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행동에 대한 비의식적 생각(nonconscious thoughts)이 구매를 이끈다: 총체적 행동 예열(general action priming)이 소비자의 선택보류(choice deferral)에 미치는 영향

Nonconscious Thoughts about Actions Can Lead to an Increase in Purchase: Effects of a General Action Priming on Consumer Choice Deferral

박종원|김소현
한국소비자학회 (Korean Society Of Consumer Studies)|2014.10|소비자학연구 (Journal of Consumer Studies)|제25권 제5호|pp. 1-28

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priming effectsconsumer choice소비자 선택choice deferralno-choice선택보류예열효과총체적 행동 예열총체적 무행동 예열general action priminggeneral inaction priming
주제분류경제학

초록

소비자들이 구입을 위해 특정 제품을 선택하느냐 아니면 그러한 선택을 보류하느냐 하는 것은 기업의 매출에 직접적으로 영향을 미친다. 그 동안 마케팅 분야의 많은 연구들은 소비자들의 선택보류(choice deferral)에 영향을 미치는 다양한 변수들을 규명하여 왔다. 이 기존연구들은 주로 선택집합의 구조와 특성에 관한 요인들에 초점을 맞추어 왔으며, 그러한 요인들의 효과는 소비자의 의식적 인지 프로세스를 통해서 나타나는 것들이었다. 본 연구에서는 소비자들의 비의식적(nonconscious) 인지 프로세스와 관련된 변수가 소비자의 제품선택보류에 미치는 효과를 살펴보았다. 구체적으로, 총체적 행동(general action) 또는 무행동(general inaction)에 대한 개념을 선택상황 이전에 예열(priming)시키는 것이 소비자의 제품선택보류에 어떠한 영향을 미치는지 그리고 그러한 효과는 어떤 매개과정을 통해 나타나는지를 검증하였다. 본 연구는 총 4개의 실험연구로 이루어졌다. 각 실험에서 피험자들은 우선 행동 또는 무행동과 관련된 총체적 개념을 예열시키는 과제를 수행하였다. 그런 후, 별도의 과제로서 두 개의 제품 중 하나를 구입할 목적으로 선택하는 과제를 부여받았다. 이 때, 피험자들은 두 제품 중 어느 하나를 선택할 수도 있었고 아예 선택을 보류하는 결정을 내릴 수도 있었다. 실험 결과, 피험자들은 무행동 개념이 예열된 경우보다 행동 개념이 예열되었을 경우에 선택을 보류하는 경향이 상대적으로 낮게 나타났으며, 이러한 결과는 다양한 제품군에서 재현되었다. 또한, 이러한 예열효과는 행동/무행동 개념을 예열시키는 방법 및 선택과제의 난이도 에 상관없이 일반화 되는 것으로 나타났다. 즉, 행동/무행동 개념을 예열시키기 위한 방법으로 여러 단어를 재배열하여 문장을 완성하는 어의과제(semantic task)를 부여하거나(실험 1, 3) 혹은 단순한 운동행동(motor behavior)을 직접 행하는 행동과제(behavioral task)를 부여할 경우(실험 2)에 상관없이, 그리고 선택과제가 어려울 경우나(실험 1, 2) 쉬울 경우(실험 3)에 상관없이 모두 유의하게 나타났다. 그러나 이러한 예열효과는 선택행위가 실질적으로 의사결정자의 현상의 변화(status-quo change)를 초래하지 않는 과제의 경우에는 나타나지 않았다(실험 4). 이상의 결과 및 기타 결과를 종합하여 보았을 때, 총체적 행동에 대한 예열이 의사결정자의 선택보류 결정을 줄이는 효과는 의사결정자가 현상의 변화를 가져오는 행동을 하려는 동기가 높아지는데 기인하는 효과이며, 예열에 의해 사람들의 일반화된 조급성(generalized impatience)이 강해졌다든지 혹은 단순히 결정을 뒤로 미루려는 지체성향(procrastination)이 약해지는데 따른 효과는 아니라는 것을 시사해준다. 끝으로, 이러한 연구결과의 이론적, 실무적 시사점이 논의된다.

Abstract

Consumers who compare several product alternatives for purchase may decide not make a choice at all. This “choice deferral,” which can have a direct impact on company sales, has been investigated quite extensively by marketing researchers (Dhar 1997; Dhar & Nowlis 2004; Gunasti & Ross 2009; Novermsky, Dhar, & Schwartz 2007; Parker & Schrift 2011; Tversky & Shafir 1992). Although the existing literature has documented several factors that influence consumers' choice deferral, most of them are related to choice-set characteristics and their influences occur mainly through a conscious cognitive process. The present research considers a more subtle, contextual variable as an additional factor that can influence the choice deferral, the influence of which operates via a nonconscious process. Specifically, based on the recent research on the effect of general action priming on subsequent judgments and decisions (Albarracín et al. 2008), we propose and demonstrate that priming thoughts about general action has a significant influence on consumers' choice deferral and in addition, provide insights into the reason for this influence to take place. In four experiments, participants were unobtrusively primed with the concept of general actions (vs. general inactions or control). They were then introduced to ostensibly unrelated product- choice tasks in which they could either make a choice (i.e., choose one of the product alternatives available in the choice set) or defer their choice. Some specific procedures however systematically varied over the experiments. Specifically, priming of the general action was induced sometimes by a semantic task (e.g., a scrambled sentence task; Srull & Wyer 1979, 1980) and in other times, by a simple motor action task. In addition, the choice task was sometimes difficult in that the choice alternatives were in trade-off along attributes and thus their overall attractiveness was similar, whereas it was quite easy in other times (i.e., one of the alternatives was objectively and clearly superior to the other). Participants' choice was coded in terms of whether they made a choice or deferred their choice and then was analyzed by a logistic regression as a function of priming conditions. Results indicated that participants in general action priming conditions were significantly less likely to defer their choice than those in inaction priming or control priming conditions. This effect was evident regardless of whether the choice task was easy (experiment 3) or difficult (experiments 1 and 2) and regardless of whether general action priming was induced by a semantic task (experiments 1 and 3) or a motor action task (experiment 2). Furthermore, the results generalized over several different product categories. However, the effect was not evident when the choice was unrelated to purchase/no purchase decision (thus unrelated to whether the consumers' status quo would be changed or maintained as a result) but was simply a decision about the timing of an action (e.g., whether they want to go to a store shortly or later, given that they have already decided to purchase a product). These and other results suggest that the general action priming effect is due to an increase in motivation for performing actions that lead do a status-quo change, not due to an increase in the general impatience for actions or a decrease in the general procrastination of a decision. Theoretical and managerial implications of findings are discussed.

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