Impulsive Buying and Social Exclusion

한웅희(Han, Woong Hee) 한국상품학회 2020 商品學硏究 Vol.38 No.3

Impulsive buying has been defined as the spontaneous or sudden desire to buy something and causes great damage and hurt consumers themselves and people around them. Therefore it would be meaningful to explain the phenomenon and mechanism of impulsive buying by focusing on the psychological features of the impulsive buying. People experience exclusion and discrimination in various situations, which naturally lead to negative emotions and use various methods, one of which is the strategy of cognitive narrowing to relieve the stress and tension caused by these negative emotions. This cognitive narrowing strategy sometimes affects their cognitive process and lead to various deviant behavior including self-defeating behavior. The purpose of current study is to explore how self-defeating behavior in overcoming negative emotions caused by social exclusion affects impulse buying. This study investigated how social exclusion experience influences on the impulsive buying tendency. The aim of this research is to examine the mechanism through impulsive buying. Present study was performed with 99 undergraduate students. Participants were randomly appointed to the condition under which they have experienced social exclusion and the condition under which they have not. Authors analyzed how the level of impulsive buying tendency differs depending on the social exclusion experience. Authors used t-test to analyze how the experience of social exclusion influences on the tendency of impulsive buying differs. According to the results, the impulsive buying tendency of the group who experienced social exclusion was higher than that of the group who did not experience it. and the difference was statistically significant. People with the experience of social exclusion tend to show higher impulsive buying than people without such an experience. These results can be seen as follows. First, social exclusion experience can be emotional distress and lead to self-destructive behavior and one of the self-defeating behavior is impulsive buying. Second, in order to reduce negative emotions people tend to reduce self-awareness. Finally, as we can see that impulsive buyers report positive emotional experiences when buying impulsively and impulses to buy would arise when people’s self-regulatory capacity is reduced, impulsive buying can be viewed as a result of self-destructive behavior due to social exclusion, and as an inevitable strategy to overcome negative emotions caused by social exclusion. The social exclusion experiences elude negative emotions, leading to the immediate, specific and low-level tasks such as shopping or purchasing. Based on these results, academic implications and practical implications were discussed. In addition, limitations of this study and future research were suggested.

소비자의 신념편향에 대한 연구

한웅희 ( Woong Hee Han ),이유재 ( You Jae Yi ) 한국소비자학회 2009 소비자학연구 Vol.20 No.3

사전지식 및 관여도가 소비자의 신념불일치에 미치는 효과

한웅희(Woong Hee Han),김재일(Jae Il Kim),이유재(You Jae Yi),박기완(Ki Wan Park) 한국마케팅학회 2009 마케팅연구 Vol.24 No.1

본 연구에서는 어떤 대상에 대한 사전지식과 관여도가 소비자의 신념 불일치와 그 감소효과에 미치는 영향을 살펴보고자 하였다. 특히 신념체계에 대한 주관적 확률모델을 통해 논리적인 신념 불일치의 발생과 그 감소에 미치는 영향을 살펴보고자 하였다. 이에 따라 첫째, 신념 불일치의 크기는 사전지식 수준이 높은 경우에 사전지식 수준이 낮은 경우보다 더 크게 나타날 것인가? 둘째, 제품 카테고리의 관여도에 따라 사전지식이 반복측정에 의한 신념불일치 감소효과에 미치는 영향이 달라질 것인가? 라는 연구문제를 제시하였다. 연구문제 해결을 위해 두 번의 실험을 실시하였으며 그 결과는 다음과 같다. 첫째, 신념 불일치의 크기는 사전지식 수준이 낮은 경우보다 사전지식 수준이 높은 경우에 더 크게 나타났다. 둘째, 제품 카테고리의 관여도가 높은 경우에는 사전지식 수준이 높은 경우의 반복측정에 의한 신념 불일치 감소효과와 사전지식 수준이 낮은 경우의 반복측정에 의한 신념 불일치 감소효과가 차이가 없는 것으로 나타났다. 셋째, 제품 카테고리의 관여도가 낮은 경우에는 사전지식 수준이 높은 경우의 반복측정에 의한 신념 불일치 감소효과가 사전지식 수준이 낮은 경우의 반복측정에 의한 신념 불일치 감소효과보다 큰 것으로 나타났다. 결과의 의의와 시사점은 논의 부분에서 다루었다. We frequently see people who have a lot of knowledge on a subject make biased choices and decisions instead of conducting an accurate and objective information process. In other words, when people have a high level of prior knowledge, they tend to examine external information in a way that supports their prior beliefs and thoughts. When new evidence is analyzed in a direction that maintains one`s initial beliefs, the value, validity, reliability, and evaluating behavior of the evidence differs according to whether it matches one`s beliefs. In this study we examined the mechanism of biased information process due to prior knowledge on a subject. Specifically, we examined the effect of prior knowledge on the generation of systematic belief inconsistency and the size of that inconsistency through a subjective probability model. we also examined the effect of the level of involvement on the relationship between prior knowledge and belief inconsistence during that process. The term `belief inconsistency` used in this study refers to th logical inconsistency between beliefs that appear in the subjective probability model. The purpose of this study is to examine the effect of prior knowledge and involvement levels on logical belief inconsistency, which presents two research questions; a) will the level of belief inconsistency be higher when the level of prior knowledge is high than when it is low? and b) will the effect of prior knowledge on the decrease of belief inconsistency due to repeated measurement differ according to the involvement level on the product category? In order to solve these problems we conducted two experiments. Through understanding the effect of prior knowledge and involvement in a product category on the evaluation and belief formation of that product, this study will enable us to search for a way to organize persuasive messages on product attributes and benefits. The study will also contribute to the improvement of explanatory power of probability models in which the relationship between beliefs is represented in a form of subjective probabilities. The current study showed the following results. First, the average difference between the predicted belief levels according to the subjective probability model, and the level of beliefs acquired from respondents(i.e., the level of belief inconsistency which is the absolute value of the difference between the level of belief on conclusion B inferred from the reported beliefs on the four premises and the reported level of belief on conclusion B) was 0.1486, which shows that there is a significant difference(M=.1486; t (59)=9.892, p<.01). Second, the level of belief inconsistency was higher when the level of prior knowledge was high than when the level of prior knowledge was low(M(Low)=.1181 vs. M(High)=.1719; t (58)=-1.810, p<.05). That is, when the level of prior knowledge is high, the irrational cognitive tendency to analyze information according to existing beliefs and form beliefs becomes stronger, and thus the level of belief inconsistency in the probability model became higher. Third, the average value obtained by subtracting the level of belief inconsistency of the second measure from the first measure, in other words the level of decreased belief inconsistency due to repeated measurement was 0.0302(t (51)=1.847, p<.1) in high involvement product categories and 0.0270(t (60)=2.093, p<.05) in low involvement product categories, and both values were statistically significant. Therefore we confirmed the existence of the Socratic effect. Fourth, when the level of involvement in a product category was high, the decrease in belief inconsistency due to repeated measurement did not differ according to the level of prior knowledge(M(Low)=.0280 vs. M(High)=.0318; t (50)=-.116, p>.1). Fifth, when the level of involvement in a product category was low, the decrease in belief inconsistency due to repeated measurement was higher when the prior knowledge level was low than w

상품광고의 논증유형이 메시지의 타당성 평가에 미치는 영향

한웅희(Han, Woong Hee) 韓國商品學會 2011 商品學硏究 Vol.29 No.6

본 연구는 논증유형에 따라 상품광고 메시지의 타당성 평가가 어떻게 달라지는지 탐구하였다. 특히 삼단논법과 생략삼단논법을 중심으로 광고 메시지의 타당성 평가에 미치는 영향을 살펴보았다. 그리고 사전지식 수준에 따른 효과도 고찰하였다. 연구결과에 따르면 광고의 논증유형에 있어서 자료와 주장이 어떻게 관련되는지를 설명하는 명제인 조건규칙이 명시적으로 제시되지 않고 암묵적으로 제시된 생략삼단논법 형태의 메시지에 대한 타당성 평가가 조건규칙이 명시적으로 제시된 삼단논법 형태의 메시지에 대한 타당성 평가보다 낮게 나타났다. 또한 관련 제품에 대한 사전지식 수준이 높은 소비자의 경우에는 조건규칙이 명시적으로 제시되지 않고 암묵적으로 제시된 생략삼단논법 형태의 메시지에 대한 타당성 평가가 사전지식 수준이 낮은 소비자에 비해 높게 나타났다. 연구결과를 바탕으로 한 시사점과 향후 연구방향이 논의되고 제시되었다. This study investigated the influences of argument structure types of product advertisement on the evaluation of message validity. Especially, current study focused on enthymeme and syllogism as types of argument structure and the effect of prior knowledge level. The results are as follows. First, the level of evaluation of message validity was low when the message had an argument structure of enthymeme which omitted the conditional rules that showed the relationship between data and claims in argument, than when the message had an argument structure of syllogism which expressed the conditional rules explicitly. Second, in the case of enthymeme, the level of message validity was high when the level of prior knowledge of consumers was high than when the level of prior knowledge was low. On the basis of results, the implications and future research was discussed and suggested.

소비자의 귀추추론 오류 대한 연구

한웅희(Han, Woong Hee) 한국소비문화학회 2011 소비문화연구 Vol.14 No.4

본 연구에서는 어떤 결과로부터 원인을 추론하는 귀추추론 과정에서 발생하는 오류에 대해 탐구하고자 한다. 구체적으로는 추론과제의 표현방식에 따라 오류의 발생이 어떻게 달라지는지 알아보기 위해 세 번의 실험을 실시하였다. 본 연구에서는 다음과 같은 사실을 발견할 수 있었다. 첫째, 문장형태의 추론과제가 기저율 정보를 포함하지 않은 경우에도 연역적 조건추론과 귀추적 조건추론을 혼동하는 역오류가 발생하였고 그 결과로 원인에 대한 귀추추론 자체에도 오류가 발생하였다. 둘째, 기저율 정보가 포함되지 않은 빈도형태의 추론과제의 경우에는 역오류가 발생하지 않았고 원인에 대한 귀추추론 자체에도 오류가 발생하지 않았다. 마지막으로 기저율 정보가 포함되지 않은 그림형태의 추론과제의 경우에는 문장형태의 추론과제의 경우와 같이 역오류가 발생하였고 그 결과로 원인에 대한 귀추추론 자체에도 오류가 발생하였다. 본 연구의 결과를 근거로 이론적ㆍ실무적 시사점을 제시하고 한계점과 향후 연구에 대해 논의하였다. This study investigated the fallacy of abduction which reasoned the causes from the consequences. Especially, current study researched the influence of representation format on the occurrence of the fallacy. The results was as follows. First, even when the information about base-rate is not provided, the inverse fallacy occurred, which is the confusion between the abductive reasoning and the deductive reasoning. And consequently, the fallacy of abductive reasoning for the causes occurred. Second, when the information about base-rate is not provided, in the case of representation format by frequency, the inverse fallacy didn’t occur and the fallacy of abductive reasoning for the causes didn’t, either. Third, when the information about base-rate is not provided, in the case of representation format by picture, the inverse fallacy occurred and the fallacy of abductive reasoning for the causes did, too. On the basis of these results, theoretical and practical implications were suggested and the limitations and future research were discussed.

부정적 감정이 경영의사결정에 미치는 영향

한웅희 ( Woong Hee Han ) 한국항공경영학회 2014 한국항공경영학회지 Vol.12 No.5

본 연구는 우울함이나 부정적 자아인식 등과 같은 부정적 감정으로부터 벗어나기 위해 사람들이 사용하는 인지적 협소화가 인지적 편향의 발생과 경영의사결정에 미치는 영향을 탐구하고자 한다. 즉 부정적 감정의 극복을 위한 도피수단의 하나로 사용되는 인지적 협소화는 행동의 장기적인 결과에 대해고려하지 못하게 하거나 규제로부터 벗어나게 하는 것뿐만 아니라 과장되고 비현실적인 사고를 촉진하는 것으로 알려져 있는데, 본 연구에서는 더 나아가 이러한 인지적 협소화가 이성적이고 합리적인방식에서 벗어나는 인지적 편향, 특히 허위진단성 편향(pseudodiagnosticity bias)을 발생시키고 결과적으로 경영의사결정에 방해가 될 것으로 예상하여 이에 대한 실증적 탐구를 진행하고자 하였다. 연구결과 부정적 감정의 수준에 따라 허위진단성 편향 수준이 달라지는 것으로 나타났다. 연구결과를 바탕으로 한 시사점과 향후 연구방향이 논의되고 제시되었다. This study investigated the influence of negative affect on managerial decision making.Especially, current study researched the relationship between the negative affect and the cognitivenarrowing, and focused the mechanism which are underlying in the pseudodiagnosticity bias byvirtue of cognitive narrowing. The results of this study are as below. The degree of the pseudodiagnosticity bias is higher when the degree of the negative affect is higher than lower.This study investigated the influence of negative affect on managerial decision making.Especially, current study researched the relationship between the negative affect and the cognitivenarrowing, and focused the mechanism which are underlying in the pseudodiagnosticity bias byvirtue of cognitive narrowing. The results of this study are as below. The degree of the pseudodiagnosticity bias is higher when the degree of the negative affect is higher than lower.On the basis of this result, theoretical and practical implications were suggested and thelimitations and future research were discussed.

허위진단성 편향과 효과적인 경영의사결정

한웅희 ( Woong Hee Han ) 한국생산성학회 2011 生産性論集 Vol.25 No.4

The purpose of this study is to investigate the relationship between pseudodiagnosticity bias and effective managerial decision making. Especially, the current research focused on the influence of the representation format of pseudodiagnosticity task on the occurrence of the pseudodiagnosticity bias. The results of this study are as below. First, the pseudodiagnosticity bias was decreased in the representation format of frequency rather than the probability. Second, the pseudodiagnosticity bias was decreased in the representation format of picture rather than the probability. Third, in the representation format of probability, the pseudodiagnosticity bias was decreased when the level of product knowledge was high relative to low. The practical implications was provided on the base of these results.

낸드 플래시 기반 저장 장치의 쓰기 성능을 위한 사용자 요청 병합 기법

한웅희(Woong-Hee Han),이태화(Tae-Hwa Lee),강주영(Juyoung Kang),서윤찬(Yun-Chan Seo),차재혁(Jae-Hyuk Cha) 한국정보과학회 2013 한국정보과학회 학술발표논문집 Vol.2013 No.11

소비자의 신념편향에 대한 도피이론적 접근

한웅희(Woong-Hee Han) 한국콘텐츠학회 2014 한국콘텐츠학회논문지 Vol.14 No.11

본 연구는 우울함이나 부정적 자아인식 등과 같은 부정적 감정으로부터 벗어나기 위해 소비자들이 사용하는 인지적 협소화가 인지적 편향의 발생에 미치는 영향을 도피이론적 관점에서 탐구하고자 한다. 즉, 부정적 감정의 극복을 위한 도피수단의 하나로 사용되는 인지적 협소화는 행동의 장기적인 결과에 대해 고려하지 못하게 하거나 규제로부터 벗어나게 하는 것뿐만 아니라 과장되고 비현실적인 사고를 촉진하는 것으로 알려져 있는데, 본 연구는 여기서 더 나아가 이러한 인지적 협소화가 이성적이고 합리적인 방식에서 벗어나는 인지적 오류, 특히 신념편향을 발생시킬 것으로 예상하여 이에 대한 실증적 탐구를 진행하였다. 연구결과, 인지적 협소화의 수준에 따라 신념편향의 발생수준이 달라지는 것으로 나타났다. 이러한 결과를 바탕으로 시사점과 향후 연구방향이 논의되고 제시되었다. This study investigated the effect of cognitive narrowing on the consumers’ belief biases in the light of the escape theory. Current study researched the relationship between the cognitive narrowing and the consumers’ belief biases. The result of this study is as below. The degree of the consumers’ belief biases is higher when the degree of the cognitive narrowing is higher than lower. On the basis of this result, theoretical and practical implications were suggested and the limitations and future research were discussed.

ETM을 이용한 개선된 교차로 신호체계

이희성(Hee-Seong Lee),한웅희(Woong-Hee Han),최원경(Won-Kyoung Choi),성동혁(Dong-Hyuk Sung) 한국엔터테인먼트산업학회 2008 한국엔터테인먼트산업학회 학술대회 논문집 Vol.2 No.2

제한된 도로에 급증하는 자동차로 인해, 기존의 교통신호등은 좀 더 향상된 효율을 필요로 하게 되었다. 기존의 교통 신호등은 상황 변화에 따른 교통량을 고려하지 않았으므로, 기존 신호등의 20~45%가 교통 현시와 일치하지 않는다. 본 논문에서는 기존 교통 신호등의 단점을 알아보고, Enhanced Traffic Manager (이하 ETM)의 모의실험과 분석을 검토하여 효율성을 보고한다. 뿐만 아니라, 앞으로의 활용방안을 분석하여 보고할 수 있도록 하였다