손실회피성향에서 시간적 거리감과 해석수준 효과 : 사전예측여부와 지각된 주의강도 중심으로
The Effect of Temporal Distance and Construal Level on Loss Aversion : Focused on Exchange Expectation and Perceptional Attention Intension
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초록
본 연구는 이득보다 손실을 더 싫어하는 경향인 손실회피성향을 해석수준이론 차원에서 확인하는데 그 목적을 두고 있다. 즉 손실회피성향(loss aversion)의 시간적 거리감(temporal distance)이 발생한다는 선행연구(Bilgin and LeBoeuf 2010)를 확대하여 사람들이 이득보다는 손실을 경험할 때 시간적으로 더 짧고가깝게 느끼는 조건들을 확인하는 것이다. 특히 손실회피의 시간적 거리감의 지각에 영향을 주는 또 다른요인변수로 주어진 정보량의 크기에 따른 지각된 주의강도를 선정하여 모형의 확장성을 확인하였다. 더 나아가 기존 연구에서의 유형재뿐 아니라 무형재로까지 제품유형을 확대 적용하였다. 실험1은 이득/손실의 변경에 대한 사전예측 여부가 손실회피의 시간적 거리감의 발생에 미치는 영향을기숙사 룸을 대상으로 실시하였고, 실험2는 주어진 정보량의 크기에 따른 지각된 주의강도의 영향 정도를여행상품을 대상으로 조사하도록 각각 구성되었다. 실험1에서 기숙사 룸 변경에 따른 최종결과치가 이득일 때 보다는 손실로 주어질 때 시간적 거리감을 더가깝게 혹은 더 짧게 느끼고 있었다. 또 이득보다 손실일 때 이득/손실의 변화크기도 더 크게 지각할 뿐만아니라 최종결과물과 시간적 거리감의 지각관계에 영향을 미치는 매개효과를 확인하였다. 그리고 손실회피에서 시간적 거리감의 지각정도는 이득/손실에 대한 사전예측 여부에 영향을 받으며, 사전예측이 불가능한경우 이득보다 손실일 때 시간적으로 더 가깝게 느꼈다. 실험2에서 무형재도 이득보다 손실일 때 시간적으로 더 가깝게 느끼는 것으로 나타났다. 또 주어진 정보량의 크기에 따른 지각된 주의강도 역시 사전예측 여부와 마찬가지로 이득보다는 손실일 때 시간적 거리감을 더 가깝게 느꼈다. 그리고 지각된 주의강도가 클 경우, 이득보다는 손실에서 변화크기를 더 크게 지각하였다.
Abstract
The purpose of this study investigates the effect of loss aversion(Tversky and Kahneman 1991) on construal level theory(Liberman and Trope 1998, 2003). It is proposed that a future time interval's perceived length will be affected by whether the interval ends with a gain or loss. Two experiments indicate that consumers perceive intervals ending with losses as shorter than equivalent intervals ending with gains. The current findings suggest that losses loom nearer and larger than gains. Because of this, consumers may want to expedite losses to minimize dread but delay gains to maximize anticipation. And suggest that moderating role of exchange expectations in loss aversion by presenting an dormitory-move scenario. Specifically, the second experiment indicate that losses loom larger than gains and thus have a greater subjective impact on attention than gains. Based on the previous studies on losses may attract more attention than gains(Baumeister et al. 2001; Rozin and Royzman 2001), this study suggest that a loss at the end of an interval may capture more attention than a gain at the end of an equivalent interval by presenting a travel product's options-exchange scenario.
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