행동에 대한 비의식적 생각(nonconscious thoughts)이 구매를 이끈다: 총체적 행동 예열(general action priming)이 소비자의 선택보류(choice deferral)에 미치는 영향|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Consumers who compare several product alternatives for purchase may decide not make a choice at all. This “choice deferral,” which can have a direct impact on company sales, has been investigated quite extensively by marketing researchers (Dhar 1997; Dhar & Nowlis 2004; Gunasti & Ross 2009; Novermsky, Dhar, & Schwartz 2007; Parker & Schrift 2011; Tversky & Shafir 1992). Although the existing literature has documented several factors that influence consumers`` choice deferral, most of them are related to choice-set characteristics and their influences occur mainly through a conscious cognitive process. The present research considers a more subtle, contextual variable as an additional factor that can influence the choice deferral, the influence of which operates via a nonconscious process. Specifically, based on the recent research on the effect of general action priming on subsequent judgments and decisions (Albarracin et al. 2008), we propose and demonstrate that priming thoughts about general action has a significant influence on consumers`` choice deferral and in addition, provide insights into the reason for this influence to take place. In four experiments, participants were unobtrusively primed with the concept of general actions (vs. general inactions or control). They were then introduced to ostensibly unrelated productchoice tasks in which they could either make a choice (i.e., choose one of the product alternatives available in the choice set) or defer their choice. Some specific procedures however systematically varied over the experiments. Specifically, priming of the general action was induced sometimes by a semantic task (e.g., a scrambled sentence task; Srull &Wyer 1979, 1980) and in other times, by a simple motor action task. In addition, the choice task was sometimes difficult in that the choice alternatives were in trade-off along attributes and thus their overall attractiveness was similar, whereas it was quite easy in other times (i.e., one of the alternatives was objectively and clearly superior to the other). Participants`` choice was coded in terms of whether they made a choice or deferred their choice and then was analyzed by a logistic regression as a function of priming conditions. Results indicated that participants in general action priming conditions were significantly less likely to defer their choice than those in inaction priming or control priming conditions. This effect was evident regardless of whether the choice task was easy (experiment 3) or difficult (experiments 1 and 2) and regardless of whether general action priming was induced by a semantic task (experiments 1 and 3) or a motor action task (experiment 2). Furthermore, the results generalized over several different product categories. However, the effect was not evident when the choice was unrelated to purchase/no purchase decision (thus unrelated to whether the consumers`` status quo would be changed or maintained as a result) but was simply a decision about the timing of an action (e.g., whether they want to go to a store shortly or later, given that they have already decided to purchase a product). These and other results suggest that the general action priming effect is due to an increase in motivation for performing actions that lead do a status-quo change, not due to an increase in the general impatience for actions or a decrease in the general procrastination of a decision. Theoretical and managerial implications of findings are discussed.

번역하기

참고문헌 (Reference)

1 조철선, "스노우볼 마켓 전략" 전략시티 2012

2 박종원, "소비자의 기억, 정서, 판단에 관한 연구의 최신 동향" 한국소비자학회 21 (21): 237-287, 2010

3 Hong, Jiewen., "Warm It Up with Love : The Effect of Physical Coldness on Liking of Romance Movies" 39 (39): 293-306, 2012

4 Sela, Aner., "Unraveling Priming : When Does the Same Prime Activate a Goal versus a Trait?" 36 (36): 418-433, 2009

5 Dhar, Ravi., "To Buy or Not to Buy : Response Mode Effects on Consumer Choice" 41 (41): 423-432, 2004

6 Gendolla, Guido H. E., "The implicit go : Masked action cues directly mobilize mental effort" 21 (21): 1389-1393, 2010

7 Albarracín, Dolores., "The Time for Doing Is Not the Time for Change : Effects of General Action and Inaction Goals on Attitude Retrieval and Attitude Change" 100 (100): 983-998, 2011

8 Srull, Thomas K., "The Role of Category Accessibility in the Interpretation of Information about Person : Some Determinants and Implications" 37 (37): 1660-1672, 1979

9 Laran, Juliano, "The Influence of Information Processing Goal Pursuit on Post-Decision Affect and Behavioral Intentions" 98 (98): 16-28, 2010

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