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못난이 식품(ugly food)에 대한 다른 시점 점화가 구매의도에 미치는 효과

The Effect of Temporal Priming on Purchase Intention for Ugly Food

김재휘|조단비
한국소비자학회 (Korean Society Of Consumer Studies)|2024.10|소비자학연구 (Journal of Consumer Studies)|제35권 제5호|pp. 1-24|DOI http://dx.doi.org/10.35736/JCS.35.5.1

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참고문헌

키워드

심리적 거리Temporal DistanceConstrual LevelProduction Process해석 수준생산과정못난이 식품어글리 푸드시점 점화부정적 연상식품 외형원산지 라벨요리 과정 점화Ugly foodSuboptimal foodTemporal PrimingNegative AssociationsFood AppearancesCountry-of-Origin LabelCulinary Priming
주제분류경제학

초록

소비자들은 본능적으로 완벽하게 생긴 외형의 식품을 선호하는 경향이 있으며, 그 결과 매력적이지 않은 외형의못난이 식품(ugly food)은 시장과 소비자에게 거부당하곤 한다. 또한, 선행 연구들에 따르면, 소비자는 못난이 식품의 비전형적인 외형과 관련해 여러 부정적 인지와 정서를 경험하며, 식품의 속성에 대해서도 부정적으로 추론한다. 본 연구에서는 못난이 식품에 대한 소비자의 부정적 연상을 낮춤으로써 구매의도를 촉진하는 방안을 탐색하였으며,이를 위한 방법으로 못난이 식품에 대해 다른 시점을 점화하여, 식품을 더 먼 거리에서 해석하게 할 것을 제안하였다. 연구 1에서는 소비자에게 식품의 과거 생산 과정을 점화하고자 식품의 원산지 라벨을 제시하였다. 실험은 2(가상의원산지 라벨 vs. 통제) 집단 간 설계로 진행하였으며, 못난이 식품 구매의도와 외형 및 내부 속성(맛, 건강성)에 기반해 연상할 수 있는 다양한 부정적 개념을 측정하였다. 그 결과, 원산지 라벨은 통제 집단과 비교하여 못난이 식품의외형에 대한 부정적 연상을 감소시킴으로써 구매의도를 높이는 것을 확인하였으나, 내부 속성에 대한 부정적 연상에는 차이가 나타나지 않았다. 연구 2에서는 식품의 미래 결과를 점화할 때, 즉 음식으로 만들어지는 요리 과정을 점화할 때, 못난이 식품을 멀리서 해석할 뿐 아니라 다른 식품과 동일한 (잠재적인) 미래 효용을 지각함에 따라 속성에대한 연상이 긍정적으로 변할 것을 가정하고, 2(요리 과정 점화 vs. 통제) 집단 간 설계로 실험을 진행하였다. 그 결과, 요리 과정을 점화한 집단에서 식품의 외형 및 속성과 관련한 부정적 연상이 감소하여 구매의도가 증가하는 것을확인하였다. 본 연구에서는 다른 시점 점화를 통해 소비자가 못난이 식품에 대해 가지고 있는 해석을 바꿈으로써 부정적 연상이라는 근본적인 문제를 해결하고자 하였으며, 실무적인 마케팅 전략으로 원산지 라벨링과 요리 과정 점화를 제안하고 있다.

Abstract

Consumers instinctively prefer food with a perfect (beautiful) appearance, leading to therejection of unattractive “ugly” food by both the market and consumers. Prior research has hownthat consumers experience various negative cognitions and emotions related to the atypicalappearance of ugly food, and they tend to make negative inferences about food’s attributes. This study explores strategies to reduce these negative associations and increase purchaseintentions by priming consumers with different temporal perspectives. In Study 1, a (virtual)country-of-origin label was used to prime consumers with the food's past production process. A2 (country-of-origin label vs. control) between-subjects design was conducted, measuring purchaseintention and negative associations related to both external (appearance) and internal (tastiness,healthiness) attributes. Results showed that the country-of-origin label increased purchaseintention by reducing negative associations with appearance, though it had no effect on internalattributes. Study 2 hypothesized that priming the food's future outcome through the culinaryprocess would lead to positive reinterpretations, as consumers perceived similar potentialutility in ugly food as they would in other foods. This experiment also used a 2-group design(culinary process priming vs. control) and found that culinary process priming reduced negativeassociations related to both appearance and internal attributes, boosting purchase intention. Overall, this study suggests that priming different temporal perspectives, such as production(past perspective) or culinary processes (future perspective), can effectively mitigate negativeassociations with ugly food, offering a practical marketing strategy.

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