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돈 예열의 이중적 효과와 제품 혜택의 조절 작용

Dual Influences of Money Priming and the Moderating Role of Benefit Type

구지은|김희진
한국소비자학회 (Korean Society Of Consumer Studies)|2015.12|소비자학연구 (Journal of Consumer Studies)|제26권 제6호|pp. 1-18

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참고문헌

키워드

접근성AccessibilityPriming권력PowerCostApplicability비용돈Money적용가능성예열
주제분류경제학

초록

돈은 ‘비용’과 ‘권력’이라는 두 개념을 연상시킨다는 점에서 이중성을 가진다. 선행 연구에서도 이러한 이중성이 관찰되었는데, 예를 들어 사회 심리학 연구에서는 돈에 노출된 사람들이 사회적 권력을 행사하려는 경향을 보였던 반면, 소비자 분야의 연구에서는 돈 예열이 비용 절감의 중요성을 높게 지각하도록 하여 저가-저품질 제품에 대한 선호로 이어지는 것으로 나타났다. 본 연구에서는 돈 예열의 두 가지 상반된 효과에 주목하여, 사회적 권력과 비용이 상충관계(trade-off)에 있는 소비 의사 결정상황(예를 들어, 공항 라운지의 특별 사용 권한이 주어지며 연회비가 높은 신용 카드)에서 돈을 예열시켰을 때 돈이 가진 두 가지 개념이 어떻게 다르게 작용하는 지를 알아보고자 한다. 특히 본 연구에서는 표적 과제로 제공되는 제품 혜택의 특성에 따라 돈 예열이 ‘권력’의 중요도를 높일 지, 아니면 ‘비용’의 중요도를 높일 지가 결정된다고 가정했다. 즉, 제품이 사회적 권한과 관련되어 있는 경우 돈의 노출이 ‘사회적 지위’에 대한 중요도를 높여 돈에 예열된 소비자의 경우 고가의 제품을 선호할 것으로 예상하였다. 반면에 비용 절감과 관련된 혜택이 부각되었을 때는 오히려 저가의 제품을 선호할 것으로 예상하였다. 실험 결과 ‘사회적 권한’ 조건에서는 예상된 결과가 나타났으나, ‘비용’과 관련된 혜택이 제공되었을 때는 돈 예열의 효과가 발견되지 않았다.

Abstract

Money is a double-faceted construct associated with both “power” and “cost”. Consistent with this notion, prior research has shown that individuals primed with the concept of money have been shown to desire greater social power and status in some situations. However, in other situations money prime has shown to highlight the importance of cost saving, leading to choice of lower benefit lower price options. This seemingly contradicting findings from psychology and marketing literature has interesting implication for consumer decisions involving a trade-off between social status and cost (e.g., higher credit card membership fee for the use of business lounge in an airport). In this research we propose and demonstrate that whether money will enhances the weights of “power” or “cost” depends on the nature of the benefit offered by target choice. Specifically, when the product offers power related benefit, money priming will highlight the importance of gaining “social status”, thus increasing preference for an option that offers higher social status at higher cost (vs. lower status at lower cost). However, when the cost (reduction)-related benefit is offered, reversed pattern of consumer preference will be found. However, the results of two experiments showed the hypothesized effect only under “power” condition but not under “cost” condition.

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