자기생성 가격기점, 외부 가격기점 적절성, 자기감시가 소비자의 가격판단에 미치는 영향
The influence of self-generated price anchor, plausibility of external price anchor, and self-monitoring on consumer’s price judgment
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초록
본 연구는 소비자가 외부제공 기점과 자기생성 기점이라는 두 기준 사이에서 어떻게 가격을 판단하는지 밝히고자 하였다. 여기에 더하여 기점 연구에서 상반된 연구결과를 보이는 기점의 적절성 효과와 개인차 변수인 자기감시를 추가로 적용하였다. 실험결과, 외부기점이 부적절하게 높을수록 기점의 효과는 커졌다. 또한 자기감시가 낮은 사람이 자기감시가 높은 사람보다 외부기점의 영향을 더 받았다. 나아가 자기생성 기점과 자기감시의 이원 상호작용, 그리고 자기생성 기점, 자기감시, 외부기점 적절성의 삼원 상호작용도 유의하였다. 이어 기점효과에 기저 하는 심리적 기제를 밝히기 위해 추가로 조정의 양을 종속변수로 하여 삼원 분산분석을 실시하였다. 분석결과, 외부기점이 부적절하게 높을수록 조정양은 커졌으며, 자기감시가 낮은 사람이 자기감시가 높은 사람보다 외부기점에 대하여 조정을 덜 하였다.
Abstract
The purpose of this study is to specify how consumers make final judgments of prices between two different standards, externally-provided anchor and self-generated anchor. In addition, two other factors were applied, plausibility of anchor and self-monitoring. The first dependent variable was Willing to Pay(WTP) and three-way ANOVA was conducted. As a result, it was shown that as more as the external anchor is implausible, the anchoring effect increased. Also, low self-monitors were more susceptible to the external anchor than high self-monitors. Moreover, as was the case with the two-way interaction effect of self-generated anchor and self-monitoring, the three-way interaction effect of self-generated anchor, self-monitoring and plausibility of the external anchor was significant. Subsequently, the three-way ANOVA using the amount of adjustment as a dependent variable was carried out to find out the psychological mechanism based on the anchoring effect. The result showed that the more implausible the external anchor became, the more the amount of adjustment increased, and low self-monitors adjusted less from the external anchor than high self-monitors. Furthermore, like the first analysis, not only the two-way interaction between self-generated anchor and self-monitoring but the three-way interaction among self-generated anchor, self-monitoring and plausibility of the external anchor was significant.
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