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이익 혹은 손실 상황에서 금융소비자들이 경험하는 감정은 모두 같은가? - 조절초점에 따른 감정 유형 간 강도 그리고 만족도 차이를 중심으로 -

Do All Financial Consumers Have the Same Emotional Responses and Satisfaction Level in Gain or Loss Domain? - Differences of Intensity of Emotional Type and Satisfaction in Terms of Regulatory Focus

김영두
한국소비자학회 (Korean Society Of Consumer Studies)|2011.09|소비자학연구 (Journal of Consumer Studies)|제22권 제3호|pp. 25-55

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참고문헌

키워드

감정만족도emotionsatisfaction의사결정decision-makingself-discrepancy유인가valenceregulatory focus조절초점자기차이
주제분류경제학

초록

본 논문에서는 유인가(이익 혹은 손실)가 동일할지라도 금융소비자들이 경험하는 감정과 만족도가 향상초점 대예방초점으로 구분되는 조절초점에 따라 차이가 있는지를 검증해 보았다. 감정 연구와 관련된 기존 연구들은 동일한 유인가(valence)를 지닌 감정은 동일한 방향으로 감정 반응에 영향을미친다는 연구 흐름과 동일한 유인가 일지라도 감정 유형에 따라 의사결정에 미치는 영향이 상이하다는 증거들을보여주는 연구 흐름으로 진행되어 왔다. 조절초점(regulatory focus)이론과 조절 적합성(regulatory fit)이론에따르면 유입 정보로서의 감정은 정보처리자가 어떠한 목적 혹은 동기를 가지고 그 유입정보를 받아들이는지에 따라서 동일한 유인가의 감정 상황일지라도 달리 해석하고 반응할 가능성이 높다. 본 논문에서 유인가를 실험1에서는기대 이상의 이익(긍정적 감정)과 기대 이상의 손실(부정적 감정)로 처치하였고 실험2에서는 기대 이하의 이익과기대 이하의 손실(혼재된 감정)로 처치하였다. 감정유형은 환희/고요/낙담/초조 관련 감정으로 구분하였고, 조절초점은 향상초점과 예방초점으로 구분하였다. 본 논문에서 발견된 사항을 요약하면 다음과 같다. 첫째, 유인가(이익 혹은 손실 상황) 측면에서 금융소비자들이전반적으로 느끼는 감정은 이익 상황에서는 긍정적 감정을 느끼고 있고 손실 상황에서는 부정적 감정을 느끼고 있음이 확인되었다. 조절초점 측면에서 감정 반응을 비교해 보면 향상초점(예방초점)의 금융소비자들이 예방초점(향상초점)의 금융소비자들에 비해 긍정(부정) 반응이 높게 나타났으며, 그 주요 원인은 예방초점의 금융소비자들이향상초점의 금융소비자에 비해 부정적 감정을 더 크게 느끼고 있기 때문인 것으로 나타났다. 둘째, 이익 혹은 손실(유인가)이 기대 보다 적게 발생한 경우 유인가의 방향성 효과는 발생하였으나 조절초점 간의 감정 차이는 유의하게 발생하지 않았다. 셋째, 고객만족도는 유인가의 방향성 효과가 발생하였으나 유인가(이익 혹은 손실)가 기대 보다 적게 발생한 경우 초절초점 간 차이가 발생하지는 않았다. 넷째, 이익 상황인 경우 환희 관련 감정의 강도가 고요 관련 감정의 강도 보다 강하게 나타났으며, 손실 상황에서는 예방초점의 금융소비자들이 향상초점의 금융소비자들에 비하여 초조 관련 감정을 더 크게 경험하였다. 이러한 발견사항들의 이론적 시사점을 기술하였고, 실무적 시사점을 마케팅, 의사결정, 자기조절 대처 전략 차원에서 기술하였다.

Abstract

This study investigates whether financial consumers experience emotional responses and satisfaction intensity differently according to regulatory focus (promotion focus vs. prevention focus) and regulatory fit, even though the monetary induced emotional valence (gain vs. loss)is in the same direction. Two research streams exist on the relationship between emotions and decision-making. First, emotional valence influences decision-making. This perspective assumes that not only all negative emotions, but also all positive emotions play the same role in influencing decisionmaking. Second, even though emotions share the same valence, they may influence decisionmaking in different ways. However, these two research streams have existed in separate domains. In this article, I propose that regulatory focus, derived from self-discrepancy theory,as a kind of cognitive structure, plays an important role in different ways of activating emotional responses and therefore differential influence on decision-making. Consumers appraise emotion as an input information, and interpret it differently according to their decision making goal. According to self-regulatory orientation, promotion focus and prevention focus have different motivational inclinations, different implicit or explicit goals, and different goal-attaining behavior strategy. Regulatory focus activate distinct emotions and the impact of emotions on decisionmaking can transpire in line with regulatory fit. This hypothesis was examined under laboratory conditions with the following results. First, the impact of psychological states evoked by monetary valence (gain vs. loss) on emotional responses displayed the same directional effects. Emotional valence was positive in the domain of gain, whereas emotional valence was negative in the domain of loss. Regulatory focus, however, played a differential role in emotional responses. Promotion-focused participants generally responded positively in overall emotions, whereas prevention-focused participants generally responded negatively in overall emotions. This result was somewhat different than what would be expected according to prospect theory. Second, The influence of regulatory focus on emotional responses and satisfaction was disappeared when customer's outcome performance posited ‘gain-but-less than expectancy level’ (positive performance but expectancy-negative disconfirmation condition) or ‘loss-but-less than expectancy level’ (negative performance but expectancy-positive disconfirmation condition). But even though under these conditions, valence displayed the same directional effects on emotional responses and satisfaction. Third, in the gain domain, cheerfulness-related emotional responses were more intense than those of quiescence-related emotional responses, but there was no statistical difference between promotion-focused participants and prevention-focused participants. In the loss domain,prevention-focused participants reported more intensity in emotion than promotion-focused participants, but there was no statistical difference between agitation-related emotional responses and dejection-related emotional responses. Based on these results, I conclude that the intensity of the pleasure of gain and the pain of loss is different in line with regulatory focus, especially regulatory fit. Furthermore, the magnitude of difference in emotional response between promotion-focused financial consumers and preventionfocused financial consumers is larger in the domain of loss than in the domain of gain. Customer care from the perspective of customer relationship management is very important in the domain of loss, but coping strategies are different in according to regulatory focus.

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