신제품 속성의 불일치성과 메시지 주장이 신제품 평가에 미치는 영향
The Effects of Incongruent Product Attributes and Message Arguments on New Product Evaluation
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본 연구는 신제품 속성의 불일치성과 메시지 주장의 강도가 신제품 평가에 미치는 효과를 살펴보았다. 선행연구들은 불일치성이 일치성이나 중간정도의 불일치성보다 제품 평가에 부정적인 영향을 미친다고 보고하고 있다. 그러나 불일치성을 해소하는 방법과 그 효과에 대해 직접적으로 고찰한 실증연구는 거의 없다. 이에 본 연구는 불일치성이 정교화 수준에 미치는 선행 연구결과에 관심을 두고, 불일치성을 해소하기 위해 소비자들에게 제공하는 메시지 주장의 강도를 다르게 했을 경우 신제품 태도가 어떻게 달라지는가를 살펴보았다. 우유제품을 대상으로 한 실증연구에서 밝힌 본 연구의 주요 결과는 다음과 같다. 먼저 불일치성이 제품 태도에 미치는 효과는 메시지 주장에 의해 조절된다는 사실을 확인하였다. 불일치성의 경우 메시지 주장의 강도에 따라 제품 태도가 크게 변화한 반면, 일치성의 경우 메시지 주장의 강도는 신제품 태도에 아무런 효과를 나타내지 못했다. 한편 메시지 주장의 강도가 신제품 태도에 미치는 영향 역시 불일치성에 의해 조절된다는 사실도 확인하였다. 약한 메시지 주장을 제공했을 경우 일치성이 불일치성보다 더 긍정적인 태도를 유발하였다. 반면 불일치성을 해소할 수 있도록 강한 메시지 주장을 제공했을 경우 불일치성이 일치성보다 오히려 더 긍정적인 태도를 유발하였다. 이러한 결과는 이중처리모델과 선행연구에서 제시한 바와 같이, 불일치성이 정보처리에 대한 정교화 수준을 결정하는 변수로 작용하기 때문이라는 사실도 확인되었다. 본 논문의 결과는 제품속성이 제품범주 스키마와 불일치하는 경우에도 메시지 주장을 통해 긍정적인 제품태도를 이끌어낼 수 있음을 확인하였다.
Abstract
The present research investigates the effect of incongruent product attributes on new product evaluation. The extant literature has provided evidence for the schema incongruity effect, where moderate incongruity tends to generate increased product evaluation, relative to schema congruity or extreme incongruity. However, there is lack of research that examines how to facilitate the resolution of such incongruity and what consequences such facilitation brings about. In the present study, we attempt to determine how new product evaluation is influenced by providing message arguments to facilitate the resolution of incongruity of product attributes. The results of the current study are as follows. Consistent with the findings of the previous research, incongruent (versus congruent) product attributes decreases product attitude. However, such a main effect of incongruity is qualified by the strength of message arguments. When the message arguments are strong enough to facilitate the resolution of incongruity, incongruity (versus congruity) generates enhanced product attitude. However, product attitude is not influenced at all by the strength of message arguments when the attributes are congruent. On the other hand, the data can be interpreted in the way that the effects of message arguments are moderated by incongruity of product attributes. The weak arguments decrease product attitude for incongruity (versus congruity), whereas the strong arguments increase product attitude for incongruity (versus congruity). As suggested by the dual process models and the finding of the previous research, the result appears driven by the difference in the level of cognitive elaboration consumers are engaged in. The findings of the current research show that strong message arguments can make incongruity more beneficial to product attitude.
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