소비자의 인지적 특성이 사후가정사고를 통한 불만족에 미치는 영향
An Influence of Consumer's Cognitive Traits on Their Dissatisfaction Via Counterfactual Thinking
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
본 연구의 목적은 소비자의 불만족 성향을 찾아내는 것이다. 이를 위해 소비자의 인지적 특성인 자기감시성, 인지욕구 및 인지종결욕구가 사후가정사고를 통해 불만족에 미치는 영향을 6가지 가설로 검증하였다. 연구결과를 요약하면 다음과 같다. 첫째, 자기감시성이 높은 사람이 제거대안에 대한 사후가정사고를 많이 하기 때문에 불만족 성향이 높다고 할 수 있다. 둘째, 인지욕구가 높은 사람은 제거대안에 대한 사후가정사고를 많이 하기 때문에 불만족 성향이 높다고 할 수 있다. 셋째, 인지종결욕구와 제거대안에 대한 사후가정사고 간에 부(-)의 관계는 확인했으나 통계적으로 유의하지는 않아 인지종결욕구를 불만족 성향이라고 말하기는 어렵다. 이러한 연구결과에 따르면 불만족은 기본적으로 성과가 기대에 미치지 못하여 유발되지만 소비자의 인지적 특성에 의해서도 유발될 수 있다고 할 수 있다. 따라서 본 연구결과를 불만족을 설명하는 제3의 이론이라고 할 수 있다. 기대불일치 패러다임으로 불만족을 설명하는 것이 기본이론이고 두 요인이론, 귀인이론, 후회이론 등이 제2의 이론에 속한다.
Abstract
The expectation disconfirmation paradigm say that consumers become dissatisfied, when the perceived performance of their chosen option is under their expectations. Although consumers are in the same dissatisfied situation, one can be more dissatisfied than another person. Why? As so far, the question has been answered by attribution theory like that internally attributed consumers have less dissatisfaction. In this study, it is supposed that consumers would have some dissatisfaction dispositions. So we try to find these dispositions by the logic that consumers's counterfactual thinking are different according to their cognitive traits and consumer's dissatisfaction incurred by the counterfactual thinking. Generally there are three types of consumer's cognitive traits including self-monitoring, need for cognition, and need for cognitive closure. The findings are as follows: First, consumer's self-monitoring and need for cognition can be called as dissatisfaction dispositions. The counterfactual thinking about rejected option owing to these traits has incurred dissatisfaction directly and indirectly. Second, consumer's need for cognitive closure has positive effect on counterfactual thinking not significantly. so need for cognitive closure has a little meaning as dissatisfaction disposition. Finally, these results can be called the third theory explaining consumer dissatisfaction, following expectation disconfirmation paradigm and attribution theory.
참고문헌 (52)
- 김은화, "소비자후회: 사후가정사고의 영향 및 후회해소노력이 구매후 행동에 미치는 영향", 마케팅연구, 21(4), pp.165~187 (2006)
- 변지은, "개인의 인지적 종료욕구와 정서에 대한 인식정도가 직무 스트레스에 미치는 영향", 한국심리학회지: 산업 및 조직, 10(2), pp.55~77 (1997)
- 성영신, "인지욕구와 메시지 주장의 유형에 따른 공익광고의 효과", 광고연구, 16(가을), pp.55~79 (1992)
- 전인수, "판매접점에서 서비스품질의 욕구위계모델에 관한 연구", 한국마케팅저널, 6(1), pp.1~16 (2004)
- 허태균, "사후가정사고의 활성화에서 조절적 동기의 역할", 한국심리학회지: 사회 및 성격, 15(2), pp.159~171 (2001)
- Ajzen, Icek, "Self-Monitoring and the Attitude-Behavior Relation", Journal of Personality and Social Psychology, 42(3), pp.426~435 (1982)
- Batra, Rajeev, "The Role of Mood in Advertising Effectiveness", Journal of Consumer Research, 17, pp.203~214 (1990)
- Boles, Terry L., "A Reverse Outcome Bias: The Influence of Multiple Reference Points on the Evaluation of Outcomes and Decisions", Organizational Behavior and Human Decision Processes, 61, pp.262~275 (1995)
- Cacioppo, John T., "The Need for Cognition", Journal of Personality and Social Psychology, 42(1), pp.116~131 (1982)
- Crowley, Ayn E., "The Relationship between Need for Cognition and Other Individual Variables: A Two-Dimensional Framework", Advances in Consumer Research, 16, pp.37~43 (1989)
- DeBono, Kenneth G., "The Effects of Advertising Appeal on Perceptions of Product Quality", Personality and Social Psychology Bulletin, 17, pp.194~200 (1991)
- Farquhar, Peter H., "Decision Structuring with Phantom Alternatives", Management Science, 39, pp.1214~1226 (1993)
- Folkes, Valerie, "The Positivity Effect in Perceptions of Services: Seen One, Seen Them All", Journal of Consumer Research, 30, pp.125~137 (2003)
- Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18, pp.39~50 (1981)
- Greenleaf, Eric A., "Reserves, Regret, and Rejoicing in Open English Auctions", Journal of Consumer Research, 31, pp.264~273 (2004)
- Hair, Joseph F., Jr., "Multivariate Data Analysis with Readings" (1995), Macmillan Publishing Company
- Hilton, Denis J., "Knowledge-Based Causal Attribution: The Abnormal Conditions Focus Model", Psychological Review, 93, pp.65~88 (1986)
- Horton, Raymond L., "Some Relationships between Personality and Decision Making", Journal of Marketing Research, 16, pp.233~246 (1979)
- Houghton, D. C., "Please, Let's Get an Answer-Any Answer: Need for Consumer Cognitive Closure", Psychology and Marketing, 17(11), pp.911~934 (2000)
- Inman, J. Jeffrey, "A Generalized Utility Model of Disappointment and Regret Effects on Post-Choice Valuation", Marketing Science, 16(2), pp.97~111 (1997)
- Inman, J. Jeffrey, "Regret in Repeat Purchase versus Switching Decisions: The Attenuating Role of Decision Justifiability", Journal of Consumer Research, 29, pp.116~128 (2002)
- Kardes, Frank R., "Consumer Behavior and Managerial Decision Making" (2001), Addison-Wesley Educational Publishers, Inc.
- Kassarjian, Harold H., "Personality and Consumer Behavior: A Review", Journal of Marketing Research, 8, pp.409~419 (1971)
- Kosic, Ankica, "Need for Cognitive Closure and?Coping Strategies", International Journal of Psychology, 37(1), pp.35~43 (2002)
- Krishnamurthy, Parthasarathy, "Counterfactual Thinking and Advertising Responses", Journal of Consumer Research, 28, pp.650~658 (2002)
- Kruglanski, Arie W., "Lay Epistemics and Human Knowledge: Cognitive and Motivation Bases" (1989), Plenum Press
- Landman, Janet, "Regret and Elation Following Action and Inaction", Personality and Social Psychology Bulletin, 13(4), pp.524~536 (1987)
- Lipe, Marlys G., "Counterfactual Resoning as a Framework for Attribution Theories", Psychological Bulletin, 109, pp.456~471 (1991)
- Maddox, R. Neil, "Two-Factor Theory and Consumer Satisfaction Replication and Extension", Journal of Consumer Research, 8, pp.97~102 (1981)
- Markman, Keith D., "The Mental Simulation of Better and Worse Possible Worlds", Journal of Personality and Social Psychology, 29, pp.87~109 (1993)
- McMullen, Matthew N., "Affective Contrast and Assimilation in Counterfactual Thinking", Journal of Experimental Social Psychology, 33, pp.77~100 (1997)
- Murphy, Gardner, "Personality: A Biosocial Approach to Origins and Structure" (1947), Happer
- Nunnally, Jum C., "Psychometric Theory" (1978), McGraw-Hill
- Oliver, Richard L., "Satisfaction: A Behavioral Perspective on The Customer" (1997), McGraw -Hill
- Petty, Richard E., "The Elaboration Likelihood Model of Persuasion" (1986), Spring Verlag
- Punj, Girish N., "An Interaction Framework of Consumer Decision Making", Journal of Consumer Research, 10, pp.181~196 (1983)
- Roese,? Neal J., "The Structure of Counterfactual Thought", Personality and Social Psychological Bulletin, 19, pp.312~319 (1993)
- Roese,?Neal J., "Counterfactual Thinking", Psychological Bulletin, 121, pp.133~148 (1997)
- Sanna Lawrence J., "Antecedents to Spontaneous Counterfactual Thinking: Effects of Expectancy Violation and Outcome Valence", Personality and Social Psychological Bulletin, 22, pp.906~919 (1996)
- Schaninger, Charles M., "The Influence of Cognitive Personality Traits and Demographics on Consumer Information Acquisition", Journal of Consumer Research, 8, pp.208~216 (1981)
- Simonson, Itamir, "The Influence of Anticipating Regret and Responsibility on? Purchase Decisions", Journal of Consumer Research, 19, pp.105~118 (1992)
- Snyder, Mark, "The Self-Monitoring of Expressive Behavior", Journal of Personality and Social Psychology, 30, pp.526~537 (1974)
- Snyder, Mark, "Appeals to Images and Claims about Quality: Understanding the Psychology of Advertising", Journal of Personality and Social Psychology, 49, pp.586~597 (1985)
- Snyder, Mark, "On the Nature of Self-Monitoring: Matters of Assessment, Matters of Validity", Journal of Personality and Social Psychology, 51, pp.125~139 (1986)
- Sujan, Harish, "Learning Orientation, Working Smart, and Effective Selling", Journal of Marketing, 58, pp.39~52 (1994)
- Sudgen, Rober, "Regret, Recrimination and Rationality", Theory and Decision, 19, pp.77~99 (1985)
- Swan, John E., "Product Performance and Consumer Satisfaction: A New Concept", Journal of Marketing, 40, pp.25~33 (1976)
- Tsiros, Michael, "Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making", Journal of Consumer Research, 26, pp.401~417 (2000)
- Webster , D. M., "Individual Differences in Need for Cognitive Closure", Journal of Personality and Social Psychology, 67, pp.1049~1062 (1994)
- Zeelenberg, Marcel, "Beyond Valence in Customer Dissatisfaction: A Review and New Findings on Behavioral Response to Regret and Disappointment in Failed Services", Journal of Business Research, 57, pp.445~455 (2004)
- Zeithaml, Valarie A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 60, pp.31~46 (1996)
- Zeithaml, Valarie A., "Services Marketing" (2006), McGraw-Hill