행동경제학에 기초한 포지셔닝 개념의 분석 = Analysis of the Concept of Positioning from the Perspective of Behavioral Economics

국문 초록 (Abstract)

포지셔닝이란 자사 브랜드가 표적 고객의 마음 속에 경쟁자와 대비하여 독특하고 차별적인 위치를 차지할 수 있도록 만드는 커뮤니케이션 작업이다. 포지셔닝의 개념은 광고 컨설턴트였던 Trout and Ries에 의해서 1970년대에 제안되었고, 이후 시장세분화 및 표적시장선정 개념과 결합되어 (흔히 STP라고 불리는) 마케팅 전략수립의 핵심 개념으로 자리잡았다. 본 연구에서는 포지셔닝 개념의 창시자인 Trout and Ries가 제시했던 포지셔닝의본래 의미를 되짚어 보고, 최근 수십년간 많은 발전을 이룬 행동적 의사결정이론 혹은 행동경제학 이론들에 기초하여 포지셔닝의 개념을 분석해 보고자 한다. 포지셔닝 개념을 소비자의 의사결정이론의 관점에서 설명하기 위한 다양한 이론들을 고찰한다. 특히 행동적 의사결정이론에서 가장 중요한이론으로 받아들여지고 있는 몇 가지 이론들, 예를 들어 프로스펙트 이론(Prospect Theory)(Kahneman and Tversky 1979)과 Tversky (1972)가 제시한 속성별 제거모형(Elimination-by-Aspects)모형 등의 관점에서 포지셔닝의 개념을 재정립해보고자 한다. 이들 행동적 의사결정 이론들에 기초하여볼 때 포지셔닝은 다음의 주요 지각관련 변수들을 조작하는 것으로 해석할 수 있다. 첫째는 대안들 간의 유사성 및 범주 내 전형성이고, 둘째는 대안평가의 준거기준이며, 마지막으로 셋째는 대안평가에 있어서 소비자가 인지하는 속성 중요도이다. 정리하자면, 포지셔닝이란 이상의 변수들을 조작 함으로써 소비자의 평가와 선택에 영향을 주어 시장 성과를 극대화시키고자 하는 노력으로 정의할 수 있다. 적절한 포지셔닝 전략을 통해서 기업은자사가 우월한 속성을 강조하여 선택확률을 높여준다. 또한 자사 브랜드의 평가에 유리하도록 평가기준을 바꾸거나, 대안들 간의 유사성, 그리고 범주 내 전형성 등을 변화시키는 활동으로 볼 수 있다. 단순히 효용 혹은 선호도를 높여야 한다는 경제학적인 시사점 이외에 왜 포지셔닝에 대한 이러한
접근이 필요한가에 대해서 논의한다. 이러한 포지셔닝 실행형식들이 행동경제학의 어떤 이론들과 관련성을 가지는지에 대해서 심도 있는 논의를 진행하고자 한다. 포지셔닝 전략의 성공은 자사 브랜드가 시장 내에서 차지하는 경쟁적 위상에 대한 명확한 진단에서 출발한다. 이상의 논의에 기초하여 기업들이 경쟁적 위상에 따라서 어떻게 효과적으로 포지셔닝 전략을 수립할 수 있을지에 대한 시사점을 제안한다.

다국어 초록 (Multilingual Abstract)

Positioning is the communication process of making a firm's brand occupy a distinctive position against competitors in the minds of target
customers. The concept of positioning was first proposed by advertising consultants Jack Trout and Al Ries in 1970s. Later the concept got
combined with the concepts of market segmentation and targeting (as often called STP process), and thus became one of the core concepts in
strategic marketing. This study reviews the original concept of positioning as proposed by Trout and Ries, and investigates the concept based on the
theories in behavioral decision theory or behavioral economics, which has gone through a period of rapid development for the past few decades.
This study introduces a wide range of theories developed in behavioral decision theory in order to investigate the concept of positioning from the
perspective of consumers' decision making. Especially, several theories deemed as the most important ones in the field, such as the prospect
theory(Kahneman and Tversky 1979) or the elimination-by-aspects model(Tversky 1972), are used for systematic analyses of the positioning
concept. Based on these theories, the act of positioning can be considered as manipulating the following perceptual variables. The first ones are the
similarity between alternatives and the prototypicality of the focal alternative in the product category. The second is the reference point used for
evaluating the alternatives. The third is the perceived attribute importance in evaluating alternatives. To summarize, positioning is to manipulate
the aforementioned variables so as to influence consumers' evaluation and choice and thus ultimately maximize the firm's market performance.
This study presents the rationale for proposing such a definition of positioning. Thorough discussions on how such practices of positioning are
related to the theories in the field of behavioral economics will follow. The development of successful positioning strategy starts with an accurate
diagnosis of the firm's competitive position in the market. Marketing implications on how a firm can develop effective positioning strategies
depending on their competitive position in the market will be presented.

목차 (Table of Contents)

• I. 서 론
• II. 경쟁자 중심적 시각과 행동경제학
• III. 유사성/전형성 효과와 포지셔닝
• IV. 프로스펙트 이론 그리고 다속성 태도모형과 포지셔닝
• V. 행동경제학에 기초한 포지셔닝 관련 시사점 정리
• VI. 결론 및 한계점

참고문헌 (Reference)

1 이진용, "행동론적 의사결정 이론과 그 응용가능성에 대한 고찰" 5 (5): 25-56, 1994

2 원지성, "프로스펙트 이론과 속성별 제거모형을 중심으로 한 행동경제학에 대한 비판적 고찰" 한국유통과학회 11 (11): 63-76, 2013

3 석관호, "속성 유사성이 제품 선택에 미치는 영향에 관한 연구" 한국마케팅학회 23 (23): 57-73, 2008

4 하영원, "소비자 의사결정-정보처리적 접근을 중심으로" 11 (11): 1-38, 2000

5 안서원, "사이먼&카너먼-노벨경제학상을 수상한 심리학자들" 김영사 2006

6 곽준식, "브랜드, 행동경제학을 만나다" 갈매나무 2012

7 Tellis, J. J., "Will and Vision" McGraw-Hill 2001

8 Hsee, C., "Will Product Look More Attractive When Presented Separately or Together" 25 : 175-186, 1998

9 Hoopes, D. G., "Why is There a Resource-Based View? Toward a Theory of Competitive Heterogeneity" 24 : 889-902, 2003

10 McAlister, L., "Variety Seeking Behavior : An Interdesciplinary Review" 9 : 311-322, 1982

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

12 Kahneman, D., "Think Fast and Slow" Farrar, Straus and Giroux 2011

13 von Neumann, J., "Theory of Games and Economic Behavior" Princeton University Press 1947

14 Markowitz, H., "The Utility of Wealth" 60 : 151-158, 1952

15 Friedman, M., "The Utility Analysis of Choices Involving Risks" 56 : 279-304, 1948

16 Mogilner, C., "The Mere Categorization Effect : How the Presence of Categories Increases Choosers’ Perceptions of Assortment Variety and Outcome Satisfaction" 35 (35): 202-215, 2008

17 Chernev, A., "The Effect of Common Features on Brand Choice : Moderating Role of Attribute Importance" 23 (23): 304-311, 1997

18 Sujan, M., "The Effect of Brand Positioning Strategies on Consumers' Brand and Category Perceptions : Some Insights From Schema Research" 26 : 454-467, 1989

19 Slovic, P., "The Construction of Preference" 50 : 364-371, 1995

20 Luce, R. D., "The Choice Axiom after Twenty Years" 15 : 215-233, 1977

21 Keller, K. L., "Strategic Brand Management" Prentice-Hall 1998

22 Samuelson, W., "Status Quo Bias in Decision Making" 1 : 7-59, 1988

23 Marschak, J., "Stanford Symposium on Mathematical Methods in the Social Sciences" Stanford Univ. Press 1960

24 Arrow, K. J., "Social Choice and Individual Values" Yale University Press 1951

25 Rumelhart, D. L., "Similarity between Stimuli : an Experimental Test of the Luce and Restle Choice Models" 8 : 370-381, 1971

26 Arrow, K. J., "Risk Perception in Psychology and Economics" 20 : 1-9, 1982

27 Debreu, G., "Review of R. D. Luce, Individual Choice Behavior : A Theoretical Analysis" 50 : 186-188, 1960

28 Nedungadi, P., "Recall and Consumer Consideration Sets : Influencing Choice without Altering Brand Evaluations" 17 : 263-276, 1990

29 Shafir, E. B., "Reason-Based Choice" 49 : 11-36, 1993

30 Reeves, R., "Reality in Advertising" Alfred Knof 1960

31 Krantz, D. H., "Rational distance Functions for Multidimensional Scaling" 4 : 226-245, 1967

32 Tversky, A., "Rational Choice and the Framing of Decisions" 59 (59): 5251-5278, 1986

33 Corbin, R., "Random Utility Models with Equality : An Apparent but not Actual Generalization of Random Utility Models" 11 : 274-397, 1974

34 Restle, R., "Psychology of Judgment and Choice" Wiley 1961

35 Kahneman, D., "Prospect Theory : An Analysis of Decision Under Risk" 47 (47): 263-291, 1979

36 Lane, W. J., "Product Differentiation in a Market with Endogenous Sequential Entry" 11 (11): 237-259, 1980

37 Smith, W., "Product Differentiation and Market Segmentation as Alternative Marketing Strategies" 21 : 3-8, 1956

38 Montgomery, H., "Process and Structure in Human Decision Making, ed. Henry Montgomery and Ola Svenson" Wiley 1989

39 Becker, G., "Probabilities of Choices Among Very Similar Objects : An Experiment to Decide Between Two Models" 8 (8): 306-311, 1963

40 Tversky, A., "Preference Trees" 86 (86): 542-573, 1979

41 Ariely, D., "Predictability Irrational" Harper-Collins Publishers 2008

42 Aaker, David A., "Positioning Your Product" 56-62, 1982

43 Trout, J., "Positioning Is a Game People Play in Today's Me-Too Market Place" 54 (54): 51-55, 1969

44 Trout, J., "Positioning Cuts through Chaos in Marketplace" 1 : 51-53, 1972

45 Ries, A., "Positioning : The Battle for Yout Mind" Warner Books 1982

46 Orhun, A. Y., "Optimal Product Line Design When Consumers Exhibit Choice-Set Dependent Preference" 28 (28): 868-886, 2009

47 Batley, R., "On the Equivalence between Elimination-by-Aspects and Generalized Extreme Value Models of Choice Behavior" 50 : 456-467, 2006

48 Thaler, R. H., "Nudge : Improving Decision About Health, Wealth, and Happiness" Penguin Books 2008

49 Kahneman, D., "Norm Theory : Comparing Reality to Its Alternatives" 93 (93): 136-153, 1986

50 Tversky, A., "Nearest Neighbor Analysis of Psychological Spaces" 93 : 3-22, 1986

51 Hsee, C., "Music, Pandas, and Muggers: On the Affective Psychology of Value" 133 : 23-, 2004

52 McFadden, D., "Modeling the Choice of Residential Location in Spatial Interaction Theory and Residential Location" North Holland, Amsterdam 75-96, 1978

53 Hardie, B. G., "Modeling Loss Aversion and Preference Dependence Effects on Brand Choice" 12 (12): 378-394, 1993

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

55 Thaler, R. H., "Mental Accounting Matters" 12 (12): 183-206, 1999

56 Ries, A., "Marketing Warfare (20th Anniversary Edition)" McGraw-Hill Companies, Inc 2006

57 Kotler, P., "Marketing Management" Prentice Hall 2011

58 Dickson, P. R., "Market Segmentation, Product Differentiation, and Marketing Strategy" 51 : 1-10, 1987

59 Huber, J., "Market Boundaries and Product Choice : Illustrating Attraction and Substitution Effects" 10 : 31-44, 1983

60 Hoch, S. J., "Managing What Consumers Learn from Experience" 53 : 1-20, 1986

61 Tversky, A., "Loss Aversion in Riskless Choice : A Reference Dependence Model" 106 (106): 1039-1061, 1991

62 Allais, M., "Le Comportement de l'Homme Rationnel devant le Risque, Critique des Postulats et Axiomes de l'Ecole Americaine" 21 : 503-546, 1953

63 Sen, S., "Knowledge, Information Mode, and the Attraction Effect" 25 : 64-77, 1998

64 Tversky, A., "Judgment under Uncertainty : Heuristics and Biases" 185 : 1124-1131, 1974

65 Tversky, A., "Intransitivity of Preferences" 76 (76): 31-48, 1969

66 Luce, R. D., "Individual Choice Behavior : A Theoretical Analysis" John Wiley & Sons 1959

67 Krugman, P., "Increasing Returns, Monopolistic Competition, and International Trade" 9 : 469-479, 1979

68 Rooderkerk P. Robert, "Incorporating Context Effects into a Choice Model" 48 : 767-780, 2011

69 Barsalou, L. W., "Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure" 11 : 629-654, 1985

70 Tversky, A., "Features of Similarity" 84 (84): 327-352, 1977

71 Rosch, E., "Family Resemblances : Studies in the Internal Structure of Categories" 7 : 573-603, 1975

72 Rieskamp, J., "Extending the Bounds of Rationality : Evidence and Theories of Preferential Choice" 44 : 631-661, 2006

73 Bernoulli, D., "Exposition of a New Theory on the Measurement of Risk" 22 : 23-36, 1954

74 Kahn, B., "Experiments in Constrained Choice" 14 : 96-114, 1987

75 Tversky, A., "Elimination by Aspects : A Theory of Choice" 79 (79): 281-299, 1972

76 Samuelson, P. A., "Economics" McGraw-Hill Book Company 1976

77 Hauser, J. R., "Defensive Marketing Strategies" 2 (2): 319-360, 1983

78 Day, G. S., "Customer-Oriented Approaches to Identifying Product-Markets" 43 : 8-19, 1979

79 Tversky, A., "Contingent Weighting in Judgment and Choice" 95 (95): 371-384, 1988

80 Payne, J. W., "Contingent Decision Behavior" 92 (92): 382-402, 1982

81 Tversky, A., "Context-dependent Preferences" 39 (39): 1179-1189, 1993

82 Busemeyer, J. R., "Context Effects and Models of Preferetial Choice : Implications for Consumer Behavior" 7 (7): 39-58, 2007

83 Hahn, M., "Context Effect and Context Maps for Positioning" 48 (48): 155-177, 2006

84 Carpenter, G. S., "Consumer Preference Formation and Pioneering Advantage" 26 : 285-298, 1989

85 Bettman, J. R., "Constructive Consumer Choice Processes" 25 (25): 187-217, 1998

86 Porter, M. l E., "Competitive Strategy" The Free Press 1980

87 Carpenter, G. S., "Competitive Strategies for Late Entry into a Market with a Dominant Brand" 36 (36): 1268-1278, 1990

88 Hauser, J. R., "Competitive Price and Positioning Strategies" 7 (7): 76-91, 1988

89 Brenner, L., "Comparison, Grouping, and Preference" 10 : 225-229, 1999

90 Luce, M. F., "Choosing to Avoid : Coping with Negatively Emotion-Laden Consumer Decisions" 24 : 409-433, 1998

91 Camerer, C. F., "Choice, Values and Frames" Russel Sage Foundation 2000

92 Tversky, A., "Choice under Conflict : The Dynamics of Deferred Decision" 6 : 358-361, 1992

93 Simonson, I., "Choice in Context : Tradeoff Contrast and Extreme Aversion" 29 : 281-295, 1992

94 Slovic, P., "Choice between Equally Valued Alternatives" 1 : 280-287, 1975

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

96 Osherson, D. N., "Category-based Induction" 97 : 185-200, 1990

97 Kotler, P., "Broadening the Concept of Marketing" 33 : 10-15, 1969

98 Fishbein, M., "Beliefs, Attitudes, Intentions, and Behavior : An Introduction to Theory and Research, Reading" Addison Wesley 1975

99 Einhorn, H. J., "Behavioral Decision Theory : Processes of Judgement and Choice" 32 : 53-88, 1981

100 Nowlis, S. M., "Attribute-Task Compatibility as a Determinant of Consumer Preference Reversals" 34 : 205-218, 1997

101 Zajonc, R. B., "Attitudinal Effects of Mere Exposure" 9 : 1-27, 1968

102 Kahneman, D., "Anomalies : The Endowment Effect, Loss Aversion, and Status Quo Bias" 5 (5): 193-206, 1991

103 Novick, L. R., "Analogical Transfer, Problem Similarity, and Expertise" 14 (14): 510-520, 1988

104 Huber, J., "Adding Asymmetrically Dominated Alternatives : Violations of Regularity and Similarity Hypothesis" 9 : 90-98, 1982

105 Won, E. J. S., "A Theoretical Investigation on the Attraction Effect Using the Elimination-by-Aspects Model Incorporating Higher Preference for Shared Features" 56 : 386-391, 2012

106 Won, E. J. S., "A Theoretical Investigation of the Effects of Similarity on Brand Choice Using the Elimination-by-Tree Model" 26 (26): 868-875, 2007

107 Lancaster, K., "A New Approach to Consumer Theory" 74 (74): 132-157, 1966

108 Lancaster, K., "A New Approach to Consumer Theory" 74 (74): 132-157, 1966

109 Lavidge, R. J., "A Model for Predictive Measurement of Advertising Effectiveness" 25 (25): 59-62, 1961

110 Bell, D. E., "A Market Share Theorem" 12 : 136-141, 1975

111 Kotler, P., "A Generic Concept of Marketing" 36 : 46-54, 1972