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RISS 인기검색어
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- 저자 : 안서원 ( So Won Ahn ) (검색결과 3 건)
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실용적 제품과 쾌락적 제품의 선택 : 선택의 폭과 선택 모드 효과를 중심으로
하영원(Young Won Ha),안서원(So Won Ahn),이영(Young Lee) 한국소비자학회 2002 소비자학연구 Vol.13 No.1
This research investigated the effects of choice task characteristics on consumer choice among alternatives with hedonic and utilitarian attributes. Two variables were examined ; range of choice(i. e., the number of alternatives which the subjects had to choose) and mode of choice (i. e., acquisition vs. forfeiture). Two experiments showed that (1) consumers chose compromise alternative when they had to pick one alternative (i. e., the narrow choice range condition), whereas they chose two extreme alternatives when they had to pick two alternatives (i. e., the wide choice range condition), (2) these effects emerged regardless of choice mode. The choice mode effect emerged only when there was a relatively large amount of information to be processed by subjects. Based on these experimental results, managerial as well as theoretical implications are drawn. Finally, future directions for research on this issue are suggested.
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평가과업에 따른 선호역전: 속성 친숙도와 속성가치 범위정보의 조절적 역할을 중심으로
하영원 ( Young Won Ha ),안서원 ( So Won Ahn ),안희경 ( Hee Kyung Ahn ),이준호 ( Jun Ho Yi ) 한국소비자학회 2003 소비자학연구 Vol.14 No.1
The two alternatives of the present study were composed of comparable(e.g., price) and enriched attributes(e.g., brand), and each alternative was superior on each attribute. The two alternatives were evaluated either in choice or rating. The purpose of the present study was to see if there were preference reversals in the different evaluation tasks and if familiarity and range information of the comparable attribute would moderate the extent to which preference reversals appear. The results were; first, preference reversals appeared only when the comparable attribute was familiar. Second, preference reversals were diminished with range information. The results suggest that the comparable attribute should be familiar, and when it is unfamiliar, the evaluability of the attribute should be increased by providing narrow range information for the preference reversals to appear. It was discussed that two exiting theories, the attribute-task compatibility principle and the evaluability hypothesis, did not conflict in explaining the same preference reversal phenomenon.
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선택집합의 크기와 구성이 비선택 옵션에 대한 선호에 미치는 영향
하환호(Hwan Ho Ha),안서원(So Won Ahn),하영원(Young Won Ha) 한국경영학회 2002 經營學硏究 Vol.31 No.1
The present study investigated why people prefer a no-choice optoin (i.e., choice deferral). Choice set size and composition (whether a dominating alternative was present or not, and whether real brand names were used or not) were considered as factors affecting consumer`s preference for a no-choice option. Predecisional confidence was proposed to explain preference for a no-choice option: when consumers feel they have seen enough alternatives before their choice and when they find it easy to compare and evaluate alternatives, they feel confident during the process and subsequently, this leads to high incidence of choice. Two experiments were carried out using two product categories differing in familiarity. The set size turned out most influential among the three factors. With unfamiliar products, participants` confidence and choice increased as the number of set size increased. But, with familiar products, participants` confidence and choice decreased when the set size was largest. The presence of real brand names increased both confidence and choice incidence. But, the presence of a dominating alternative did not have much effect on choice as predicted. Finally, the marketing implications of these results were discussed.
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