소비자의 조절초점이 타협대안의 선택에 미치는 영향

국문 초록 (Abstract)

본 연구에서는 소비자들의 동기체계인 조절초점이 타협대안과 극단대안에 대한 소비자들의 선택에 어떤 영향을 미치는지 두 개의 실험을 통하여 고찰하였다. 실험 1에 의하면, 방어초점이 활성화된 응답자들의 경우, 두 대안 보다 세 대안 상황에서 타협대안을 훨씬 많이 선택하였으나, 향상초점 응답자의 경우 두 대안 보다 세 대안 상황에서 오히려 타협대안을 약간 적게 선택하였다. 실험 2에서는, 빈약대안 (타협대안의 한 유형)의 선택비율이 향상초점보다는 방어초점이 높은 응답자들에게서 더 높은 것으로 나타났다. 즉, 방어초점에서는 타협효과가 유지 혹은 강화되지만, 향상초점에서는 약화되는 결과를 보여 주었다. 이러한 결과를 야기하는 심리적 기제로서, 소비자가 선호를 형성하고 선택하는 과정에서 대안의 이상적인 정도와 지각된 위험이라는 두 요인이 차별적인 영향을 미칠 것이라는 것이 제시되어, 실험 2의 결과에 의하면 향상초점 소비자들은 전자에, 방어초점 소비자들은 후자에 더 큰 가중치를 두는 것으로 보고되었다.

다국어 초록 (Multilingual Abstract)

This paper examines how regulatory focus affects consumers` choice between a compromise option and an extreme option. In Experiment 1, participants in prevention focus chose the compromise option significantly more when a third alternative was added to the two-brands choice set, whereas those in promotion focus selected the extreme alternatives slightly more in the three-brands set. Experiment 2 result was consistent with that of Experiment 1: the choice share of the impoverished option (a type of compromise option) relative to the enriched option (a type of enriched option) was higher among prevention- than promotion-focused participants. It was suggested that the moderating effect of regulatory focus on the choice of the compromise option could be attributed to the different weights assigned to the perceived idealness and to the perceived riskiness of the options by prevention- versus promotion-focused consumers.

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