소비자의 정보왜곡 편향과 감성적 부담감을 주는 후발 브랜드의 속성제시전략
Late-Mover Brand's Competitive Strategy based on Emotion-Laden Attributes considering Consumers' Distortion Bias of Product Information
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초록
일반적으로 소비자는 제품선택시, 대안간 속성비교의 어려움을 줄이기 위해 선발 브랜드에게 유리한 방향으로 제품정보를 왜곡시켜 지각하는 편향이 있다. 이러한 편향으로 인해 후발 브랜드의 차별화 전략은 실패하는 경우가 많았다. 이에 대해서 본 연구는 후발 브랜드가 선발 브랜드를 상대하여 시장에 진출할 때에 소비자에게 어떻게 소구해야 후발 브랜드에게 불리한 소비자의 정보왜곡성향을 극복할 수 있는지를 연구하였다. 그리고 이를 위해 본 연구는 실험을 실시하였다. 실험결과, 후발 브랜드의 속성제시전략은 자존심, 도덕심, 신앙심, 가족의 안위, 건강 등 소비자의 정서적 측면에서 감성적 부담감을 주는 속성(inherently emotion-laden attributes)에 기반 하여 소구하는 경우에, 제품의 기본속성에 기반 하여 소구하는 경우보다 소비자의 선발 브랜드를 선호하는 제품정보왜곡 편향이 줄어드는 것으로 나타났다. 그러므로 후발 브랜드의 감정적 부담감을 주는 속성제시전략은 선발 브랜드의 브랜드 파워를 극복하는 효과적인 전략이 될 수 있다.
Abstract
Consumers tend to have distortion bias of product information for pioneer brand when they are making a decision. Because they want to reduce trade-off difficulty. That is why late-mover brand's differentiation strategy against the pioneer brand tends to fail. So, this study took notice of late-mover brand's marketing strategy against to consumers' distortion bias of product information for pioneer brand. We suggested that if the late-mover appeal inherently emotion-laden attributes (e.g. self-respect, a sense of morality, religious belief, safety of family, health etc.) to consumers, then it will attenuate consumers' distortion bias more than the case if it appeals intrinsic attributes. Our study carried out an experiment in order to our hypotheses. Therefore, It is more effective when the late-mover suggests its emotion-laden attribute to consumers in overcoming the pioneer's brand power.
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