고려상표군 형성이 금융상품 선택변화에 미치는 영향
The Effect of Consideration Set Formation on Choice of Financial Product
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
마케팅과 심리학에서 금융상품에 대한 반응을 다룬 많은 선행 연구들은 소비자의 위험추구경향과 최종선택 간 관계를 다루고 있다. 이러한 연구에서 나아가 본 연구는 소비자의 조절초점에 따라 고려상표군 형성 시 보이는 행동패턴과 이것이 최종선택에 미치는 영향을 다각도로 살펴보고자 하였다. 가설과 결과에 따르면, 큰 상품구색과 수익-손실 간 상충관계로 인하여 선택의 어려움에 놓여있을 때 예방초점 소비자들은 고려상표군을 형성한 후 선택을 하게 하면 선택만 한 조건에 비하여 안전한 상품을 더 많이 선택하는 경향을 보였다. 또한 고려상표군을 형성한 집단만을 분석하면 안전성을 기준으로 상품들을 선별하는 것으로 나타났으며 이후 선택단계에서는 이 중에서 가장 덜 안전한 대안을 선택하는 모습을 보였다. 이에 반하여 향상초점 소비자들은 선택단계 간 최종대안 성격에 차이를 보이지 않았을 뿐 아니라 주로 위험대안을 위주로 고려상표군을 형성하고 최종선택단계에서 선택의 변화를 겪지 않는 것으로 나타났다. 이러한 결과는 선택 시 지각된 어려움이 일부 매개하는 것으로 밝혀졌다. 본 연구는 소비자들이 상표선택, 고려상표군 형성 그리고 형성 후 상표선택에서 보이는 행동에 대한 통합된 결과를 제시하였다.
Abstract
The previous studies that dealt with the response to financial products in marketing primarily address have focused on the final choice with the consumer tendency toward risk as a key antecedent. Going a further step, the current study considered consumers' regulatory focus and investigated how they form consideration sets before choosing a final option and how consideration formation affects their final choice in various perspectives. According to the results, prevention-focused consumers selected more safer options when they form consideration sets before final choice compared to when they choose finan option. The groups that formed the consideration set were found to sort products based on safety, and later in the selection stage, the least safe alternative was chosen. In contrast, promotion-focused consumers not only showed no difference regardless of choice stages, but also formed their consideration set based on risk property and did not experience change in choice at the final choice stage. These results were found to be partly attributable to perceived choice difficulty. The current study presented an integrated result of how consumers will behave with product choice and consideration formation.
참고문헌 (46)
- 김영두, "대안 구색에 따른 선택에 프레이밍과 조절초점이 미치는 영향: 절충 대안 대 양 극단 대안 그리고 대안 비교 맥락을 중심으로 -", 마케팅관리연구, 17(4), pp.139~172 (2012), 한국마케팅관리학회
- 김영두, "조절초점과 기대수익-위험 정보 구성이 금융투자상품의 선택에 미치는 영향", 소비자학연구, 22(4), pp.103~134 (2011), 한국소비자학회
- 류강석, "소비자의 조절초점이 타협대안의 선택에 미치는 영향", 마케팅연구, 21(4), pp.49~66 (2006), 한국마케팅학회
- 박기경, "지각 수월성이 가격할인에 대한 소비자 반응에 미치는 영향", 박사, pp.2015
- 박기경, "소비자의 조절초점, 상품구색의 크기, 그리고 선택모드가 금융상품 선택에 미치는 영향", 마케팅연구, 30(4), pp.1~19 (2015), 한국마케팅학회
- 박기경, "조절초점과 의사결정 어려움이 고려상표군 구성의 이질성에 미치는 효과", 소비자학연구, 27(6), pp.129~146 (2016), 한국소비자학회
- 박세훈, "조절적 적합성과 과도한 적합성이 소비자의 선택 연기에 미치는 영향", 소비자학연구, 20(1), pp.151~175 (2009), 한국소비자학회
- 정유정, "조절초점(regulatory focus)이 선택대안의 구성에 미치는 영향: 만족", 불만족 경험의 조절효과, 2013, pp.24(3), 99~122[DOI]
- 한상만, "상표선택단계에서의 다양성추구자가 고려상표군 형성단계에서도 다양성 추구 소비자인가?", 경영학연구, 29(1), pp.219~246 (2000)
- Atkinson, J. W., "Motivational Determinants of Risk-Taking Behavior", Psychological Review, 64(6), pp.359~372 (1957)
- Bettman, J. R., "Information Processing Theory of Consumer Choice" (1979), Addison-Wesley Pub. Co
- Chakravarti, A., "The Influence of Macro-Level Motives on Consideration Set Composition in Novel Purchase Situations", Journal of Consumer Research, 30(2), pp.244~258 (2003)
- Chakravarti, A., "The Neglect of Prescreening Information", Journal of Marketing Research, 43(4), pp.642~653 (2006)
- Chatterjee, S., "Conflict and Loss Aversion in Multiattribute Choice : The Effects of Trade-Off Size and Reference Dependence on Decision Difficulty", Organizational Behavior and Human Decision Processes, 67(2), pp.144~155 (1996)
- Desai, K. K., "Adverse Influence of Brand Commitment on Consideration of and Preference for Competing Brands", Psychology and Marketing, 24(7), pp.595~614 (2007)
- Desai, K. K., "Descriptive Characteristics of Memory-Based Consideration Sets : Influence of Usage Occasion Frequency and Usage Location Familiarity", Journal of Consumer Research, 27(3), pp.309~323 (2000)
- Dhar, R., "Consumer Preference for a No-Choice Option", Journal of Consumer Research, 24(2), pp.215~231 (1997)
- Diehl, K., "Smart Agents: When Lower Search Costs for Quality Information Increase Price Sensitivity", Journal of Consumer Research, 30(1), pp.56~71 (2003)
- Fischer, P., "Selective Exposure and Information Quantity : How Different Information Quantities Moderate Decision Makers' Preference for Consistent and Inconsistent Information", Journal of Personality and Social Psychology, 94(2), pp.231~244 (2008)
- Freitas, A. L., "When to Begin? Regulatory Focus and Initiating Goal Pursuit", Personality and Social Psychology Bulletin, 28(1), pp.121~130 (2002)
- Friedman, R. S., "The Effects of Promotion and Prevention Cues on Creativity", Journal of Personality and Social Psychology, 81(6), pp.1001~1013 (2001)
- Goldstone, R. L., "Altering Object Representations through Category Learning", Cognition, 78(1), pp.27~43 (2001)
- Hauser, J. R., "An Evaluation Cost Model of Consideration Sets", Journal of Consumer Research, 16(4), pp.393~408 (1990)
- Higgins, E. T., "Beyond Pleasure and Pain", American Psychologist, 52(12), pp.1280~1300 (1997)
- Higgins, E. T., "Promotion and Prevention : Regulatory Focus as a Motivational Principle", Advances in Experimental Social Psychology, 30, pp.1~46 (1998)
- Higgins, E. T., "Ideal versus Ought Predilections for Approach and Avoidance Distinct Self-Regulatory Systems", Journal of Personality and Social Psychology, 66(2), pp.276~286 (1994)
- Iyengar, S. S., "When Choice is Demotivating : Can One Desire too much of a Good Thing?", Journal of Personality and Social Psychology, 79(6), pp.995~1006 (2000)
- Kahn, B. E., "Modeling Choice among Assortments", Journal of Retailing, 67(3), pp.274~299 (1991)
- Levin, I. P., "Phased Narrowing : A New Process Tracing Method for Decision Making", Organizational Behavior and Human Decision Processes, 64(1), pp.1~8 (1995)
- Lleras, J. S., "When More is Less : Limited Consideration", Journal of Economic Theory, 170, pp.70~85 (2017)
- Lynch Jr, J. G., "Wine Online : Search Costs Affect Competition on Price, Quality, and Distribution", Marketing Science, 19(1), pp.83~103 (2000)
- Mitchell, A., "Resolving Goal Conflict : The Effect of Regulatory Focus on Product Choice", NA-Advances in Consumer Research, 31, pp.142~143 (2004)
- Pham, M. T., "Inside Consumption: Consumer Motives, Goals, and Desires" (2005), Routledge
- Pham, M. T., "Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives", Journal of Consumer Research, 37(4), pp.626~640 (2010)
- Polman, E., "Effects of Self-Other Decision Making on Regulatory Focus and Choice Overload", Journal of Personality and Social Psychology, 102(5), pp.980~993 (2012)
- Preacher, K. J., "Addressing Moderated Mediation Hypotheses : Theory, Methods, and Prescriptions", Multivariate Behavioral Research, 42(1), pp.185~227 (2007)
- Ratneshwar, S., "Goal-Derived Categories and the Antecedents of Across-Category Consideration", Journal of Consumer Research, 23(3), pp.240~250 (1996)
- Reibstein, D. J., "Number of Choices and Perceived Decision Freedom as a Determinant of Satisfaction and Consumer Behavior", Journal of Applied Psychology, 60(4), pp.434~437 (1975)
- Roberts, J., "Studying Consideration in the Consumer Decision Process: Progress and Challenges", 60(4), pp.3~7 (1995)
- Sela, A., "Variety, Vice, and Virtue : How Assortment Size Influences Option Choice", Journal of Consumer Research, 35(6), pp.941~951 (2009)
- Som, A., "The Joint Effects of Choice Assortment and Regulatory Focus on Choice Behavior", International Journal of Research in Marketing, 29(2), pp.202~209 (2012)
- Tversky, A., "Choice under Conflict : The Dynamics of Deferred Decision", Psychological Science, 3(6), pp.358~361 (1992)
- Woodham, O. P., "I Know What I Like, I Like What I Know : How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching", Journal of Marketing Theory and Practice, 25(2), pp.141~159 (2017)
- Yoon, Y., "Effect of Regulatory Focus on Selective Information Processing", Journal of Consumer Research, 39(1), pp.93~110 (2012)
- Zhou, R., "Promotion and Prevention across Mental Accounts : When Financial Products Dictate Consumers& Investment Goals", Journal of Consumer Research, 31(1), pp.125~135 (2004)
- Zhou, R., "Exploring the Cognitive Mechanism that Underlies Regulatory Focus Effects", Journal of Consumer Research, 34(1), pp.89~96 (2007)