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소비자의 기억, 정서, 판단에 관한 연구의 최신 동향

Recent Trends in Research on Consumer Memory, Affect, and Judgments

박종원
한국소비자학회 (Korean Society Of Consumer Studies)|2010.06|소비자학연구 (Journal of Consumer Studies)|제21권 제2호|pp. 237-287

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참고문헌

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소비자행동consumer behaviorcognitive processes소비자 기억소비자 정보처리론소비자 인지과정소비자 판단과 의사결정consumer information processing (CIP)consumer memoryjudgments and decision making (JDM)
주제분류경제학

초록

소비자의 기억, 정서, 판단을 연구하는 소비자 정보처리(CIP: consumer information processing) 관점은 행동적 의사결정이론(BDT: behavioral decision theory) 관점과 더불어 소비자행동 연구의 양대 주축을 이루고 있다. 본 논문은 최근에 국내외에서 발표된 소비자 정보처리 관점의 연구들에 대해 문헌고찰을 실시하였다. 특히, 이미 발표된 리뷰 논문(하영원 2000; Johar, Maheswaran, and Peracchio 2006; Loken 2006)에 포함되지 않은 2000년도 중반 이후부터 최근까지 국내 및 국외 주요 학술지에 발표된 소비자의 기억, 정서, 판단에 대한 연구들을 집중적으로 고찰하였다. 그 결과 (1) 암묵적 프로세스(implicit process)의 영향, (2) 사고방식(mindset)의영향, (3) 소비자의 순진한 이론(naïve theory)과 실제(reality)의 차이, (4) 목적 지향성(goal orientation)과조절초첨(regulatory focus)의 영향, (5) 초인지적 영향(metacognitive influence), (6) 쾌락적 소비와 자아 통제(self control)의 총 6개의 주제가 주요 연구흐름으로 파악되었다. 따라서, 각 연구 흐름이 어떤 배경에서 진행되었고, 어떤 연구 가설이 구체적으로 검증되었으며, 그 결과 소비자의 기억, 정서, 판단에 대해 어떤 주요 내용들이 밝혀졌는지 등을 정리하여 보았다. 끝으로, 각 연구 흐름에 있어 앞으로 진행되어야 할 연구의 방향을 제언해 보았다

Abstract

The consumer information processing (CIP) approach has been dominating in research on memory, affect, and judgments in consumer behavior research for several decades. It constitutes the two major research paradigms in consumer behavior, along with the behavioral decision theory (BDT) approach which investigates consumer choices and their systematic deviations from normative economic principles. This article reports a review of recent scholarly work based on the CIP perspective. Acknowledging the previous reviews on the similar topics (Ha 2000; Johar,Maheswaran, and Peracchio 2006; Loken 2006), the present review focuses mainly on the papers published between 2006 and 2010 in three major Korean journals (Journal of Consumer Studies, Journal of Korean Marketing Association, and Korean Management Review) and three major international journals (Journal of Consumer Psychology, Journal of Consumer Research,and Journal of Marketing Research). Selection of the papers reviewed in this paper is based on subjective criteria and thus some important research streams may be missing in the review. Nevertheless, a review of the selected papers identifies six major developments of research streams during the period of 2006-2010. They include: (1) influences of implicit processes such as priming effects, conditioning effects,implicit attitudes, and embodied cognition, (2) the role of mindsets in consumer information processing such as high-level vs. low-level construal mindset, abstract vs. concrete mindset,why-focused vs. how-focused mindset, and relational process vs. item-specific process mindset,(3) discrepancies between consumers’ naïve theories (consumers’ beliefs about the operation of their own cognition and affect) and their actual experiences, (4) the role of consumers’ goal orientation and regulatory focus (promotion focus vs. prevention focus) in consumer judgments and decision making, (5) influences of metacognitions such as retrieval fluency, processing fluency (perceptual and conceptual fluency), and regulatory fit, and (6) consumer self control with respect to hedonic consumptions, such as counteractive self control, self regulatory resources, ironic self control failure, and goal balancing between indulgence and restriction goals. Throughout the paper, each of the aforementioned six research streams is reviewed in terms of the research focus and motivation, specific research questions and hypotheses, and major empirical findings that bear on consumer memory, affect, and judgments. Finally, future research directions on several issues are suggested.

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