촉진관리론: 251.579 (2018년도)

강의시간: 월  09:00~11:45

강 의 실 : SK경영관 (58동) 435호

이유재 교수
Office: SK 경영관 301호
Phone: 880-6941
e-mail:
youjae@snu.ac.kr
homepage:
http://www.youjae.com

 

교과목개요

시장에서의 경쟁이 치열해지면서 마케팅 커뮤니케이션의 중요성이 더욱 증가하고 있습니다.

이 과목에서는 통합적 마케팅커뮤니케이션 (Integrated Marketing Communication)의 관점에서 설득, 광고,

판촉, 브랜드 자산, 로열티 프로그램의 다양한 주제들을 심층적으로 다루고 있습니다.

 

논문 목록

Session 2 (9/10): Persuasion

Kirmani, Amna and Rui Zhu (2007), “Vigilant Against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge,” Journal of Marketing Research, 44 (November), 688-701.

Chan, Elaine and Jaideep Segupta (2010), “Insincere Flattery Actually Works: A Dual Attitudes Perspective,” Journal of Marketing Research, 47 (February), 122-133.

Isaac, M. S., & Grayson, K. (2017), “Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility?,” Journal of Consumer Research, 43(6), 895-912.

Additional Readings

Friestad, Marian and Peter Wright (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, 21 (June), 1-31.

 

Session 3 (9/17): Transformative Consumer Research

Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008), “A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels,” Journal of Consumer Research, 35(3), 472-482.

Richins, M. L., & Chaplin, L. N. (2015), “Material Parenting: How the Use of Goods in Parenting Fosters Materialism in the Next Generation,” Journal of Consumer Research, 41(6), 1333-1357.

Tian, K., Sautter, P., Fisher, D., Fischbach, S., Luna-Nevarez, C., Boberg, K., ... & Vann, R. (2014), “Transforming Health Care: Empowering Therapeutic Communities through Technology-enhanced Narratives,” Journal of Consumer Research, 41(2), 237-260.

Additional Readings

 

Session 4 (10/1): Happiness

Hsee, Christopher, Y. Yang, N. Li, and L. Shen (2009), “Wealth, Warmth, and Well-Being: Whether Happiness is Relative or Absolute Depends on Whether It Is about Money, Acquisition, or Consumption,” Journal of Marketing Research, 46 (June), 396-409.

Bhattacharjee, Amit and Cassie Mogilner (2014), “Happiness from Ordinary and Extraordinary Experiences,” Journal of Consumer Research, 41 (June), 1-17.

Guevarra, Darwin and Ryan Howell (2015), “To Have in Order to Do: Exploring the Effects of Consuming Experiential Products on Well-being,” Journal of Consumer Psychology, 25(1), 28-41.

Additional Readings

Hsee, Christopher, Reid Hastie and J. Chen (2008), “Hedonomics: Bridging Decision Research With Happiness Research,” Perspectives on Psychological Science, 3 (3), 224-243.

Gilovich, Thomas, Amit Kumar, and Lily Jampol (2015), “A Wonderful Life: Experiential Consumption and the Pursuit of Happiness,” Journal of Consumer Psychology, 25(1), 152-165.

 

Session 5 (10/8): Sales Promotion

Yi, Youjae and Jaemee Yoo (2011), “The Long-Term Effects of Sales Promotions on Brand Attitude Across Monetary and Non-Monetary Promotions," Psychology & Marketing, 28 (9), 879-896.

Lee, Leonard and Clairie Tsai (2014), “How Price Promotions Influence Postpurchase Consumption Experience over Time,” Journal of Consumer Research, 40 (February), 943-959.

Lee, Shinhyoung & Youjae Yi (2017), “Seize the Deal, or Return It Losing Your Free Gift: The Effect of a Gift-with-Purchase Promotion on Product Return Intention,” Psychology & Marketing, 34(3), 249-263.

 

Additional Readings

Bagozzi, R., H. Baumgartner, and Youjae Yi (1992), "State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," Journal of Consumer Research, 18 (March), 505-518.

Cai, F., Bagchi, R., & D. K. Gauri (2015), “Boomerang Effects of Low Price Discounts: How Low Price Discounts Affect Purchase Propensity,” Journal of Consumer Research, 42(5), 804-816.

 

Session 7 (10/22): Brand Identification and Loyalty

Suh, J. and Youjae Yi (2006), “When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement,” Journal of Consumer Psychology, 16 (2), 145-155.

Mazodier, Mare and D. Merunka (2012), “Achieving Brand Loyalty through Sponsorship: The Role of Fit and Self-Congruity,” Journal of the Academy of Marketing Science, 40 (6), 807-820.

Hughes, Douglas (2013), “This Ad’s for You: The Indirect Effect of Advertising Perceptions on Salesperson Effort and Performance,” Journal of the Academy of Marketing Science, 41 (1), 1-18.

 

Additional Readings

이유재, 라선아 (2002), “브랜드 퍼스낼리티-브랜드 동일시-브랜드 자산모형: 이용자와 비이용자간 차이에 대한 탐색적 연구,” 마케팅연구, 17 (3), 1-33.

 

Session 9 (11/5): Loyalty Program I

Yi, Youjae and Hoseong Jeon (2003), “Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty," Journal of the Academy of Marketing Science, 31 (3), 229-240.

Evanschitzky, Heiner et al (2012), “Consequences of Customer Loyalty to the Loyalty Program and to the Company,” Journal of the Academy of Marketing Science, 40 (5), 625-638.

Suh, J. and Youjae Yi (2012), “Do Consumption Goals Matter? The Effects of Online Loyalty Programs in the Satisfaction-Loyalty Relation,” Psychology & Marketing, 29 (8), 549-557.

 

Additional Readings

Wirtz, Jochen, Anna Mattila, and Mary Lwin (2007), “How Effective Are Loyalty Programs in Driving Share of Wallet,” Journal of Service Research, 9 (4), 327-334.

Yi, Youjae, H. Jeon, and B. Choi (2013), “Segregation vs Aggregation in the Loyalty Program: The Role of Perceived Uncertainty,” European Journal of Marketing, 47 (8), 1238-1255

 

Session 10 (11/12): Loyalty Program II

Kivetz, Ran and Itamar Simonson (2002), “Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards,” Journal of Marketing Research, 39 (May), 155-170.

Nunes, Joseph and Xavier Dreze (2006), “The Endowed Progress Effect: How Artificial Advancement Increases Effort,” Journal of Consumer Research, 32 (March), 504-512.

Bagchi, Rajesh and Xingbo Li (2011), “Illusionary Progress in Loyalty Programs: Magnitudes, Reward Distances, and Step-size Ambiguity,” Journal of Consumer Research, 37 (February), 888-901.

 

Additional Readings

Dreze, Xavier and Joseph Nunes (2009), “The Impact of Loyalty Program Structure on Consumers’ Perceptions of Status,” Journal of Consumer Research, 35 (April), .892-905.

이유재 (2016), 서비스품질, 고객만족, 고객충성도, 로열티프로그램 연구에 대한 종합적 고찰과 향후 연구방향,” 경영학연구, 45(6), 2016: 1763-1787.

 

Session 11 (11/19): Gift Giving

Baskin, E., C. Wakslak, Y. Trope, and N. Novemsky (2014), “Why Feasibility Matters More to Gift Receivers than to Givers: A Construal-Level Approach to Gift Giving,” Journal of Consumer Research, 41 (June), 169-182.

Steffel, Mary and Robyn Le Boeuf (2014), “Overindividuation in Gift Giving: Shopping for Multiple Recipients leads Givers to Choose Unique but Less Preferred Gifts,” Journal of Consumer Research, 40 (April), 1167-1180.

Chan, C., & Mogilner, C. (2017), “Experiential Gifts Foster Stronger Social Relationships than Material Gifts,” “Journal of Consumer Research,” 43(6), 913-931.

 

Additional Readings

Ward, Morgan and Susan Broniarczyk (2011), “It’s Not Me, It’s You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness,” Journal of Consumer Research, 38(June), 164-181.

이유재, 차문경 (2013), “선물의 제품 유형이 시간의 흐름에 따라 구매후 만족에 미치는 영향: 기억표지성과 관찰용이성의 매개효과를 중심으로,” 마케팅연구, 28 (2), 25-52.

 

Session 12 (11/26): Variety Seeking

Choi, J., B. Kim, J., I. Choi,& Y. Yi (2006), “Variety Seeking Tendency in Choice for Others: Interpersonal and Intrapersonal Causes," Journal of Consumer Research, 32 (March), 590-595.

Mittelman, M., E. Andrade, A. Chattopadhay, & C. Brendl (2014), “The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking,” Journal of Consumer Research, 41 (December), 953-964.

Yoon, S., & Kim, H. C. (2017), “Feeling Economically Stuck: The Effect of Perceived Economic Mobility and Socioeconomic Status on Variety Seeking,” Journal of Consumer Research, 44(5), 1141-1156.

 

Additional Readings

Ratner, Rebecca and Barbara Kahn (2002), “The Impact of Private versus Public Consumption on Variety-Seeking Behavior,” Journal of Consumer Research, 29 (September), 246-257.

 

Session 13 (12/3): Cultural Differences

Torelli, C. J., & R. Ahluwalia (2011), “Extending Culturally Symbolic Brands: A Blessing or a Curse?.” Journal of Consumer Research, 38(5), 933-947.

Winterich, K. P., & Y. Zhang (2014), “Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior,” Journal of Consumer Research, 41(2), 274-293.

Lee, Jaehoon. L.J. Shrum, Youjae Yi (2017), “The Role of Cultural Norms in Social Exclusion Effects,” Journal of Consumer Psychology, 27(1), 108-116.

 

Additional Readings

Monga, A. B., & John, D. R. (2006), “Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking.” Journal of Consumer Research, 33(4), 529-536.

Kim, Claire H. and Youjae Yi (2016), “The Effects of Impression Management on Coupon Redemption across Cultures,” Psychology & Marketing, 33(7), 573-583.

 

강의 교재: 매주 배정된 논문

중간과제(40%), 기말과제(40%), 수업참여도(20%)

(1) 중간과제

1) 중간 발표: 논문 발표 및 토론

2) 논문 요약: 논문의 토의 질문 및 향후 발전 방향을 정리해 제출

(2) 기말 과제

Research Proposal

(3) 선택 과제(뉴스코너)

촉진 관리에 관련된 것으로 참신하고 재미있는 뉴스를 조사해 발표하면 추가점수 부여

 

날짜

Session

Theme

Assignment

1주 9월3일

Introduction

2주 9월10일

Session2

Persuasion 자기소개서, 논문요약
3주 9월17일

Session3

Transformative Consumer Research

논문요약

4주 10월1일

Session4

Happiness

논문요약

5주 10월8일

Session5

Sales Promotion

논문요약

6주 10월15일

Session6

Idea Generation

 

7주 10월22일

Session7

Brand Identification and Loyalty  

논문요약

8주 10월29일

Session8

Field Study

 
9주 11월5일

Session9

Loyalty Program1

논문요약
10주 11월12일

Session10

Loyalty Program2

논문요약
11주 11월19일

Session11

Gift Giving

논문요약

12주 11월26일

Session12

Variety Seeking

논문요약

13주 12월3일

Session13

Cultural Differences

논문요약

14주 12월10일

 

Proposal Presentation  
15주 12월17일

                                                 Final Proposal Due