경쟁과 협력이 제품태도에 미치는 영향: 정보처리 유형의 역할
The Influence of Competiton-cooperation on Product Attitudes: The Role of Processing Styles
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경쟁과 협력에 관한 기존 연구를 살펴보면, 경쟁적 상황보다는 협력적 상황이 긍정적인 결과를 유도한다는 사실을 알 수 있다. 하지만 본 연구에서는 이러한 결과가 정보처리 유형에 따라 달라질 수 있다는 사실을 보여주고자 하였다. 구체적으로 본 연구에서는 경쟁-협력과 글로벌-로컬 프로세스의 일치성이 메시지 설득효과와 제품태도에 어떠한 영향을 미치는지 살펴보았다. 그 결과, 경쟁-협력과 글로벌-로컬 프로세스의 일치성이 메시지 설득효과와 제품태도에 영향을 미치는 것으로 나타났다. 구체적으로, 경쟁적 상황에서는 글로벌 프로세스 조건에서보다 로컬 프로세스 조건에서 메시지 설득효과가 더 높았으며 협력적 상황에서는 로컬 프로세스 조건에서보다 글로벌 프로세스 조건에서 메시지 설득효과가 더 높았다. 또한 제품태도에서도 경쟁적 상황에서는 글로벌 프로세스 조건에서보다 로컬 프로세스 조건에서 제품에 대한 태도가 더 높았으며 협력적 상황에서는 로컬 프로세스 조건에서보다 글로벌 프로세스 조건에서 제품에 대한 태도가 더 높았다. 추가적으로 경쟁-협력적 상황과 글로벌-로컬 프로세스의 일치성이 제품태도에 영향을 미치는데 있어 메시지 설득효과가 매개되는 것으로 나타났다. 이와 같이 본 연구에서는 경쟁적 상황과 협력적 상황이 정보처리 유형에 따라 달라질 수 있다는 사실을 보여주고 있다.
Abstract
According to prior research on competition and cooperation, more positive effect was emerged in the cooperation contexts than in the competition contexts. However, the current research proposed that the effect of competition and cooperation depended on the information processing styles. In specific, the research examined the influence of the fit between competition-cooperation and global-local process on message persuasiveness and product attitudes. The results showed that the fit between competition-cooperation and global-local process influenced the message persuasiveness and product attitudes. For the message persuasiveness, in the competitive context, participants rated the ad message as more persuasive in the local process condition than in the global process condition, whereas in the cooperative context, participants rated the ad message as more persuasive in the global process condition than in the local process condition. For product attitudes, in the competitive context, participants showed more positive attitudes toward the product in the local process condition than in the global process condition, whereas in the cooperative context, participants showed more positive attitudes toward the product in the global process condition than in the local process condition. Additionally, it revealed that the effect of the fit between competition-cooperation and global-local process on product attitudes was mediated by message persuasiveness. Thus, the current research demonstrated that the effect of competition and cooperation depended on the information processing styles.
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