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스키마합치가 소비자의 브랜드평가에 미치는 영향

The Effect of Schema-congruity on Consumers' Brand Evaluation

정문영
국가미래기술경영연구소 (CHUNGBUK NATIONAL UNIVERSITY NATIONAL TECHNOLOGY MANAGEMENT RESEARCH INSTITUTE)|2019.06|기술경영 (Technology Management)|제4권 제2호|pp. 99-130|DOI 10.33443/tm.2019.4.2.99

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키워드

스키마합치브랜드평가. 선택군공통특성정당화과업Schema CongruityBrand EvaluationChoice SetCommon AttributeJustification Task

초록

브랜드 대안에서 지각된 스키마합치 정도가 소비자의 평가적 반응에 미치는 영향을 선택군 변화, 공통속성 부가, 과업특성 등 평가맥락에 따른 변화를 실증자료 분석하여 다음 연구결과를 얻었다. 첫째로 스키마합치 대안과 적당한 불합치 대안으로 형성된 선택군에서는 스키마합치 브랜드가 호의적으로 평가되는 스키마합치효과가 있었으나, 극단적 불합치 브랜드대안의 진입은 스키마합치효과를 유의하게 잠식하여 개척브랜드가 누리는 혜택이 다양한 포지셔닝의 경쟁자로 확대되는 시장상황에 취약하였다. 둘째로 선택대안에 공통적으로 추가되는 제품속성은 매력도에 상관없이 경쟁브랜드의 스키마합치 차이를 희석시키지만 매력도에 따라 스키마합치효과에는 차별적인 영향을 보여 비매력적 공통속성과는 달리 매력적 속성의 공통적 부가는 정체성이나 독특성이 확립된 브랜드에게 긍정적 시장반응을 유도하고 그 역도 성립된다. 끝으로 정당화가 필요한 평가과업에서는 스키마 불합치 대안의 선택이 억제되고 타인에게 브랜드평가 배경을 설명하고 선택을 정당화하는데 효과적이고 안전한 전형적 브랜드에 대한 호의도가 강화되어 표현성 높은 제품이나 공적 의사결정에서 스키마합치 제품이 상대적으로 선택된다는 것을 시사한다.

Abstract

The purpose of this study is to explore the context dependencies of schema-congruity effect. Major results and their marketing implications are as follow. First of all, while the congruity effect were evident in simple choice sets with a brand of congruity and an incongruity one, participation of an extreme incongruous brand eroded the those favorableness toward congruous brand. This implies that competitive advantage of pioneering brand can not be sustained when markets expand with distinctive incongruoud brands. Secondly, adding certain attributes to all the products in choice set reduces the difference among alternative brands, but attractive common feature enhances favorableness of both congruous and extreme incongruous brand. This implies that brands should have distinctive identity to be benefited from common features. Finally, when consumers expect to provide the explanation for their evaluations they favored congruous brand which is effective to provide reasons and to persuade others for their choice. This means that consumers favor conventional alternatives when they should justify them to others or themselves as in purchase of expressive products and in organizational buying.

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