구성적 처리와 인지욕구가 반응양식에 따른 상표의 선호반전에 미치는 영향
The Effects of Constructive Processes and Need for Cognition on Preference Reversals in Response Mode
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본 연구는 구성적 처리수준과 판단 및 선택이라는 반응양식에 따른 선호반전의 발생에 대한 관계를 검증해보고, 아울러 구성적 처리와 함께 인지욕구라는 개인차 변수가 반응양식에 따른 선호반전에 미치는 영향을 살펴보았다. 실험결과, 친숙 제품의 경우 구성적 처리가 낮은 조건에서보다 높은 조건에서 반응양식에 따른 선호반전이 유의하게 더 많이 발생하였으나, 비친숙 제품에서는 차이가 나타나지 않았다. 또한 친숙한 제품의 경우, 인지욕구가 높은 집단에서는 구성적 처리의 각 수준에서 반응양식에 따른 선호반전 발생이 유의한 차이를 보이지 않았으나, 인지욕구가 낮은 집단에서는 유의한 차이가 나타났다. 그러나 이러한 결과 또한 비친숙 제품에서는 발견되지 않았다. 추가적으로 판단 및 선택과제에서 고려한 속성중요도 척도에 대한 응답을 분석한 결과, 친숙 제품과 비친숙 제품 모두에서 구성적 처리가 낮은 조건에서보다 높은 조건에서 반응양식에 따른 속성중요도의 차이가 크게 나타났고, 선호반전이 발생한 경우가 발생하지 않은 경우에 비해 반응양식에 따른 속성중요도에서 큰 차이를 보였다.
Abstract
This study investigated the effects of constructive processes and need for cognition on preference reversals in judgment and choice tasks. The experimental design was 2(degree of constructive processes: low/high) × 2(need for cognition: low/high) completely randomized factorial design. The results showed that first, in the familiar product, subjects in high constructive processes condition had higher rate in preference reversals in response mode than in low constructive processes condition. Second, in the familiar product, subjects who had high need for cognition did not show significant difference in preference reversals in response mode between low and high level of constructive processes. Third, in the familiar product, subjects who had low need for cognition showed significant difference in preference reversals in response mode between low and high level of constructive processes. However, in the unfamiliar product, all of the points mentioned above were not significant. In addition, subjects in high constructive processes condition showed significant difference in consideration of attribute importance in response mode. Also, when preference reversals happened, difference in consideration of attribute importance in response mode is significant.
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