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조절초점이 시뮬레이션초점 효과에 미치는 영향

The Influence of Regulatory Focus on Simulation Focus Effect

여준상|송환웅
한국전략마케팅학회 (Korean Strategic Marketing Association)|2011.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제19권 제3호|pp. 101-119

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조절초점Regulatory Focus기업평판Corporate Reputation고혁신 제품시뮬레이션초점High Innovative ProductSimulation Focus

초록

본 논문에서는 고혁신 제품 평가 맥락에 대한 새로운 인사이트를 제공하기 위하여 조절초점이 시뮬레이션초점 효과를 조절하는지 살펴보았다. 고혁신의 불확실성을 부각시키는 과정 보다는 혜택을 떠올리게 하는 결과 시뮬레이션에서 더 긍정적 평가가 나타나는 시뮬레이션초점 효과를 기존 연구에서 보여주었다면, 본 연구는 경우에 따라 이러한 효과가 일어나지 않는 조건을 찾고자 하는 것이다. 연구 1에서는 고혁신 제품 평가에 있어서 시뮬레이션초점과 조절초점 간의 상호작용 효과를 발견하였다. 방어초점의 경우, 결과 시뮬레이션일 때 상대적으로 약한 부정적 비용 지각이 활성화되기 때문에 제품 평가에 있어 긍정적인 효과를 보였으나, 과정 시뮬레이션일 때는 상대적으로 강한 부정적 비용 지각이 활성화되어 제품 평가에 부정적 영향을 미쳤다. 촉진초점의 경우, 결과 시뮬레이션과 과정 시뮬레이션 사이에 부정적 비용 지각에 차이가 없어 제품 평가 차이가 나타나지 않았다. 추가적으로 연구 2를 통해 조절초점과 시뮬레이션초점 간의 상호작용 효과가 기업평판 수준에 의해 어떻게 영향 받는지를 살펴보았다. 저평판 수준에서는 연구 1의 결과 마찬가지로 방어초점의 경우 과정 시뮬레이션일 때 보다 결과 시뮬레이션일 때 더 좋은 제품평가가 나타났으나 촉진초점의 경우 결과 시뮬레이션과 과정 시뮬레이션 간에 차이가 없는 것으로 나타났다. 고평판 수준에서는 이러한 시뮬레이션초점과 조절초점 간의 상호작용 효과가 사라져 조절초점 방향에 관계없이 두 가지 시뮬레이션초점 간 제품평가 차이가 없었다.

Abstract

This article used simulation focus, regulatory focus, and corporate reputation to offer new insights into the situation of evaluating the innovative new products. A lot of advertisements try to stimulate consumers to imagine specific experiences about various products. To evoke the consumption imagery, advertisers use appeals such as "imagine yourself", "find yourself here" or "imagine your perfect home". Some existing evidences suggest that imagery can have powerful effects on consumers' behaviors. It has been shown to enhance memory, and to increase the perceived likelihood of an event. Recently several researches distinguish between process focused simulation versus outcome focused simulation(Taylor, Pham, Rivkin and Armor, 1998; Escalas, 2004; Escalas and Luce, 2003; Zhao, Hoeffler and Zauberman, 2007; Castano, Sujan, Kacker and Sujan, 2008). Process focused imagery emphasizes the actions necessary to achieve an outcome. It encourages plan formation by creating a step by step story or narrative. On the other hand, outcome focused imagery emphasizes the end of the story, such as the positive benefits of consuming the product. The regulatory focus theory assumes that people can attain their goals in two different ways, each involving the use of an alternative regulatory focus. A promotion focus is characterized by eagerness to attain advancement, but a prevention focus is characterized by vigilance to assure safety. Specifically, because promotion focused individuals seek to approach matches to the desired end state, they are likely to focus on positive information. In contrast, because prevention focused individuals seek to avoid negative situations for the desired end state. they are more likely to focus on negative information. Based on regulatory focus theory(promotion focus vs. prevention focus), we intended to show how regulatory focus influences on innovative product evaluation across two types of simulation focus. Our study 1 showed that when a prevention focus, an outcome simulation produced greater positive product evaluation than a process simulation. While a promotion focus, product evaluations were not different across two mental simulation conditions. Additionally study 2, we addressed the moderating role of corporate reputation on the result of study1, that is, how a level of brand reputation influences on the interaction of regulatory focus and mental simulation. We showed that when a lower-reputed corporate, the result appeared like a study 1 that is when a prevention focus, an outcome simulation might activate more positive product evaluation than a process simulation, while a promotion focus, product evaluations were not different across the two simulation focus. However, when a higher-reputed corporate, product evaluations were not different across two simulation focus at all regulatory focus conditions. At the conclusion, we mentioned theoretical and practical implications of this study and discussed about the limitations and future research directions.

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