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소비자 의사결정 연구의 과거, 현재, 그리고 미래: 행동의사결정론적 접근을 중심으로

The Past, Present, and Future of Consumer Decision Making Research: Focusing on the Behavioral Decision Theoretic Approach

하영원
한국소비자학회 (Korean Society Of Consumer Studies)|2020.10|소비자학연구 (Journal of Consumer Studies)|제31권 제5호|pp. 123-143|DOI http://dx.doi.org/10.35736/JCS.31.5.5

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참고문헌

키워드

행동경제학소비자 의사결정행동의사결정론구성적 의사결정미래 연구 방향성
주제분류경제학

초록

소비자 의사결정에 대한 연구는 소비자 연구자들에게 핵심적인 중요성을 갖는 연구 분야이다. 이 논문에서는 과거 60여년 간의 행동의사결정론(Behavioral Decision Theory; BDT)의 연구를 기반으로 이루어진 소비자 의사결정에 관한 연구를 검토한 다음, 이를 바탕으로 향후 소비자의 판단과 의사결정 연구가 어떤 방향으로 전개될 것인지를 전망하고 바람직한 미래 연구 방향에 대해 논의하였다. 본 논문에서는 우선 행동의사결정론 분야에서 노벨 경제학상을 수상한 학자들의 이론인 Herbert Simon의 제한된 합리성, Daniel Kahneman의 프로스펙트 이론, 그리고 Richard Thaler의 행동경제학의 내용을 살펴보고, 그 이론들이 소비자의 판단과 의사결정에 미친 영향을 검토하였다. 그리고 나서 저자는 1970-2000년의 기간에 걸쳐 소비자 연구자들이 BDT 연구에 호응하여 새롭게 형성한 새로운 소비자 의사결정 연구의 흐름을 구성적 의사결정이라는 개념을 활용하여 검토하였다. 1970-2000년에 걸친 기간동안 BDT기반 소비자연구의 두드러진 특징은 의사결정에 관한 규범적 이론에 위배되는 변칙 현상(anomaly)들을 찾아내는데 주력하였다는 점이다. 그러나 2000년 이후에는 변칙 현상들을 찾아내는데 그치지 않고 그 근저에 깔려 있는 심리적 기제를 밝혀내는 작업에 더 큰 가중치를 두는 쪽으로 연구의 중심이 옮겨 갔다. 21세기에 들어서면서 소비자의 판단과 의사결정 연구에서 일어난 새로운 움직임은 (1) 이미 확립된 발견들의 심리과정에 대한 천착, (2) 시간지각과 시간이 개입된 선택에 대한 관심, (3) 감성적 요인에 대한 연구의 증가, (4) 행복 연구에의 관심 등으로 요약될 수 있는데 이와 관련된 대표적인 연구들을 검토하였다. 2000년 이후 소비자 의사결정 연구의 또 하나의 중요한 흐름은 사회심리학자들의 이론적 틀이 적극적으로 도입되었다는 점이다. 대표적으로 Bargh의 비의식 과정(nonconscious processes)에 대한 연구, Higgins의 조절 초점 이론, Trope and Liberman의 해석 수준 이론, Wilson and Gilbert의 감성예측 등이 이에 해당하는데 본 논문에서는 그 이론들이 소비자 의사결정에 미친 영향을 간단하게 검토하였다. 마지막으로 향후 소비자 의사결정 연구가 어떤 방향으로 전개될 것인지에 대한 전망과 미래 연구의 바람직한 방향성에 대해 기술하였다. 본 논문에서는 특히 소비자 의사결정을 심층구조와 표면구조로 나누었을 때 심층구조와 환경 사이의 상호작용에 대한 이해의 필요성, 소비자/마케팅 중심의 소비자 의사결정 연구, 새로운 방법론의 활용, 외적타당성과 계량적 분석 방법의 중요성 등을 중심으로 논의하였다.

Abstract

Consumer decision making is one of the most important research areas for consumer researchers. In this article, I review consumer decision making research that is based on behavioral decision theory (BDT). Furthermore, I predict on where the field may be headed in the future, and suggest some directions for future research on consumer decision making. First, I briefly review the work of the scholars who won Nobel prize in economics for their contributions to understanding human decision-making behavior: (1) Herbert Simon’s bounded rationality, (2) Daniel Kahneman’s prospect theory, and (3) Richard Thaler’s behavioral economics. Then, I examined how these contributions impacted research on consumer judgment and decision making. I also reviewed BDT-based consumer decision making research conducted in the period of 1970-2000. One of the most salient characteristics of the BDT-based consumer research in the period of 1970-2000 was that researchers concentrated on identifying anomalies that violated normative theories in decision making. At the turn of the 21st century, however, researchers began to lay more emphasis on clarifying the mechanism underlying these anomalies. I reviewed BDT-based consumer research that examined psychological mechanism underlying the well-established anomalies such as the attraction effect. In addition, I also reviewed research on time perception and intertemporal choice, the role of emotion in decision making, and decision-making researchers’ studies on happiness. Another important stream of consumer decision making research since 2000 is the impact of theoretical frameworks proposed by social psychologists. I review consumer decision making research that is based on Bargh’s studies on nonconsciousness, E. Tory Higgins’ regulatory focus theory, Trope and Liberman’s construal level theory, and Wilson and Gilbert’s affective forecasting. Finally, I predict on the directions that the BDT-based consumer decision making may be headed for, and I make several suggestions for possible future research topics for this field. I emphasize the need to understand the interaction between the deep structure of consumer decision making and its environment. In addition, I suggest that (1) future research might be better off concentrating on consumer-centric decision making research as opposed to generic decision making research, (2) relatively new methodologies such as EEG or fMRI should be used whenever they might be appropriate, and (3) we need to enhance external validity of research and improve our ability to handle big data.

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