구색의 크기와 목표 진행상황이 소비자 선택에 미치는 영향|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Generally, having a larger number of options to choose from increases consumer utility. Large assortments increase the likelihood that a consumer will find his or her perfect match or ideal point (Baumal and Ide 1956; Chernev 2003), offer flexibility in making choices and satisfy variety-seeking motives (McAlister and Pessimeir 1982; Ratner, Kahn, and Kahneman 1999), help hedge against preference uncertainty (Kahn and Lehmann 1991), and facilitate consumer preference development (Broniarczyk 2008). However, recent research has shown that the benefits of greater variety are often offset by an increase in consumers' cognitive costs associated with choosing from a larger assortment. Accordingly, it has been argued that making a choice from a larger assortment requires greater cognitive effort than choosing from a smaller assortment simply because it involves evaluating more options (Iyengar and Lepper 2000). Thus, choosing from larger assortments tends to increase choice difficulty and, consequently, can cause consumers to select options that are easier to justify. 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. Relatedly, Sela, Berger, and Liu (2009) demonstrated that choosing from larger assortments shifts choice from vices to virtues and from hedonic to utilitarian options.
Many of the most significant choices that people make are between vices or hedonic (i.e., unhealthy but tasty) options and virtuous or utilitarian (i.e., less tasty but healthy) options.In choosing between hedonic and utilitarian options, consumers sometimes buy several items on one shopping trip and consume the items over several consumption occasion. In the current research, first, we examine whether the perceived level of goal (i.e., losing weight) progress can moderate how assortment size influences the relative choice share of hedonic (vs. utilitarian) option(s) consumers select when consumers buy multiple items at one time. Fishbach and Dhar (2005; see also Fishbach, Dhar, and Zhang 2006) posit that when people perceive an initial act as goal progress, they become less likely to pursue the same goal, and they end up pursuing opposing goals when making the second decision. That is, if the same goal pursuit signals one's high level of goal progress, it justifies moving temporarily away from the focal goal that has been progressed or partially attained and choosing actions that serve other conflicting goals. Thus, when consumers buy multiple items at one time, we predict that the choice share of hedonic (vs. utilitarian) options will be more likely to decrease in the high goal progress condition when consumers are under large (vs. small) assortment condition (hypothesis 1-1), whereas the effect of assortment size on choice between hedonic and utilitarian options will not be found in the low goal progress condition (hypothesis 1-2).
Furthermore, we examine whether the perceived level of goal (i.e., losing weight) progress can moderate how assortment size influences consumers' variety-seeking behaviors when consumers buy multiple items at one time. Previous findings have shown that larger assortments enable consumers to fulfill their variety-seeking needs more effectively (e.g., Ratner, Kahn, and Kahneman 1999). Thus, when consumers buy multiple items at one time, we predict that larger assortment will lead to more variety-seeking behaviors in the low goal progress condition (hypothesis 2-1), whereas the effect of assortment size on consumers' variety-seeking behaviors will not be found in the high goal progress condition (hypothesis 2-2).
In this research, an experiment was conducted to test and confirm these predictions. Experimental find...

번역하기

참고문헌 (Reference)

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

2 박소진, "제품구색의 크기와 번들할인이 번들구성품목의 선택에 미치는 영향" 한국경영학회 41 (41): 259-278, 2012

3 박세훈, "구매량과 구매시점이 쾌락적 대안과 실용적 대안 간의 소비자 선택에 미치는 영향" 한국마케팅학회 25 (25): 137-168, 2010

4 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

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

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

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

8 McAlister, Leigh, "Variety Seeking Behavior: An Interdisciplinary Review" 9 : 311-322, 1982

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

10 van Herpen, Erica, "The Variety of an Assortment: An Extension to the Attribute-Based Approach" 21 (21): 331-341, 2002