부담감이 제품 무게 예측에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study revealed how the burden influences consumers’ weight prediction by focusing on metaphoric expressions that show a relationship between the burden and weight. According to the grounded cognition, experiencing the burden influences relevant concrete sensation such as weight, because using a metaphoric expression co-activates a concrete concept and an abstract concept. Therefore, we hypothesized that consumers who feel the burden will predict the product weight heavier than those who do not feel the burden. To investigate this relationship, we
conducted two experiments.
Experiment 1 manipulated the feeling of burden using an online survey and predicted the product weight. Experiment 2 manipulated participants in a lab and made them to carry a product personally for weight prediction. Results showed that individuals high in burden are more likely to predict the weight much heavier than those low in burden. Experiment 3 revealed that weight prediction mediates the relationship between the burden and purchase intention.
Individuals high in burden are more likely to predict the weight much heavier and the heaviness negatively affects the purchase intention.
This study investigated a new variable that can affect weight prediction. Moreover, this study suggested a useful direction to marketers in that they can consider several factors(employee, price, store atmosphere etc.) which may influence burdensome formation during the consumers’ decision making processes.

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