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목적점화효과의 조절요인에 관한 연구

A Study on the Moderators of Goal Priming Effect

김익태|최낙환
한국소비문화학회|2010.12|소비문화연구 (Journal of Consumption Culture)|제13권 제4호|pp. 21-39|DOI 10.17053/jcc.2010.13.4.002

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참고문헌

키워드

목적점화(goal prime)무의식적 목적추구(nonconscious goal pursuit)점화효과(priming effect)행동패턴(behavior patterns)지식수준(level of knowledge)

초록

이 연구는 노출된 단서가 과거의 행동패턴이나 습관과는 다르게 차별화 되는 경우에 점화된 내용과 일치하는 행동이 유발되는가 아니면 불일치한 행동이 유발 되는가를 검증하고, 또 소비자의 제품 지식수준에 따라서 점화의효과가 조정되는가를 탐색하였다. 따라서 이 연구는 점화의 행동효과와 무의식적 목적추구에 관한 선행 연구를탐색하고, 소비자의 제품 지식수준과 과거 행동패턴과 점화된 상황의 독특성 또는 차별성에 따른 목적점화의 조절효과를 분석하였다. 연구결과, 어머니 생신 선물을 구매하는 상황에서 검소와 관련된 점화자극에 점화된 피험자는 검소와 관련된 제품을 더 선택하는 모습을 보였고, 사치와 관련된 점화자극에 점화된 피험자는 사치와 관련된 제품을 더 선택하는 모습을 보였으며, 일반적이지 못한 차별적 상황에서 목적점화의 효과는 조절되는 것으로 나타났다. 그리고개인들이 제품에 대하여 가지고 있는 지식수준에 따라 점화의 효과가 조절되었으며, 행동패턴도 조절작용을 하였다. 따라서 점화된 목적은 목적과 일치한 행동을 유도하며, 점화효과는 상황의 독특성, 소비자가 가지고 있는제품에 대한 지식수준, 그리고 개인들의 행동패턴에 따라 조절될 수 있음을 발견하였다.

Abstract

The purpose of this study is to search for the moderators such as the consumer's knowledge, the past behavior patterns, and uncommoness or distinctiveness of the situations of goal priming effects. This study frames an hypothesis on the product choice effect of goal priming, and the level of consumer's understanding goods, and the distinctiveness of primed situation and consumer's past behavior pattern were selected as a variable of moderating goal priming effects. The hypotheses were tested by using the subjective measure, and the distinciveness of primed situation was detected by using two cases : one is to give a present to mother on her birthday and the other is to friend on the birthday. and the case of friend's birthday was looked upon as uncommon context. Besides,to test roles of the past particular behavior patterns on the assumption that consumers keep the same behavior patterns as they have done, past behavioral patterns were detected. The results of testing hypotheses are as follows. First, the primed goal showed that it induced a prime-consistent behavior. In case of woolen gloves and leather gloves as a gift for mother, thrifty priming led the participants to choose the woolen gloves more,and luxury priming to choose the leather gloves more. In the result, the priming generated by an accidental exposure had an influence on product-choice and individual's behavior. Second, the effect of goal priming turned out to be affected by uncommon context and to be moderated in the distinctive context. Mother's birthday present brought out more priming effect than that of the friend's birthday did, that is, uncommon context weakened the effect of goal priming. These results indicate that individuals are affected by environmental uncommon context like the unexperienced situations. Third, in proportion to consumer's information level of goods, goal priming was affected differently and then priming effect was moderated. In other words, priming effect with the luxury priming was higher than any other case to the consumers who had a high information level of goods, and in the priming situation the information level of goods could play a moderating role. Fourth, the effect of goal priming was moderated by individuals` behavior patterns. Goal priming had an impact on choosing the gift according to the past behavior patterns. The consumer who purchased expensive goods as mother's birthday gift in the past showed more priming effect in luxury priming than all the other cases. Therefore, the effect of goal priming was moderated by the past behavior pattern.

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