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‘Fun’한 맛: 부조화 식품의 부조화와 소비자 반응의 관계에 재미 정서의 영향

‘Fun’ Flavor: The Effect of Fun Emotion on the Relationship between Incongruity and Consumer Response to Incongruity Food Product

김은경|김지호
한국소비자학회 (Korean Society Of Consumer Studies)|2022.05|소비자학연구 (Journal of Consumer Studies)|제33권 제2호|pp. 25-53|DOI http://dx.doi.org/10.35736/JCS.33.2.2

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키워드

부조화Consumer emotion지각된 재미Perceived funIncongruity소비자 정서부조화 마케팅스키마 일치성 효과Incongruity marketingSchema consistency effects
주제분류경제학

초록

사람은 매 순간 습득한 정보를 기존 지식 체계와의 비교, 적용을 통해 개인의 인지적 틀을 형성하는데, 소비 상황에서도 소비자는 제품의 정보를 지식 체계와 연관하여 처리하고 행동하는 경향이 있다. 이처럼, 제품에서 발생하는 유입 정보와 인지적 틀의 일치 정도가 소비자에게 유의한 영향을 줄 수 있을 것이다. 특히 본 연구는 요소 간 불일치 제품을 출시하는 전략을 ‘부조화 마케팅’으로 설명하여, 식품을 대상으로 한 부조화 마케팅에서 나타나는 상이한 소비자 반응을 탐구하고자 하였다. 이에 대해 지각된 재미 정서가 주요한 매개적 역할을 할 것이라고 보았다. 이를 위해 스키마 일치성 효과 이론의 부조화 개념을 적용하여, 요소 간 관련성과 예측 용이성에 따라 부조화 수준을 분류하였다. 부조화 저, 중, 고수준에 따라 조사에 활용할 식품 사진 자극을 선정하고, 이에 대한 참가자의 지각된 재미, 제품․브랜드 태도, 구매 의도의 차이를 확인하였다. 연구 결과, 식품 조합에서 지각하는 부조화가 과도할수록 참가자가 경험하는 재미는 감소하였고 제품․브랜드 태도, 구매 의도가 낮은 것으로 나타났는데 즉, 부조화 수준과는 부적인 선형 관계인 것으로 확인되었다. 나아가, 참가자에게 미치는 부조화의 영향을 지각된 재미 정서가 부분적으로 매개적 역할을 하였다. 구체적으로, 부조화 수준이 낮을수록 지각된 재미는 증가하고 이는 높은 태도와 구매 의도로 이어졌으며 부조화 수준이 과도한 경우에는 이와 반대의 결과가 확인되었다. 본 연구는 제품 부조화 수준에 따라 달라지는 소비자의 반응을 확인하였으며, 특히 부조화를 유발하는 제품이 소비자에게 유의한 영향을 주는 데 있어 소비자의 정서가 주요한 요소로 작용할 수 있음을 설명하였다는 의의가 있다. 또한 긍정 정서 중 ‘재미’의 영향을 검증함으로써 소비자 정서의 효과를 특정적으로 세분화하는 시도를 하였다는 점에서 함의를 가진다. 마지막으로 본 연구 결과는 오늘날 새로운 결합 형태의 제품 출시 전략을 ‘부조화 마케팅’으로 제안하여 다양한 범위의 현상을 아우르는 포괄적인 개념을 설명하고자 하였다. 이를 바탕으로 해당 전략의 효과적인 시행에 있어 주요한 기준점을 제공하고, 실생활에서의 범용적인 적용을 도모할 수 있다는 실무적 시사점을 제안하였다.

Abstract

Humans form an individual's cognitive framework by comparing and applying the information of every moment with the existing knowledge system. Even in consumption situations, consumers tend to process in connection with their knowledge system. As such, the degree of congruity between the information of products and the cognitive framework may have a significant influence on consumers. By explaining the launching of inconsistent products between elements as ‘Incongruity marketing’, this study explored the consumer reactions in incongruent food product. For this, it was expected that emotion of fun could be major role. The incongruity in the schema consistency effect theory was applied, and the level of incongruity was classified according to the relevance between elements and ease of prediction. According to the low, medium, and high level of incongruity, Perceived fun, product/brand attitude, and purchase intention were confirmed. As results, it was found that the more excessive the incongruity by the food product, the less fun experienced, and the lower the product/brand attitude and purchase intention. That is, it was a negative linear relationship with the incongruity level. Furthermore, perceived fun emotions partially played a mediating role in the effect of incongruity on participants. Specifically, the lower the level of incongruity, the higher the perceived fun, which led to higher attitudes and purchase intentions, and the opposite result was confirmed when the level of incongruity was excessive. This study confirmed consumer reactions that vary depending on the level of product incongruity. In particular, it is meaningful that it explained that emotions can play a major role in the effect of incongruity, and that the effects of consumer emotions were subdivided by verifying the influence of ‘fun’. Finally, this study attempted to explain a comprehensive concept that encompasses a wide range of combination of product by proposing as ‘Incongruity marketing’. Based on this, it is possible to provide major reference points for effective implementation of strategies and promote universal application in practical context.

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