브랜드아키텍처, 금전적 판촉과 브랜드가치에 대한 소비자반응연구: Hindsight Bias를 중심으로
A Study on Consumer’s Response on Brand Architecture, Monetary Promotion and Brand Value
1
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
인간의 다양한 심리적 요인들은 소비자행동의 중요한 기저로서 연구되어왔다. 특히 최근에는 보다 무의식적인 측면에서 인간생활과 소비자행동에 영향을 주는 요인에 대해 깊은 관심을 표명하고 있다. 이에 따라 본 연구에서는 사후과잉확신편향인 hindsight bias를 주목하였다. 제품을 평가할 때, 모기업브랜드와 관련된 연상을 함께 고려하는 소비자들이 있고 판촉정보를 접할 때 직접적인 자극인 판촉에 몰입하기 보다는 브랜드가치를 동시에 고려하는 소비자들이 있다. 이러한 브랜드커뮤니케이션 상황에서 인간 정신작용에 보편성을 띤 현상인 사후과잉확신편향인 hindsight bias가 영향을 줄 수 있다. 이 편향을 보이는 사람들은 종합적으로 상황을 고려하는 특징이 있다. 본 연구결과에 의하면 hindsight bias수준이 높은 소비자는 개별제품을 평가할 때 모기업브랜드의 정보를 상대적으로 더 고려하는 것으로 나타났다(가설1). 또한 hindsight bias수준이 높은 소비자는 판촉정보에 노출되었을 때 모브랜드 가치를 고려하면서 종합적 측면에서 판촉정보를 수용하였다(가설3). 이와 같은 결과는 hindsight bias수준이 높은 소비자의 경우 기업이 실시하는 판촉 자극의 영향력이 희석될 수 있음을 시사하고 있다. 따라서 기업은 금전적 판촉의 효과를 고려할 때 hindsight bias성향이 높은 소비자들에 대해서는 브랜드가치와 판촉실시 간에 전략적 고려를 해야 함을 알 수 있다.
Abstract
When evaluating products, there are consumers who consider associations related to parent company brands, and some consumers consider brand value at the same time rather than only focusing on sales promotion, which is a direct stimulus when exposed to promotional information. The hindsight bias, which is a phenomenon that is prevalent in the human psyche, can affect the brand communication situation. Those who show this bias are collectively considering the situation. The results of this study suggest that consumers with high hindsight bias are more likely to consider parent company brand information when evaluating individual products (Hypothesis 1). Consumers with a high level of hindsight bias received promotional information from a comprehensive viewpoint while considering parent brand value when they were exposed to promotional information (Hypothesis 3).
참고문헌 (32)
- Aaker, D. A., "Building Strong Brands" (1996), Free Press
- Anderson, C. J., "The Psychology of Doing Nothing : Forms of Decision Avoidance Result From Reason and Emotion", Psychological Bulletin, 129(1), pp.139~167 (2003)
- Barwise, P., "Brand Portfolio", European Management Journal, 10(3), pp.277~285 (1992)
- Bond, J., "Talking to Today's Cynical Consumer" (1998), Wiley Adweek Books
- Chaiken, S., "Dual Process Theories in Social Psychology" (1999), Wiley Adweek Books
- Chang, W., "The Effectiveness of Customer Participation in New Product Development : A Meta-Analysis", Journal of Marketing, 80(1), pp.47~40 (2016)
- Cheema, A, "Anytime Versus Only: Mind-sets Moderate the Effect of Expansive Versus Restrictive Frames on Promotion Evaluation", Journal of Marketing Research (2008)
- Choi, I., "Situational Salience and Cultural Differences in the Correspondence Bias and Actor-Observer Bias", Personality and Social Psychology, 24(9) (1998)
- Choi, I., "Culture Psychology of Surprise: Holistic Theories and Recognition of Contradiction", Journal of Personality and Social Psychology, 79(6), pp.890~905 (2000)
- Christensen-Szalanski, J. J., "The Hindsight Bias : A Meta-analysis", Organizational Behavior and Human Decision Processes, 48, pp.147~168 (1991)
- Farquhar, P. H., "Strategies for Leveraging Master Brands", Marketing Research, pp.32~43 (1992)
- Fischhoff, B., "I knew it would happen : Remembered probabilities of once—future things", Organizational Behavior and Human Performance, 13(1), pp.1~16 (1975)
- Freitasa, A. L., "The Influence of Abstract and Concrete Mindsets on Anticipating and Guiding others' Self-regulatory Efforts", Journal of Experimental Social Psychology, 40(6), pp.739~752 (2004)
- Heine, S. J., "Hindsight Bias : A Cross-cultural Analysis", Japanese Journal of Experimental Social Psychology, 35(3), pp.317~323 (1996)
- Higgins, E. T., "Handbook of Self Regulation: Research, Theory and Applications" (2004), Guilford Press
- Johar, G. V., "MAPping the Frontiers : Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion", Journal of Consumer Research, 33(1), pp.139~149 (2006)
- Kempf, D. S., "Consumer Processing of Product Trial and the Influence of Prior Advertising : A Structural Modeling Approach", Journal of Marketing Research, 35(3), pp.325~337 (1998)
- Kotler, Philip, "필립 코틀러의 마켓4.0" (2018), 더퀘스트
- LaTour, M. S., "Female Nudity, Arousal, and Ad Response : An Experimental Investigation", Journal of Advertising, 19(4), pp.51~62 (1990)
- Leary, M. R., "The Distorted Nature of Hindsight", Journal of Social Psychology, 115, pp.25~29 (1981)
- Leary, M. R., "Hindsight Distortion and the 1980 Presidential Election", Personality and Social Psychology Beulletion, 8, pp.257~263 (1982)
- Marshall, D., "Marketing Makes a Difference in Revenue", Journal of Consumer Behaviour, 6(4), pp.164~181 (2007)
- Mela, C. F., "The Long-term Impact of Promotions on Consumer Stockpiling Behavior", Journal of Marketing Research, 35(2), pp.250~226 (1998)
- Monga, A. B., "What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation", Journal of Marketing, 74, pp.80~92 (2010)
- Nisbett, R. E., "Culture and Systems of Thought: Holistic Versus Analytic Conition", Psychological Review, 108(2), pp.291~310 (2001)
- Norenzayan, A., "Cultural Preferences for Formal Versus Intuitive Reasoning", Cognitive Science, 26(5), pp.653~684 (2002)
- Peter R. D., "Effects of Pricing and Promotion on Consumer Perceptions : It Depends on How You Frame It", Journal of Retailing, 81(1), pp.35~47 (2005)
- Pennington, D. C., "Being Wise after the Event : An Investigation of Hindsight Bias", Current Psychological Research, 1, pp.271~282 (1981)
- Schwarz, N., "Metacognitive Experiences in Consumer Judgment and Decision Making", Journal of Consumer Psychology, 14(4), pp.332~348 (2004)
- Schwarz, N., "Distinct Sourves of Information in Heuristics and Biases" (2002)
- Wood. G., "The Knew-It-All-Along Effect. Journal of Experimental Psychology", Human Perception and Performance, 4, pp.345~353 (1978)
- Wyer, R. S. Jr, "Handbook of Consumer Psychology", pp.31~76 (2008)