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ISSN : 1226-9654

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Vol.28 No.3
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상품기획의 역설-소비자가 외면하는 혁신적 상품기획: 정렬가능 특성과 비정렬 특성에 따른 의사결정

Paradox of Product Planning: Consumers’ Use of Alignable and Nonalignable Attributes in Decision Making

한국심리학회지: 인지 및 생물 / The Korean Journal of Cognitive and Biological Psychology, (P)1226-9654; (E)2733-466X
2016, v.28 no.3, pp.431-443
https://doi.org/10.22172/cogbio.2016.28.3.003
한지훈 (연세대학교 인지과학협동과정)
조광수 (연세대학교)
한지훈, & 조광수. (2016). 상품기획의 역설-소비자가 외면하는 혁신적 상품기획: 정렬가능 특성과 비정렬 특성에 따른 의사결정. 한국심리학회지: 인지 및 생물, 28(3), 431-443, https://doi.org/10.22172/cogbio.2016.28.3.003
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초록

신상품을 기획할 때, 상품기획자는 혁신적인 기능이나 특성을 부여하여 차별화하려고 한다. 그런데 아이러니 하게도 소비자가 제품의 구매의사결정을 할 때는 혁신적인 제품특성을 선택하지 않는 경향이 나타나곤 한다. 본 연구에서는 상품기획의 의도와는 다른 역설적 선택 현상, 즉 상품기획의 역설 현상을 설명하기 위해서 인지심리학의 구조 정렬 모형(structure alignment model)을 기반으로 두 개의 실험을 수행하였다. 실험을 위해 두 가지 스마트 TV 상품을 기획하였고, 두 제품은 각각 동일한 공통특성(commonality) 4개, 같은 기준으로 비교가 가능한 정렬가능 특성(alignable property) 4개, 한 제품만 가지고 있는 비정렬 특성(nonalignable property) 4개, 총 12개의 특성을 가지도록 조작하였다. 두 가지의 연구를 통해 실험 참가자들이 가상의 구매의사결정을 하도록 하면서 상품특성에 따라서 의사결정이 어떻게 달라지는지를 확인하였다. 첫 번째 연구에서 20가지의 TV 특성에 대한 중요도를 평정하여 통합된 중요도에 차이가 없지만 정렬가능한 특성에서 더 높게 평정된 스마트 TV와 비정렬 특성에서 더 높게 평정된 스마트 TV를 구성하였다. 두 번째 연구에서는 통합적으로는 중요도에 차이가 없는 두 제품에 대해 소비자는 정렬가능한 특성에서 높게 평정된 제품을 더 선호하는 경향이 있음을 보였다.

keywords
product planning, alignable property, nonalginable property, decision making, 상품기획, 정렬가능 특성, 비정렬 특성, 의사결정

Abstract

When planning a new product, product planner tries to differentiate the product from old ones by adding new features or innovative properties. Ironically, when consumers are making decisions about purchasing the product, they do not always consider newly added nonalignable property, which can be referred to as paradox of product planning. To explain this phenomenon, this study conducted two studies based on structure alignment model from cognitive psychology. To conduct the study, we organized two imaginary smart televisions with 12 properties, which consist of commonalities, alignable properties, and nonalignable properties. In the study, participants were asked to make an imaginary purchasing decision between two made-up smart televisions. In the first study, survey questions were given to the participants to rate the importance of 20 television related properties, so that we could manipulate and organize two different televisions, one with better alignable property score and the other with better nonalignable property score. The overall scores of both televisions were not significantly different. In the second study, participants showed a tendency of having more preference towards the product with better alignable properties.

keywords
product planning, alignable property, nonalginable property, decision making, 상품기획, 정렬가능 특성, 비정렬 특성, 의사결정

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