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묵시적 만족과 명시적 만족 간 관계에 대한 연구

Relationship between Implicit Satisfaction and Explicit Satisfaction

정유정|전선규
한국소비자학회 (Korean Society Of Consumer Studies)|2012.03|소비자학연구 (Journal of Consumer Studies)|제23권 제1호|pp. 163-192|DOI http://dx.doi.org/

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참고문헌

키워드

IAT만족/불만족명시적 만족도묵시적 만족도명제적 평가연상적 평가(Dis)SatisfactionExplicit satisfactionImplicit satisfactionPropositional EvaluationAssociative Evaluation
주제분류경제학

초록

본 연구는 명시적 태도(explicit attitude)와 묵시적 태도(implicit attitude)를 구분하는 최근 연구흐름에 토대를두고 전통적인 설문조사방법에 의해 측정되는 만족도는 소비자가 명시적으로 표현한 만족도(explicit satisfaction)로서 제품/서비스의 사용과정에서 형성된 묵시적 만족도(implicit satisfaction)와 구분될 수 있다는 점을 주장하고 있다. 본 연구에서는 명시적 만족판단 시점에서 명제적 평가(propositional evaluation)가 연상적 평가(associative evaluation)를 반영하는 정도에 따라 묵시적 만족도와 명시적 만족도간 관계가 결정된다는 시각에토대를 두고, 묵시적 만족도와 명시적 만족도 간 부(-)의 관계에 영향을 미치는 요인으로서 사고정교화(cognitive elaboration)와 관련된 조절효과를 제안하고 있다. 연구 1에서 대학생들을 대상으로 삼아 자신이 재학 중인 대학교에 대해 전통적 설문조사방법을 통해 명시적 만족도를 측정하고 IAT(Implicit Association Test, Greenwald, McGhee and Schwartz 1998)를 통해 묵시적만족도를 측정한 후, 두 형태의 만족도 간 관계를 확인하였다. 그 결과, 인지욕구 성향이 강할수록 묵시적 만족도와명시적 만족도는 서로 부(-)의 관계를 갖는 가능성이 높은 것으로 나타났다. 연구 2에서는 대학생들을 대상으로 삼아 전통차에 대한 묵시적 태도를 측정한 후, 명제적 평가를 유도하는 실험을 수행했다. 그 결과, 명제적 평가과정에서 인지적 용량(cognitive capacity)이 풍부한 경우 그리고 자기감시성향(self-monitoring tendency)이 강한 경우 묵시적 태도와 명시적 태도는 부(-)의 관계를 갖는 가능성이 높은 것으로 나타났다.

Abstract

Although previous research showed a positive relationship between satisfaction and repurchase intention when they were measured by respondents’ self-reports, it is debatable whether the relationship is real or artifact(Ittner and Larcker 1998; Seiders et al. 2005). Past studies provide only mixed results of the relationship between satisfaction index and financial performance,which reflects repeat purchasing. The correlation between satisfaction and repeat purchasing tends to be weaker when experiments are used to control confounds that are inherent in the survey method(Szymanski and Henard 2001). These imply that the predictive power of satisfaction might be enhanced when the self-report measure reflects implicit associative evaluations stored in memory, which are accompanied by reliable behavioral predispositions. The present study addresses the relationship between explicit satisfaction, which is measured in terms of what customers explicitly profess under volition, and implicit satisfaction that is measured in terms of associative evaluation that is activated less consciously. The dual-attitude theory delineates implicit attitude from explicit attitude as a distinct construct, suggesting that implicit attitude differs from explicit attitude in the process as well as evaluative representation: whereas explicit attitude is based on propositional reasoning,implicit attitude is based on associative evaluation; and whereas the evaluative representation of explicit attitude is propositional, the evaluative representation of implicit attitude is associative(Gawronski and Bodenhausen 2006 etc.). While people generally have some degree of conscious access to implicit evaluation, it is retrieved with less conscious control compared to explicit propositional evaluation. The cognitive approach to satisfaction implies that satisfaction judgment is based on syllogistic inferences derived from the propositional information of product performance and its discrepancy from comparison standards. However, when satisfaction is conceptualized as evaluative responses to the experience of product, the judgment of satisfaction is supposed to reflect implicit evaluation that is accumulated through the interaction with the product in addition to explicit propositional evaluation. The research of dual attitude in terms of implicit and explicit attitudes argues that people tend to base their propositional evaluations on the propositions that are implied by the affective response to associative evaluations, implying a convergence between explicit satisfaction and implicit satisfaction in the context of consumer satisfaction(Gawronki and Bodenhausen 2006;Nosek 2005). However, explicit and implicit satisfaction may produce distinct, even conflicting,evaluative responses when the automatic activation of associative evaluation is suppressed and/or when the explicit response is altered or biased against the associative evaluation. The present study addresses moderators that determine the relationship between explicit satisfaction and implicit satisfaction. The present study suggests that the influence of implicit associative evaluation on the explicit satisfaction is diluted to the direction that explicit satisfaction is diverged fromimplicit satisfaction,when the consumer devotes cognitive efforts on the propositional evaluation at the judgment of explicit satisfaction. It is predicted that explicit satisfaction and implicit satisfaction are diverged from each other to the greater extent for those with high need-for-cognition (NFC)than for those with low NFC; and that explicit satisfaction and implicit satisfaction are diverged from each other to the greater extent for those who consider a large number of attributes (‘number of attributes’) than those who consider a small number of attributes. Study one was conducted for Korean college students in the context of satisfaction judgment for the university that they are enrolled. Explicit satisfaction was measured by traditional self-report measures with respect to the average value of attribute satisfactions and overall satisfaction. The measure of implicit satisfaction was measured by the Implicit Association Test (IAT), producing the difference in the latency between incompatible test such as ‘target (i.e.,object of satisfaction judgment) + unpleasant/negative words’ and compatible test such as ‘target + pleasant/positive words.’ The interaction effect of implicit satisfaction and NFC on explicit satisfaction was significant. Correlation between implicit satisfaction and explicit satisfaction was directionally negative for the high NFC subjects, whereas the correlation was directionally positive for the low NFC subjects. The two correlations were different in a statistical sense. The interaction effect of implicit satisfaction and ‘number of attributes’ was not significant. On the other hand, when affective response to the university was assessed by traditional self-report measures, the interaction effect of affect and NFC was not significant. Correlation between affect and explicit satisfaction for the high NFC group was not statistically different from the correlation for the low NFC group. The result implies that the divergence between explicit satisfaction and implicit satisfaction is not attributed to the divergence between cognitive and affective components of satisfaction, but is rather attributed to the divergence of the explicit measure of satisfaction from the automatic(vs. controlled) response captured by the implicit measure of satisfaction. Study two was designed to replicate and extend study one. We employed an experiment for the traditional tea as a stimulus product for comparing implicit attitude in terms of associative evaluation and explicit attitude that was developed through propositional evaluation. The participants were asked to evaluate the traditional tea in an explicit manner under the experimental condition of high versus low cognitive capacity. It was predicted that explicit attitude toward the traditional tea would be diverged from implicit attitude under the condition of high (vs. low) cognitive capacity and for those with greater self-monitoring tendency. It was found that both cognitive capacity and self-monitoring tendency moderated the divergence between explicit and implicit attitudes in the direction that was predicted. The results of study two imply that the moderating effect of need-for-cognition between explicit satisfaction and implicit satisfaction is based on the amount of cognitive elaboration devoted on the explicit evaluation of the stimulus and is attributed to the control and over-correction of the biased influence of implicit satisfaction on the judgment of explicit satisfaction.

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