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조절자원의 고갈과 속성정보 제시가 자아조절에 미치는 영향

Effects of Regulatory-Resource Depletion and Attribute-Information Providing on Self Regulation

여준상|송시연
한국전략마케팅학회 (Korean Strategic Marketing Association)|2011.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제19권 제4호|pp. 189-203

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참고문헌

키워드

Benefit혜택CostMonitoring모니터링비용조절자원 고갈자아조절 실패속성정보Resource DepletionSelf Regulation FailureAttribute Information

초록

조절자원의 고갈이 자아조절에 미치는 영향을 살펴본 기존 연구는, 자아조절에 성공하기 위해서 명확한 목표 및 조절자원이 필요함을 강조했다. 본 연구는 자아조절에 성공하기 위해서는 자아조절관련 목표 및 조절자원고갈 여부 외에, 모니터링이 중요하다는 것을 보여주고자 한다. 제품에는 비용과 혜택 관련 정보가 존재하는데, 기존 연구에서 자아조절 목표가 있더라도 조절자원이 고갈될 경우, 자아조절에 실패한 이유는 비용관련 제품정보, 즉 모니터링 할 수 있는 정보가 제공되지 않았기 때문이다. 이를 증명하기 위해 실험에서는 조절자원고갈 여부 및 속성정보 제시 여부를 독립변수로 하여 선한제품(다이어트에 도움되는 제품)과 악한제품(다이어트에 방해되는 제품) 간의 선택에 미치는 영향을 살펴보았다. 실험결과, 속성정보가 제시되지 않은 경우에는 조절자원이 고갈될수록 악한제품의 선택 비율이 증가하여 자아조절에 실패한 반면, 속성정보가 제시된 경우에는 조절자원이 고갈되더라도, 비고갈 그룹과 동일하게 선한 제품을 더 많이 선택한 것으로 나타났다.

Abstract

This research is not only to show that setting goals related to self regulation and cognitive resource are important but also to show that monitoring is another key factor that is required to succeed in self regulation. It is widely known that there are many informations related to costs and benefits for product. However, the reason why previous researches showed failures to demonstrate the impact of resource depletion on the self regulation even if definite goals exist is that informations regarding monitoring were not provided appropriately. To issue above concerns, study 1 provided cognitive resource depletion and attribute information as independent variables and tried to verify whether those variables have any impacts on the choice between virtue product and vice product. As a result, in the condition where the attribute information was not provided, there was a higher probability to choose vice product while in the condition where the attribute information was provided, resource-depleted group showed a higher probability to choose virtue product like non-depleted group.

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