한국 문화와 행동경제학 연구 = Korean Culture and Behavioral Economics

국문 초록 (Abstract)

본 연구는 기존의 행동경제학 연구가 대체로 미국연구자에 의해 미국인을 대상으로 진행되었다는 사실을 비판적으로 보완하고자 하는 의도에서 시작되었다. 소비자행동이 문화에 의해 암묵적으로 영향을 받는다는 것과, 한국문화의 독특성이라는 점을 고려할 때 주로 미국에서 연구된 행동경제학의 결과물들을 한국소비자에게 그대로 적용하는 것은 재고의 여지가 있다고 본 것이다. 따라서 본 연구에서는 행동경제학의 주요 연구영역을 기술하였고, 한국문화를 고려한 행동경제학 연구를 고찰하고 제안하였다. 그리고 한국문화를 고려한 행동경제학 연구결과의 마케팅 시사점을 논하였다. 한국문화를 고려한 행동경제학 연구를 지속적으로 수행하는 것은 문화적 차이를 살펴볼 수 있고, 그 차이를 넘어선 이론의 ‘법칙같은 일반화’도 찾을 수 있다고 보았다.
한국소비자가 미국소비자보다 집단적이어서 추단의 근거가 보다 개념적이고 집단적으로 행해진다면, 통합적 마케팅 커뮤니케이션에 속한 광고, 구전, 이벤트, 스폰서십, PPL 등은 한국소비자의 집단정체성과 집단동조를 높이면서, 브랜드자산을 높여가려는 전략이 유용할 수 있다. 그리고 한국소비자가 미국소비자보다 손실회피와 위험회피 성향이 강하게 나타난다면, 신제품의 시장확산을 시도하는 마케팅전략에서 소비자에게 지속적으로 지각된 위험요소를 줄여주고, 소유효과에서 나타나는 손실감을 덜어줄 수 있게 만드는 B2B와 B2C 거래의 협상관리가 중요할 수 있다.

다국어 초록 (Multilingual Abstract)

Consumer behavior is implicitly influenced by culture, and Korean consumers are affected by the Korean culture that may be very unique from U.S. This paper is motivated by the critical viewpoint in which most researchers in behavioral science have been done in American cultural background, and the academic findings made in U.S.A. could be difficult to apply directly Korean consumers under Korean cultural background.
This paper begins with theoretical investigation of main research themes in behavioral economics, and suggests research directions to be applied to Korean cultural background, and finally suggests marketing implications. The researches based on Korean culture will produce various meaningful findings that are not only to understand cultural differences but also to contribute to ‘the lawlike generalization’ beyond cultural differences.
Korean consumers have a stronger tendency of collectivism than American consumers have. From this perspective, this study prospected that heuristic cues of Korean consumers would be based on abstract and holistic concepts such as social stereotype and conformity more than those of Americans. So, the strategy of integrated marketing communication in Korea needs to emphasize group identity and conformity to enhance brand equity in advertising, word of mouth, marketing events, sponsorship, and product placement. In addition, Korean consumers are more loss- or risk-aversion than Americans. To increase consumer adoption and market diffusion, marketing managers need to mitigate consumers’ perceived risk, and to manage negotiation of B2B, B2C, and to reduce the sense of loss that the endowment effect may cause.
This paper suggests future research ideas in the connected areas between system I and system II thought. Through research themes and implications suggested by this study, we hope to give some insights and provocative motivation not only for academicians who are interested in theory development in behavioral economics, but also for practitioners who make constant efforts to applicate relevant theories to their practical performance.

국문 초록 (Abstract)

본 연구는 기존의 행동경제학 연구가 대체로 미국연구자에 의해 미국인을 대상으로 진행되었다는 사실을 비판적으로 보완하고자 하는 의도에서 시작되었다. 소비자행동이 문화에 의해 암묵적으로 영향을 받는다는 것과, 한국문화의 독특성이라는 점을 고려할 때 주로 미국에서 연구된 행동경제학의 결과물들을 한국소비자에게 그대로 적용하는 것은 재고의 여지가 있다고 본 것이다. 따라서 본 연구에서는 행동경제학의 주요 연구영역을 기술하였고, 한국문화를 고려한 행동경제학 연구를 고찰하고 제안하였다. 그리고 한국문화를 고려한 행동경제학 연구결과의 마케팅 시사점을 논하였다. 한국문화를 고려한 행동경제학 연구를 지속적으로 수행하는 것은 문화적 차이를 살펴볼 수 있고, 그 차이를 넘어선 이론의 ‘법칙같은 일반화’도 찾을 수 있다고 보았다.
한국소비자가 미국소비자보다 집단적이어서 추단의 근거가 보다 개념적이고 집단적으로 행해진다면, 통합적 마케팅 커뮤니케이션에 속한 광고, 구전, 이벤트, 스폰서십, PPL 등은 한국소비자의 집단정체성과 집단동조를 높이면서, 브랜드자산을 높여가려는 전략이 유용할 수 있다. 그리고 한국소비자가 미국소비자보다 손실회피와 위험회피 성향이 강하게 나타난다면, 신제품의 시장확산을 시도하는 마케팅전략에서 소비자에게 지속적으로 지각된 위험요소를 줄여주고, 소유효과에서 나타나는 손실감을 덜어줄 수 있게 만드는 B2B와 B2C 거래의 협상관리가 중요할 수 있다.

다국어 초록 (Multilingual Abstract)

Consumer behavior is implicitly influenced by culture, and Korean consumers are affected by the Korean culture that may be very unique from U.S. This paper is motivated by the critical viewpoint in which most researchers in behavioral science have been done in American cultural background, and the academic findings made in U.S.A. could be difficult to apply directly Korean consumers under Korean cultural background.
This paper begins with theoretical investigation of main research themes in behavioral economics, and suggests research directions to be applied to Korean cultural background, and finally suggests marketing implications. The researches based on Korean culture will produce various meaningful findings that are not only to understand cultural differences but also to contribute to ‘the lawlike generalization’ beyond cultural differences.
Korean consumers have a stronger tendency of collectivism than American consumers have. From this perspective, this study prospected that heuristic cues of Korean consumers would be based on abstract and holistic concepts such as social stereotype and conformity more than those of Americans. So, the strategy of integrated marketing communication in Korea needs to emphasize group identity and conformity to enhance brand equity in advertising, word of mouth, marketing events, sponsorship, and product placement. In addition, Korean consumers are more loss- or risk-aversion than Americans. To increase consumer adoption and market diffusion, marketing managers need to mitigate consumers’ perceived risk, and to manage negotiation of B2B, B2C, and to reduce the sense of loss that the endowment effect may cause.
This paper suggests future research ideas in the connected areas between system I and system II thought. Through research themes and implications suggested by this study, we hope to give some insights and provocative motivation not only for academicians who are interested in theory development in behavioral economics, but also for practitioners who make constant efforts to applicate relevant theories to their practical performance.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 행동경제학의 대두와 전제
• Ⅲ. 행동경제학의 연구영역
• Ⅳ. 한국문화와 행동경제학 연구
• Ⅴ. 결론 및 제언
• 참고문헌
• Abstract

참고문헌 (Reference)

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