence of scarcity claims on product evaluation: The role of reversibility of decision Open
Marketers often employ scarcity messages to attract consumers. In this study, we showed that consumers make inferences about the truth or falsity of scarcity claims. When consumers interpret scarcity as a value signal, scarcity will positi…
View article: Others' participation rate influences an individual's charitable behavior: Others' similarity as a moderator
Others' participation rate influences an individual's charitable behavior: Others' similarity as a moderator Open
We proposed that a moderator, others' similarity, would determine the impact of high participation rates of others on an individual's charitable behavior, and aimed to show that this moderator would work through the diffusion of responsibi…
View article: Mood Affects Consumer Inferences of Marketers' Scarcity Claim As a Sales Tactic
Mood Affects Consumer Inferences of Marketers' Scarcity Claim As a Sales Tactic Open
Participants were 130 undergraduate students at a large university, who made product evaluation ratings (i.e., attitude toward a brand) and rated their perceptions of scarcity claims as a sales tactic, after we had manipulated their mood. …
View article: Closing the Green Gap: The Impact of Environmental Commitment and Advertising Believability
Closing the Green Gap: The Impact of Environmental Commitment and Advertising Believability Open
We investigated how consumer and message characteristics affect the consistency between message acceptance and purchase intention for green products (viz., green gap). Participants were 231 adults who were approached in various public plac…