Seongsoo Lee ¹, Seokbong Woo ²

Affiliations
1 Department of Counseling Psychology and Social Welfare, Sun Moon University, 70 Sunmoon-ro 221 Beon-gil, Tangjeong-myeong, Asan-si, Chungcheongnam-do - 31460, KP
2 Department of Industrial and Advertising Psychology, Daejeon University, 62 Daehak-ro, Dong-gu, Daejeon - 34520, KP

Abstract

Background/Objectives: This study intended to explore the mediating role of worry about career in the influence of career indecision on career search behavior in South Korean college students. Methods/Statistical Analysis: Three hundred and twenty-five students attending Sun Moon University responded the questionnaire for this study. To measure Career indecision, KCII (Korean Career Indecision Inventory) was used. The researchers have made the Korean version of 11-items measures using ‘The Penn State Worry Questionnaire’ to measure Worry about Career and to measure Career search behavior, we used 16-items of Career Search Behavior Scale of Choi. Findings: We tested the relationships among the overall constructs and among the sub-factors using Mplus 7.0. Firstly, the result on the relationships among the overall constructs showed the positive direct influence of Career Indecision on Worry about career, the positive direct influence of Worry about Career on Career Search Behavior, the negative direct influence of Career Indecision on Career Search Behavior. Furthermore, the indirect effect (Career Indecision → Worry about Career → Career Search Behavior) was also significant. Next, the result on the relationships among the sub-factors showed as follows: Indecisiveness influenced Information-Seeking and Advice-Seeking with the mediation of Worry about Career. Lack of Necessity Recognition influenced all of three sub-factors of Career Search Behavior negatively with the mediation of Worry about Career. Lack of Self-Identity had a positive effect on Self-Seeking but a negative effect on Advice-Seeking with the mediation of Worry about Career. Finally, External Barrier had a positive effect on Information-Seeking and Advice-Seeking with the mediation of Worry about Career. Improvements/Applications: This study will contribute the theoretical and practical development of research, education, and counseling of career guidance.

Keywords

Career Indecision, Career Search Behavior, South Korea, Worry about Career, Worry Anxiety.

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Seokbong Woo ¹, Seongsoo Lee ²

Affiliations
1 Department of Industrial and Advertising Psychology, Daejeon University, 62 Daehak-ro, Dong-gu, Daejeon, 34520, KR
2 Department of Counseling Psychology and Social Welfare, Sun Moon University, 70 Sunmoon-ro 221Beong-gil, Tangjeong-myeon, Asan-si, Chungcheongnam-do, 31460, KR

Abstract

Objectives: This research is designed to extend our understanding of the effects of visual perspective on advertising by incorporating verbal element in an ad and consumer characteristic. Methods/Statistical Analysis: Visual perspective, message appeal, and regulatory focus were employed as independent variables. As an experimental material four black and white print ads which were differed in visual perspective of images in an ad (first-person, third-person) x message appeal (private use, public use) were created. Regulatory focus was manipulated by making participants complete life survey. Findings: Extant research has suggested that visual perspective plays a prominent role in consumer persuasion. However, not much research efforts have been given to the role of the perspective of visual image in an advertising context. Firstly, this research demonstrates that perspective of visual image interacts with message appeal. Results showed that when visual image in ad was shown from the third-person (vs. first-person) perspective, the verbal message appeal of public use (vs. private use) revealed more favorable attitudes toward ad and product evaluations. Further, it was found that the participants’ regulatory orientation significantly moderated the interaction effects of visual perspective and message appeal. Hence, the interaction effects of third-person (vs. first-person) perspective and message appeal of public use (vs. private use) were eliminated when the participants’ regulatory focus was promotion-focus (vs. prevention-focus). Improvements/Applications: Practitioners should be cautious when determining the camera angles of ad images and consider the type of message appeal of an ad and the target audiences’ regulatory focus.

Keywords

Attitude toward Ad, Message Appeal, Regulatory Focus, Stylistic Properties, Visual Perspective.

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