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자의식과 태도중요성이 암묵적 태도와 명시적 태도 간의 일관성에 미치는 영향

The influence of self-consciousness and attitude importance on implicit and explicit attitude consistency

오자영|양윤
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2010.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제11권 제2호|pp. 233-256|DOI 10.21074/kjlcap.2010.11.2.233

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키워드

암묵적 태도자의식self-consciousness명시적 태도explicit attitudeimplicit attitude태도중요성태도일관성attitude importanceattitude consistency
주제분류심리과학

초록

본 연구는 제품에 대한 소비자의 암묵적-명시적 태도일관성이 자의식과 태도중요성의 수준에 따라 어떻게 변화하는지를 검증하였다. 연구결과, 암묵적-명시적 태도일관성에 영향을 미치는 조절변수로서 자의식의 주효과는 유의하지 않았으나, 태도중요성의 고/저 수준에 따라 암묵적-명시적 태도일관성에 유의한 차이가 있었다. 암묵적-명시적 태도일관성은 태도가 개인에게 있어서 중요할 때 높았다. 또한 암묵적 태도와 명시적 태도 각각의 척도가 소비자의 구매의도를 얼마나 잘 예측하는지를 분석한 로지스틱 회귀분석 결과, 두 태도척도를 분리 투입하였을 때에는 암묵적, 명시적 태도 모두 유의하게 제품에 대한 구매의도를 예측하였지만, 동시에 투입되었을 때에는 명시적 태도만이 구매의도를 유의하게 예측하였다.

Abstract

The first purpose of this article is to find inconsistency between Korean consumer's implicit and explicit attitudes toward products. Increasing number of studies in consumer domain have identified the moderators of the consistency between implicit and explicit attitudes. In this article self-consciousness and attitude importance were used as moderators. This study showed expected differences in implicit attitudes between users of two coffee brands, also revealing significant correlations between IAT-measured implicit attitudes and explicit attitudes. And as predicted, increased attitude importance resulted in stronger IAT-explicit attitude correlations. But self-consciousness have no moderating effect in this study.

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