본문 바로가기
KERD
논문KCI 등재

패키지 투명성에 따른 혜택 연상에 관한 실증 연구- 식품 선택 상황을 중심으로

Empirical Study on Benefit Associations by Package Transparency; Focused on the Context of Food Choice

김형준|민태기|권다은|진우진
한국소비문화학회|2017.06|소비문화연구 (Journal of Consumption Culture)|제20권 제2호|pp. 79-99|DOI 10.17053/jcc.2017.20.2.004

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

해석수준construal level theory패키지 투명성시각적의식선택프레임구체적/추상적package transparencyvisual consciousnesschoice frameconcrete/abstract benef

초록

시각적 자극에 대한 인식은 소비자의 구매행동을 이해하는 데 필수적이며, 내용을 확인할 수 있는 패키지 투명성은 소비자에게 시각적으로 인식하게 하는 중요한 단서를 제공한다. 본 연구는 식품 구매 상황에서 패키지 투명성의 정도에 따라 소비자 선택에 영향을 미칠 수 있는 해석 수준의 차이에 대한 연구를 수행하였다. 식품 선택과관련한 단기 혜택(예; 맛)과 장기 혜택(예; 건강)간의 자기 조절 갈등에 패키지 투명성이 어떤 영향을 주는가에대한 연구이다. 실험을 통한 연구 결과 본 연구는 몇 가지 중요한 연구 결과를 제시하였다. 첫째, 투명한 패키지는 시각적 의식 수준과 구체적 사고에 대한 해석 수준을 높여 소비자들이 단기적인 이익에 더욱 민감해진다. 둘째, 패키지의투명성 효과가 제품 유형(건강식품과 비건강식품)과 소비자의 건강 관심도에 따라 다르게 나타나는 상호 작용 효과가 있음을 제시하였다본 연구를 통하여 투명한 식품 패키지의 심리적 사고전환과 선택프레임 전환 효과를 검증함으로써 식품 구매상황에서의 소비자행동 연구를 확장시켰으며 기업의 패키지를 통해 마케팅 자극을 제시할 수 있는 전략적 함의를제공하고 있다.

Abstract

Awareness of visual stimulus is essential to understand purchasing behavior of consumer. Obviousness of transparent package in which can confirm the contents provides important external cues(arouse consumption) that recognizes appearance of food using visual sensory for consumer. According to a study of construal level, motivation for choosing specific food such as sensory appeal-sight, smell, and so on-easily dismissed abstract consume motivation such as health and others. We expected that food appearance which can be perceived through transparent packages plays the role to establish frame(long term benefits or short term benefits) of a criterion of food choice. In this study, we can verify that the transparent packages switch food choice frame through compare the condition group. It is a verification that the package transparency increases level of consideration regarding to short term benefits, and the package opacity increases level of consideration regarding to long term benefits. In this process, we use a study of construal level theory for verifying. In addition, we study a moderation effect according to a hedonic value, a unhealthy/healthy food category, a individual health concern, and gender.

참고문헌 (63)

  1. 김미자, "패키지디자인의 조형요소로서의 투명성에 대한 연구", 기초조형학연구, 6(2), pp.249~259 (2005), 한국기초조형학회
  2. 박소진, "건강동기와 환경에 대한 관심이 유기농 식품 선택에 미치는 영향 연구", 소비문화연구, 10(4), pp.107~126 (2007), 한국소비문화학회
  3. 송균석, "손실회피성향에서 시간적 거리감과 해석수준 효과 : 사전예측여부와 지각된 주의강도 중심으로", 소비문화연구, 15(3), pp.47~65 (2012), 한국소비문화학회
  4. 신성철, "현대 패키지디자인 소구유형의 특성에 관한 고찰", 한국상품문화디자인학회 논문집, 15, pp.117~135 (2004)
  5. 전상민, "건강관련 식품표시가 구매 전 품질평가와 제품 사용 및 구매태도, 구매의도에 미치는 영향: 계획적 행동이론을 바탕으로", 소비문화연구, 15(3), pp.67~90 (2012), 한국소비문화학회
  6. 최낙환, "소구속성유형별로 유발되는 감정과 마음가짐의 제품평가효과", 소비자학연구, 22(2), pp.23~59 (2011), 한국소비자학회
  7. 한승일, "포장디자인의 구매동기 유발에 관한 연구 : 과즙음료를 증심으로", 석사, 포장디자인, pp.1997
  8. Ares, G, "Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis", Food Quality and Preference, 21(8), pp.930~937 (2010)
  9. Argo, J. J., "When do consumers eat more? The role of appearance selfesteem and food packaging cues", Journal of Marketing, 76(2), pp.67~80 (2012)
  10. Barkeling, B., "Vision and Eating Behavior in Obese Subjects", Obesity Research, 11(1), pp.130~134 (2003)
  11. Beaver, J. D., "Individual differences in reward drive predict neural responses to images of food", The Journal of Neuroscience, 26(19), pp.5160~5166 (2006)
  12. Belei, N., "The Best of both worlds? Effects of attribute-induced goal conflict on consumption of healthful indulgences", Journal of Marketing Research, 49(6), pp.900~909 (2012)
  13. Bettman, J. R., "Constructive consumer choice processes", Journal of consumer research, 25(3), pp.187~217 (1998)
  14. Block, S. S., "Disinfection, sterilization, and preservation" (2001), Lippincott Williams & Wilkins
  15. Castellanos, E. H., "Obese adults have visual attention bias for food cue images: evidence for altered reward system function", International Journal of Obesity, 33(9), pp.1063~1073 (2009)
  16. Clement, J., "Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design", Journal of Marketing Management, 23(9-10), pp.917~928 (2007)
  17. Cornell, C. E., "Stimulus-induced eating when satiated", Physiology & Behavior, 45(4), pp.695~704 (1989)
  18. de Ridder, T. D. D., "Self-regulation in health behavior", pp.1~23 (2006)
  19. Deng, X., "When do transparent packages increase(or decrease)food consumption?", Journal of Marketing, 77(4), pp.104~117 (2013)
  20. Dhar, R., "Seeing the forest or the trees : Implications of construal level theory for consumer choice", Journal of Consumer Psychology, 17(2), pp.96~100 (2007)
  21. Dhar, R., "Making complementary choices in consumption episodes : Highlighting versus balancing", Journal of Marketing Research, 36(1), pp.29~44 (1999)
  22. Dhar, R., "Consumer choice between hedonic and utilitarian goods", Journal of marketing research, 37(1), pp.60~71 (2000)
  23. Finkelstein, S. R., "When healthy food makes you hungry", Journal of Consumer Research, 37(3), pp.357~367 (2010)
  24. Fujita, K., "Moving beyond deliberative control of impulses the effect of construal levels on evaluative associations in self-control conflicts", Psychological Science, 20(7), pp.799~804 (2009)
  25. Gail, T., "Cueing the consumer : The role of salient cues in consumer perception", Journal of Consumer Marketing, 4(2), pp.23~27 (1987)
  26. Gardner, M. P., "Better moods for better eating? How mood influences food choice", Journal of Consumer Psychology, 24(3), pp.320~335 (2014)
  27. Geyskens, K., "Tempt Me Just a Little Bit More : The Effect of Prior Food Temptation Actionability on Goal Activation and Consumption", Journal of Consumer Research, 35, pp.600~610 (2008)
  28. Glanz, K., "Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption", Journal of the American Dietetic Association, 98(10), pp.1118~1126 (1998)
  29. Gould, S. J., "Consumer attitudes toward health and health care: A differential perspective", Journal of Consumer Affairs, 22(1), pp.96~118 (1988)
  30. Hurling, R., "Eating with your eyes : effect of appearance on expectations of liking", Appetite, 41(2), pp.167~174 (2003)
  31. Imram N., "The role of visual cues in consumer perception and acceptance of a food product", Nutrition & Food Science, 99(5), pp.224~230 (1999)
  32. Irmak, C., "The impact of product name on dieters’ and nondieters’ food evaluations and consumption", Journal of Consumer Research, 38(2), pp.390~405 (2011)
  33. Kahneman, D., "Predicting a changing taste: Do people know what they will like?", Journal of Behavioral Decision Making, 5(3), pp.187~200 (1992)
  34. Lambie, J. A., "Consciousness and the varieties of emotion experience : a theoretical framework", Psychological review, 109(2), pp.219~ (2002)
  35. Lieberman, N., "The Psychology of transcending the here and now", Science, 322(5905), pp.1201~1205 (2008)
  36. Linne, Y., "Vision and Eating Behavior", Obesity Research, 10(2), pp.92~95 (2002)
  37. Loewenstein, G., "Out of Control : Visceral Influences on Behavior", Organizational Behavior and Human Decision Processes, 65(3), pp.272~292 (1996)
  38. Mai, R., "Taste lovers versus nutrition fact seekers : how health consciousness and self-efficacy determine the way consumers choose food products", Journal of Consumer Behaviour, 11(4), pp.316~328 (2012)
  39. Mai, R., "How to Combat the Unhealthy= Tasty Intuition : The Influencing Role of Health Consciousness", Journal of Public Policy & Marketing, 34(1), pp.63~83 (2015)
  40. Marcelino, A. S., "Internal and external determinants of eating initiation in humans", Appetite, 36(1), pp.9~14 (2001)
  41. Naylor, R. W., "Eating with a purpose: Consumer response to functional food health claims in conflicting versus complementary information environments", Journal of Public Policy & Marketing, 28(2), pp.221~233 (2009)
  42. Okada, E. M., "Justification effects on consumer choice of hedonic and utilitarian goods", Journal of marketing research, 42(1), pp.43~53 (2005)
  43. Ragaert, P., "onsumer perception and choice of minimally processed vegetable and packaged fruit", Food Quality and Preference, 15(3), pp.259~270 (2004)
  44. Raghunathan, R., "The unhealthy= tasty intuition and its effects on taste inferences, enjoyment, and choice of food products", Journal of Marketing, 70(4), pp.170~184 (2006)
  45. Ramsøy, T. Z., "Introspection and subliminal perception", Phenomenology and the Cognitive Sciences, 3(1), pp.1~23 (2004)
  46. Ronteltap, A., "Construal levels of healthy eating. Exploring consumers’ interpretation of health in the food context", Appetite, 59(2), pp.333~340 (2012)
  47. Rosenbaum, M., "Leptin reverses weight loss-induced changes in regional neural activity responses to visual food stimuli", The Journal of clinical investigation, 118(7), pp.2583~ (2008)
  48. Schur, E. A., "Activation in brain energy regulation and reward centers by food cues varies with choice of visual stimulus", International Journal of Obesity, 33(6), pp.653~661 (2009)
  49. Schmeichel, B. J., "Selfaffirmation and self-control: affirming core values counteracts ego depletion", Journal of personality and social psychology, 96(4), pp.770~ (2009)
  50. Schurmann, J., "Trend Towards Transparency" (2013), Cup & Co
  51. Shiv, B., "Spontaneous versus Controlled Influences of Stimulus-Based Affect on Choice Behavior", Organizational Behavior and Human Decision Processes, 87(2), pp.342~370 (2002)
  52. Steptoe, A., "Development of a measure of the motives underlying the selection of food : the food choice questionnaire", Appetite, 25(3), pp.267~284 (1995)
  53. Stober, J., "Reduced concreteness of worry in generalized anxiety disorder : Findings from a therapy study", Cognitive Therapy and Research, 26(1), pp.89~96 (2002)
  54. Stroebe, W., "Why dieters fail : Testing the goal conflict model of eating", Journal of Experimental Social Psychology, 44(1), pp.26~36 (2008)
  55. Talukdar, D., "To buy or not to buy: Consumers' demand response patterns for healthy versus unhealthy food", Journal of Marketing, 77(2), pp.124~138 (2013)
  56. Tuomisto T., "Reasons for Initiation and Cessation of Eating in Obese Men and Women and the Affective Consequences of Eating in Everyday Situations", Appetite, 30(2), pp.211~222 (1998)
  57. Vanata, D. F., "Seating proximity in a cafeteria influences dessert consumption among college students", International Journal of Humanities and Social Sciences, 1(4), pp.1~6 (2011)
  58. Wadhera, D., "A review of visual cues associated with food on food acceptance and consumption", Eating behaviors, 15(1), pp.132~143 (2014)
  59. Wansink, B., "Environmental factors that increase the food intake and consumption volume of unknowing consumers", Annual Review of Nutrition, 24, pp.455~479 (2004)
  60. Wansink, B., "Bottomless Bowls : Why Visual Cues of Portion Size May Influence Intake", Obesity Research, 13(1), pp.93~100 (2005)
  61. Wansink, B., "The Office Candy Dish : Proximity’s Influence on Estimated and Actual Candy Consumption", International Journal of Obesity, 30(5), pp.871~875 (2006)
  62. Wiens, S., "Concepts of visual consciousness and their measurement", Advances in Cognitive Psychology, 3(1-2), pp.349~359 (2007)
  63. Wiens, S., "Interoception in emotional experience", Current opinion in neurology, 18(4), pp.442~447 (2005)

이 간행물의 다른 논문 (10건)

한국 중산층의 계층귀속의식이종희pp. 1-22착한기업 이미지가 구매에 영향을 미치는가?: 착한기업 이미지와구매의도 간의 관계에 미치는 기업-소비자 동일시 매개효과 중심으로김수현, 최은정pp. 23-47청년 세대 음식소비문화에 관한 연구최유정, 고명지, 최샛별pp. 49-781인 가구와 다인 가구의 라이프스타일이 삶의 만족도에 미치는 영향- 노후준비를 매개로 하여 -황덕순, 김수미pp. 101-134명품의 모방 브랜드, 약인가? 독인가?: 소비자 특성 및 제품 유형이 브랜드 태도에 미치는 영향을 중심으로이청림pp. 135-161
원문 보기