Y Yi
Datos Biográficos
| ID | 27579 |
|---|---|
| NOMBRE | Y Yi |
| NOMBRES | Y |
| APELLIDO | Yi |
| FIRMA | YI Y |
| AFILIACIONES | University of Michigan |
| ORCID | 0000-0001-5536-6083 |
| VERIFICADO | Sí |
| TOTAL DE OBRAS | 19 |
| TOTAL DE CITAS | 82 |
| TOTAL COMO AUTOR | 19 |
| TOTAL COMO EDITOR | 0 |
| PRIMER AÑO DE PUBLICACIÓN | 1988 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2026 |
| ÍNDICE H | 5 |
Integrating Recursive and Non-Recursive Models in Experimental Mediation Analysis
Experimental mediation analysis within experimental or quasi-experimental designs enhances internal validity by ensuring that treatment assignment is exogenous through randomization. Yet even in such designs, the possibility of reverse causation cannot be fully ruled out. Existing causal mediation frameworks typically impose a unidirectional causal structure, leaving the directionality between mediator and outcome unresolved. This paper integrate…
The hidden power of shame
This study investigates the effect of shame on subsequent advertisement processing. Consumers often experience shame in various advertising contexts, such as digital media contexts, TV advertisements, or even daily lives. However, it remains unclear how feeling shame affects consumers’ processing of subsequent advertisements that are unrelated to the shame-inducing situations. In three experiments, we find that consumers who feel shame show incre…
The Dilemma of Mouthpiece
Guided by the theory of work adjustment (TWA), this study endeavors to investigate the relationship between the work adjustment of news presenters and their career decisions. Taking into account the unique circumstances of the Chinese media landscape and the applicability of TWA, a qualitative research design was adopted, in which 35 news presenters were interviewed to generate data that could be coded to construct a theoretical framework. The fi…
Assessing moderation effects with a heterogeneous moderated regression analysis
Customer value co-creation behavior
Specification, evaluation, and interpretation of structural equation models
Variety-Seeking Tendency in Choice for Others
Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon. Study 1 explored an interpersonal mechanism and demonstrated that variety seeking for others became stronger when individuals were held accountable for their…
The Role of Culture and Gender in the Relationship between Positive and Negative Affect
An integrative explanation proposes that culture and gender interact to produce fundamentally different patterns of association between positive and negative emotions. People in independent-based cultures (e.g. the United States) experience emotions in oppositional (i.e. bipolar) ways, whereas people in interdependent-based cultures (e.g. China) experience emotions in dialectic ways. These patterns are stronger for women than men in both cultures…
International Advertising Strategies by NIC Multinationals
(1994). International Advertising Strategies by NIC Multinationals: The Case of a Korean Firm. International Journal of Advertising: Vol. 13, No. 1, pp. 77-92
Assumptions of the Two-Step Approach to Latent Variable Modeling
Although methods for latent variable modeling that allow a joint analysis of measurement and theory have become popular, they are not without difficulties. As these difficulties have become more apparent, several researchers have recently called for a “two-step approach” to latent variable modeling in which measurement is evaluated separately from theory. This implies that programs for covariance structure analysis are not needed because factor a…
State versus Action Orientation and the Theory of Reasoned Action
This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas action orientation refers to a high capacity for this type of enactment. A field study was conducted in the context of consumers' self-reported usage of c…
Assumptions of the Two-Step Approach
Peer Reviewed
Multitrait-Multimethod Matrices in Consumer Research
This article examines three alternative procedures for analyzing multitrait-multimethod matrices: the Campbell-Fiske procedure, confirmatory factor analysis, and the direct product model. The implicit assumptions, as well as the strengths and weaknesses, of each approach are presented and their implications discussed. It is proposed that one should carefully examine model assumptions, individual parameters, and various diagnostic indicators, as w…
Assessing method variance in multitrait-multimethod matrices
The level of effort required for behaviour as a moderator of the attitude–behaviour relation
It was hypothesized that the manner in which attitudes influence behaviour is moderated by the level of effort required to perform a behaviour. The effort needed was manipulated in a field experiment by varying the difficulty of getting access to the attitude object. When the behaviour required substantial effort, the mediating role of intentions was strong, and attitudes had only indirect effects on behaviour, consistent with the theory of reaso…
The Effects of Contextual Priming in Print Advertisements
This study investigated one particular way that contextual materials can affect the processing of ambiguous product information in print ads. It was proposed that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers interpret product information in terms of these activated attributes, thereby affecting the evaluation of the adverised brand. Two experiments were conducted…
The Degree of Intention Formation as a Moderator of the Attitude-Behavior Relationship
It was hypothesized that the degree of intention formation moderates the way in which attitudes influence behavior. Degree of intention formation ― how well-formed intentions are ― was manipulated by facilitating or disrupting the process of intention formation in a field experiment
An investigation into the role of intentions as mediators of the attitude-behavior relationship
On the evaluation of structural equation models
Multitrait-Multimethod Matrices in Consumer Research
This article examines three alternative procedures for analyzing multitrait-multimethod matrices: the Campbell-Fiske procedure, confirmatory factor analysis, and the direct product model. The implicit assumptions, as well as the strengths and weaknesses, of each approach are presented and their implications discussed. It is proposed that one should carefully examine model assumptions, individual parameters, and various diagnostic indicators, as w…
The Degree of Intention Formation as a Moderator of the Attitude-Behavior Relationship
It was hypothesized that the degree of intention formation moderates the way in which attitudes influence behavior. Degree of intention formation ― how well-formed intentions are ― was manipulated by facilitating or disrupting the process of intention formation in a field experiment
An investigation into the role of intentions as mediators of the attitude-behavior relationship
The Effects of Contextual Priming in Print Advertisements
This study investigated one particular way that contextual materials can affect the processing of ambiguous product information in print ads. It was proposed that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers interpret product information in terms of these activated attributes, thereby affecting the evaluation of the adverised brand. Two experiments were conducted…
State versus Action Orientation and the Theory of Reasoned Action
This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas action orientation refers to a high capacity for this type of enactment. A field study was conducted in the context of consumers' self-reported usage of c…
Variety-Seeking Tendency in Choice for Others
Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon. Study 1 explored an interpersonal mechanism and demonstrated that variety seeking for others became stronger when individuals were held accountable for their…
The level of effort required for behaviour as a moderator of the attitude–behaviour relation
It was hypothesized that the manner in which attitudes influence behaviour is moderated by the level of effort required to perform a behaviour. The effort needed was manipulated in a field experiment by varying the difficulty of getting access to the attitude object. When the behaviour required substantial effort, the mediating role of intentions was strong, and attitudes had only indirect effects on behaviour, consistent with the theory of reaso…
Assumptions of the Two-Step Approach to Latent Variable Modeling
Although methods for latent variable modeling that allow a joint analysis of measurement and theory have become popular, they are not without difficulties. As these difficulties have become more apparent, several researchers have recently called for a “two-step approach” to latent variable modeling in which measurement is evaluated separately from theory. This implies that programs for covariance structure analysis are not needed because factor a…
On the evaluation of structural equation models
The Degree of Intention Formation as a Moderator of the Attitude-Behavior Relationship
It was hypothesized that the degree of intention formation moderates the way in which attitudes influence behavior. Degree of intention formation ― how well-formed intentions are ― was manipulated by facilitating or disrupting the process of intention formation in a field experiment
An investigation into the role of intentions as mediators of the attitude-behavior relationship
Assessing method variance in multitrait-multimethod matrices
The level of effort required for behaviour as a moderator of the attitude–behaviour relation
It was hypothesized that the manner in which attitudes influence behaviour is moderated by the level of effort required to perform a behaviour. The effort needed was manipulated in a field experiment by varying the difficulty of getting access to the attitude object. When the behaviour required substantial effort, the mediating role of intentions was strong, and attitudes had only indirect effects on behaviour, consistent with the theory of reaso…
The Effects of Contextual Priming in Print Advertisements
This study investigated one particular way that contextual materials can affect the processing of ambiguous product information in print ads. It was proposed that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers interpret product information in terms of these activated attributes, thereby affecting the evaluation of the adverised brand. Two experiments were conducted…
Multitrait-Multimethod Matrices in Consumer Research
This article examines three alternative procedures for analyzing multitrait-multimethod matrices: the Campbell-Fiske procedure, confirmatory factor analysis, and the direct product model. The implicit assumptions, as well as the strengths and weaknesses, of each approach are presented and their implications discussed. It is proposed that one should carefully examine model assumptions, individual parameters, and various diagnostic indicators, as w…
Assumptions of the Two-Step Approach to Latent Variable Modeling
Although methods for latent variable modeling that allow a joint analysis of measurement and theory have become popular, they are not without difficulties. As these difficulties have become more apparent, several researchers have recently called for a “two-step approach” to latent variable modeling in which measurement is evaluated separately from theory. This implies that programs for covariance structure analysis are not needed because factor a…
State versus Action Orientation and the Theory of Reasoned Action
This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas action orientation refers to a high capacity for this type of enactment. A field study was conducted in the context of consumers' self-reported usage of c…
Assumptions of the Two-Step Approach
Peer Reviewed
International Advertising Strategies by NIC Multinationals
(1994). International Advertising Strategies by NIC Multinationals: The Case of a Korean Firm. International Journal of Advertising: Vol. 13, No. 1, pp. 77-92
The Role of Culture and Gender in the Relationship between Positive and Negative Affect
An integrative explanation proposes that culture and gender interact to produce fundamentally different patterns of association between positive and negative emotions. People in independent-based cultures (e.g. the United States) experience emotions in oppositional (i.e. bipolar) ways, whereas people in interdependent-based cultures (e.g. China) experience emotions in dialectic ways. These patterns are stronger for women than men in both cultures…
Variety-Seeking Tendency in Choice for Others
Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon. Study 1 explored an interpersonal mechanism and demonstrated that variety seeking for others became stronger when individuals were held accountable for their…
Specification, evaluation, and interpretation of structural equation models
Customer value co-creation behavior
Assessing moderation effects with a heterogeneous moderated regression analysis
The hidden power of shame
This study investigates the effect of shame on subsequent advertisement processing. Consumers often experience shame in various advertising contexts, such as digital media contexts, TV advertisements, or even daily lives. However, it remains unclear how feeling shame affects consumers’ processing of subsequent advertisements that are unrelated to the shame-inducing situations. In three experiments, we find that consumers who feel shame show incre…
The Dilemma of Mouthpiece
Guided by the theory of work adjustment (TWA), this study endeavors to investigate the relationship between the work adjustment of news presenters and their career decisions. Taking into account the unique circumstances of the Chinese media landscape and the applicability of TWA, a qualitative research design was adopted, in which 35 news presenters were interviewed to generate data that could be coded to construct a theoretical framework. The fi…
Integrating Recursive and Non-Recursive Models in Experimental Mediation Analysis
Experimental mediation analysis within experimental or quasi-experimental designs enhances internal validity by ensuring that treatment assignment is exogenous through randomization. Yet even in such designs, the possibility of reverse causation cannot be fully ruled out. Existing causal mediation frameworks typically impose a unidirectional causal structure, leaving the directionality between mediator and outcome unresolved. This paper integrate…
Psychology (13 obras) · Social Psychology (10 obras) · Mathematics (8 obras) · Computer Science (7 obras) · Social and Intergroup Psychology (6 obras) · Business (5 obras) · Econometrics (5 obras) · Advertising (4 obras) · Behavioral Health and Interventions (4 obras) · Consumer Behavior in Brand Consumption and Identification (4 obras)