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선호 불일치정보가 인지적 부조화와 진단가능성에 미치는 영향: 동서양 비교문화적 접근

The Influence of Preference-inconsistant Information on Cognitive Dissonance and Perceived Diagnoticity: Cross-cultural Study between Westerners and Easterners

전승우|차태훈|김창수
한국소비자학회 (Korean Society Of Consumer Studies)|2009.06|소비자학연구 (Journal of Consumer Studies)|제20권 제2호|pp. 149-171

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참고문헌

키워드

cultural differences문화차이선호 불일치정보부조화 수준부조화 감소동기진단가능성preference-inconsistent informationthe level of discomfortthe motivation to reduce discomfortdiagnosticity
주제분류경제학

초록

본 연구는 선호 불일치정보 처리과정에서 문화적 차이가 인지적 부조화와 진단 가능성에 영향을 미치는지에 대해 알아보았다. 선행연구에서 선호 불일치정보가 부조화를 유발시킨다는 결과를 제시하였으나, 그 예외적인 경우로 문화의 영향을 들 수 있다. Nisbett(2003), Nisbett and Masuda(2003)는 문화적 차이가 지각과 사고방식에 영향을 미쳐 동양인과 서양인의 반응이 다르다고 주장하였는데, 이는 개인이 자신의 선호와 반대되는 정보를 처리할 때, 문화적 요인으로 인해 개인(동양인 또는 서양인)의 반응이 다르게 나타날 수 있다는 의미하기 때문이다. 본 연구는 동양인과 서양인이 동일한 선호 불일치정보를 접하더라도, 서양인이 동양인보다 더 높은 부조화 수준을 느낄 것이며, 부조화 감소동기의 경우에도 서양인이 동양인보다 더 높은 감소동기를 가질 것으로 예상하였다. 반면, 정보를 의사결정에 반영하는 진단가능성의 경우에는 동양인이 서양인 보다 더 높을 것으로 예상하였다. 한국인 59명과 미국인 55명을 대상(국적기준)으로 설문조사를 한 결과, 선호 불일치정보에 대해 미국인이 한국인보다 더 높게 부조화를 느꼈고, 더 높은 부조화 감소동기를 가지는 것으로 나타났다. 진단가능성의 경우는 한국인이 미국인보다 높게 반영하는 것으로 나타났다. 본 연구의 시사점은 서양인과 동양인의 차이를 부조화 수준으로 설명하였다는 것에 있다. 또한, 동양인은 선호 불일치정보에 대해 느끼는 부조화의 수준이 낮더라도, 향후 의사결정과정에서 그 정보를 이용하고자 하는 성향이 높았다는 것을 밝혔다는데 의의가 있겠다. 이러한 문화차이를 반영하여, 기업은 동양인과 서양인의 선호 불일치정보에 대한 반응에 다르게 응대해야 할 것이다. 특히, 동양인이 선호 불일치정보에 대해 진단 가능성이 높다는 점을 고려하여, 임기응변의 대응보다는 지속적으로 선호 불일치정보를 상쇄시킬 수 있는 정보를 제공하는 대안을 마련해야 할 것이다.

Abstract

The purpose of this study is to examine cultural differences in responding to preference-inconsistent information between Easterners and Westerners. This study investigates this issue in terms of the level of discomfort, the motivation to reduce discomfort, and diagnostisity of the preference inconsistent information. Previous studies on motivated reasoning have evidenced that preference-inconsistent information is likely to be processed in a more systematic, elaborative manner than is preference-inconsistent information (Agrawal and Maheswaran 2005; Jain 2003; Jain and Maheswaran 2000). The possible negative affect associated with preference-inconsistent information may cause individuals to be more critical of it, to counter argue it more, and to generate fewer arguments in its favor, as compared to preference-consistent information (Ahluwalia, Unnava, and Burnkrant 2000). Thus, for example, negativity effects (greater diagnostic value of negative than positive information for a target) are reduced when individuals are committed to the target (e.g., brand or product) (Ahluwalia et al. 2000; Klein and Ahluwalia 2005). Individuals tend to engage in biased cognitive processing to arrive at preferred conclusions by using beliefs and strategies that are most likely to lead to the conclusions (Kunda 1990). When holding simultaneously two contradictory cognitions, people may experience unpleasant feelings. Thus, they have a tendency to resolve the dissonance by changing one or more of the relevant cognitions (Festinger 1957). For example, when they encounter preference-inconsistent information (vs. preference-consistent information), they tend to engage in cognitive processing in more sensitive and elaborate manners because they are motivated to disconfirm it (Ditto etal. 1998; Jain and Maheswaran 2000).

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