본문 바로가기
KERD
논문KCI 등재

소비자의 구매의사결정에 있어 제품별 사고유형과 소비행동에 대한 연구

A Study of Thinking Style and Consumption Behavior in Comsumer's Decision Making

최낙환|나광진|안려나
한국감성과학회 (The Korean Society For Emotion & Sensibility)|2011.06|감성과학 (Science of Emotion & Sensibility)|제14권 제2호|pp. 279-292

0

조회

0

다운로드

16

인용

0

참고문헌

키워드

제품평가제품유형속성정보사고유형thinking styleproduct typeproduct evaluation.attribute information
주제분류감성과학

초록

본 연구는 소비자들의 사고유형에 따른 소비 행동의 차이를 탐색하였다. 특히 소비자들이 실용제품의 평가에는 실용속성을, 쾌락제품의 평가에는 쾌락속성을 보다 많이 활용하게 될 것으로 예측하였다. 또한 소비자의 사고유형을 이성적 사고유형과 경험적 사고 유형으로 구분하고 제품속성 정보 유형에 따라 다른 사고유형을 유발시키는지를 검증하고, 이러한 사고유형이 제품평가에 미치는 영향을 탐색하였다. 분석결과 첫째, 소비자들은 제품유형별로 각기 다른 기준을 이용하여 평가를 하는 것으로 나타났는데, 실용재의 경우에는 평가기준으로 실용속성을 좀 더 사용하며 쾌락재의 경우에는 쾌락속성을 좀 더 이용하는 것으로 나타났다. 둘째, 속성정보 유형에 따라 유발되는 사고유형이 다른 것으로 나타났는데 실용속성 정보는 이성적 사고를 유발하는 반면, 쾌락속성 정보는 경험적 사고를 유발하는 것으로 나타났다. 마지막으로 실용재를 실용속성으로 평가할 경우 이성적 사고가 제품에 대한 평가를 높게 하며, 쾌락재를 쾌락속성으로 평가할 경우 경험적 사고가 제품에 대한 평가를 높게 하는 것으로 나타났다.

Abstract

This research explores the differences of two consumption behaviors from the thinking style they elicit. Specifically, we predict that more utilitarian attributes(vs. hedonic attributes) may be used when evaluating utilitarian products whereas more hedonic attributes(vs. utilitarian attributes) may be used when evaluating hedonic products. In addition, this research considered two different thinking styles: rational thinking style and experiential thinking style, and try to find out whether different product attribute information could elicit different thinking style and whether the thinking style has any effect on product evaluation. The data reported in this research demonstrates the following results. Firstly, people use different criteria when judging different types of product. That is, when judging utilitarian product, they are more likely to use utilitarian attribute as evaluation criteria, on the contrary they inclined to use hedonic attribute as evaluation criteria when choosing hedonic product. Secondly, different types of attribute informations could elicit different thinking style. Utilitarian attribute informations elicit rational thinking style whereas hedonic attribute informations elicit experiential thinking style. Finally, if people engage in rational thinking elicited in processing utilitarian attribute informations, the evaluation of utilitarian product is enhanced. But even though people engage in experiential thinking in processing hedonic attribute informations, the evaluation of hedonic product is not improved.

참고문헌 (38)

  1. Adaval,R, "Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information", Journal of Consumer Research, (28), pp.1~17 (2001)
  2. Anand, P, "Perceptual Fluency and Affect Without Recognition", Memory and Cognition, 19(3), pp.293~300 (1991)
  3. Andrade, E. B, "Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms", Journal of Consumer Research, (32), pp.355~62 (2005)
  4. Batra, R, "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes", Marketing Letters, 2(2), pp.159~70 (1990)
  5. Berkowitz,L, "Towards a General Theory of Anger and Emotional Aggression: Implications of the Cognitive-Neoassociationistic Perspective for the Analysis of Anger and Other Emotions. in Advances in Social Cognition, Vol. 6, ed", pp.1~46 (1993), NJ: Erilbaum
  6. Bornstein, R. F, "Exposure and Affect: Overview and Meta-Analysis of Research 1968-1987", Psychological Bulletin, (106), pp.265~89 (1989)
  7. Chernev, A, "Goal-Attribute Compatibility in Consumer Choice", Journal of Consumer Psychology, 14(1), pp.141~50 (2004)
  8. Chitturi, R. R, "Delight by Design: The Role of hedonic and Utilitarian Benefits", Journal of Marketing, (72), pp.48~63 (2008)
  9. Dhar, R, "Consumer Choice Between Hedonic and Utilitarian Goods", Journal of Marketing, (37), pp.60~71 (2000)
  10. Epstein, S, "The Self-Concept Revisited, or a Theory of a Theory", American Psychologist, 28(5), pp.404~16 (1973)
  11. Epstein, S, "Integration of the Cognitive and the Psychodynamic Unconscious", American Psychologist, 49(8), pp.709~24 (1994)
  12. Epstein,S, "Cognitive-Experiential Self-Theory of Personality. in Comprehensive Handbook of Psychology, Vol. 5, Personality and Social Psychology", pp.159~84 (2003), NJ: Wiley & Sons
  13. Epstein, S, "Individual Differences in Intuitive-Experiential and Analytical-Rational Thinking Styles", Journal of Personality and Social Psychology, 71(2), pp.390~405 (1996)
  14. Epstein, S, "The Missing Link in the Paradox of the Linda Conjunction Problem: Beyond Knowing and Thinking of the Conjunction Rule, the Intrinsic Appeal of Heuristic Processing", Personality and Social Psychology Bulletin, 25(2), pp.204~14 (1999)
  15. Epstein, S, "The Linda Problem Revised from the Perspective of Cognitive-Experiential Self-Theory", Personality and Social Psychology Bulletin, (21), pp.1124~38 (1995)
  16. Fischer, G. W, "Scale Compatibility, Strategy Compatibility and the Prominence Effect", Journal of Experimental Psychology: Human Perception and Performance, (19), pp.580~97 (1993)
  17. Hirschman, E. C, "Hedonic Consumption,, Emerging Concepts, Methods and Propositions", Journal of Marketing, (46), pp.92~101 (1982)
  18. Deciding Analytically or Trusting Your Intuition? The Advantages and Disadvantages of Analytic and Intuitive Thought, "Hogarth, R", Universitat Pompeu Fabra Economics and Business, ~, pp.Universitat Pompeu Fabra Economics and Business Working Paper No. 654 (2002)
  19. Holbrook, M. B, "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, (9), pp.132~140 (1982)
  20. Isen, A. M, "Positive Affect Facilitates Creative Problem Solving", Journal of Personality and Social Psychology, (52), pp.1122~31 (1987)
  21. Kahneman, D, "Representativeness Revisited: Attribute Substitution in Intuitive Judgment. Heuristics and Biases: The Psychology of Intuitive Judgment, ed", pp.49~81 (2002), New York: Cambridge University Press
  22. Kahneman, D, "A Perspective on Judgment and Choice: Mapping Bounded Rationality", American Psychologist, 58(9), pp.697~720 (2003)
  23. Keller, K. L, "The Effect of Sequential Introduction of Brand Extension", Journal of Marketing Research, 29(1), pp.35~40 (1992)
  24. MacInnis, D. J, "Information Processing from Advertisements: Toward an Integrative Framework", Journal of Marketing, (53), pp.1~23 (1989)
  25. Mano, H, "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction", Journal of Consumer Research, (20), pp.451~66 (1993)
  26. Mittal, B, "The Role of Affective Choice Mode in the Consumer Purchase of Expressive Products", Journal of Economic Psychology, (9), pp.499~524 (1989)
  27. Norris, P, "The Investigation of Some Fundamental Issues Concerning Rational-Analytic and Intuitive-Experiential Thinking Styles with a Short Form of the Rational-Experiential Inventory", 석사, pp.2003
  28. Novak, T. P, "The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition", Journal of Consumer Research, (36), pp.56~72 (2009)
  29. Novak, T. P, "The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences", Journal of Consumer Psychology, 13(1), pp.3~16 (2003)
  30. Pacini, R, "The Relation of Rational and Experiential Information Processing Styles to Personality, Basic Beliefs, and the Ratio-Bias Phenomenon", ournal of Personality and Social Psychology, (76), pp.972~87 (1999)
  31. Park, C. W, "Strategic Brand Concept-Image Management", Journal of Marketing, (50), pp.135~45 (1986)
  32. Pham,M.T, "Representativeness, Relevance, andthe Use of Feelings in Decision Making", Journal of Consumer Research, (25), pp.144~59 (1998)
  33. Seamon, J. G, "The Mere Exposure Effect Is Based on Implicit Memory: Effects of Stimulus Type, Encoding Conditions, and Number of Exposures on Recognition and Affect Judgments", Journal of Experimental Psychology: Learning, Memory, and Cognition, 21(3), pp.711~21 (1995)
  34. Shiv, B, "Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer Decision Making", Journal of Consumer Research, (26), pp.278~82 (1999)
  35. Sloman, S. A, "The Empirical Case for Two Systems of Reasoning", Psychological Bulletin, 119(1), pp.3~22 (1996)
  36. Smith, E. R, "Dual-Process Models in Social and Cognitive Psychology: Conceptual Integration and Links to Underlying Memory Systems", Personality and Social Psychology Review, 4(2), pp.108~31 (2000)
  37. Strahilevitz, M. A, "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell", Journal of Consumer Research, (24), pp.434~46 (1998)
  38. Tversky, A, "Contingent Weighting in Judgment and Choice", Psychological Review, (95), pp.371~84 (1988)

관련 논문AI추천

소구속성유형별로 유발되는 감정과 마음가짐의 제품평가효과최낙환한국소비자학회 · 소비자학연구2011 · 제22권 제2호극대화 성향, 대안 수, 사고 유형이 소비자의 결정 어려움에 미치는 영향양윤, 최현진한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2019 · 제20권 제3호실용적 제품과 쾌락적 제품의 선택: 선택의 폭과 선택 모드 효과를 중심으로이영, 안서원, 하영원한국소비자학회 · 소비자학연구2002 · 제13권 제1호물질소비와 경험소비의 선택에 영향을 주는 요인에 관한 연구김담율, 김종흠한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2022 · 제23권 제4호소득계층에 따른 소비가치, 소비행동, 소비만족도에 관한 연구박상미, 허경옥한국소비문화학회 · 소비문화연구2012 · 제15권 제3호소비자의 독특성 욕구와 소비행동: 구매목적과 상품유형과의 상호작용김영재, 김완석한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2005 · 제6권 제2호

이 간행물의 다른 논문 (13건)

노즐시험법을 이용한 면/폴리에스터 직물의 촉감 방정식전대엽, 윤창현, 홍철재pp. 191-196SOM을 이용한 각성수준의 자동인식함준석, 정찬순, 고일주pp. 197-206친환경 감성 어휘의 종류별 사용빈도 및 변화 양상나영주pp. 207-220인체동작 모니터링을 위한 광섬유 기반 의류 소매형 동작센서 연구이정환, 이영재, 이주현, 강다혜pp. 221-226숨긴정보검사에서 불안의 역할: fMRI 연구박광배, 손진훈, 음영지, 엄진섭pp. 227-234
원문 보기