Is Scissoring a Metaphor for Disconnecting a Relationship?

  • Hosang Chu Sungkyunkwan University
  • Jungyun Kang Sungkyunkwan University
  • Minhwan Lee Sungkyunkwan University
  • Hakkyun Kim Sungkyunkwan University
Keywords: relationship, human resource management

Abstract

A great deal of attention has surrounded the role of embodied cognition in human judgments; however, it has received very little research attention, especially in the marketing field. This research is based on the idea that the act of cutting can activate perceptions of severing relationships, as well as eliciting a sense of independence. Study 1 showed that consumers are less likely to adopt a close friend’s opinion when they engage in the act of cutting an object with scissors. Study 2 demonstrated that people are less likely to trust the reviews of online communities while cutting a piece of string with scissors. These lowered intentions to adopt others’ opinions appeared to be mediated by increased psychological distances between the self and the information provider. In other words, people who engage in the act of scissoring unconsciously weaken or disconnect themselves from the information providers, thereby choosing not to adopt others’ opinions. This research identifies the link between the physical activity of cutting and the mental disconnection concerning social relationships. The results provide implications in setting up an integrative framework of the consumer decision-making process involving embodied cognition.

Author Biographies

Hosang Chu, Sungkyunkwan University

CHU, Hosang is a master student in Marketing, School of Business, Sungkyunkwan University. Her research interests are Consumer Decision Making, Embodied Cognition, and Social Networking.
    

Author’s contact details: School of Business, Sungkyunkwan University, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, Korea; E-mail: ho412@skku.edu.

Jungyun Kang, Sungkyunkwan University

KANG, Jungyun is a Ph.D. Candidate in Marketing, School of Business, Sungkyunkwan University. Her research interests are Consumer Decision Making, Prosocial Behavior, and Corporate Social Responsibility.


Author’s contact details: Business School, Sungkyunkwan University, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, Korea; E-mail: jungyoon13@skku.edu.

Minhwan Lee, Sungkyunkwan University

LEE Minhwan is a Ph.D. Candidate in Marketing, School of Business, Sungkyunkwan University. Her research interests are Marketing Competitive Strategy, Digital Contents Consumption, Brand Switching Behavior, Cultural International Marketing, , and Pricing Evaluation.


Author’s contact details: School of Business, Sungkyunkwan University, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, Korea; E-mail: wlgid0727@skku.edu.

Hakkyun Kim, Sungkyunkwan University

KIM, Hakkyun is an Associate Professor of Marketing, School of Business, Sungkyunkwan University. He earned his PhD from the University of Minnesota, U.S.A. His research interests are Consumer Decision Making, Advertising and Promotion Strategy, Corporate Social Responsibility, and Embodied Cognition. Some of his works have been published in Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Business Ethics.


Author’s contact details: School of Business, Sungkyunkwan University, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, Korea; E-mail: hakkyunkim@skku.edu.

References

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Published
2014-12-11
How to Cite
Chu, H., Kang, J., Lee, M., & Kim, H. (2014). Is Scissoring a Metaphor for Disconnecting a Relationship?. Gadjah Mada International Journal of Business, 16(3), 205-221. Retrieved from https://jurnal.ugm.ac.id/v3/gamaijb/article/view/15474