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시간적 거리가 소비자 의사결정에 미치는 영향에 관한 연구 - 경제학적 접근 및 심리학적 접근의 비교분석 및 향후 연구 제안을 중심으로

The Effect of Temporal Distance on Consumer Decision Making : Focusing on Comparative Analysis between Economic and Psychological Perspectives and Suggestions for Future Research

이진용
한국소비문화학회|2010.12|소비문화연구 (Journal of Consumption Culture)|제13권 제4호|pp. 201-222|DOI 10.17053/jcc.2010.13.4.011

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참고문헌

키워드

자아통제psychological distanceself control해석수준이론시간적 거리temporal distanceconstrual level theoryintertemporal choice자원고갈시간차이의 의사결정시간차이의 선택할인효용모형쌍곡선형 할인모형intertemporal decisiondiscounted utility theoryhyperbolic discounting modelresource depletion

초록

시간적 거리가 다른 의사결정(intertemporal decision)은 여러 시점에 걸쳐서 나타나는 대안들을 평가하고선택하는 것이다. 이러한 의사결정은 실제 생활에서 광범위하게 나타난다. 칼로리가 높은 간식을 먹을 것인가하는 일상적인 것부터 결혼, 건강에 관한 사안, 퇴직연금 등 대단히 중요한 의사결정을 포함한다. 과거에는 할인효용 모형(discounted utility model)의 예측과 같이, 미래의 선택대안(제품, 화폐 등) 가치가 현재 가치로 전환될 때에 시간적 거리에 의해서만 영향을 받고 전체 기간에 걸쳐 동일한 할인율로 감소할 것이라고 가정하였다. 하지만, 최근 연구결과들은 시간적 차이가 있는 소비자 의사결정에 대하여 다양하고 복잡한 원칙들을제시하고 있다(예를 들어 쌍곡선형 할인모형, 해석수준이론, 자아통제자원 고갈 등). 본 연구는 시간 차이의 의사결정에 관한 기존 연구들을 검토 분석하고, 마케팅 분야의 미래 연구 주제를 제안하는 데에 목적이 있다. 먼저, 경제학적, 심리학적 접근방법에 대하여 기여도가 높은 연구들을 검토하였다. 그 다음으로 두 접근방법의 장점 및 한계점을 평가한 후에 연구의 시사점 및 미래 연구 주제에 대한 논의 등을 수행하였다.

Abstract

Intertemporal decisions result in consequences that function over time. These decisions are ubiquitous in real life, ranging from the mundane? whether to eat delicious but unhealthy snacks? to exceptionally serious decisions about marriage, health behaviors and retirement pension plans. It was, traditionally,assumed that future rewards were discounted at a constant rate over time as the discounted utility model predicted. Recent theoretical and empirical findings from economic and psychological approaches,however, have accumulated more complicated principles of how consumers make intertemporal decisions (e.g., hyperbolic discounting model, construal level theory, and self control resource depletion). The main objectives of this study are to review and analyse the existing knowledge on intertemporal decisions and,then, to propose some future research issues in marketing. We first review the studies significantly contributing to the area of intertemporal decisions, both from economic and psychological perspectives. Next, we evaluate advantages and potential problems of the 2 different approaches. We conclude by formulating an agenda for implications and future research issues.

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