선호 강도가 선호 불일치정보에 대한 소비자 반응에 미치는 영향 : 사전지식과 메시지 강도의 조절효과
The Effect of Preference Strength on Consumer Response to Preference-Inconsistent Information: The Moderating Role of Prior Knowledge and Argument Strength
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초록
본 연구의 목적은 각종 제품 및 서비스에 대해 소비자들이 사전선호가 형성되어 있는 상황에서 선호 불일치정보를 보았을 때 그들의 사전선호 강도(강한 사전선호 vs. 약한 사전선호)에 따라 어떠한 인지적 반응(지지주장, 반대주장)을 보일 것인지, 그리고 그들의 기존 선호에는 어떤 변화(선호의 스위칭)가 나타날 것인지를 비교해서 살펴보는 데에 있다. 또한 이 과정에서 소비자의 사전지식 수준(높은 지식수준 vs. 낮은 지식수준)과 선호 불일치정보 메시지의 강도(강한 메시지 vs. 약한 메시지)가 조절적 역할을 하는지에 대해서도 아울러 살펴보았다. 실험 결과, 강한 사전선호(vs. 약한 사전선호)일수록 선호 불일치정보 메시지에 대한 지지주장은 적은 반면 반대주장은 많은 것으로 나타났다. 또한 비록 통계적으로 유의하지는 않았으나 강한 사전선호(vs. 약한 사전선호)일수록 브랜드 스위칭이 더 적게 일어나는 것으로 나타났다. 한편, 지식수준이 높은(vs. 낮은) 경우, 약한 사전선호 집단과 강한 사전선호 집단 간 선호 불일치정보에 대한 인지적 반응(지지주장, 반대주장)과 브랜드 스위칭의 차이가 보다 커지는 것으로 나타났다. 반면, 선호 불일치정보 메시지의 강도가 강할(vs. 약할)수록, 약한 사전선호 집단과 강한 사전선호 집단 간 선호 불일치정보에 대한 인지적 반응(지지주장, 반대주장) 및 브랜드 스위칭의 차이는 보다 작아지는 것으로 나타났다. 이러한 연구결과가 제시하는 이론적·실무적 시사점들을 제안하였고, 마지막으로 본 연구의 한계점과 미래 연구방향에 대해서도 논의하였다.
Abstract
This study examines whether preference strength, consumers' prior knowledge, and argument strength affect consumers' responses to preference-inconsistent information (e.g., support argumentation, counterargumentation, and brand switching intention). That is, the present research looks into the effect of preference strength (strong preference vs. weak preference) on consumers' responses to information incongruent with prior preference. We also examine the moderating effects of consumers' prior knowledge and argument strength. The results from our experiment indicate that when consumers have strong (vs. weak) preference, (1) they are likely to show more counterargumentation, less support argumentation, and lower brand switching intention; (2) there is statistically significant difference in consumers' responses (i.e., cognitive responses and brand switching intention) to counterattitudinal message between experts and novices (i.e., there exists an interaction effect between preference strength and consumers' prior knowledge); and (3) there is also statistically significant difference in consumers' responses (i.e., cognitive responses and brand switching intention) to counterattitudinal message between strong and weak arguments (i.e., there exists an interaction effect between preference strength and argument strength). On the basis of the results, theoretical and managerial implications, limitations, and directions for further research are discussed.
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