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조절초점과 의사결정 어려움이 고려상표군 구성의 이질성에 미치는 효과

The Impact of Regulatory Focus and Decision Difficulties on Consideration Set Heterogeneity

한영지|류강석|박기경
한국소비자학회 (Korean Society Of Consumer Studies)|2016.12|소비자학연구 (Journal of Consumer Studies)|제27권 제6호|pp. 129-146

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참고문헌

키워드

regulatory focus조절초점decision difficultydecision mode의사결정 어려움의사결정 방식goal conflict고려상표군 이질성목적 간 갈등consideration set heterogeneity
주제분류경제학

초록

본 연구는 소비자가 의사결정 상황에서 당면하는 두 가지 어려움(목적 간 갈등과 결정 방식의 적합성)이 고려상표군 구성의 이질성에 영향을 미치는 과정에서 소비자의 조절초점이 어떤 역할을 수행하는지 두 개의 실험을 통하여 고찰하였다. 실험 1의 결과에 의하면, 상위목적과 하위목적 간의 갈등 수준이 높은 경우, 예방초점 소비자는 상위 목적뿐만 아니라 하위 목적도 중시하고, 더욱 신중하고 도전적인 의사결정 과정을 거치게 되어 기존과는 다른 새로운 대안들을 포함함으로써 더욱 이질적인 고려상표군을 형성하였다. 반면, 향상초점 소비자는 추상적이고 유연한 사고방식을 기반으로 목적 간 갈등 및 어려움을 잘 해결하고, 목적이나 대안 간의 유사성도 높게 지각하기 때문에 기존과 다르지 않은 고려상표군을 구성하였다. 실험 2에서도 일관된 결과가 발견되었는데, 예방초점 소비자는 배제 방식보다 포함 방식을 사용하여 의사결정을 할 때 비적합성과 어려움을 크게 지각하고, 보다 적극적으로 대처함으로써 더욱 이질적인 고려상표군을 형성하였다. 한편 향상초점 소비자는 의사결정 방식에 따라서 어려움을 다르게 느끼지 않고, 어려움이 증가하더라도 평소와 다름없이 반응함으로써 고려상표군 구성에 차이를 보이지 않았다. 본 연구는 고려상표군 문헌에서 개별적으로 연구되어 온 두 요인의 결합효과를 탐구하였고, 의사결정 방식의 적합성이라는 새로운 요인을 제시하였으며, 제품의 차별성 수준에 따른 적합한 촉진전략을 제안하였다.

Abstract

We investigated how consumers with a prevention versus promotion-focus would respond to two types of decision difficulty (i.e., goal conflict and decision strategy fit) in their consideration set formation, We conducted two experimental studies. Experiment 1, which used a 2 (goal conflict: high vs. low) x 2 (regulatory focus: prevention-focus vs. promotion-focus) between- subjects design, revealed that as a conflict between consumption goals (a higher-order and a lower-order goal) increases, prevention-focused participants formulated more heterogeneous consideration sets (Mhigh conflict = 0.52 vs. Mlow conflict = 0.33 ; F(1, 94) = 6.59, p < .05), whereas promotion-focused participants showed little difference in the heterogeneity in consideration set, regardless of a conflict between consumption goals (Mhigh conflict = 0.30 vs. Mlow conflict = 0.41 ; F(1, 94) = 2.49, p = .12). We expected that prevention-focused participants would regard both higher-order and lower-order goals as important and would undergo more systematic and effortful decision making processes, which lead to inclusion of new and diverse alternatives. In contrast, promotion-focused participants are good at solving goal conflicts and more likely to perceive similarities between goals and alternatives due to their abstract and flexible thinking style. Therefore, we assumed that such tendency would make promotion-focused individuals less sensitive to goal conflicts. Experiment 2, which used a 2 (decision mode: rejection vs. choosing) x 2(regulatory focus: prevention-focus vs. promotion-focus) between-subjects design, produced a similar pattern of results; prevention-focused participants formed more heterogeneous consideration sets when they adopted a choosing approach than when they used a rejection approach (Mrejection = 0.24 vs. Mchoosing = 0.43 ; F(1, 101) = 6.57, p < .05). Prevention-focused individuals have been shown to perceive a lower degree of fit with a choosing strategy. Therefore, we presumed that prevention-focused individuals would perceive greater decision difficulties with a choosing strategy, which would lead them to consider new and diverse alternatives. In contrast, promotion-focused participant showed little difference in the heterogeneity in consideration set, regardless of the type of a decision strategy that they used (Mrejection = 0.41 vs. Mchoosing = 0.40 ; F(1, 101) = .03, p = .87). We speculated that promotion-focused individuals would perceive a similar level of difficulty in both decision strategies and thus show no difference. The findings of the current research contribute to the literature by investigating the combined effects of the two important factors in consideration set formation, whose impact has been studied in isolation. We also identified a fit between a decision strategy and a regulatory focus as a new factor that can influence consideration set formation. Our findings also suggest that promotion strategies should be adapted based the desired level of consideration set heterogeneity.

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