소비자 태도와 행위에 대한 이론적 접근: 해석 수준 이론을 중심으로 = A Theoretical Approach to Consumer Attitude and Behavior: Based on Construal-Level Theory

다국어 초록 (Multilingual Abstract)

The purposes of this article are to look into recent research on consumer attitude and behavior based on Construal Level Theory (CLT) and to suggest research issues related to the theory. According to the CLT, people tend to construe the same objects or events differently depending on psychological distance(i.e., temporal, spatial, social and hypothetical distance). As the psychological distance becomes distant, people tend to consider more abstract, essential and central features of the object (high-level construal), whereas they focus on specific, subordinate and incidental features when the distance comes close (low-level construal). Thus, when a message is abstract, consumers show higher preference in the distant future rather than in the near future; However, the result is reversed when message is concrete. Notably, when the construal levels match with those at which motives or messages are construed, consumers are willing to do pro-social consumption as well as individual purchase. CLT provides researchers with a more comprehensive theoretical framework in understanding consumer behaviors and allows marketers to make effective marketing strategies as well. Thus, the theory can be usefully applied to enhance reasonable consumption for individuals and provide a new perspective on the issues of social divide for a society.

국문 초록 (Abstract)

본 연구는 최근 해석 수준 이론과 관련된 소비 행동에 대한 연구들을 짚어보고 이를 통하여 향후 연구 방향과 더불어 사회학적 시사점을 제시하고자 한다. 해석 수준 이론(Construal Level Theory, CLT)에 따르면, 사람들은 동일한 정보나 상품임에도 심리적 거리(시간적, 공간적, 사회적, 발생 확률적)에 따라 다르게 해석한다. 심리적 거리가 멀어질수록 대상의 추상적, 본질적, 중심적 속성을 강조하는 상위 해석 수준의 영향이 커지고, 반대로 심리적 거리가 가까워질수록 구체적, 부수적, 비본질적 속성의 영향이 커진다. 따라서 구매 시점이 시간적으로 멀고 메시지가 추상적으로 나타날수록, 혹은 구매 시점이 가깝고 메시지가 구체적으로 표현될수록 제품에 대한 구매 의도가 높아지게 된다. 또한 소비자의 해석 수준은 높고 제품의 유창성은 낮을 때 혹은 그 반대일 때, 소비자의 신뢰도가 높아져 소비자의 구매 의도를 높이게 된다. 특히 해석 수준과 동기 수준 혹은 메시지에서 강조하는 속성이 매칭(matching)되었을 때, 개인적 구매 행동뿐만이 아닌 친사회적인 소비를 지향하도록 이끌기도 한다. 소비자의 태도 행위에 대한 해석 수준 이론은 개인의 인식 요인을 다룸으로써 인간 행동에 대한 사회심리학적이해를 증진시키고, 소비자 행동 변화 유도에 대한 보다 정교한 이론적 틀을 제공함과 아울러 마케팅 전략 수립에도 효과적인 방향성을 제시하고 있다. 또한 개인적인 차원에서는 합리적인 소비 방향을 제시할 수 있고, 사회적인 차원에서는 사회 격차 문제 해소를 위한 새로운 시각을 제공하고 있다.

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