소비자들이 자신 대(對) 타인을 위한 선택 시에 행하는 목표관리: 목표진행이 선택에 미치는 효과에 대한 선택맥락과 진행 프레이밍의 조절적 역할 = Goal Management in Consumers` Choices for Themselves versus Others: The Moderating Role of Choice Context and Framing of Progress on Effects of Goal Progress on Choice

다국어 초록 (Multilingual Abstract)

Many of the most significant choices that people make are between vices and virtues. In choosing between vices and virtues, consumers sometimes buy several items on one shopping trip. The current research examines whether (1) choice context (consumers` choices for themselves vs. others) will moderate effects of level of goal progress on the relative choice share of tasty but fattening vices (vs. virtues) when consumers buy multiple items for themselves and others; (2) choice context (consumers` choice for themselves vs. others) will moderate interactive effect of level of goal progress (low vs. high) and framing of goal progress (completed vs. remaining) on consumers` choice between vices and virtues. In conclusion, when consumers buy multiple items for themselves and others, our research findings demonstrated that (1) the difference in choice share of vices (vs. virtues) between the high progress and low progress conditions was larger for consumers choosing for themselves rather than for others; (2) the two-way interaction between the level of goal progress and the framing of goal progress was significant in the choice-for-self condition but not in the choice-for-other condition. Finally, we discuss the theoretical and practical implications of our findings and develop directions for future research.