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소비자의 제품 평가과정에서 감정적 예측오류의 비대칭적 효과: 조절 초점과의 상호작용을 중심으로

It Is Fun to Have What I Expected: Asymmetric Influences of Affective Misforecasting on Consumer Product Evaluation

송지희|신동우|민경선
한국소비자학회 (Korean Society Of Consumer Studies)|2010.09|소비자학연구 (Journal of Consumer Studies)|제21권 제3호|pp. 195-219

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참고문헌

키워드

Consumer SatisfactionSelf-Regulation조절초점Regulatory Focus기대-불일치소비자 만족자아조절감정적 예측오류Affective MisforecastingExpectation-Disconfirmation
주제분류경제학

초록

종종 소비자는 제품에서 얻을 수 있는 현실적 효용이나 가치에 대한 인지적 기대뿐만 아니라 실제 사용경험에서얻어질 수 있는 감정적 기대감도 제품이나 서비스를 평가하는데 있어서 중요 비교기준으로 사용한다. 본 연구에서는 인지적 기대감의 역할에 대한 연구에 치중해 왔던 기대불일치 패러다임을 연구들을 보완하기 위해 감정적 기대감이 소비자의 제품/서비스 평가에 미치는 영향을 감정적 예측오류와(Affective Misforecasting: Patrick, MacInnis,and Park 2007) 조절초점과의 상호작용을 이용하여 알아보았다. 실험을 통해서 조작된 감정적 예측오류의 영향을인지적 기대불일치를 통제한 상황에서 회귀분석을 이용하여 검정해본 결과, 소비자의 조절초점의 성향에 따라 1)촉진초점의 소비자의 경우 감정적 예측오류가 최소화 되었을 경우 서비스를 통해 가장 긍정적인 감정적 만족을 경험하였으며, 2)예방초점의 소비자의 경우 감정적 예측오류가 정(+)의 방향으로 높아질 때 서비스를 통해 긍정적 감정적 만족을 경험하였으며, 3)이러한 효과는 인지적 기대불일치(expectation disconfirmation) 효과와 독립적으로 발생하며, 4)인지적 기대불일치와 조절초점의 상호작용과는 상반되는 형태를 보였다. 본 논문은 기존의 소비자만족 문헌에서 많이 연구되었던 기대불일치 이론과는 다른 연구결과를 보이며, 이를 통해 소비자의 기대감과 상품의 서비스 제공 수준을 적절히 관리하고 이용하여 소비자만족을 극대화시킬 수 있다 것을 제시함으로써 마케팅 실무자들에게 많은 시사점을 제공하고 있다.

Abstract

Consumers often use both cognitive and affective expectations of using services or products as important standards in their evaluation processes. Traditional expectation disconfirmation paradigm (e.g., Churchill and Surprenant 1982; Oliver 1993) proposed the difference between cognitive expectations and actual consumption experiences determines consumers’ satisfaction level of using services or products. Therefore, leading marketing scholars (e.g., Parasuraman et al. 1985) emphasized the importance of managing consumers’ expectations in an appropriate level so that marketers can maximize their satisfaction from the consumption. However, many marketing practitioners often ignore such a rational advice and attempt to maximize consumer expectations. Based on the concept of affective misforecasting (Patrick, MacInnis, and Park 2007), we develop a theoretical explanation how the increase in consumers’ expectations can be beneficial in a certain product category and help marketing managers to achieve their strategic objectives. Such marketing practice of raising consumers’ expectation can be easily observed in entertainment industry. When consumers evaluate hedonic products such as movies, gaming products, or amusement parks, having desirable emotional experience is often more important than cognitive appraisal of the products. Therefore, when consumers build an expectation for using such hedonic products, they often build not only cognitive expectations about benefits of the products but also affective (mis)forecasting of future consumption experiences. The fundamental premise of the current research is that consumers often make affective (mis)forecasting thatcan influence their ultimate consumption experiences. We also propose that such influence is independent with the influence of the cognitive formation and/or disconfirmation of expectations. Further, the consumption goals of those hedonic services or products are often framed with promotion orientation which focuses on approaching to the positive emotional experiences. Therefore, consumers’ regulatory foci of consuming a product may interact with affective (mis)forecasting and generate contrasting patterns of non-linear relationship between affective misforecasting and consumption experiences. Since promotion oriented consumers are more interested in getting close to positive end state, they are more likely to use a feedback system which assess how close they are from the desirable end state, and attempt to close the gap between the current state and the end state. Therefore, promotion oriented consumer would have more positive emotional experience when there is no affective misforecasting. When the actual consumption experiences exceed or fall short to the desirable end state, promotion focused consumers will have less desirable emotional experience because they are more concerned with making “the correct hits” in goal pursuit processes (Higgins 1997) but “fail” to make correct affective predictions. Therefore, we hypothesized that promotion oriented consumers will show inverted “u” shaped relationship between affective misforecating and service evaluations. On the other hand, prevention focused consumers are more interested in getting away from negative end state and are likely to use a feedback system that focuses on evaluating how far away they are from the undesirable end stat. When consumers use such a feedback system,they attempt to develop behavioral strategies that can help them to maximaize the psychological distance from the undesirable end state. Prevention focused consumers would experience psychological discomfort when they get close to the negative end state and feel much safer when they are far away from it. Therefore, we further hypothesized that prevention oriented consumer will show “u” shaped relationship between affective misforecasting and service evaluations. We tested these hypotheses in an experiment using online community settings. Participants were asked to read movie reviews posted on an online community. We generated high and low levels of expectation by changing the contents of those online reviews and controlled cognitive expectations and evaluations with the procedure used in Patrick, MacInnis, and Park’s (2007)study. We also measured participants’ regulatory focus and used the measure as a moderating variable to test the proposed hypotheses. In other words, we examined the interaction between AMF and regulatory focus to understand emotional influences on product/service evaluations when we control the cognitive based expectation disconfirmation effect. To examine non-linear relationship between affective misforecasting and service evaluations for promotion or prevention focused consumers, we followed the data analysis strategy suggested by Cohen et.al. (2003). A series of regression analyses revealed that when expectation disconfirmation effects were controlled, 1) consumers with promotion focus show a higher level of service evaluations when they experience a minimal level of affective misforecasting, 2) consumers with prevention focus show a higher level of service evaluations when they experiences a positive affective misforecasting, and 3) the interaction pattern of affective misforecasting and regulatory focus shows an independent and opposite shape with that of expectation disconfirmation and regulatory focus. These results provide an interesting theoretical perspective to understand why some marketers, contrary to the predictions of expectation disconfirmation framework, attempt to maximize consumers’ expectations (i.e., build up expectations) to produce higher level of consumer satisfactions.

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