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The Effects of Significant Other's Perceived State on Consumers' Product Evaluation and Choice
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 박기완 | - |
| dc.contributor.author | 이지영 | - |
| dc.date.accessioned | 2017-07-14T04:47:03Z | - |
| dc.date.available | 2017-07-14T04:47:03Z | - |
| dc.date.issued | 2013-02 | - |
| dc.identifier.other | 000000008958 | - |
| dc.identifier.uri | https://hdl.handle.net/10371/124413 | - |
| dc.description | 학위논문 (석사)-- 서울대학교 대학원 : 경영학과 마케팅 전공, 2013. 2. 박기완. | - |
| dc.description.abstract | The present research is intended to examine how the perceived state of ones significant other affects his/her subsequent product evaluation and choice. Specifically, I hypothesized that individuals will attempt to compensate for their partners shaken attribute by choosing virtue (vs. vice) products that will bolster the self in that certain domain. I expected, on the other hand, that they will be licensed to choose vice (vs. virtue) products that will potentially harm the self in that domain when they believe their partners self-concept has been boosted. Two studies confirmed these hypotheses. | - |
| dc.description.tableofcontents | 1. INTRODUCTION 1
2. THEORETICAL BACKGROUND 3 2.1 Compensatory Consumption 3 2.2 Licensing Effect 5 2.3 Significant Others and Shared Identity 6 3. HYPOTHESES DEVELOPMENT 9 4. STUDY 1 10 4.1 Method 12 4.2 Results 15 4.3 Discussion 20 5. STUDY 2 21 5.1 Method 22 5.2 Results 24 5.3 Discussion 27 6. GENERAL DISCUSSION 28 6.1 Limitations and Future Research 30 7. REFERENCES 32 8. 요약 (국문초록) 38 | - |
| dc.format | application/pdf | - |
| dc.format.extent | 498915 bytes | - |
| dc.format.medium | application/pdf | - |
| dc.language.iso | en | - |
| dc.publisher | 서울대학교 대학원 | - |
| dc.subject.ddc | 658 | - |
| dc.title | The Effects of Significant Other's Perceived State on Consumers' Product Evaluation and Choice | - |
| dc.type | Thesis | - |
| dc.description.degree | Master | - |
| dc.citation.pages | 38 | - |
| dc.contributor.affiliation | 경영대학 경영학과 | - |
| dc.date.awarded | 2013-02 | - |
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