소비자의 심리적 일탈, 라이선싱 효과 = Licensing Effect, the Consumers` Psychological Deviance

다국어 초록 (Multilingual Abstract)

Most of researches about consumer choice focus on the decision processes by which consumers choose among a set of alternatives, independent of the way they arrive at the choice. In contrast to this focus on isolated, or single shot choices, consumers in the real world often make a series of decisions in which one choice follows another. Preferences among alternatives can be affected by consumers` prior actions. Prior decisions and actions can serve as a license to choose options that are inconsistent with the salient self. Licensing can operate by committing to an affirmative action, which reduces the feeling of guilty associated with the purchase of relative luxuries. Studies demonstrate the proposed licensing effect of a prior commitment to an affirmative action on subsequent choice. The purpose of this study is to examine the customer response in the licensing situation. To verify how customers decide to buy hedonic products a 2(Type of goal: health, learning) X 2(level of effort: high, low) X 2(level of self-control: high, low)factorial design experiment was conducted with undergraduate students at university at Korea as part of their course requirement. Several factors including self-concept, self-control and purchase intention were selected from prior studies and manipulations for each scenario were checked. Due to multiple dependent variables(self-concept, purchase intention), we used a MANCOVA to test four hypotheses developed. The results show that type of goal has no effect on self-concept(learning: mean=4.75 / health: mean=4.74, p=.643) and purchase intention(learning: mean=4.60 / health: mean=4.50, p=.321). According to this result, we assumed that licensing effect could occur in various situations. The main effect of level of effort was significant for two dependent variables (self-concept: F=31.477, p<0.01 / purchase intention: F=40.130, p<0.01) in support of H1 and H2. Interaction effects between level of effort and self-control for H3 and H4 on two dependent variables were significant(self-concept: F=17.533, p<0.01 / purchase intention: F=13.472, p<0.01). The research results show that consumers who study hard or work hard are more preferring to buy hedonic goods than people do not do like that in various situations. Individuals who pay more effort to achieve their goals are more likely to buy hedonic goods. Ironically, people who think they have high level of self-control are more likely to make indulgent choice when they pay a lot of effort for their objectives. Furthermore, there are interaction effects between level of effort and self-control. Study on licensing effect in consumer choice is helpful for understanding consumers` irrational behaviors. For marketers, take advantage of human irrationality is one of the means of sales promotion. Although this way maybe inconsistent with the ethical management, from the perspective of consumers, understanding licensing effect could be helpful because it make them to try to avoid bad choices. The fact that data were obtained from only a specific segment of the population by experiment is one of limitation in this research. Also, selection of the goal or product type for the research did not allow alternative options that differed significantly in terms of licensing effect. Therefore, expanded research targeted consumers who really in licensing condition with various situations need to be conducted for accuracy and generalization. Additionally, for deeper understanding of licensing effect of consumers, qualitative research approach is needed.

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