악한 제품의 건강 라벨링 유형이범주 지각 및 제품 평가에 미치는 효과
The effect of the type of health labeling of vice product on category perception and product evaluation
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본 연구는 악한 제품이 건강 라벨링을 통해 악한 범주로 지각되는 것에서 벗어날 수 있는 효과적인 포지셔닝 전략을 알아보고자 일련의 실험을 통해 검증하였다. 최근 소비자들은 음식 소비에서 더 이상 맛있는 것만을 원하는 것이 아니라 건강도 추구한다. 이에 따라 그동안 악한 음식 제품을 제공해왔던 식품업계에서는 기존 제품보다 더 건강한 제품을 새로 출시하면서 효과적인 포지셔닝 전략이 중요해졌다. 소비자들에게 차별적인 제품임을 어필하고자, 제품의 패키지에 건강 라벨링을 제시하는 방법이 활발히 사용되고 있다. 특히 제품에 제시되는 건강 라벨링이 어떠한 유형인지에 따라 소비자들이 제품을 해석하고 평가하는 것에 차이가 있을 것이라고 가정하였다. 연구 1에서는 건강 라벨링이 선한 속성을 강조하는 경우가 악한 속성을 감소시킨 경우보다 제품을 악한 범주로 지각하는 정도가 더 낮으며, 해로움을 지각하는 정도가 낮아지는 효과 또한 더 크다는 것을 검증하였다. 연구 2는 악한 속성을 감소시켰을 때 나타난 효과에 대해 건강 라벨링의 내용을 분리하여 처리하는 과정으로 인하여 건강에 해롭다는 개념에 사고의 프레임이 머물러 있기 때문임을 직접적으로 밝히기 위해 수행되었다. 실험 과제를 통해 분리 처리를 억제한 조건이 억제하지 않은 조건보다 제품을 악한 범주로 지각하는 정도가 더 낮고, 해로움을 지각하는 정도가 낮아지는 효과도 더 크다는 것을 확인하였다. 최근 소비자들의 건강 추구로 인해 악한 제품의 기존 이미지 탈피가 필요한 시점에서 건강 라벨링을 활용한 효과적인 포지셔닝 전략이 무엇인지를 밝혔다는 점에서 실무적인 시사점을 지닌다.
Abstract
his research examines which positioning strategy is effective when trying to deviate from the perception of vice products by using health labeling. Consumers want food that is not only tasty but also healthy. In response to this demand, food companies that have produced vice foods are releasing products healthier than existing ones; to promote these foods, it is important to have effective positioning strategies. When appealing to consumers with a product that is perceived as a vice product, the way that health labeling is used on the product package is important. In terms of different type of health labeling of vice product, the tendency to translate the product into the vice category and the evaluating a product as being unhealthy can be different. Study 1 found that emphasizing the virtue attribute reduced the perception of the product as a vice more than when the vice attribute was emphasized. In addition, Study 1 examined that when emphasizing the virtue attribute, the level of perceiving the product as bad for health was lower more than when emphasizing the vice attribute. Study 2 was performed to reveal directly that frames of thinking stay in the concept of unhealthiness because of process of dissociation of a core supposition and a negation tag in health labeling. Study 2 found that suppressing the process of dissociation reduced the perception of the product as a vice more than when the process of dissociation was not suppressed. In addition, when suppressing the process of dissociation, the level of perceiving the product as bad for health was lower more than when process of dissociation was not suppressed. As consumers pursue healthiness recently, it is important to escape the existing images. In response to this issue, this research examines effective positioning strategies for health labeling in order to provide practical implication.
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