선택/포기 메시지 프레이밍과 준거 대안 간 조화성이 소비자의 태도 변화에 미치는 효과
The Effect of Compatibility of Message Framing and Focused Alternative on Consumer’s Attitude Change
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초록
본 연구는 Shafir(1993)가 제안한 반응 조화설을 바탕으로, 준거 대안과 메시지 프레이밍 간 조화성이 비교 대안들에 대한 소비자의 태도 변화에 영향을 미칠 것으로 보았다. 또한 이 과정을 태도 확신성이 매개할 것이라고 예측하였다. 우선 실험 1에서는 선택/포기 과업이 메시지 프레이밍으로 적용됨에 따라 소비자의 인지 반응이 어떠한 차이를 보이는지를 일차적으로 검증하였다. 참여자의 기술 내용 분석 결과, 대안 처리의 긍정적 초점화 반응은 ‘포기’보다 ‘선택’ 메시지 프레이밍에서 유의하게 나타났다. 반면 부정적인 초점화 반응은 ‘선택’보다 ‘포기’ 메시지 프레이밍에서 유의하게 나타났다. 또한 준거 대안과 프레이밍의 조화성에 따른 대안의 인지적 처리 반응 시간 차이를 확인하였다. 실험 2에서는 준거 대안이 무엇인지에 따라 집단을 구분한 뒤, 선택/포기 메시지 프레이밍이 태도 변화를 유도할 수 있는지를 확인하였고, 태도 확신성의 매개 역할을 검증하였다. 실험 결과, 준거가 ‘채택 대안’일 경우에는 메시지 프레이밍에 따른 태도의 변화 차이가 명확히 나타나지 않았으며, 이 조건에서는 메시지 프레이밍이 태도 확신성에만 영향을 미친 것으로 나타났다. 반면 준거가 ‘비 채택 대안’일 경우에는 메시지 프레이밍에 따라 태도의 극성이 변화된 양상을 보였다. 즉 메시지 프레이밍이 ‘선택’으로 제시된 경우, 비 채택 대안에 대한 태도가 호의적인 방향으로 변화하였고, ‘포기’로 제시된 경우에는 비호의적인 방향으로 변화하였다. 특히 이 조건에서 메시지 프레이밍은 태도 확신성에 차별적인 영향을 미친 것으로 나타났고, 태도 확신성은 대안과 메시지 프레이밍 간 조화성이 태도 변화에 미치는 영향을 매개한 것으로 나타났다. 이러한 결과들은 선호가 이미 형성된 시점 이후에도 대안 처리의 초점화를 다르게 유도하는 프레이밍을 통해 소비자의 태도 변화를 효율적으로 이끌 수 있음을 시사한다.
Abstract
In accordance to the response compatibility Hypotheses, this study aims to find out how to lead consumer’s attitude change depending on which alternative is on focus, whether the chosen one or the not-chosen one. It assumes, as Shfir(1993) has suggested in his response compatibility hypothesis, the fit of focused alternative and message framing would have different effects on attitude change. It also predicts the effect of this fit on attitude certainty and the mediation effect of attitude certainty towards the attitude change. Experiment 1 was conducted in order to investigate consumer’s cognitive response depending on the 2(Focused alternative: chosen option/not chosen option) X 2(Message framing: choice/reject) condition. The results suggests that in ‘the chosen option’ condition, ‘choice framing’rather than ‘reject framing’ showed faster response time while in ‘the not-chosen option’ condition, ‘reject framing’ rather than ‘choice framing’ showed faster response. Also, content analysis was conducted in order to find out what was in mind of participant when it comes to focused alterative. In experiment 2, participants were randomly divided in 2(Focused alternative: chosen option/not chosen option) X 2(Message framing: choice/reject) experimental design. As a result, in ‘the chosen option’ condition, the attitude change by different message framing was not strong and it only influenced on the attitude certainty. However, in ‘the not-chosen option’ condition, it reveals strong attitude change depending on the message framing where the attitude of not-chosen option became more favorable in the ‘choice framing’ and more unfavorable in the ‘reject framing’. In this condition, the message framing has different effects on attitude change, and this was mediated by the attitude certainty. The result was mainly analyzed with the valence and this suggests participants were more prone to positive focus in the choice framing while negative focus in the reject framing. The result of study provides implication in various related fields.
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