돈에 대한 생각과 정당화 요구가 소비자선택에 미치는 영향-타협효과와 유인효과를 중심으로 = The Effects of Money and Accountability on Consumer Choices -Focusing on Compromise and Attraction Effects

다국어 초록 (Multilingual Abstract)

This study deals with the issues of how money reminders would influence choice results and of whether the effect might be diluted in accountability or justifiability contexts. In particular, we focus on compromise and attraction effects due to a compromise alternative and an asymmetrically dominating alternative, respectively. The results show that the money prime decreases the compromise effect but enhances the attraction effect. We infer that these results occur in high level construals induced by money-related thoughts. Further, we find that the effects of the money prime are diluted in the accountability condition in which social factors are more important. We discuss both theoretical and practical implications of the results.

국문 초록 (Abstract)

본 연구는 돈에 대한 생각이 선택결과에 어떤 영향을 미치고 정당화 요구 상황에서 돈에 대한 생각의 영향력이 희석될 것인가를 살펴보았다. 선택과업 중에서 기존 연구들이 많이 다루었던 타협대안의 선택확률이 증가하는 타협효과 및 비대칭적 지배대안의 선택확률이 증가하는 유인효과를 대상으로 연구를 진행하였다. 분석결과에 의하면 돈에 대한 생각을 통한 금전점화만으로 타협효과가 감소하고 반대로 유인효과가 증가하였다. 금전점화가 고차원해석수준으로 유도한 것으로 추론할 수 있다. 또한, 정당화 요구 상황에서 나타나는 사회적 영향력에 의하여 상충작용이 나타나면서 금전점화의 효과가 크게 감소하였다. 금전점화와 정당화요구 효과의 이론적, 실무적 시사점을 함께 논의하였다.

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