이익 혹은 손실 상황에서 금융소비자들이 경험하는 감정은 모두 같은가? -조절초점에 따른 감정 유형 간 강도 그리고 만족도 차이를 중심으로- = Do All Financial Consumers Have the Same Emotional Responses and Satisfaction Level in Gain or Loss Domain? -Differences of Intensity of Emotional Type and Satisfaction in Terms of Regulatory Focus

다국어 초록 (Multilingual Abstract)

This study investigates whether financial consumers experience emotional responses and satisfaction intensity differently according to regulatory focus (promotion focus vs. prevention focus) and regulatory fit, even though the monetary induced emotional valence (gain vs. loss) is in the same direction. Two research streams exist on the relationship between emotions and decision-making. First, emotional valence influences decision-making. This perspective assumes that not only all negative emotions, but also all positive emotions play the same role in influencing decisionmaking. Second, even though emotions share the same valence, they may influence decisionmaking in different ways. However, these two research streams have existed in separate domains. In this article, I propose that regulatory focus, derived from self-discrepancy theory, as a kind of cognitive structure, plays an important role in different ways of activating emotional responses and therefore differential influence on decision-making. Consumers appraise emotion as an input information, and interpret it differently according to their decision making goal. According to self-regulatory orientation, promotion focus and prevention focus have different motivational inclinations, different implicit or explicit goals, and different goal-attaining behavior strategy. Regulatory focus activate distinct emotions and the impact of emotions on decisionmaking can transpire in line with regulatory fit. This hypothesis was examined under laboratory conditions with the following results. First, the impact of psychological states evoked by monetary valence (gain vs. loss) on emotional responses displayed the same directional effects. Emotional valence was positive in the domain of gain, whereas emotional valence was negative in the domain of loss. Regulatory focus, however, played a differential role in emotional responses. Promotion-focused participants generally responded positively in overall emotions, whereas prevention-focused participants generally responded negatively in overall emotions. This result was somewhat different than what would be expected according to prospect theory. Second, The influence of regulatory focus on emotional responses and satisfaction was disappeared when customer`s outcome performance posited ``gain-but-less than expectancy level`` (positive performance but expectancy-negative disconfirmation condition) or ``loss-but-less than expectancy level`` (negative performance but expectancy-positive disconfirmation condition). But even though under these conditions, valence displayed the same directional effects on emotional responses and satisfaction. Third, in the gain domain, cheerfulness-related emotional responses were more intense than those of quiescence-related emotional responses, but there was no statistical difference between promotion-focused participants and prevention-focused participants. In the loss domain, prevention-focused participants reported more intensity in emotion than promotion-focused participants, but there was no statistical difference between agitation-related emotional responses and dejection-related emotional responses. Based on these results, I conclude that the intensity of the pleasure of gain and the pain of loss is different in line with regulatory focus, especially regulatory fit. Furthermore, the magnitude of difference in emotional response between promotion-focused financial consumers and preventionfocused financial consumers is larger in the domain of loss than in the domain of gain. Customer care from the perspective of customer relationship management is very important in the domain of loss, but coping strategies are different in according to regulatory focus.

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