할인제시 방식이 가용성과 가치지각에 미치는 영향 = Availability and Perceived value by Discount Expression Frames(‘Won’/ ‘Percent’)

다국어 초록 (Multilingual Abstract)

This study verifies the effects of availability of utility and perceived value by discount expression frames (‘won’/ ‘percent’) and actual choice behavior between discount expression frames. Study 1 hypothesized availability of utility and perceived value are different by discount expression frames (‘won’/ ‘percent’). This study found out availability was affected by discount expression frame, although perceived value did not statistical significant. That is, the more abundant availability of utility is, the higher perceived value is. Therefore, ‘won’ frame might have higher perceived value because when discount presents ‘won’ frame makes more abundant availability of expected utility from discount money than ‘percent’ condition. Study 2 examined both which discount frames between ‘won’ and ‘percent’ is choose actually and choice difference by discount size. This study used 6 different stimulus made of products and discount size by pretest results. As results, ‘won’ frame was choosing by 58.1% and ‘percent’ frame was 41.9 %. Theses results are significant by chi-square analysis. Therefore, this study found out ‘won’ frame prefer more than ‘percent’ frame in actual choice situation. In addition, When discount size is smaller, 'won' frame was more choose than '%' and when discount size is lager, result was reversed. As additional analysis, choice was different by sex. This is, Women was more choose 'won' and Men reversed. Hence, this study found out discount expression frames (‘won’, ‘percent’) and discount size influence degree of availability of expected utility in discount money, perceived value, and choice. These results can be used for effective price communication strategies.

국문 초록 (Abstract)

본 연구는 할인표현 방식인 ‘%’와 ‘원’의 차이에 따른 가용성과 가치지각의 차이를 검증하고, 소비자들이 실제로 어떠한 표현 방식을 선호하는지를 알아보았다. 연구 1에서는 피험자 47명을 대상으로 ‘%’와 ‘원’의 할인표현 방식 차이에 따른 효용에 대한 가용성 차이와 가치지각의 차이를 검증하였다. 실험 결과, 할인표현 방식에 따른 가용성의 차이는 통계적으로 유의한 차이를 보였으며, 할인금액을 가지고 할 수 있는 효용에 대하여 가용성이 높을수록 가치지각이 높게 나타났다. 특히 할인표현 방식 중 ‘원’으로 제시했을 때 할인된 금액을 가지고 할 수 있는 것들에 대한 가용성이 더 높게 지각되었기 때문에 ‘원’ 할인의 가치지각이 더 높은 것으로 볼 수 있다. 연구 2에서는 할인표현 방식의 효과는 할인의 크기와 관련이 있음을 확인하고자 하였다. 연구 2는 피험자 97명을 대상으로 ‘원’과 ‘%’의 할인 표현 방식을 무엇을 더 선택하는지, 또한 선택은 할인 크기에 따라 달라지는지 확인하였다. 사전조사를 통해 구성된 6가지의 제품을 할인 크기가 큰 것과 작은 것으로 제시하였다. 실험 결과, ‘원’으로 제시된 조건은 58.1%, ‘%’로 제시된 조건은 41.9%의 선택비율을 보였으며, 이러한 차이는 Chi-Square 검증결과 유의한 차이가 있었다. 그러나 할인 크기에 따라서 할인표현 방식을 선택하는 비율은 다르게 나타났다. 따라서 본 연구는 할인표현 방식(‘원’, ‘%’)이 가용성의 활성화 정도와 가치지각에 영향을 미친다는 사실을 밝혔으며, 전반적으로 ‘원’의 표현을 더 선택하지만 할인표현 방식의 효과는 할인의 크기에 따라 달라질 수 있음을 밝힘으로써 효과적인 가격 커뮤니케이션 전략을 제시할 수 있을 것으로 기대된다.

참고문헌 (Reference)

1 김재휘, "희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과" 한국소비자·광고심리학회 8 (8): 183-204, 2007

2 강영수, "할인규모와 할인가치 표현법이 소비자의 구매의도 형성에 미치는 영향" 20 : 21-54, 2003

3 김동훈, "준거할인(Reference Discount)의 개념을 도입한 가격할인 효과의 분석" 한국소비자학회 18 (18): 23-40, 2007

4 이형직, "준거가격의 심리적 접근" 343-353, 1992

5 곽준식, "제품 지식이 판촉효과에 미치는 영향: 가치인하적 판촉(discount)와 부가가치적 판촉(free)을 중심으로" 1-13, 2007

6 김시월, "인터넷 쇼핑몰에서 가격민감도와 구매후 만족도에 관한 연구" 대한가정학회 41 (41): 69-83, 2003

7 마테오 모테르리니(Matteo Motterlini), "이코노믹마인드: 99%의 경제를 움직이는 1% 심리의 힘" 웅진지식하우스(웅진닷컴) 2008

8 전영미, "의류제품 가격할인 광고시 할인유형의 어의적 단서가 소비자의 지각과 구매의도에 미치는 조절효과" 한국의류학회 26 (26): 1342-1353, 2002

9 이승재, "원산지 이미지와 브랜드 인지도가 제품품질지각에 미치는 영향: 제품 관여도 및 부품 중요도의 조절효과를 중심으로" 계명대학교대학원 2005

10 남승규, "소비자심리학" 학지사 1999

11 김태원, "소비자 브랜드 선택의 휴리스틱적접근에대한이해- 사회심리학적및상황조정변수를중심으로" 한국방송광고공사 58 : 29-59, 2003

12 한규석, "사회심리학의 이해" 학지사 2003

13 최현경, "메시지 프레이밍과 지향성이 공익광고 효과에 미치는 영향: 교통안전 공익광고를 중심으로" 한국광고홍보학회 10 (10): 34-65, 2008

14 김재휘, "공익광고 메시지의 프레이밍과 결과 지각이 환경 행동에 미치는 영향" 5 (5): 65-86, 2000

15 박광배, "가상적인 재판 쟁점에서의 현역판사의 판단과 모의배심의 집단판단에 대한 인지적 방략의 효과" 한국사회문제심리학회 11 (11): 59-84, 2005

16 홍명표, "가격할인이 구매의도에 미치는 영향에 관한 연구" 서울대학교대학원 1998

17 김재영, "가격할인광고, 브랜드 및 소비자관여도가 소비자의 지각가치에 미치는 영향에 관한 연구: 획득가치와 거래가치의 관계규명을 중심으로" 서울시립대학교대학원 2006

18 김선희, "가격할인 제시유형이 소비자 태도에 미치는 영향에 관한 연구" 세종대학교 대학원 2001

19 Tversky, A., "“Availability: A heuristic for judging frequency and probability” in judgment under Uncertainty: Heurisitics and biases, ed" Cambridge University Press 163-178, 1982

20 Chen, H. A., "When two plus two is not equal to four: Errors in processing multiple percentage changes" 34 (34): 327-340, 2007

21 Chandron, S., "When a day means more than a year: Effects of temporal framing on judgments of health risk" 31 : 375-389, 2004

22 Yamigishi, K., "When a 12.86% mortality is more dangerous than 24.14%: Implications for risk communication" 11 : 495-506, 1997

23 Slovic, P., "Violence risk assessment and risk communication: The effects of using actual cases, providing instructions, and employing probability vs. frequency formats" 24 (24): 271-296, 2000

24 Wanke, M., "There are many reasons to drive a BMW: Does imagined ease of argument generation influence attitudes?" 24 : 170-177, 1997

25 Webster, F. E., "The ‘deal prone’ consumer" 2 : 186-189, 1965

26 Shankar, V., "The online medium and customer price sensitivity" eBusiness Research center 1999

27 Baron, R. M., "The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations" 51 : 1173-1182, 1986

28 Maheswaran, D., "The influence of message framing and issue involvement" 27 : 361-367, 1990

29 Hsee, C. K., "The evaluability hypothesis: An explanation of preference reversals between joint and separate evaluations of alternatives" 46 : 247-257, 1996

30 Grewal. D., "The effects of price comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions" 63 : 46-59, 1998

31 Chen, S., "The effects of framing price promotion messages on consumers' perceptions and purchase intentions" 74 (74): 353-372, 1998

32 Lichtenstein, D. R., "The effect of semantic cues on consumer perceptions of reference price ads" 18 : 380-391, 1991

33 Heath, T. B., "The differential processing of price in gains and losses: The effects of frame and need for cognition" 13 : 61-75, 2000

34 Chatterjee, S., "The differential processing of price in gains and losses: The effects of frame and need for cognition" 13 : 61-75, 2000

35 Wanke, M., "The availability heuristic revisited: Experienced ease of retrieval in mundane frequency estimates" 89 : 83-90, 1995

36 Folkes, V. S., "The availability heuristic and perceived risk" 15 : 13-22, 1988

37 Slovic, P., "The affect heuristic" 177 : 1333-1352, 2007

38 Diehl, K., "Smart agents: When lower search costs for quality information increase price sensitivity" 301 : 56-71, 2003

39 Lichtenstein, S., "Responses- induced reversals of preference in gambling: An extended replication in Las Vegas" 101 : 16-20, 1973

40 Simon, H. A., "Rationality as process and as product of thought" 68 : 1-16, 1978

41 Simon, H. A., "Rational choice and the structure of the environment" 63 : 99-118, 1956

42 Slovic, P., "Rational actors or rational fools? Implications of the affect heuristic for behavioral economics" 31 : 329-342, 2002

43 Kahneman, D., "Prospect theory: An analysis of decision under risk" 47 : 263-291, 1979

44 Inman, J., "Promotional signal: Proxy for price cut?" 17 : 74-81, 1990

45 Henderson, C. M., "Promotion heterogeneity and consumer learning: Refining the deal- proneness construct" 86-94, 1994

46 Monroe, K., "Pricing making profitable decision" McGraw-Hill Book Company 1990

47 Lichtenstein, D. R., "Price perceptions and consumer shopping behavior: A field study" 30 : 234-245, 1993

48 Slovic, P., "Preference reversals: A broader perspective" 73 : 596-605, 1983

49 Heilman, C. M., "Pleasant surprises: Consumer response to unexpected in-store coupons" 39 : 242-252, 1995

50 Darke, R., "Percentage discounts, initial price, and bargain hunting: A heuristic-systematic approach to price search behavior" 80 (80): 580-586, 1995

51 Kahneman, D., "On the psychology of prediction" 80 : 237-251, 1973

52 Wertenbroch, K., "On the perceived value of money: The reference dependence of currency numerosity effects" 34 : 1-10, 2007

53 Heath, T. B., "Mental accounting and changes in price: The frame dependence of reference dependence" 22 : 90-97, 1995

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

55 Zaichkowsky, J. L., "Measuring the involvement construct" 12 (12): 341-351, 1985

56 Hsee, C. K., "Less is better: When low-value options are judged more highly than high-value options" 11 : 107-121, 1998

57 Tversky, A., "Judgment under uncertainty: Heuristics and biases" 185 (185): 1124-1131, 1974

58 Kahneman, D., "Judgment under uncertainty: Heuristic and biases" Cambridge University Press 1982

59 Kahneman, D., "Intuitive predictions: Biases and corrective procedures" 12 : 313-327, 1979

60 Carlson, J. P., "Influences on what consumers know and what they think they know regarding marketer pricing tactics" 24 (24): 117-142, 2007

61 Bonner, C., "How to make a risk seem riskier: The ratio bias versus construal level theory" 3 (3): 411-416, 2008

62 Johnson, E. J., "Framing, probability distortions, and insurance decision" 7 : 35-51, 1992

63 Smith, G. E., "Framing in advertising and the moderating impact of consumer education" 49-64, 1996

64 Eisner, R., "Flight insurance and the theory of choice" 69 : 355-368, 1961

65 Shiv, B., "Factors affecting the impact negatively versus positively framed ad messages" 24 : 285-294, 1997

66 Lichtenstein, D. R., "Distinguishing coupon proneness from value consciousness: An acquisition- transaction utility theory perspective" 54 : 54-67, 1990

67 Rothman, A. J., "Differential use of the availability heuristic in social judgement" 23 : 123-138, 1997

68 Darke, R., "Deciding whether to seek a bargain effects of both amount and percentage off" 78 (78): 960-965, 1993

69 Quattrone, G. A., "Contrasting rational and psychological analyses of political choice" 82 : 719-736, 1988

70 Berkowitz, E. n., "Contextual influences on consumer price responses: An experimental analysis" 17 : 349-358, 1980

71 Ha, H. H., "Consumers' “mental accounting” in response to unexpected price savings at the point of sale" 24 (24): 406-416, 2006

72 Bitta, J., "Consumer perceptions of comparative price advertisements" 18 : 418-427, 1981

73 Della Bita, Albert J., "Consumer perceptions of comparative price advertisements" 18 : 416-427, 1981

74 Hardesty, D. M., "Consumer evaluations of different promotion types and price presentations: The moderating role promotional benefit level" 79 : 17-25, 2003

75 Grewal, D., "Communicating price information through semantic cues: The moderating effects of situation and discount size" 232 (232): 48-155, 1996

76 Kirkpatrick, L., "Cognitive experimental self-theory and subjective probability: Further evidence for two conceptual systems" 63 : 534-544, 1992

77 Kahneman, D., "Choices, values and frames" 39 : 341-350, 1984

78 Delvecchio, D., "Cents or percent? Promotion framing and consumer price expectations" University of Kentucky 2004

79 Quattrone, G. A., "Causal versus diagnostic contingencies: On self- deception and on the voter's illusion" 46 (46): 237-248, 1984

80 Robberson, M. R., "Beyond fear appeals: Negative and positive persuasive appeals to health and self-esteem" 13 : 227-287, 1988

81 Tversky, A., "Availability: A heuristic for judging frequency and probability" 5 (5): 207-232, 1973

82 Cosmides, L., "Are humans good intuitive statisticians after all? Rethinking some conclusions from the literature on judgment under uncertainty" 58 : 1-73, 1996

83 Raghubir, P., "An information processing review of the subjective value of money and price" 59 : 1053-1062, 2006

84 Bettman, J. R., "A componential analysis of cognitive effort in choice" 45 (45): 111-139, 1990