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불확실성이 시점 간 선택에 미치는 영향: 정서 의존의 매개효과와 조절 초점 및 이벤트 표식의 조절효과를 중심으로

The Effect of Uncertainty on Intertemporal Choices: Focusing on the Mediation Effect of Affect Reliance and the Moderation Effects of Regulatory Focus and Event Markers

이진용|이주희
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2023.06|상품학연구 (Journal of Product Research)|제41권 제3호|pp. 1-11|DOI 10.36345/kacst.2023.41.3.001

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참고문헌

키워드

불확실성regulatory focusuncertainty시점 간 선택조절 초점event markerintertemporal choice정서 의존이벤트 표식reliance-on-affect
주제분류경영학

초록

본 연구는 소비자들이 현재의 의사결정과 직접적으로 관련이 없는 불확실성을 느낄 때 정서 의존에 의하여 시점 간 선택을 어떻게 수행하는지 살펴보았다. 특히 불확실/확실 조건에서 정서 의존의 매개효과와 조절 초점 및 이벤트 표식의 조절 효과를 검증했다. 연구 1에서 불확실성/확실성이 조절 초점과 함께 작동하면서 정서 의존 및 시점 간 선택에 미치는 영향을 살펴보았다. 예방 초점이 활성화되면 향상 초점 상황에 비하여 불확실 상황에서도 정서 의존 성향이 약해지고 미래의 큰 대안에 대한 선호도가 높아졌다. 향상 초점 상황에서는 전반적으로 정서 의존 및 즉각적인 작은 대안 선호도가 높아졌으며 불확실 상황에서 이러한 성향이 강화되었다. 연구 2에서 이벤트 표식의 조절 효과를 확인했다. 불확실 조건에서 전반적으로 정서적 의존이 높아지기 때문에 4 이벤트 조건에서(1 이벤트 조건에 비하여) 기다림에 대한 주의력이 분산되어 상대적으로 미래의 큰 대안 선호도가 높아졌다. 반면, 확실 조건에서는 4 이벤트 조건에서(1 이벤트 조건에 비하여) 이벤트 표식이 시간의 흐름에 대한 근거로 작용하여 즉시 얻을 수 있는 작은 대안 선호도가 상대적으로 높아졌다. 연구 결과에 의존하여 연구의 한계 및 미래 연구 방향과 시사점을 논의하였다.

Abstract

The purpose of this study is to examine how reliance-on-affect changes when consumers make choices between intertemporal options when they feel personal uncertainty that is not related to current decisions. Specifically, the effect of reliance-on-affect and intertemporal choices with mediators of regulatory focus and event markers in a manipulated uncertainty or certainty situations was investigated. In Study 1, the effect on reliance-on-affect according to the promotion/prevention focus in a situation of uncertainty was checked, and in addition, the effect on the selection between intertemporal choices was also measured. The study found that when the prevention focus was activated, reliance on affect decreased in the uncertainty condition, so that Later Larger options were preferred. On the other hand, when the promotion focus was activated, reliance on affect increased, so that Sooner Smaller options were preferred and in the uncertainty condition, reliance on affect and the preferences of Sooner Smaller options became stronger. In Study 2, the effect of reliance-on-affect according to the uncertainty/certainty on the intertemporal choice with the moderation of event markers was investigated. The moderation effect of event markers on intertemporal choices (with a mediation of reliance on affect) was checked. Decision makers whose reliance-on-affect was increased by uncertainty preferred a Larger Later option when selecting options between time points in the 4-event condition (more interruption) than in the 1-event condition (less interruption), and decision-makers whose reliance on cognition was increased by certainty preferred a Small Sooner option when selecting between time points in the 4-event condition (longer time perception) than in the 1-event condition (shorter time perception). Based on the research results, limitations, future research directions, and implications were discussed.

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