자아조절자원이 유통기한 제품의 이용의도에 미치는 영향
The Influence of Self-regulatory Resource on Willingness to Use of Product with Expiration Date
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
본 연구는 제품 소비에 있어서 유통기한이 중요한 역할을 함에도 불구하고, 많은 소비자가 이에 대한 주의를 기울이지 않는 점에 착안하여, 자아조절 자원의 고갈을 통해 이러한 문제를 해결하였다. 연구 결과, 유통기한이 남은 경우에는 제품 소비의도에 있어서 조절자원의 효과는 나타나지 않았다. 그러나 유통기한이 경과한 경우에는 조절자원이 고갈된 경우가 그렇지 않은 경우보다 더욱 더 제품의 소비의도가 줄어드는 것으로 나타났다. 이는 기존의 조절 자원고갈 연구가 자아조절 실패나 편향된 판단 등을 통해 부정적 결과만을 보여준 것과 달리 긍정적인 효과도 있을 수 있다는 것을 보여주었다는 점에서 이론적으로 의미가 있으며, 소비자의 자아조절 자원을 고갈시킴으로써 유통기한의 중요성을 강조할 수 있다는 점에서 유통기한을 강조하는 마케팅을 사용하는 마케팅 실무자에게도 중요한 시사점을 제공해 준다.
Abstract
Although expiration date plays an important role in consumption decision, consumers pay not much attention to it. As such, to solve this problem, the current research examined the influence of self-regulatory resource on willingness to use of product that past its expiration date by resource depletion. The result revealed that compared with no resource depletion condition, participants in resource depletion condition showed less willingness to use the product that past its expiration date. However, no difference was found between resource depletion and no depletion condition in product with valid expiration date. Thus, this research suggests, in consumers' health perspective, an potential implication of emphasizing the importance of expiration date by depleting cognitive resources.
참고문헌 (21)
- 송시연, "자아조절자원(self regulatory resource)과 과제유형(task type)이 선한 제품(virtue products)과 악한 제품(vice products) 간 의사결정에 미치는 효과", 소비자학연구, 20(4), pp.1~25 (2009), 한국소비자학회
- Arkes, H. R, "The psychology of sunk cost", Organizational Behavior and Human Decision Processes, 35, pp.124~137 (1985)
- Bodenhausen, G. V, "Social stereotypes and information-processing strategies: The impact of task complexity", Journal of Personality and Social Psychology, 52, pp.871~880 (1987)
- Festinger,L, "A theory of cognitive dissonance" (1957), Stanford University Press
- Festinger, L, "Deterrents and Reinforcement: The Psychology of Reward" (1964), Stanford University Press
- Fischer, P, "Self-regulation and selective exposure: The impact of depleted self-regulation resources on confirmatory information processing", Journal of Personality and Social Psychology, 94, pp.382~395 (2008)
- Hamilton, D. L, "Stereotypes. in Handbook of Social Cognition Volume 2: Applications" (1994), Erlbaum
- Johnson, E. J, "Aspects of endowment: A query theory of value construction", Journal of Experimental psychology: Learning, Memory and Cognition, 33, pp.461~474 (2007)
- Jonas, E, "Confirmation bias in sequential information search after preliminary decisions: An expansion of dissonance theoretical research on selective exposure to information", Journal of Personality and Social Psychology, 80, pp.557~571 (2001)
- Kahneman, D, "Experimental tests of the endowment effect and the coase theorem", Journal of Political Economy, 98, pp.1325~1348 (1990)
- Kardes, F. F, "The role of selective information processing in price-quality inference", Journal of Consumer Research, 31, pp.368~374 (2004)
- Kunda,Z, "The case for motivated reasoning", Psychological bulletin, 108, pp.480~498 (1990)
- Liu,Wendy, "Focusing on Desirability: The Effect of Decision Interruption and Suspension on Preferences", Journal of Consumer Research, 35, pp.640~652 (2008)
- Macrae, C. N, "Processing load and memory for stereotype-based information", European Journal of Social Psychology, 23, pp.77~87 (1993)
- Muraven, M. R, "Self-control as limited resource: Regulatory depletion patterns", Journal of Personality and Social Psychology, 74, pp.774~789 (1998)
- Schmeichel, B. J, "Intellectual performance and ego depletion: Role of the self in logical reasoning and other information processing", Journal of Personality and Social Psychology, 85, pp.33~46 (2003)
- Sen, S, "my mother never threw anything out: The effect of product freshness on consumption", Journal of Consumer Research, 36, pp.47~55 (2009)
- Vohs, K. D, "Making choices impairs subsequent self-control: A limited-resource account of decision making, self-regulation, and active initiative", Journal of Personality and Social Psychology, 94, pp.883~898 (2008)
- Vohs, K. D, "Self-regulation and the extended now: Controlling the self alters the subjective experience of time. of Time", Journal of Personality and Social Psychology, 85, pp.217~230 (2003)
- Yoon, Y., "Effects of Regulatory Focus on Selective Information Processing", Journal of Consumer Research
- Zhao, M, "Mental Simulation and Preference Consistency over Time: The Role of Process-Versus Outcome-Focused Thoughts", Journal of Marketing Research, 44, pp.379~388 (2007)