돈 예열의 이중적 효과와 제품 혜택의 조절 작용 = Dual Influences of Money Priming and the Moderating Role of Benefit Type

다국어 초록 (Multilingual Abstract)

Money is a double-faceted construct associated with both “power” and “cost”. Consistent with this notion, prior research has shown that individuals primed with the concept of money have been shown to desire greater social power and status in some situations. However, in other situations money prime has shown to highlight the importance of cost saving, leading to choice of lower benefit lower price options. This seemingly contradicting findings from psychology and marketing literature has interesting implication for consumer decisions involving a trade-off between social status and cost (e.g., higher credit card membership fee for the use of business lounge in an airport). In this research we propose and demonstrate that whether money will enhances the weights of “power” or “cost” depends on the nature of the benefit offered by target choice. Specifically, when the product offers power related benefit, money priming will highlight the importance of gaining “social status”, thus increasing preference for an option that offers higher social status at higher cost (vs. lower status at lower cost). However, when the cost (reduction)-related benefit is offered, reversed pattern of consumer preference will be found. However, the results of two experiments showed the hypothesized effect only under “power” condition but not under “cost” condition.

참고문헌 (Reference)

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