소비자의 태도 변화에서 추론된 다수의 영향: 인지적 종결욕구의 관점 = Influence of Inferred Majority on Consumers' Attitude Change: From the Perspective of Need for Cognitive Closure

다국어 초록 (Multilingual Abstract)

This study investigated how socially inferred majority opinions function in consumer decision making for movie viewing and how consumer's need for cognitive closure does at this time when majority opinions differ his/her own. The results indicated that people with high need for closure consider their own schema or stereotype importantly instead of other people opinion in early times of knowledge formation of a subject. And even if a consumer have his/her own opinion, generally most of people tend to accept majority when they are informed other people of majority. However, people with high need for closure tend to hold their own opinion relatively in early times. But people with low need for closure tend to be increased opinion convergence toward majority. Based on these results, several implication and recommendation were discussed.

국문 초록 (Abstract)

본 연구의 목적은 영화 관람을 위한 의사결정과정에서 사회적으로 추론된 불특정 다수의 의견과 자신의 의견이 다를 때, 그러한 다수의 의견이 소비자의 의사결정에 어떻게 작용하며 이때 소비자의 인지적 종결욕구가 어떤 기능을 하는지 알아보는 것이었다. 연구 결과를 보면, 첫째, 종결욕구가 높을수록 사람들은 어떤 대상에 대한 지식이 형성되기 시작하는 초기 시점에서 타인의 의견을 고려하기보다 자신의 이전 도식 또는 고정관념을 더 중요하게 고려하는 것으로 나타났다. 둘째, 자신의 의견을 가지고 있더라도 다수의 타인이 어떤 의견을 갖고 있는지 알게 될 때, 일반적으로 대부분의 사람들은 다수의 타인의 의견을 수용하는 경향이 있다. 그러나, 종결욕구가 높은 사람들은 자신의 초기 의견에서 크게 벗어나지 않으려는 경향이 있지만, 종결욕구가 낮은 사람들은 다수의 의견에 따라가는 경향이 큼을 보이고 있다. 이러한 연구 결과를 바탕으로 몇 가지 시사점을 논의하였다.

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