본문 바로가기
KERD
논문KCI 등재

소비자 구매행동은 혈액형과 연관이 있는가?

Blood Type and Consumer Behavior: Fact or Fiction?

석관호|구지은
한국소비자학회 (Korean Society Of Consumer Studies)|2012.06|소비자학연구 (Journal of Consumer Studies)|제23권 제2호|pp. 107-134|DOI http://dx.doi.org/

0

조회

0

다운로드

5

인용

0

참고문헌

키워드

충동구매독특성 욕구Need for uniqueness인지욕구혈액형불평행동Impulse buyingRisk taking위험추구Need for cognition소비자 구매행동Complaining behaviorABO Blood typeConsumer buying decision
주제분류경제학

초록

소비자의 혈액형에 따라 시장을 세분화하거나 제품을 추천하는 혈액형 마케팅이 빈번히 사용되고 있다. 본 연구는 이와 같은 혈액형 마케팅이 과학적인 사실에 바탕을 두고 있는 지를 검증하고자 하며, 이를 위해 소비자 구매결정 과정에 영향을 미치는 개인의 소비행동 특성변수에 초점을 맞추어 해당 변수가 혈액형과 관련이 있는 지를 연구하고자 한다. 소비자 행동 연구에 따르면 소비자 구매결정은 총 5개의 단계로 구성되는데, 욕구의 인지. 정보탐색, 대안의 평가, 구매, 구매 후 행동으로 이루어진다. 소비자 개인의 특성변수는 (1) 소비자 구매결정 각 단계와 관련성이 있는지, (2) 혈액형에 대한 특성을 반영할 수 있는 지를 기준으로 선택되었다. 그 결과 욕구 인지 단계에서는 소비자의독특성 욕구(need for uniqueness), 정보 탐색 단계에서는 인지 욕구(need for cognition), 대안 평가 단계에서는 위험추구(risk taking) 성향, 구매 단계에서는 충동구매(impulse purchase) 성향, 구매 후 행동 단계에서는불평행동(complaining behavior)이 개인 특성변수로 선정되었다. 사전조사에서는 혈액형별 성격과 혈액형별 소비행동의 특징에 대한 지식, 그에 대한 믿음을 측정하였다. 그 결과,혈액형과 성격 간의 관계에 대해서는 대부분의 응답자들이 알고 있으며, 절반 이상의 응답자가 실제로 두 변수간의관련성을 믿고 있는 것으로 나타났다. 혈액형과 소비행동 간의 관계에 대한 지식이나 믿음은 상대적으로 약하지만27%의 응답자가 혈액형과 소비행동 특성간의 관련성에 대해 보통이상으로 인지하고, 37%의 응답자가 혈액형과소비행동 특성의 관련성에 대해 보통 이상의 믿음을 가지고 있는 것으로 나타났다. 사전조사에서는 또한 독특성 욕구, 인지욕구, 위험추구 성향, 충동구매 성향, 불평행동과 같은 소비행동이 어떤 혈액형에서 가장 많이 나타날 지에대한 믿음(lay belief)을 측정하였다. 그 결과 응답자들은 각각의 혈액형이 특정 소비행동과 밀접히 연관되어 있음을 강하게 믿고 있는 것으로 나타났다. 구체적으로는 AB형은 독특성 욕구가, A형은 인지욕구가, B형의 경우 위험추구 성향, 충동구매 성향, 불평행동이 두드러질 것이라 믿고 있었다. 첫 번째 실증 연구에서는 대학생들을 대상으로 앞서 선정한 개인의 다섯 가지 소비행동 특성변수를 측정하였다. 분석 결과, 혈액형은 소비행동 특성변수와 관계가 없는 것으로 나타났다. 다섯 개의 소비자 개인 특성변수 모두 혈액형에 따른 차이를 보이지 않았으며, 이는 혈액형과 소비행동 간에 유의미한 관계가 없음을 나타내는 결과라 볼수 있다. 두 번째 실증 연구에서는 독특성 욕구, 인지 욕구, 위험 추구 성향, 충동구매 성향을 자기 보고(self-report)가아닌 다양한 선택 상황에서의 소비자 의사결정을 통해 측정하였다. 그 결과, 첫 번째 연구와 마찬가지로 혈액형에따른 차이를 보이지 않았다. 본 연구의 결과들은 일반적인 믿음과는 달리 혈액형과 소비행동 간에는 유의한 관계가없음을 보여주었다.

Abstract

Market segmentation and product differentiation based on consumers' blood type is frequently practiced in Korea. For example, a fusion bar recommends different side dish menus to consumers with different blood type. This research investigates whether the blood type marketing is grounded by scientific evidence showing consumers behavior is related to blood type. This research examines associations between blood type and five dimensions of consumer behavior characeristics that are related to consumer buying decision process. Research on consumer behavior has suggested that consumer decision making consists of five sequential decision stages: Need recognition, information search, evaluation of alternatives, purchase,and postpurchase behavior. We selected five consumer behavior characteristic variables that are related to each stage of the decision making process and are supposedly related to lay beliefs about the characteristics of blood type. Specifically, we selected need for uniqueness (need recognition), need for cognition (information search), risk taking (evaluation of alternatives),impulse buying (purchase), and complaining behavior (postpurchase behavior) that represent the buying decision process. This research examined whether the five consumer behavior measures are related to blood type. A pretest explored university stduents’ knowledge and beliefs about the relationship between blood type and personality and the relationship between blood type and consumer behavior. Respondents were well aware of the personality characteristics of each blood type and more than half of the respondents believed that personality and blood type are related. Beliefs and knowledge about the relationship between blood type and consumer behavior were weaker compared with those of the relationship between blood type and personality. We also measured lay beliefs about which blood type consumer is most likely to be related to need for uniqueness,need for cognition, risk taking, impulse buying, and complaining behavior. The results showed that the respondents have strong lay beliefs about the association between blood type and specific consumer behaviors. Respondents believed that need for uniqueness is most strongly related to blood type AB and be weakly related to blood type A or O. Need for cognition is strongly related to blood type A, but weakly related to other types. Consumers with blood type B are believed to be most likely to seek risk, buy with impulse, and complain after experiencing dissatisfaction. In sum, these findings suggest that people have stereotypes of blood type with respect to certain dimensions of consumer behavior. Study 1 examined the relationship between respondents’ blood types and the five dimensions consumer behavior characteristics. In the study, respondents self reported their consumer behavior traits such as need for uniqueness, need for cognition, risk taking, impulse buying,and complaining behavior. We also manipulated the order in which ABO blood type is measured. In the ABO first condition, blood type was measured before measuring the five consumer behavior traits. In the ABO last condition, blood type was measured after the five consumer behavior measures. It was expected that, as gender stereotypes, measuring blood types first should activate blood type stereotypes, resulting in greater differences across blood types. The results of study 1 showed that blood type is not related to consumer behavior. For all the five consumer behavior measures, we found no significant differences across the consumers with different blood types. In addition, activation of blood type stereotype did not change the result. The findings of this study indicate that there is no significant relationship between blood type and individual difference characericists of consumption behavior. One shortcoming of Study 1 is that consumer behavior characteristics were measured by self-reports, which may not reflect actual consumer decisions. Therefore, we conducted Study 2Study 2 further examined whether blood type is related to various consumer decisions that are related to need recognition, information search, evaluation of alternatives, and purchase. Specifically we tested the relationship between consumers’ blood type and purchase of unique options (i.e., need for uniqueness), decision making time (i.e., need for cognition), choice of risky option (i.e., risk taking), and impulse buying intention (impulse buying). Specifically we tested whether respondents’ blood types were reslated to various consumer decision makings such as the extent to choose unique versus ordinary choice options, the amount of time taken to search for product information before making choice decisions, the likelihood of choosing risky over safe options, and their willingness to buy without planning in a given purchase situation. The results showed that blood type was not significantly related to these consumer decision makings In sum, the results of the current research demonstrate that consumers’ blood types are not strongly related to consumer behavior, contrary to some beliefs that blood types are related to certain types of consumer behavior. However, future research using different methods (e.g.,analyzing shopping data of different blood types) should present more compelling evidence regarding the association between blood type and consumer behavior. Another direction for future research is to test the influence of blood type marketing on consumer perception, attitude,and purchase behavior.

참고문헌 (57)

  1. 경향신문, "혈액형별 쇼핑패턴 다르다", 2007.03.22, ~ (2007)
  2. 김완석, "한국형 인지욕구척도 개발연구", 한국심리학회지 : 산업 및 조직, 7(1), pp.87~101 (1994)
  3. 김완석, "소비자의 독특성 욕구와 소비행동: 구매목적과 상품유형과의 상호작용", 한국심리학회지: 소비자·광고, 6(2), pp.79~101 (2005), 한국소비자·광고심리학회
  4. 김완석, "한국판 소비자 독특성 욕구척도(K-CNFU): 척도개발과 타당화", 한국심리학회지: 소비자·광고, 4(1), pp.79~101 (2003), 한국소비자·광고심리학회
  5. 문화일보, "테이블도 추천메뉴도 혈액형 따라", 2008.05.28, ~ (2008)
  6. 손영화, "불평 행동 유형과 불평 처리후 만족이 구전 및 재구매 의도에 미치는 효과", 한국심리학회지: 소비자·광고, 9(1), pp.87~104 (2008), 한국소비자·광고심리학회
  7. 이장로, "한국 미국 소비자 e-불평행동의 수렴과 상이:e-소비자불평행동 유형 정립을 위한 탐색적 연구", 국제경영연구, 18(3), pp.83~111 (2007), 한국국제경영학회
  8. 조소현, "혈액형별 성격특징에 대한 믿음과 실제 성격과의 관계", 한국심리학회지: 사회및성격, 19(4), pp.33~47 (2005), 한국사회및성격심리학회
  9. 주현덕, "혈액형이 사랑을 결정하는 요인이 될 수 있는가?：혈액형별 사랑유형과 연애태도 특성", 한국심리학회지: 사회및성격, 20(3), pp.67~80 (2006), 한국사회및성격심리학회
  10. 파이낸셜뉴스, "대형마트‘소비유도’이색마케팅", 2010.07.13, ~ (2010)
  11. 한국경제, "혈액형에 맞춰라. 디카․속옷․보험…맞춤형 삼품 쏟아져", 2005.01.21, ~ (2005)
  12. 한국경제, "카드사용 “혈액형따라 달라요”..A형은일편단심...O형은 기분파", 2005.10.26, ~ (2005)
  13. Assael, Henry, "Consumer Behavior: A Strategic Approach" (2004), Houghton Mifflin
  14. Beatty, Sharon E., "Impulse Buying : Modeling Its Precursors", Journal of Retailing, 74(2), pp.169~191 (1998)
  15. Bettman, James R, "Constructive Consumer Choice Processes", Journal of Consumer Research, 25(3), pp.187~217 (1998)
  16. Blais, Ann-Renée, "A Domain-Specific Risk-Taking(DOSPERT) Scale for Adult Populations", Judgment and Decision Making, 1(1), pp.33~47 (2006)
  17. Byrne, Barbara M., "A Primer of LISREL: Basic Applications and Programming for Confirmatory Factor Analytic Models" (1989), Springer
  18. Cacioppo, John T, "The Need for Cognition", Journal of Personalityand Social Psychology, 42(1), pp.116~131 (1982)
  19. Cohen, Arthur R, "An Experimental Investigation of Need for Cognition", Journal of Abnormal and Social Psychology, 51(2), pp.291~294 (1955)
  20. Cohen, Jacob, "Statistical Power Analysis for the Behavioral Sciences" (1977), Academic Press
  21. Cramer, Kenneth M, "Personality, Blood Type, and the Five-factor Model", Personality and Individual Differences, 32(4), pp.621~626 (2002)
  22. Day, Ralph L., "Modeling Choices Among Alternative Responses to Dissatisfaction, In Advances in Consumer Research, Vol. 11", pp.496~499 (1984), Association for Consumer Research
  23. Engel, James, "Consumer Behavior, 8th edition" (1995), Dryden Press
  24. Foa, Edna B., "The Obsessive–Compulsive Inventory: Development and Validation of a Short Version", Psychological Assessment, 14(4), pp.485~496 (2002)
  25. Furukawa, Takeji, "A Study of Temperament by Means of Human Blood Groups", Japanese Journal of Psychology, 2, pp.612~634 (1927)
  26. Gilly, Mary C., "Post-Purchase Consumer Processes and the Complaining Consumer", Journal of Consumer Research, 9(3), pp.323~328 (1982)
  27. Gneezy, Uri., "The Uncertainty Effect : When a RiskyProspect Is Valued Less Than Its WorstPossible Outcome", Quarterly Journal ofEconomics, 121(4), pp.1283~1309 (2006)
  28. Haugtvedt, Curt, "Need for Cognition and Advertising : Understanding the Role of Personality Variables in Consumer Behavior", Journal of Consumer Psychology, 1(3), pp.239~260 (1992)
  29. Higgins, E. Tory, "Beyond Pleasure and Pain", American Psychologist, 52(12), pp.1280~1230 (1997)
  30. John, Oliver P., "Measurement: Reliability, Construct Validation,and Scale Construction, In Handbookof Research Methods in Personalityand Social Psychology", pp.339~369 (2000), CambridgeUniversity Press
  31. Kassarjian, Harold H., "Personality and Consumer Behavior: A Review", Journal of Marketing Research, 8(4), pp.409~418 (1971)
  32. Kassarjian, Harold H., "Personality: the Longest Fad, In Advances in Consumer Research, Vol. 6", pp.122~124 (1979), Association for Consumer Research
  33. Kassarjian, Harold H, "Personality and Consumer Behavior:An Update, In Perspectives in ConsumerBehavior", pp.281~303 (1981), Prentice-Hall
  34. Keppel, Geoffrey, "Design and Analysis: A Researcher’s Handbook, 4th edition" (2004), Pearson
  35. Lastovicka, John L, "Improving the Detection of Personality-Behavior Relationships in Consumer Research", Journal of Consumer Research, 14(4), pp.583~587 (1988)
  36. Lynn, Michael, "Scarcity Effects on Value: A Quantitative Review of the Commodity Theory Literature", Psychology & Marketing, 8(1), pp.43~57 (1991)
  37. Marsh, Herbert W., "Application of Confirmatory Factor Analysisto the Study of Self-concept: First- andHigher-Order Factor Models and TheirInvariance Across Groups", PsychologicalBulletin, 97(3), pp.562~582 (1985)
  38. McCrae, Robert R, "Validation of the Five-Factor Model of Personality across Instruments and Observers", Journal of Personality and Social Psychology, 52(1), pp.81~90 (1987)
  39. Nisbett, Richard E., "Telling More than We Can Know:Verbal Reports on Mental Processes", PsychologicalReview, 84(3), pp.231~259 (1977)
  40. Pennings, Joost M. E, "Assessing the Construct Validity of RiskAttitudes", Management Science, 46(10), pp.1337~1348 (2000)
  41. Rogers, Mary, "Blood Type and Personality", Personality and Individual Differences, 34(7), pp.1099~1112 (2003)
  42. Rook, DennisW., "The Buying Impulse", Journal of Consumer Research, 14(2), pp.189~199 (1987)
  43. Rook, Dennis W, "Normative Influences on Impulsive BuyingBehavior", Journal of Consumer Research, 22(3), pp.305~313 (1995)
  44. Sawyer, Alan G, "Statistical Power and Effect Size in Marketing Research", Journal of Marketing Research, 18(3), pp.275~290 (1981)
  45. Schmidt, Jeffrey B., "A Proposed Model of external ConsumerInformation Search", Journal of the Academyof Marketing Science, 24(3), pp.246~256 (1996)
  46. Schwartz, Barry, "Maximizing Versus Satisficing : Happiness Is a Matter of Choice", Journal of Personality and Social Psychology, 83(5), pp.1178~1197 (2002)
  47. Shacham, Saya, "A Shortened Version of the Profile of Mood States", Journal of Personality Assessment, 47(3), pp.305~306 (1983)
  48. Shih, Margaret, "Stereotype Susceptibility : Identity Salience and Shifts in Quantitative Performance", Psychological Science, 10(1), pp.80~83 (1999)
  49. Singelis, Theodore M., "The Measurement of Independent and Interdependent Self-Construals", Personality and Social Psychology Bulletin, 20(5), pp.580~591 (1994)
  50. Singh, Jagdip, "A Typology of Consumer Dissatisfaction Response Styles", Journal of Retailing, 66(1), pp.57~99 (1990)
  51. Snyder, C. R., "Product Scarcity by Need for Uniqueness Interaction: A Consumer Catch- 22 Carousel?", Basic and Applied Social Psychology, 13(1), pp.9~24 (1992)
  52. Snyder, C. R., "Abnormality as a Positive Characteristic: The Development and Validation of a ScalingMeasuring Need for Uniqueness", Journal of Abnormal Psychology, 86(5), pp.518~527 (1977)
  53. Tian, Kelly Tepper, "Consumers’Need for Uniqueness : Scale Development and Validation", Journal of Consumer Research, 28(1), pp.50~66 (2001)
  54. Verplanken, Bas, "Need for Cognition and External Information Search: Responses to Time Pressure during Decision-Making", Journal of Research in Personality, 27(3), pp.238~252 (1993)
  55. Verplanken, Bas, "Individual Differences in Impulse Buying Tendency: Feeling and No Thinking", European Journal of Personality, 15(S1), pp.71~83 (2001)
  56. Weber, Elke U., "Perceived Risk Attitudes: Relating RiskPerception to Risky Choice", ManagementScience, 43(2), pp.123~144 (1997)
  57. Wu, Kunher, "Blood Type and the Five Factors of Personality in Asia", Personality and Individual Differences, 38(4), pp.797~808 (2005)

관련 논문AI추천

대학생 소비자의 MBTI 유형과 소비자행동의 연관성에 관한 연구: 구매행동 특성, 소셜네트워크 서비스(SNS) 이용동기, 소비자 라이프스타일을 중심으로석관호, 이미라, 주소현, 차경욱, 추호정한국소비문화학회 · 소비문화연구2023 · 제26권 제4호소비자의 개성에 따른 구매행동유형, 광고와 사적 구전정보에 대한 신뢰 및 만족도, 구매욕구에 대한 분석허경옥한국소비문화학회 · 소비문화연구2014 · 제17권 제2호혈액형별 성격특징에 대한 믿음과 실제 성격과의 관계노연정, 서은국, 조소현한국사회및성격심리학회 · 한국심리학회지: 사회및성격2005 · 제19권 제4호성격특성이 소비자 독특성 욕구에 미치는 영향박상준, 박소진한국소비자학회 · 소비자학연구2008 · 제19권 제3호라이프스타일과 성격으로 본 중국소비자들의 소비행태에 관한 연구: 중국 청도를 중심으로오가영, 이재은한국상품학회 · 상품학연구2018 · 제36권 제4호멀티채널 환경에서 소비자는 어떻게 정보를 탐색하는가?: 선호하는 정보원천에 따른 소비자 유형화와 관련 요인나종연, 최아영한국소비자학회 · 소비자학연구2012 · 제23권 제2호

이 간행물의 다른 논문 (15건)

준거점 의존에 따른 묶음제품의 선호이행: 준거 제시와 할인가격제시방법을 통한 초점화 효과강윤희, 김재휘pp. 1-22골드맘의 유아복 소비에 관한 질적 연구노지연, 고애란, 김주경, 신연욱pp. 23-44사회신뢰와 국가의 부 창출과정박상준pp. 45-58기업 부정정보의 정정주체에 따른 소비자 태도회복 효과 연구: 부정정보의 신뢰수준과 기업지위의 조절효과를 중심으로김동태pp. 59-83재무교육 및 재무상담에 대한 소비자요구와 선호분석성영애pp. 85-105
원문 보기