Publication Type

Journal Article

Publication Date

7-2005

Abstract

A very prominent feature of the Korean language is its extensive honorifics system, where the speaker is obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context for using deferential (informal) speech parallels the setting for prevention (promotion) focus, we set out to examine whether the Korean honorifics system itself functions as a natural prime for regulatory orientation. In Study 1, we find that deferential (informal) speech style activates prevention (promotion) focus in the addressee. Accordingly, we show that ad copies in deferential (informal) speech style resulted in regulatory fit with utilitarian (hedonic) products. In Study 2, we demonstrate that individuals experienced construal fit when deferential (informal) speech style was matched with lower (higher) level of construal. Finally, we provide a discussion on the findings and theoretical contributions, followed by managerial implications and directions for research.

Keywords

honorifics, regulatory fit, utilitarian, hedonic, construal

Discipline

Advertising and Promotion Management | Asian Studies | Marketing

Research Areas

Marketing

Publication

Marketing Letters

Volume

26

Issue

3

First Page

321

Last Page

333

ISSN

0923-0645

Identifier

10.1007/s11002-015-9353-2

Publisher

Springer Verlag (Germany)

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