: 251.579 (2016⵵)

ǽð:   09:00~11:45

: SK 濵(58) 331ȣ

Office: SK 濵 301ȣ
Phone: 880-6941


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Session 2. Persuasion

1. Campbell, M. and Amna Kirmani (2000), Consumers Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent, Journal of Consumer Research, 27 (June), 69-83.

2.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.

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

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. Emotions

1. Zhou, X., T. Wildschut, C. Sedikides, K. Shi, and C. Feng (2011), Nostalgia: The Gift that Keeps on Giving, Journal of Consumer Research, 39 (June), 39-50.

2. Muro, Fabrizio Di and Kyle Murray (2012), An Arousal Regulation Explanation of Mood Effects on Consumer Choice, Journal of Consumer Research, 39 (October), 574-584.

3. Han, D., A. Duhacheck, and N. Agrawal (2014), Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame," Journal of Consumer Research, 41 (December), 1047-1064.

Additional Readings.

Bagozzi, B, N. Wong, and Youjae Yi (1999), The Role of Culture and Gender in the Relationship between Positive and Negative Affect, Cognition and Emotion, 13 (6), 1999: 641-672.

, (2014), "뽺 ǵ ġ ," ÿ, 29(5), 23-49.

Session 4. Happiness

1. 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.

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

3. Guevarra, Darwin and Ryan Howell (2015), To Have in order to Do: Exploring the Effects of Consuming Experential 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 Wondeful Life: Experential Consumption and the Pursuit of Happiness, Journal of Consumer Psychology,  25(1), 152-165.

Session 5. Priming

1. Yi, Youjae (1993), "Contextual Priming Effects in Print Advertisements: The Moderating Role of Prior Knowledge," Journal of Advertising, 22 (2), 1-10.

2. Laran, Juliano, A. Dalton, and E. Andrade (2011), The Curious Case of Behavioral Backlash: Why Brands Produces Priming Effects and Slogans Produce Reverse Priming Effects, Journal of Consumer Research, 37 (April), 999-1014.

3. Davis, F. Derick and Paul M. Herr (2014), From Bye to Buy: Homophones as a Phonological Route to Priming, Journal of Consumer Research, 40 (April), 1063-1077.

Additional Readings.

Yi, Youjae (1990), "The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research, 17 (Sept.), 215-222.

Janiszeksi, Chris and Robert Wyer (2014), Content and Process Priming: A Review, Journal of Consumer Psychology, 24 (1), 96-118.

Session 6. Sales Promotion

1. 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.

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

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

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.

Session 7. Idea Generation

Session 8. Brand Identification & Loyalty

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

2. 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.

3. Hughes, Douglas (2013), This Ads 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.

, 󼱾 (2002), 귣 ۽Ƽ-귣 Ͻ-귣 ڻ: ̿ڿ ̿ڰ ̿ Ž , ÿ, 17 (3), 1-33.

Session 9. Loyalty Program I

1. 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.

2. Evanschitzky, Heineret 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.

3. 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.Loyalty Program II

1. 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.

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

3. 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), Feeling Superior: The Impact of Loyalty Program Structure on Consumers Perceptions of Status, Journal of Consumer Research, 35 (April), 892-905.

Session 11. Variety Seeking

1. 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.

2. 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.

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

Additional Readings.

Kim, Hyeongmin (2013), How Variety-Seeking Versus Inertial Tendency Influences the Effectiveness of Immediate Versus Delayed Promotions, Journal of Marketing Research, 50 (June), 416-426.

Session 12. Gift Giving

1. , (2013), ǰ ð 帧 ġ : ǥ ̼ Űȿ ߽, ÿ, 28 (3), 25-52.

2. 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.

3. 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.

Additional Readings.

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


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Research Proposal

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1 97


2 921


Persuasion ڱҰ,
3 928



4 105



5 1012



6 1019


Sales Promotion

7 1026


Idea Generation  

8 112


Brand Identificaiton & Loyalty

9 119


Loyalty Program1

10 1116


Loyalty Program2

11 1123


Variety Seeking

12 1130


Gift Giving

13 127


Proposal Presentation  
14 1214

                                                 Final Proposal Due