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인출 용이성이 구매후 부조화에 미치는 영향: 태도 확신성의 조절효과

The Effects of Ease of Retrieval on Post-Purchase Dissonance Reduction: The Moderating Role of Attitude Certainty

이영화|전승우
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2011.11|상품학연구 (Journal of Product Research)|제29권 제6호|pp. 37-49|DOI 10.36345/kacst.2011.29.6.005

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키워드

태도 확신성인출 용이성attitude certainty구매후 부조화post-purchase dissonanceease of retrieval
주제분류경영학

초록

본 연구의 목적은 인출 용이성이 구매후 부조화에 미치는 효과를 검토하는 것이다. 본 연구는 인출 용이성(ease of retrieval)이 높아지면, 구매후 부조화가 감소하는데, 태도 확신성(attitude certainty)이 이와 같은 인출 용이성 효과에 매개 역할을 할 것으로 가설을 설정하였다. 또한 이 현상은 선택이 어려운 상황에서만 나타나며, 쉬운 선택 상황에서는 이 효과가 사라질 것으로 예상하였다. 디지털카메라의 가상 구매 시나리오를 활용한 실험을 실시하여, 위의 가설을 검정하였다. 이 실험에서 인출 용이성은 서로 다른 수(2개 vs. 10개)의 제품 선택 이유를 나열하는 임무를 부여하여 조작하였고, 선택 어려움은 대안으로 제시된 디지털카메라의 선택 조건(비슷한 대안 vs. 대조적인 대안)에 차이를 두어 조작하였다. 실험 결과는 이 연구의 이론적인 예상과 모두 일치하였다. 연구결과는 구매후 부조화 감소에는 선택한 제품에 대해 긍정적인 태도를 가지는 것뿐만 아니라, 태도에 대한 확신성을 높이는 것도 중요하다는 사실을 확인시켜준다. 그리고 태도 확신성 효과가 설득과 같은 인지적 영역을 넘어, 구매후 부조화 같은 개인의 주관적인 경험 영역까지 확장될 수 있다는 가능성을 확실히 보여주었다.

Abstract

The purpose of this study is to investigate the effects of ease of retrieval on post-purchase dissonance. This study hypothesizes that, higher ease of retrieval is, lower post-purchase dissonance is. And, attitude certainty mediates this effect of ease of retrieval. In addition, the effects only occur in a difficult choice condition. But, the effects disappear in a easy choice condition. This study tests these hypotheses by designing an experiment which is using a hypothetical digital camera purchase decision. This experiment manipulated ease of retrieval by having participants retrieving different number of reasons (2 vs. 10 reasons) for their choice. And, choice difficulty is manipulated by differentiating purchase options (similars vs. contrasting options). The results of the experiment support all of the hypotheses. The results suggest that post-purchase dissonance is possibly reduced not only attitude change, but also by attitude certainty enhancement. In addition, the results leave open the possibility that the attitude certainty effects extend to individuals' subjective experiences such as cognitive dissonance beyond persuasion and choice decision-making contexts.

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