구매량과 구매시점이 쾌락적 대안과 실용적 대안 간의 소비자 선택에 미치는 영향

국문 초록 (Abstract)

본 연구는 미래에 발생할 소비를 위해 소비자들이 한 제품군 내 여러 대안들(즉, 쾌락적 대안들과 실용적 대안들)로 구성된 폭넓은 구색으로부터 다수의 품목들을 선택하여 구매하고자 할 때, 소비자들이 사용하는 선택 전략의 유형(동시 선택 전략 vs. 연속 선택 전략)에 따라 이들이 최종적으로 선택하게 되는 실용적 대안 대비 쾌락적 대안의 선택 점유율이 어떻게 달라지는지를 살펴보고자 한다. 또한 이때 소비자의 정당화 필요성(이유제시 과업 없음 vs. 이유제시 과업 있음)과 조절초점(향상초점 vs. 방어초점)이 선택 전략 유형에 따른 소비자의 쾌락적 또는 실용적 대안 선택에 있어서 각각 어떠한 역할을 하는지에 대해서도 살펴볼 것이다. 본 연구에서는 구체적으로 다음과 같은 가설들이 설정되었다. 첫째, 연속 선택 전략을 사용하는 소비자보다 동시 선택 전략을 사용하는 소비자에게서 쾌락적(vs. 실용적) 대안의 선택 점유율이 더 크게 나타날 것이다(가설 1). 둘째, 연속 선택 전략을 사용한 소비자보다 동시 선택 전략을 사용한 소비자에게 선택을 정당화하는 이유를 제시하라는 과업이 요구되면, 이유제시 과업이 요구되지 않은 경우에 비해 쾌락적(vs. 실용적) 대안의 선택 점유율이 더 많이 감소할 것이다(가설 2). 셋째, 동시 선택 전략을 사용하는 소비자에게 예열방법을 사용하여 방어초점이 강하게 형성되면 예열방법을 사용하여 향상초점이 강하게 형성된 경우보다 쾌락적(vs. 실용적) 대안의 선택 점유율이 더 적게 나타나는 반면, 이러한 조절초점의 효과는 연속선택 전략을 사용하는 소비자에게는 나타나지 않을 것이다(가설 3). 본 연구에서 설정한 가설들을 검증하기 위해 각 제품군(우유, 음료수, 과자)마다 총 4개의 대안들(쾌락적 대안 2개, 실용적 대안 2개)을 선정하여 이들을 대상으로 선택 전략에 따른 피험자의 선택 행동을 분석한 결과, (1)동시 선택 전략(vs. 연속 선택 전략) 조건의 피험자 집단에서 쾌락적(vs. 실용적) 대안의 선택 점유율이 보다 크게 나타났으며, (2)동시 선택 전략(vs. 연속 선택 전략) 조건의 피험자 집단에게 선택을 정당화하는 이유를 제시하라는 과업이 요구(정당화 조건)되었을 때 이유제시 과업이 요구되지 않은 경우(통제 조건)에 비해 쾌락적(vs. 실용적) 대안의 선택 점유율이 더 많이 감소하는 것으로 나타났고, (3)동시 선택 전략(vs. 연속 선택 전략) 조건의 피험자 집단에게 예열방법을 사용하여 방어초점이 강하게 형성(방어초점 조건)되면 예열방법을 사용하여 향상초점이 강하게 형성(향상초점 조건)된 경우보다 쾌락적(vs. 실용적) 대안의 선택 점유율이 더 적게 나타난 것으로 확인되었다. 따라서 종합적으로 본 연구에서 설정한 가설 1, 2, 3은 모두 지지되었다. 마지막으로 본 연구결과가 제시하는 이론적,관리적 시사점을 제시하고, 연구의 한계와 미래의 연구 방향에 대해서도 논의하였다.

다국어 초록 (Multilingual Abstract)

Many of the most significant choices that people make are between hedonic and utilitarian options. In choosing between hedonic and utilitarian options, we sometimes have the option of choosing a series ahead of time. At other times we make each decision singly, usually just before it is to take effect. Thus, consumers can use two choice strategies for the purchase of multiple items from a product class. In one strategy (i.e., simultaneous choices/sequential consumption), the consumer buys several items on one shopping trip and consumes the items over several consumption occasions; that is, when a series of choices are made simultaneously, typically most of items will not be consumed until later. Conversely, in the other strategy (i.e., sequential choices/sequential consumption), the consumer buys one item at a time, just before each consumption occasion; that is, a single choice from the same set is made in each period for immediate consumption. Simonson (1990) refers to the former choice mode as simultaneous choice and the latter as sequential choice. Previous research has demonstrated that when people choose many items at once, they take more variety than when they choose them one at a time (e.g., Simonson 1990; Read and Loewenstein 1995). That is, consumers who make simultaneous purchases in a category and are uncertain about their future preferences tend to choose a variety of preferred items rather than multiple replicates of the most preferred item. Given that many of the decisions involve choices between hedonic and utilitarian options, hence, we can predict that the tendency to diversify portfolios of choices will result in a greater mix of hedonic and utilitarian options in simultaneous than sequential choices condition. However, the question of interest is how the choice strategies consumers use for the purchase of multiple items from a product class can affect the relative choice share of hedonic (vs. utilitarian) option(s) consumers select. Thus, the current research examines how choice strategies (i.e., simultaneous choice strategy vs. sequential choice strategy) influence the choice between hedonic and utilitarian options. Prior research has found that it is more difficult to justify hedonic consumption and easier to justify utilitarian consumption (e.g., Okada 2005; Prelec and Loewenstein 1998). Two reasons for this relative difficulty in justifying hedonic consumption are that (1) there is a sense of guilt associated with it and (2) its benefits are more difficult to quantify. Thus, consumers in the sequential choices condition for immediate consumption tend to select more utilitarian (vs. hedonic) options. However, people precommit to indulgence (or hedonic consumption) in the future in order to make sure they will not exert excessive self-control (Kivetz and Simonson 2002b). Thus, we predict that simultaneous choice mode for future consumption (vs. sequential choice mode for immediate consumption) will increase the choice share of hedonic (vs. utilitarian) options (hypothesis 1).In addition, we make two predictions. First, because asking people to provide reasons for their choice amplifies the need for justification, and because such amplified need for justification evokes more guilt associated with the hedonic consumption, we predict that the choice share of hedonic (vs. utilitarian) options will be attenuated more greatly in the simultaneous than sequential choices condition when consumers are asked to justify their choices (hypothesis 2). Second, building on the previous findings that attributes compatible with individuals` goal orientation tend to be overweighted in choice―that is, prevention-focused individuals are more likely than promotion-focused consumers to overweight utilitarian relative to hedonic attributes and select the option superior on these attributes (Chernev 2004), we predict that the choice share of hedonic (vs. utilitarian) options will be more likely to decrease in the simultaneous cho

참고문헌 (Reference)

1 박세훈, "쾌락적 제품과 실용적 제품의 소비자 선택에 미치는 죄책감 효과" 한국마케팅학회 20 (20): 21-44, 2005

2 Chernev, Alexander, "When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice" 30 : 170-183, 2003

3 Iyengar, Sheena S., "When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?" 79 (79): 995-1006, 2000

4 Sela, Aner, "Variety, Vice, and Virtue: How Assortment Size Influences Option Choice" 35 : 941-951, 2009

5 Baumol, William J., "Variety in Retailing" 3 (3): 93-101, 1956

6 Thaler, Richard H., "Toward a Positive Theory of Consumer Choice" 1 : 39-60, 1980

7 Cloninger, Robert C., "The Tridimensional Personality Questionnaire: U.S. Normative Data" 69 : 1047-1057, 1991

8 Liberman, Nira, "The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions: A Test of Temporal Construal Theory" 75 : 5-18, 1998

9 Simonson, Itamar, "The Role of Explanations and Need for Uniqueness in Consumer Decision Making: Unconventional Choices Based on Reasons" 27 : 49-68, 2000

10 Prelec, Drazen, "The Red and the Black: Mental Accounting of Saving and Debt" 17 (17): 4-28, 1998

11 Weber, Max, "The Protestant Ethic and the Spirit of Capitalism" Roxbury 1998

12 Scitovska, Tibor, "The Joyless Economy" Oxford University Press 1992

13 Berger, Jonah, "The Influence of Product Variety on Brand Perception and Choice" 26 (26): 460-472, 2007

14 Simonson, Itamar, "The Influence of Anticipating Regret and Responsibility on Purchase Decisions" 19 : 105-118, 1992

15 Berry, Christopher J., "The Idea of Luxury. Cambridge" Cambridge University Press 1994

16 Simonson, Itamar, "The Effect of Purchase Quantity and Timing on Variety Seeking Behavior" 27 : 150-162, 1990

17 Lancaster, Kelvin J., "The Economics of Product Variety: A Survey" 9 (9): 189-206, 1990

18 Trope, Yaacov, "Temporal Construal and Time-Dependent Changes in Preference" 79 (79): 876-889, 2000

19 Ainslie, George, "Specious Reward: A Behavioral Theory of Impulsiveness and Impulse Control" 82 : 463-496, 1975

20 Kivetz, Ran, "Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence" 29 : 199-217, 2002

21 Kivetz, Ran, "Repenting Hyperopia: An Analysis of Self-Control Regrets" 33 : 273-282, 2006

22 Shafir, Eldar, "Reason-based Choice" 49 (49): 11-36, 1993

23 Higgins, E. Tory, "Promotion and Prevention: Regulatory Focus as a Motivational Principle. in: Advances in Experimental Social Psychology Vol. 30" Academic Press 1-46, 1998

24 Liberman, Nira, "Promotion and Prevention Choices Between Stability and Change" 77 : 1135-1145, 1999

25 Bazerman, Max H., "Negotiating with Yourself and Losing: Understanding and Managing Conflicting Internal Preferences" 23 (23): 225-241, 1998

26 Read, Daniel, "Mixing Virtue and Vice: Combining the Immediacy Effect and the Diversification Heuristic" 12 : 257-273, 1999

27 Thaler, Richard H., "Mental Accounting and Consumer Choice" 4 : 199-214, 1985

28 Batra, Rajeev, "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes" 2 (2): 159-170, 1990

29 Higgins, E. Tory, "Making a Good Decision: Value from Fit" 55 : 1217-1230, 2000

30 Okada, Erica Mina, "Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods" 42 : 43-53, 2005

31 Ramanathan, Suresh, "Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions" 34 (34): 212-223, 2007

32 Milkman, Katherine L., "Highbrow Films Gather Dust: Time-inconsistent Preferences and Online DVD Rentals" 55 (55): 1047-1059, 2009

33 Hirschman, Elizabeth C., "Hedonic Consumption: Earning Concepts, Methods and Propositions" 46 : 92-101, 1982

34 Chernev, Alexander, "Goal-Attribute Compatibility in Consumer Choice" 14 (14): 141-150, 2004

35 Chitturi, Ravindra, "Form Versus Function: How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Trade-Offs Mediate Product Preferences" 44 : 702-714, 2007

36 Hsee, Christopher K., "Elastic Justification: How Tempting but Task-Irrelevant Factors Influence Decisions" 62 (62): 330-337, 1995

37 Bettman, James R., "Effects of Prior Knowledge and Experience and Phase of the Decision Process on Consumer Decision Processes: A Protocol Analysis" 7 : 234-248, 1980

38 Kivetz, Ran, "Earning the Right to Indulge: Effort as a Determinant of Customer Preferences toward Frequency Program Rewards" 39 : 155-170, 2002

39 Strahilevitz, Michal, "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell" 24 : 434-446, 1998

40 Read, Daniel, "Diversification Bias: Explaining the Discrepancy in Variety Seeking between Combined and Separate Choices" 1 (1): 34-49, 1995

41 Wertenbroch, Klaus, "Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice" 17 : 317-337, 1998

42 Dhar, Ravi, "Consumer Preference for a No-Choice Option Source" 24 : 215-231, 1997

43 Lascu, Dana N., "Consumer Guilt: Examining the Potential of a New Marketing Construct. in: Advances in Consumer Research Vol. 18" Association for Consumer Research 290-295, 1991

44 Dhar, Ravi, "Consumer Choice Between Hedonic and Utilitarian Goods" 37 : 60-71, 2000

45 Bettman, James R., "Constructive Consumer Choice Processes" 25 : 187-217, 1998

46 Laran, Juliano, "Choosing Your Future: Temporal Distance and the Balance between Self-Control and Indulgence" 36 : 1002-1015, 2010

47 Tversky, Amos, "Choice under Conflict: The Dynamics of Deferred Decision" 3 (3): 358-361, 1992

48 Simonson, Itamar, "Choice Based on Reasons: The Case of Attraction and Compromise Effects" 16 : 158-174, 1989

49 Higgins, E. Tory, "Beyond Pleasure and Pain" 52 : 1280-1300, 1997

50 Bettman, James R., "An Information Processing Theory of Consumer Choice, Reading" Addison-Wesley Publishing Company 1979

51 Payne, John W., "Adaptive Strategy Selection in Decision Making" 14 (14): 534-552, 1988