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Effects of Cognitive Focus and Affective Focus on Attitude and Buying Intention in DMB Cellular Phone Purchasing

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2009, 14(9), pp.195-204
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

Sohn Jun Sang 1

1대진대학교

Accredited

ABSTRACT

The present study investigated the effects of focus on consumers' attitudes and buying intentions. For these purposes, researcher compare the attitudes and buying intentions by focus groups after presenting cognitive and affective product informations about a cellular-phone. The results of present experiment were as follow: First, cognitive focus led to highest cognitive attitude and affective focus also led to highest affective attitude. Second, It was highest buying intention in an affective focus and lowest in a non-focus. Third, a cognitive focus resulted in more cognitive words being recalled, by comparison with an affective focus, whereas an affective focus resulted in more affective words being recalled, by comparison with a cognitive focus. But they were not significant. These results show that cognitive and affective focuses lead to different attitudes that differ in their basis. An attitude formed in an affective focus results in a stronger buying intention than an attitude formed in an cognitive focus. The present findings also suggest that the different focus conditions result in different attitudes and buying intentions being formed, and to be diluting but to more enduring effects.

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