기분, 결정방식, 결정전략이 선호일관성에 미치는 영향: 결정적합을 중심으로
Fitting decision and preference consistency
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초록
본 연구는 소비자의 결정상황에서 기분, 결정방식, 결정전략을 결합하여 이 변수들이 소비자의 선호일관성에 미치는 영향을 살펴보았다. 분석결과, 기분과 결정방식에 따라 소비자의 선호일관성이 다르게 나타났으며, 두 변수간의 유의한 이원 상호작용 효과도 나타났다. 즉, 직관형의 사람은 슬픈 기분과 즐거운 기분에서 유사한 선호일관성을 보였지만, 숙고형의 사람은 슬픈 기분에서 더 일관된 선호와 즐거운 기분에서 비일관된 선호를 보였다. 또한 결정방식과 결정전략의 유의한 이원 상호작용 효과도 나타났다. 즉, 직관형의 사람은 직관전략에서, 숙고형의 사람은 숙고전략에서 더 일관된 선호를 보였다. 본 연구를 통해 선호의 일관성을 가져오는 결정적합이 있음을 밝혔다.
Abstract
The objective of this study is to investigate the effect of mood, decision mode, and decision strategy on the preference consistency in the process of judgment of decision of the consumer. The experimental design was 2(mood: pleasant vs. sad) x 2(decision mode: intuitive vs. deliberate type) x 2(decision strategy: intuitive vs. deliberate) 3-way randomized design. The dependent variable is the number of inconsistent choices. The main findings of this study were as follows: consumer’s preference consistency was changed by mood and decision mode, and their interaction showed. The fitting decision between mood and decision mode existed. Intuitive person(type-I) showed a similar preference consistency regardless of the kinds of mood, however, deliberate person(type-D) showed a more consistent preference on sad mood than pleasant mood. Also there was an interaction effect between decision mode and decision strategy, that is, the fitting decision between decision mode and decision strategy existed. Intuitive person showed a more consistent preference on intuitive strategy, deliberate person showed a more consistent preference on deliberate strategy. The finding of this study shows that there are fitting decisions in preference consistency.
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