Young Won Ha

Bio: Young Won Ha is an academic researcher from Sogang University. The author has contributed to research in topics: Product (category theory) & New product development. The author has an hindex of 8, co-authored 19 publications receiving 3232 citations. Previous affiliations of Young Won Ha include State University of New York System & College of Business Administration.

Confirmation, Disconfirmation, and Information in Hypothesis Testing

Abstract: Strategies for hypothesis testing in scientific investigation and everyday reasoning have interested both psychologists and philosophers. A number of these scholars stress the importance of disconfir. marion in reasoning and suggest that people are instead prone to a general deleterious "confirmation bias" In particula~ it is suggested that people tend to test those cases that have the best chance of verifying current beliefs rather than those that have the best chance of falsifying them. We show, howeve~ that many phenomena labeled "confirmation bias" are better understood in terms of a general positive test strate~. With this strategy, there is a tendency to test cases that are expected (or known) to have the property of interest rather than those expected (or known) to lack that property. This strategy is not equivalent to confirmation bias in the first sense; we show that the positive test strategy can be a very good heuristic for determining the truth or falsity of a hypothesis under realistic conditions~ It can, howeve~ lead to systematic errors or inefficiencies. The appropriateness of human hypotheses-testing strategies and prescriptions about optimal strategies must he understood in terms of the interaction between the strategy and the task at hand.

Consumer Learning: Advertising and the Ambiguity of Product Experience

Abstract: This paper examines the influence of advertising on how and what consumers learn from product experience. A hypothesis-testing framework is adopted where consumers treat advertisements as tentative hypotheses that can be tested through product experience. Two experiments were conducted using product categories that provided either ambiguous or unambiguous evidence about product quality. The first experiment showed that when consumers have access to unambiguous evidence, judgments of product quality are dependent only on the objective physical evidence and unaffected by advertising. However, advertising had dramatic effects on perceptions of quality when consumers saw ambiguous evidence; judgments and product inspection behavior protocols showed that advertising induced consumers to engage in confirmatory hypothesis testing and search. The second experiment showed that advertising influenced quality judgments by affecting the encoding of the physical evidence; retrieval of ad-consistent evidence also appeared to occur, though to a lesser degree.

Hypothesis testing in rule discovery: Strategy, structure, and content.

Abstract: Une experience examine la strategie de test d'hypothese dans le cadre d'un paradigme inspire de Wason, la structure de la tâche etant manipulee par une variation des relations entre la regle correcte a decouvrir et les hypotheses initiales des sujets

Ambiguity, Processing Strategy, and Advertising-Evidence Interactions

Abstract: Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We investigate how two factors moderate advertising-evidence interactions: the ambiguity of the evidence and consumer information processing strategies. We provide a theoretical account of ambiguity, identifying structural characteristics that render evidence about product quality open to either one or multiple interpretations. In our first experiment, the ambiguity of a decision environment played a key role in determining the effect of advertising on product quality perception. In our second experiment, different information processing strategies influenced advertising's effects on interpretation of the evidence.

Determinants of Korean and Japanese New Product Performance: An Interrelational and Process View

Abstract: Firms in South Korea and Japan are designing and introducing new products to global markets, contributing to their strong export-led economic growth. To better understand how Korean and Japanese firms are succeeding, the authors conducted a study on new product development. They surveyed product developers in both countries about how strategic, organizational, and process factors influence new product performance (NPP). The authors learned that the determinants of NPP are interrelated and that the new product development process itself is central, namely the stages of initiation and implementation. These two stages directly determine NPP, though initiation appears to be more important. The stages are strengthened by factors such as customer orientation, cross-functional integration, and new product team proficiency; however, the effects are not uniform. Although the model and hypotheses are largely supported, indicating that, in general, they describe South Korean and Japanese new product develop...

Strategic assets and organizational rent

Abstract: We build on an emerging strategy literature that views the firm as a bundle of resources and capabilities, and examine conditions that contribute to the realization of sustainable economic rents. Because of (1) resource-market imperfections and (2) discretionary managerial decisions about resource development and deployment, we expect firms to differ (in and out of equilibrium) in the resources and capabilities they control. This asymmetry in turn can be a source of sustainable economic rent. The paper focuses on the linkages between the industry analysis framework, the resource-based view of the firm, behavioral decision biases and organizational implementation issues. It connects the concept of Strategic Industry Factors at the market level with the notion of Strategic Assets at the firm level. Organizational rent is shown to stem from imperfect and discretionary decisions to develop and deploy selected resources and capabilities, made by boundedly rational managers facing high uncertainty, complexity, and intrafirm conflict.

The case for motivated reasoning.

Abstract: It is proposed that motivation may affect reasoning through reliance on a biased set of cognitive processes—that is, strategies for accessing, constructing, and evaluating beliefs. The motivation to be accurate enhances use of those beliefs and strategies that are considered most appropriate, whereas the motivation to arrive at particular conclusions enhances use of those that are considered most likely to yield the desired conclusion. There is considerable evidence that people are more likely to arrive at conclusions that they want to arrive at, but their ability to do so is constrained by their ability to construct seemingly reasonable justifications for these conclusions. These ideas can account for a wide variety of research concerned with motivated reasoning. The notion that goals or motives affect reasoning has a long and controversial history in social psychology. The propositions that motives may affect perceptions (Erdelyi, 1974), attitudes (Festinger, 1957), and attributions (Heider, 1958) have been put forth by some psychologists and challenged by others. Although early researchers and theorists took it for granted that motivation may cause people to make self-serving attributions and permit them to believe what they want to believe because they want to believe it, this view, and the research used to uphold it, came under concentrated criticism in the 1970s. The major and most damaging criticism of the motivational view was that all research purported to demonstrate motivated reasoning could be reinterpreted in entirely cognitive, nonmotivational terms (Miller & Ross, 1975; Nisbett & Ross, 1980). Thus people could draw self-serving conclusions not because they wanted to but because these conclusions seemed more plausible, given their prior beliefs and expectancies. Because both cognitive and motivational accounts could be generated for any empirical study, some theorists argued that the hot versus cold cognition controversy could not be solved, at least in the attribution paradigm (Ross & Fletcher, 1985; Tetlock & Levi, 1982). One reason for the persistence of this controversy lies in the failure of researchers to explore the mechanisms underlying motivated reasoning. Recently, several authors have attempted to rectify this neglect (Kruglanski & Freund, 1983; Kunda, 1987; Pyszczynski & Greenberg, 1987; Sorrentino & Higgins, 1986). All these authors share a view of motivation as having its effects through cognitive processes: People rely on cognitive processes and representations to arrive at their desired conclusions, but motivation plays a role in determining which of these will be used on a given occasion.

Customer satisfaction, market share, and profitability: Findings from Sweden.

Abstract: Are there economic benefits to improving customer satisfaction? Many firms that are frustrated in their efforts to improve quality and customer satisfaction are beginning to question the link betwe...

Confirmation Bias: A Ubiquitous Phenomenon in Many Guises:

Abstract: Confirmation bias, as the term is typically used in the psychological literature, connotes the seeking or interpreting of evidence in ways that are partial to existing beliefs, expectations, or a h...

The Antecedents and Consequences of Customer Satisfaction for Firms

Abstract: This research investigates the antecedents and consequences of customer satisfaction. We develop a model to link explicitly the antecedents and consequences of satisfaction in a utility-oriented framework. We estimate and test the model against alternative hypotheses from the satisfaction literature. In the process, a unique database is analyzed: a nationally representative survey of 22,300 customers of a variety of major products and services in Sweden in 1989-1990. Several well-known experimental findings of satisfaction research are tested in a field setting of national scope. For example, we find that satisfaction is best specified as a function of perceived quality and "disconfirmation"-the extent to which perceived quality fails to match prepurchase expectations. Surprisingly, expectations do not directly affect satisfaction, as is often suggested in the satisfaction literature. In addition, we find quality which falls short of expectations has a greater impact on satisfaction and repurchase intentions than quality which exceeds expectations. Moreover, we find that disconfirmation is more likely to occur when quality is easy to evaluate. Finally, in terms of systematic variation across firms, we find the elasticity of repurchase intentions with respect to satisfaction to be lower for firms that provide high satisfaction. This implies a long-run reputation effect insulating firms which consistently provide high satisfaction.