본문 바로가기
KERD
논문KCI 등재

The Effect of Construal Level on Variety Seeking across Subcategories

원지성|Jiyeon Suh
한국마케팅학회 (Korean Marketing Association)|2019.10|아시아마케팅저널 (Asia Marketing Journal)|제21권 제3호|pp. 1-20

1

조회

0

다운로드

1

인용

0

참고문헌

키워드

CategorizationSimilarityConstrual level theoryVariety seekingSimultaneous choices
주제분류경영학

초록

The present study investigates how consumers’ construal level affects their variety seeking behavior when choosing multiple items simultaneously. Especially the authors focus on the perceptual level at which variety seeking takes place and propose that variety seeking can take place not only at brand level but also at category or subcategory level. Categorical variety seeking refers to diversification of one’s choices over multiple brands not within the same category but across multiple categories. Building on construal level theory, the authors expected that people engaging in higher- level construals tend to subcategorize the choice set and distribute their choices across more subcategories and designed four experiments to test the related hypotheses. The experimental results showed that consumers’ construal level can affect the level at which variety seeking takes place and those with higher construal level tend to choose options seemingly more dissimilar to each other.

Abstract

The present study investigates how consumers’ construal level affects their variety seeking behavior when choosing multiple items simultaneously. Especially the authors focus on the perceptual level at which variety seeking takes place and propose that variety seeking can take place not only at brand level but also at category or subcategory level. Categorical variety seeking refers to diversification of one’s choices over multiple brands not within the same category but across multiple categories. Building on construal level theory, the authors expected that people engaging in higher- level construals tend to subcategorize the choice set and distribute their choices across more subcategories and designed four experiments to test the related hypotheses. The experimental results showed that consumers’ construal level can affect the level at which variety seeking takes place and those with higher construal level tend to choose options seemingly more dissimilar to each other.

참고문헌 (48)

  1. Austin, Bruce A., "Current Research in Film: Audiences, Economics and Law: Vol. 3" (1987), Ablex Publishing Corporation
  2. Bar-Anan, Yoav, "The Association between Psychological Distance and Construal Level : an Implicit Association Test", Journal of Experimental Psychology : General, 135(4), pp.609~622 (2006)
  3. Barsalou, Lawrence W., "Ad Hoc Categories", Memory and Cognition, 11(3), pp.211~227 (1983)
  4. Bell, David E., "A Market Share Theorem", Journal of Marketing Research, 12(2), pp.136~141 (1975)
  5. De Silva, I., "The Motion Picture Mega Industry" (1998), Allyn and Bacon Publishing Inc.
  6. Eliashberg, Jehoshua, "Modeling Goes to Hollywood : Predicting Individual Differences in Movie Enjoyment", Management Science, 40(9), pp.1151~1173 (1994)
  7. Förster, Jens, "Relations between Perceptual and Conceptual Scope: How Global versus Local Processing Fits a Focus on Similarity versus Dissimilarity", Journal of Experimental Psychology: General, 138(1), pp.88~111 (2009)
  8. Förster, Jens, "The Effect of Global versus Local Processing Styles on Assimilation versus Contrast in Social Judgment", Journal of Personality and Social Psychology, 94(4), pp.579~599 (2008)
  9. Fox, Craig R., "How Subjective Grouping of Options Influences Choice and Allocation : Diversification Bias and the Phenomenon of Partition Dependence", Journal of Experimental Psychology : General, 134(4), pp.538~551 (2005)
  10. Fujita, Kentaro, "Construal Levels and Self-Control", Journal of Personality and Social Psychology, 90(3), pp.351~367 (2006)
  11. Fukukura, Jun, "Psychological Distance Can Improve Decision Making under Information Overload via Gist Memory", Journal of Experimental Psychology : General, 142(3), pp.658~665 (2013)
  12. Gensch, Dennis H., "An Exact Hierarchical Algorithm for Determining Aggregate Statistics from Individual Choice Data", Management Science, 25(10), pp.939~952 (1979)
  13. Givon, Moshe, "Variety Seeking through Brand Switching", Marketing Science, 3(1), pp.1~22 (1984)
  14. Goodman, Joseph K., "Choosing for Here and Now vs. There and Later: the Moderating Role of Psychological Distance on Assortment Size Preferences", Journal of Consumer Research, 39(4), pp.751~768 (2012)
  15. Goukens, Caroline, "Wanting a Bit(e) of Everything: Extending the Valuation Effect to Variety Seeking", Journal of Consumer Research, 34(3), pp.386~394 (2007)
  16. Han, Sangman, "A Comparative Study of Choice-Set Formation through Variety-Seeking in Consumer Behavior", Journal of Korean Marketing Association, 12, pp.49~76 (1997)
  17. Henderson, Marlone D., "When Seeing the Forest Reduces the Need for Trees : the Role of Construal Level in Attraction to Choice", Journal of Experimental Social Psychology, 49(4), pp.676~683 (2013)
  18. Henderson, Marlone D., "Transcending the"Here" : the Effect of Spatial Distance on Social Judgment", Journal of Personality and Social Psychology, 91(5), pp.845~856 (2006)
  19. Huber, Joel, "Adding Asymmetrically Dominated Alternatives: Violatons of Regularity and Similarity Hypothesis", Journal of Consumer Research, 9, pp.90~98 (1982)
  20. Khan, Uzma, "When Trade-Offs Matter : the Effect of Choice Construal on Context Effects", Journal of Marketing Research, 48(1), pp.62~71 (2011)
  21. Kyung, Ellie J., "Construal Level and Temporal Judgments of the Past : the Moderating Role of Knowledge", Psychonomic Bulletin & Review, 21(3), pp.734~739 (2014)
  22. Labroo, Aparna A., "Psychological Distancing : Why Happiness Helps You See the Big Picture", Journal of Consumer Research, 35(5), pp.800~809 (2009)
  23. Levy, Sheri. R., "Construing Action Abstractly and Blurring Social Distinctions: Implications for Perceiving Homogeneity among, but also Empathizing with and Helping, Others", Journal of Personality and Social Psychology, 83(5), pp.1224~1238 (2002)
  24. Liberman, Nira, "The Effect of Temporal Distance on Level of Construal", Journal of Experimental Social Psychology, 38(6), pp.523~535 (2002)
  25. Liberman, Nira, "The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions : a Test of Temporal Construal Theory", Journal of Personality and Social Psychology, 75(1), pp.5~18 (1998)
  26. Liberman, Nira, "The Effect of Level of Construal on the Temporal Distance of Activity Enactment", Journal of Experimental Social Psychology, 43(1), pp.143~149 (2007)
  27. Luce, R. Duncan, "Individual Choice Behavior: A Theorem Analysis" (1959), Wiley
  28. Manzini, Paola, "Categorize then Choose : Boundedly Rational Choice and Welfare", Journal of the European Economic Association, 10(5), pp.1141~1165 (2012)
  29. Marguc, Janina, "Stepping Back to See the Big Picture : When Obstacles Elicit Global Processing", Journal of Personality and Social Psychology, 101(5), pp.883~901 (2011)
  30. McAlister, Leigh, "Choosing Multiple Items from a Product Class", Journal of Consumer Research, 7(3), pp.213~224 (1979)
  31. Mogilner, Cassi, "The Mere Categorization Effect : How the Presence of Categories Increases Choosers’ Perceptions of Assortment Variety and Outcome Satisfaction", Journal of Consumer Research, 35(2), pp.202~215 (2008)
  32. Nedungadi, Prakash, "Recall and Consumer Consideration Sets : Influencing Choice without Altering Brand Evaluations", Journal of Consumer Research, 17(3), pp.263~276 (1990)
  33. Pfeiffer, Bruce E., "Effects of Construal Level on Omission Detection and Multiattribute Evaluation", Psychology and Marketing, 31(11), pp.992~1007 (2014)
  34. Read, Daniel, "Diversification Bias : Explaining the Discrepancy in Variety-Seeking between Combined and Separated Choices", Journal of Experimental Psychology : Applied, 1(1), pp.34~49 (1995)
  35. Read, Daniel, "Choice Bracketing", Journal of Risk and Uncertainty, 19(1), pp.171~197 (1999)
  36. Rosch, Eleanor, "Family Resemblances : Studies in the Internal Structure of Categories", Cognitive Psychology, 7(4), pp.573~605 (1975)
  37. Rosch, Eleanor, "Basic Objects in Natural Categories", Cognitive Psychology, 8(3), pp.382~439 (1976)
  38. Simonson, Itamar, "The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior", Journal of Marketing Research, 27(2), pp.150~162 (1990)[DOI]
  39. 송태호, "The Application of the Goal-Gradient Hypothesis and the Temporal Construal Theory to Customer Loyalty Programs - Goal Gradient Hypothesis and Temporal Construal Theory", 아시아마케팅저널, 16(1), pp.1~12 (2014), 한국마케팅학회
  40. Stephan, Elena, "The Effects of Time Perspective and Level of Construal on Social Distance", Journal of Experimental Social Psychology, 47(2), pp.397~402 (2011)
  41. Trope, Yaacov, "Temporal Construal", Psychological Review, 110(3), pp.403~421 (2003)
  42. Trope, Yaacov, "Construal-Level Theory of Psychological Distance", Psychological Review, 117(2), pp.440~463 (2010)
  43. Trope, Yaacov, "Construal Levels and Psychological Distance : Effects on Representation, Prediction, Evaluation, and Behavior", Journal of Consumer Psychology, 17(2), pp.83~95 (2007)
  44. Tversky, Amos, "Elimination by Aspects : a Theory of Choice", Psychological Review, 79(4), pp.281~299 (1972)
  45. Tversky, Amos, "Features of Similarity", Psychological Review, 84(4), pp.327~352 (1977)
  46. Xu, Jing, "Mental Representation and Perceived Similarity : How Abstract Mindset Aids Choice from Large Assortments", Journal of Marketing Research, 50(4), pp.548~559 (2013)
  47. Wakslak, Cheryl J., "Seeing the Forest When Entry is Unlikely : Probability and the Mental Representation of Events", Journal of Experimental Psychology : General, 135(4), pp.641~653 (2006)
  48. 윤성아, "동시적 다양성 추구에 영향을 미치는 가구 특성에 관한 연구", 마케팅연구, 28(4), pp.153~170 (2013), 한국마케팅학회

관련 논문AI추천

How Does the Presentation Mode of Product Information Affect Product Evaluation? : The Mediation of Construal Level and the Moderation of Response Time조현영한국콘텐츠학회 · International Journal of Contents2020 · 제16권 제1호Effects of Temporal Distance on Brand Extension Evaluation: Applying the Construal-Level Perspective to Brand Extensions박기완한국마케팅학회 · 아시아마케팅저널2015 · 제17권 제1호The Effect of Inclusion versus Exclusion on Consideration Set Size: The Moderating Role of Chronic Indecisiveness박세범, Sarah Heeju Lee한국마케팅학회 · 아시아마케팅저널2019 · 제21권 제1호The Effects of Variety and Visual Cue on Perceived Quantity and Consumer Attitude toward Participation into Sales Promotion Events김영찬, 이창현한국마케팅학회 · 아시아마케팅저널2019 · 제21권 제1호The Moderating Effect of Sense of Power in the Relationship between Assortment Pricing and Satisfaction최충범한국마이스관광학회 · MICE관광연구2021 · 제21권 제4호Attribute Resemblance and Preference for Products: Moderating Effect of Attribute Familiarity석관호한국마케팅학회 · 아시아마케팅저널2023 · 제25권 제1호

이 간행물의 다른 논문 (3건)

Ethically Questionable Consumer Behaviors: Korean and American Perspectives샘풀러튼, 이정기pp. 21-46Competitive Analysis among Multi-product FirmsJun B. Kimpp. 47-64The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand김다연, XING GAO, 김상용, 이승민pp. 65-82
원문 보기