이익 혹은 손실 상황에서 금융소비자들이 경험하는 감정은 모두 같은가? - 조절초점에 따른 감정 유형 간 강도 그리고 만족도 차이를 중심으로 - = Do All Financial Consumers Have the Same Emotional Responses and Satisfaction Level in Gain or Loss Domain? - Differences of Intensity of Emotional Type and Satisfaction in Terms of Regulatory Focus

국문 초록 (Abstract)

본 논문에서는 유인가(이익 혹은 손실)가 동일할지라도 금융소비자들이 경험하는 감정과 만족도가 향상초점 대예방초점으로 구분되는 조절초점에 따라 차이가 있는지를 검증해 보았다.
감정 연구와 관련된 기존 연구들은 동일한 유인가(valence)를 지닌 감정은 동일한 방향으로 감정 반응에 영향을미친다는 연구 흐름과 동일한 유인가 일지라도 감정 유형에 따라 의사결정에 미치는 영향이 상이하다는 증거들을보여주는 연구 흐름으로 진행되어 왔다. 조절초점(regulatory focus)이론과 조절 적합성(regulatory fit)이론에따르면 유입 정보로서의 감정은 정보처리자가 어떠한 목적 혹은 동기를 가지고 그 유입정보를 받아들이는지에 따라서 동일한 유인가의 감정 상황일지라도 달리 해석하고 반응할 가능성이 높다. 본 논문에서 유인가를 실험1에서는기대 이상의 이익(긍정적 감정)과 기대 이상의 손실(부정적 감정)로 처치하였고 실험2에서는 기대 이하의 이익과기대 이하의 손실(혼재된 감정)로 처치하였다. 감정유형은 환희/고요/낙담/초조 관련 감정으로 구분하였고, 조절초점은 향상초점과 예방초점으로 구분하였다.
본 논문에서 발견된 사항을 요약하면 다음과 같다. 첫째, 유인가(이익 혹은 손실 상황) 측면에서 금융소비자들이전반적으로 느끼는 감정은 이익 상황에서는 긍정적 감정을 느끼고 있고 손실 상황에서는 부정적 감정을 느끼고 있음이 확인되었다. 조절초점 측면에서 감정 반응을 비교해 보면 향상초점(예방초점)의 금융소비자들이 예방초점(향상초점)의 금융소비자들에 비해 긍정(부정) 반응이 높게 나타났으며, 그 주요 원인은 예방초점의 금융소비자들이향상초점의 금융소비자에 비해 부정적 감정을 더 크게 느끼고 있기 때문인 것으로 나타났다. 둘째, 이익 혹은 손실(유인가)이 기대 보다 적게 발생한 경우 유인가의 방향성 효과는 발생하였으나 조절초점 간의 감정 차이는 유의하게 발생하지 않았다. 셋째, 고객만족도는 유인가의 방향성 효과가 발생하였으나 유인가(이익 혹은 손실)가 기대 보다 적게 발생한 경우 초절초점 간 차이가 발생하지는 않았다. 넷째, 이익 상황인 경우 환희 관련 감정의 강도가 고요 관련 감정의 강도 보다 강하게 나타났으며, 손실 상황에서는 예방초점의 금융소비자들이 향상초점의 금융소비자들에 비하여 초조 관련 감정을 더 크게 경험하였다. 이러한 발견사항들의 이론적 시사점을 기술하였고, 실무적 시사점을 마케팅, 의사결정, 자기조절 대처 전략 차원에서 기술하였다.

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