조절초점이 다양성추구행동에 미치는 영향: 옵션매력성의 조절효과
The Influence of Regulatory Focus on Variety Seeking Behavior : The Moderating Role of Option Attractiveness
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
본 연구는 미래에 소비할 다수의 품목을 동시에 선택하는 상황에서 소비자의 조절초점 성향(향상 vs. 방어)과 옵션매력성(높음 vs. 낮음)이 다양성 추구 행동에 미치는 영향을 검증하였다. 본 연구 결과 방어초점 성향의 소비자들이 향상초점 성향의 소비자들보다 다양성 추구 행동 성향이 더 높게 나타났으며, 옵션매력성의 조절효과를 발견하였다. 옵션매력성이 높은 조건에서는 향상초점 보다 방어초점 성향의 소비자가 다양성 추구 행동 성향이 더 높았으나, 옵션매력성이 낮은 조건에서는 조절초점에 따라 다양성 추구 행동 성향에 유의한 차이가 없었다. 본 연구는 각기 다른 영역에서 연구되었던 소비자의 조절초점 성향과 다양성 추구 행동의 관계를 탐구하였다는 점에서 연구의 의의가 있으며, 유통업체의 골라담기 판촉과 관련하여 실무적 시사점을 제공한다. 본 연구는 방어초점의 소비자가 향상초점의 소비자보다 다양성 추구 행동 성향이 높으므로 방어초점 소비자들에게 소구할 수 있는 광고 문안을 제시할 것을 제안하고 있다. 또한 소매상이 제공하는 제품구색의 매력성 수준에 따라서 골라담기 판촉의 구매요구량의 크기(번들의 크기)를 달리 해야 함을 시사한다.
Abstract
This research investigated the effects of goal orientation(promotion focus vs. prevention focus) and option attractiveness on consumers' variety-seeking behavior. This study predicts prevention-focused consumers tend to select a greater variety of items than promotion-focused consumers. This study also expects the interaction effect of goal orientation and option attractiveness. As predicted, prevention-focused consumers showed a higher extent of variety-seeking than promotion-focused consumers in simultaneous choice condition. The interaction effect of goal orientation and option attractiveness was also found. When the option attractiveness was high, prevention-focused consumers exhibited a higher extent of variety-seeking than promotion-focused consumers. However, when the option attractiveness was low, there was no significant difference between prevention-focused and promotion-focused consumers in variety-seeking behavior. Variety-seeking behavior and regulatory focus have drawn much attention in the domain of consumer psychology independently. This research will be contributed to fill the gap between variety-seeking behavior and regulatory focus. Finally, this research suggests managerial implication for bundle promotions related to option attractiveness and variety-seeking behavior.
참고문헌 (32)
- 박소진, "소비 주체와 구매량이 다양성 추구 행동에 미치는 영향", 마케팅관리연구, 17(4), pp.55~74 (2012), 한국마케팅관리학회
- 박세훈, "구매량과 구매시점이 쾌락적 대안과 실용적 대안 간의 소비자 선택에 미치는 영향", 마케팅연구, 25(3), pp.137~168 (2010), 한국마케팅학회
- Chernev, Alexander, "Goal Orientation and Consumer Preference for the Status Quo", Journal of Consumer Research, 31, pp.557~565 (2004)
- Chernev, Alexander, "Goal-Attribute Compatibility in Consumer Choice", Journal of Consumer Psychology, 14(1&2), pp.141~150 (2004)
- Chernev, Alexander, "The Role of Purchase Quantity in Assortment Choice:The Quantity-Matching Heuristic", Journal of Marketing Research, 45, pp.171~181 (2008)
- Chernev, Alexander, "Assortment Size and Option Attractiveness in Consumer Choice Among Retailers", Journal of Marketing Research, 46, pp.410~420 (2009)
- Cobin, Ruth M., "The Secretary Problem as a Model of Choice", Journal of Mathematical Psychology, 21, pp.1~29 (1980)
- Farquhar, Peter H., "A Balance Model for Evaluating Subsets of Multiattributes Items", Management Science, 5, pp.528~539 (1976)
- Givon, Moshe, "Variety-Seeking through Brand Switching", Marketing Science, 3(Winter), pp.1~22 (1984)
- Huber, Joel, "Attitude Research Plays for High Stakes", pp.148~164 (1978), American marketing Association
- Higgins, E. Tory, "Beyond Pleasure and Pain", American Psychologist, 52, pp.1280~1300 (1997)
- Higgins, E. Tory, "Making a Good Decision: Value from Fit", American Psychologist, 55, pp.1217~1230 (2000)
- Higgins, E. Tory, "How Self-Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making", Journal of Consumer Psychology, 12(3), pp.177~191 (2002)
- Inman, J. Jeffrey, "The Role of Sensory-Specific Satiety in Attribute-Level Variety Seeking", Journal of Consumer Research, 28, pp.105~120 (2001)
- Jain, Shailendra Pratap, "For Better or For Worse? Valenced Comparative Frames and Regulatory Focus", Journal of Consumer Research, 34, pp.57~65 (2007)
- Kahn, Barbara E., "Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data", Journal of Marketing Research, 23, pp.89~100 (1986)
- Kahn, Barbara E., "Consumer Variety-Seeking among Goods and Services", Journal of Retailing and Consumer Services, 2(Fll), pp.139~148 (1995)
- Kahn, Barbara E., "Research Advances in Variety Management", pp.19~37 (1998), Kluwer
- Kahn, Barbara E., "Patterns of Hedonic Consumption over Time", Marketing Letters, 8(Spring), pp.85~96 (1997)
- Kahn, Barbara E., "Modeling Choice among Assortments", Journal of Retailing, 67(Fall), pp.274~299 (1991)
- Liberman, NIra, "Promotion and Prevention Choices Between Stability and Change", Journal of Personality and Social Psychology, 77(6), pp.1135~1145 (1999)
- Lockwood, Penelope, "Motivation by Positive or Negative Role Models : Regulatory Focus Determines Who Will Best Inspire us", Journal of Personality and Social Psychology, 83(4), pp.854~864 (2002)
- McAlister, Leigh, "A Dynamic Attribute Satiation Model of Variety-Seeking Behavior", Journal of Consumer Research, 9, pp.141~150 (1982)
- Mourali, Mehdi, "Compromise and Attraction Effects under Prevention and Promotion Motivations", Journal of Consumer Research, 34, pp.234~247 (2007)
- Raju, P. S., "Optional Stimulation Level : Its Relationships to Personality, Demographics and Exploratory Behavior", Journal of Consumer Research, 7, pp.272~282 (1980)
- Ratner, Rebecca K., "The Impact of Private versus Public Consumption on Variety-Seeking Behavior", Journal of Consumer Research, 29, pp.246~257 (2002)
- Ratner, Rebecca K., "Choosing Less-Preferred Experiences for the Sake of Variety", Journal of Consumer research, 26, pp.1~15 (1999)
- Read, Daniel, "Diversification Bias: Explaining the Discrepancy in Variety Seeking between Combined and Separated Choices", Journal of Experimental Psychology: Applied, 1, pp.34~49 (1995)
- Pessemier, Edgar, "Stochastic Properties of Changing Preferences", American Economic Review, 68, pp.380~385 (1978)
- Seale, Darryl A., "Sequential Decision Making with Relative Ranks: An Experimental Investigation of the ‘Secretary Problem’", Organizational Behavior and Human Decision Processes, 69, pp.221~236 (1997)
- Simonson, Itamar, "The effect of Purchase Quantity and Timing on Variety-Seeking Behavior", Journal of Marketing Research, 27, pp.150~162 (1990)
- Wu, Pei-Hsun, "Goal Orientation and Variety Seeking Behavior: The Role of Decision Task", Journal of Economic Psychology, 32, pp.65~72 (2011)