성향 및 상황 조절초점이 행동/무행동에 대한 소비자 후회에 미치는 영향 = The influence of chronic regulatory focus, situational regulatory focus, and action/inaction on consumer's regret

국문 초록 (Abstract)

본 연구에서는 조절초점이 행동과 무행동에 대한 후회에 영향을 미치는가를 재검증하였으며, 조절초점은 성향과 상황 양자에 의해 영향을 받기에 이 둘을 모두 고려하였다. 연구결과, 촉진초점의 참가자는 행동보다 무행동에서 더 후회를 하였으며, 예방초점의 참가자는 무행동보다 행동에서 더 후회를 하였다. 또한 성향촉진초점을 지니면서 촉진초점 상황조작을 받은 조건에서는 행동보다 무행동을 더 후회한 반면, 성향예방초점을 지니면서 예방초점 상황조작을 받은 조건에서는 무행동보다 행동을 더 후회하였다. 성향조절초점과 반대되는 상황조절초점 조작이 이루어진 조건에서는 행동과 무행동에 대한 후회에 유의한 차이가 없었다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine whether there is really a link between regulatory focus and regret on action/inaction or not. This study takes both chronic and situational regulatory focus into account and explores the influence of chronic and situational regulatory focus and action/inaction on consumers' regret. The results shows that promotion focused consumers regret inactions more than actions, but prevention focused consumers regret actions more than inactions. Also the results shows that regrets on action/inaction are influenced by chronic-situational regulatory focus. This study verifies that there is a association between regulatory focus and regrets on action/inaction, and that the problem of which one tends to be regretted more can be explained by regulatory focus.

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