Mode of access: World Wide Web. / Thesis (Ph. D.)--University of Hawaii at Manoa, 2004. / Includes bibliographical references (leaves 159-185). / Electronic reproduction. / Also available by subscription via World Wide Web / xii, 185 leaves, bound ill. 29 cm

The purpose of this study is to understand Korean consumers' perceptual processes induced by comparative price advertisements. While controlling for intrinsic product cue effects, this study examines the joint effects of extrinsic cues, such as comparative price (regular price /sale price), brand name, country-of-manufacture, and retailer name, on a consumer's perception of a product's price and quality. In examining the effects of advertising contextual cues, this study incorporates consumer perceptual processes, the processes through which the external cues are perceived and compared to or moderated by other variables. The perceptual structure is based on relevant theories and accumulated knowledge from research in this area. Specially adapted theories for this study are the adaptation-level theory, the message learning theory, and the transaction utility theory. / Ph. D.

The purpose of the present study was to investigate consumer knowledge and attitudes toward consumer education of college students in secondary teacher education preparatory programs in Korea. Specifically, this study was aimed to 1) measure the degree of consumer knowledge of college students in secondary teacher education preparatory programs, 2) assess the influences of socio-demographic variables such as academic level, academic major, sex, total family income, urban/rural background, and previous coursework in consumer economics on consumer knowledge, 3) evaluate attitudes of college students in secondary teacher education preparatory programs in Korea toward consumer education, 4) assess the influences of socio-demographic variables on attitudes toward consumer education, 5) examine the relationship between the degree of total consumer knowledge and attitudes toward consumer education when other socio-demographic variables are controlled. The sample was 388 freshmen and seniors in secondary teacher education preparatory programs, with majors in home economics, social studies, and business education, in the five randomly selected colleges in Korea. They were tested during May, 1991. The mean score for consumer knowledge was 30.18 which represented 75.4 percent correct. The relationships between consumer knowledge and selected socio-demographic variables were investigated using a one-way ANOVA. The results were as follow: 1) The degree of total consumer knowledge differed significantly by academic level, 2) The degree of total consumer knowledge and knowledge of the subarea of economic principles, consumer advocacy and buying practices differed significantly by academic major, 3) Only the degree of knowledge of the sub-area of buying practices differed significantly by sex, 4) There was no significant difference in the degree of total consumer knowledge and any sub-areas of consumer knowledge by total family income, 5) The degree of total consumer knowledge and knowledge of the sub-area of economic principles differed significantly by urban/rural background, 6) There was no significant difference in the degree of total consumer knowledge and any sub-areas of consumer knowledge by previous coursework in consumer economics. The mean score of attitudes toward consumer education was 2.94 on a scale of 1 to 4. The relationships of attitudes toward consumer education and socio-demographic variables were examined using a one-way ANOVA. Attitudes toward consumer education differed significantly only by previous coursework in consumer economics. To examine the relationship between the degree of total consumer knowledge and attitudes toward consumer education when other socio-demographic variables are controlled, a stepwise multiple regression anaysis was used. There was a significant positive relationship between consumer knowledge and attitudes toward consumer education. The results indicated that students majoring in home economics, female students, students who have taken consumer economics coursework, and students who have a higher degree of consumer knowledge have more favorable attitudes toward consumer education. / Graduation date: 1992