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소구속성유형별로 유발되는 감정과 마음가짐의 제품평가효과

The Effects of Mind-Set and Induced Emotion on Product Evaluation

최낙환
한국소비자학회 (Korean Society Of Consumer Studies)|2011.06|소비자학연구 (Journal of Consumer Studies)|제22권 제2호|pp. 23-59

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참고문헌

키워드

쾌락속성신뢰속성정서적 마음가짐효용극대화 마음가짐수행속성촉진감정예방감정emotional mind-setvalue-maximization mind-sethedonic attributeperformance attributereliability attributepromotion emotionprevention emotion
주제분류경제학

초록

제품의 소비에서 추구하는 서로 다른 목표와 동기는 소비자로 하여금 구매의사결정과정에서 대안 평가의 차이를유발시키며, 소비자의 제품선택에서 중요한 역할을 하게 된다. 이러한 제품평가의 차이는 소비의 목적에 따라 문제해결과 관련되는 양립성 원리에 기인하지만, 소비자의 제품구매와 소비에 필요한 보유자원과의 양립성에 관련된 연구는 매우 부족하다. 따라서 본 연구에서는 패밀리레스토랑의 속성을 쾌락속성과 수행속성, 그리고 신뢰속성요인으로 구분하고, 속성유형별 소구방법에 따른 감정유발에 대한 소비자의 시간과 자금자원에 대응되는 마음가짐 상태의 조절효과와 유발된감정과 마음가짐상태의 제품평가에 대한 상호작용효과를 살펴보았다. 연구 결과, 제품의 속성유형별 소구에 따라 서로 다른 감정이 유발되고, 이렇게 유발된 감정이 제품평가에 미치는영향이 마음가짐 상태에 따라 달라짐을 발견하였다. 즉 쾌락속성에 의한 소구정보가 유발하는 촉진감정은 정서적마음가짐 상태의 경우 더 크게 느끼며, 제품의 수행속성에 의한 소구가 유발하는 촉진감정은 효용극대화 마음가짐상태의 경우 더 크게 느끼는 것으로 나타났다. 그리고 신뢰속성에 의한 정보가 유발하는 예방감정은 정서적 마음가짐 상태의 소비자와 효용극대화 마음가짐 상태의 소비자 간에 차이가 없는 것으로 나타났다. 그리고 쾌락속성에 의한 소구로 유발되는 촉진감정은 정서적 마음가짐 상태에서 제품평가에 더욱 큰 영향을 미치며, 수행속성에 의한 소구로 유발되는 촉진감정은 효용극대화 마음가짐 상태에서 제품평가에 더욱 큰 영향을 미치는 것으로 나타났다. 그리고 신뢰속성에 의한 소구정보가 유발하는 예방감정이 제품평가에 미치는 영향정도는 정서적 마음가짐과 효용극대화 마음가짐 상태에서 차이가 없는 것으로 나타났다.

Abstract

A variety of goals and motivations which are pursued by consumers in product consumption differentiate preference between alternatives in purchase decision process and play an important role in consumers’ product choice tasks. The preference differences due to problem types are explained by compatibility principle which is closely related to achieving consumption goals. However the existing studies concerned with compatibility principle in the respect of possessed resources such as time and money that are required to purchase product are insufficient. Therefore this research investigates the moderating effects of mind-sets compatible with consumers’ resources such as time and money on the effects of appeal types of attribute information on inducing emotion and the interactive effects of induced emotion and mind-sets on product evaluation. To examine the moderating effects restaurant was chosen as a research object. The restaurant attributes are classified into three types such as hedonic attributes, performance attributes and reliability attributes that were used as evaluation criteria by consumers. Three types of scenarios and advertisements were developed to induce the specific affect that is compatible with each type of attribute. The scenario and advertisement for a hedonic message was developed by using the hedonic attributes and terms such as aesthetics, sensory pleasure,fantasy, fun, etc. The scenario and advertisement for performance message was developed by using the performance attributes and terms such as self-achievement, goal-achievement,　advancement, etc. And the scenario and advertisement for reliability message was developed by using reliability attributes and terms concerned with safety, absence of accident and absence of negative outcomes. And scenario and picture focused on time was also developed to be used to induce emotionfocused mind-set, and scenario and picture focused on money was also developed to be used to induce utility-maximization mind-set. 2(emotion-focused, utility-maximization focused)×3(hedonic message, performance message,reliability message) research design that results in 6 groups was set up. A total of 330 undergraduate students participated in the main survey. Altogether 330undergraduate students in marketing classes were recruited and assigned to one of six groups and each group was consisted of 55 participants who answer the questionnaire given. To review internal consistency and validity of measurement variables, confirmative factor analysis of using Varimax rotation method and Cronbach's alpha analysis were carried out. Cronbach's alpha values of items concerned with promotion emotion, items related with prevention emotion, and items for restaurant evaluation were turned out over 0.8 and internal consistency among measurement question items was confirmed. In addition, results of the factor analysis for each of two mind-set groups were also showed to be loaded meaningfully on relevant factor of each measurement question item. Discrimination validity between measurement question concepts and convergent validity within them were confirmed by securing that factor loadings of non-related question items were of no meaning. Measurement number of summing average of related question items per each composition concept variable was used in hypotheses verification. The moderating roles of mind-set on the effects of types of restaurant attributes on the emotion responses were analyzed by using two-way ANOVA and the interactive effects of the mind-set on the roles of emotion responses induced differently from three types of scenarios and advertisements on evaluation were analyzed through usage of parallel test. The results of testing hypotheses show that different emotion are induced by appeal types of attribute information and the effect of induced emotion on product evaluation is differed by consumers’ mind-sets. In other words, appeal contents with hedonic attribute information can help consumers feel promotional emotion more in the case of emotional mind-set, whereas appeal contents with performance attribute information can help consumers feel promotion emotion more in the case of value maximization mind-set. There is no significant difference effects of prevention emotion between emotional mind-set and value maximization mind-set conditions when reliability attribute informations are used to be contents of appeal. In addition, promotion emotion induced by the appeal type of hedonic attribute information influences on product evaluation more in emotional mind-set condition than in value maximization mind-set. Promotion emotion induced by the appeal type of performance attribute affects product evaluation more in value maximization mind-set condition than in emotional mind-set. But there is no significant difference between emotional mind-set and value maximization mind-set in the effect of prevention emotion induced by reliability attribute appeal on product evaluation. Therefore, the main contribution of this study is to extend prior affect-as-information researches by demonstrating that consumers evaluate restaurant on the bases of interaction between mind-set and specific feelings induced by certain types of appeal developed by using restaurant attributes compatible with the emotion pursued.

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