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ISSN : 1226-9654

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Vol.32 No.2

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선택의 종류가 선택 후 선호도 변화에 미치는 영향

The Influence of Choice Attributes on Choice Induced Preference Change

한국심리학회지: 인지 및 생물 / The Korean Journal of Cognitive and Biological Psychology, (P)1226-9654; (E)2733-466X
2020, v.32 no.2, pp.189-195
https://doi.org/10.22172/cogbio.2020.32.2.005
황윤지 (중앙대학교)
조수현 (중앙대학교)
황윤지, & 조수현. (2020). 선택의 종류가 선택 후 선호도 변화에 미치는 영향. 한국심리학회지: 인지 및 생물, 32(2), 189-195, https://doi.org/10.22172/cogbio.2020.32.2.005

초록

선택 후 선호도 변화(change-induced preference change, CIPC)는 자신이 선택한 대상에 대한 선호도가 증가하고, 선택하지 않은 대상에 대한 선호도가 감소하는 현상을 말한다. 몇몇 선행 연구에 따르면, CIPC는 자신이 선택을 했다는 행위 자체(mere act of choosing)가 선호도 변화를 유발하므로, 무의식적이거나 무선적인 선택(blind choice) 이후에도 선택과 일치하는 방향으로 선호도 변화가 일어난다고 주장한다. 본 연구는 CIPC가 모든 선택이 아닌, 선호에 기반한 선택 이후에만 발생할 가능성을 검증하였다. 실험 절차는 다음과 같았다. 피험자들은, 얼굴 자극에 대한 선호도 평정 후, 유사한 평정을 받은 두 얼굴 중 하나를 선택한 후 다시 한 번 얼굴 자극들에 대한 선호도 평정을 하였다. 선택 과제의 종류는 두 가지로서, 하나는 선호에 기반한 선택 과제, 다른 하나는 선호가 배제된 선택 과제였다. 또한 외현적 기억에 따라 CIPC의 정도가 달라지는지를 확인하기 위해 실험의 마지막 단계에서 선택 여부에 대한 기억을 측정하였다. 분석 결과, 선호에 기반한 선택 과제에서만 CIPC가 관찰되었으며 이는 선택 행위 자체가 CIPC를 유발하는 것이 아니라, 선호에 기반한 선택 시에만 CIPC가 일어남을 시사한다. 또한, CIPC의 정도는 기억 여부에 따라 달라지지 않았으며, 이는 언어적으로나 의미적으로 표상하기 어려운 얼굴 자극의 특성 상 기억이 용이하지 않았기 때문일 것으로 추측해볼 수 있다.

keywords
선택 후 선호도 변화, 인지부조화, 기억, 얼굴, 선호, 의사 결정, choice-induced preference change, cognitive dissonance, memory, face, preference, decision making

Abstract

Choice induced preference change (CIPC) is a phenomenon in which self-reported preference increases or decreases for chosen vs. rejected options, respectively. Some researchers argue that the mere act of choosing leads to preference changes, based on the observation of CIPC even after making a blind choice. We tested the hypothesis that CIPC occurs only after a preference-based choice, rather than any choice. During the experiment, participants first rated their preference for each face stimuli. Then, they were asked to make a choice between two faces that had been rated similarly. Two kinds of choice tasks were contrasted; preference-based choice vs. preference-excluded choice task. Next, participants rated their preference for each face for the second time. In addition, memory was tested at the end in order to examine whether the degree of CIPC differs for remembered or forgotten choices. As a result, CIPC was observed only in the preference-based choice condition. Our findings suggest that CIPC occurs only for choices that reflect subjective preference. Furthermore, CIPC was not influenced by memory which may be due to the usage of face stimuli which can be harder to verbalize or remember.

keywords
선택 후 선호도 변화, 인지부조화, 기억, 얼굴, 선호, 의사 결정, choice-induced preference change, cognitive dissonance, memory, face, preference, decision making

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