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조절초점이 소비자 행복에 미치는 영향 : 예측방법과 시간적 거리의 조절효과를 중심으로

Understanding How Consumer Characteristics Affect Happiness

김경민|추령
한국전문경영인학회|2018.12|전문경영인연구 (Journal of CEO and Management Studies)|제21권 제4호|pp. 363-383

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참고문헌

키워드

행복Happiness조절초점Temporal distanceForecasting시간적 거리Regulatory focusBackcasting순향예측역향예측

초록

향상 초점과 방어 초점에 따라 소비자들의 미래사건 예측들이 상이하게 나타나는 것으로알려져 있다. 본 연구는 이러한 측면에서 소비자의 예측 방식과 시간적 거리간의 상호작용으로 행복에 영향을 끼칠 것으로 예상하고 관련된 가설들을 설정하였다. 실험 1은 2(조절초점: 향상 초점 / 방어 초점) × 2(예측 방식: 역향예측 / 순향예측), 실험 2는 2(조절초점: 향상 초점 / 방어 초점) × 2(시간적 거리: 먼 미래 / 가까운 미래)의집단 간 요인으로 실험을 진행하였다. 실험 1은 조절 초점과 예측 방식의 상호작용에 관한 것이었다. 조절 초점과 예측 방식두 가지 변수의 주 효과는 통계적으로 유의하며 예측대로 변수간의 상호작용효과는 유의한 것으로 나타났다. 실험 2는 조절 초점과 시간적 거리의 상호작용에 대한 연구였다. 조절초점의 주 효과는 유의하지 않지만, 시간적 거리의 주 효과는 통계적으로 유의하였다. 본 연구의 결과는 제품을 소비하면서 느끼는 행복은 소비자의 개인 성향인 조절초점에대해 예측 방식과 시간적 거리 간의 상호작용을 통해 영향을 주기 때문에 기업의 광고전략을 수립하고 실행하는 과정에서 소비자의 행복을 판단하기 위해, 조절초점을 통하여과학적이고 체계적인 마케팅 전략 방향을 제시하였다는 것이다.

Abstract

Previous studies have reported that, according to promotion focus and prevention focus in regulatory focus, consumers’ predictions of future events are different. Various hypotheses have been established that, regulatory focus has influence not only on product attitudes but also on consumer happiness, and also interaction of forecast methods and temporal distance are expected to affect consumer happiness. In our first experiment, we carried out a 2(regulatory focus: promotion focus/ prevention focus) ×2(prediction method: forecasting/ backcasting) between subject design. Our second experiment 2 was a 2(regulatory focus: promotion focus) ×2(temporal distance: near future/ distance future) between subject study. The first experiment showed a significant interaction between regulatory focus and prediction method on happiness. In other words in the case promotion focus, consumers who use forecasting indicate more influence on happiness than backcasting. However, in the case of prevention focus, it has nothing to do with the prediction method used. Evidently, the second experiment also showed a significant interaction between regulatory focus and temporal distance. Similar to experiment 1, the interaction effect of the two variables was significant as expected. In other words it is found that while promotion focus consumers prefer to select distance future time, consumers of prevention focus prefer to select near future time. These results suggest that because of the influence given by the interaction of consumer characteristics of regulatory focus and prediction method, temporal distance on happiness obtained from the consumption of product, understanding of regulatory focus is important from the strategic marketing aspect. Preceding study is worthwhile for happiness and future prediction in the field of marketing

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