본 연구는 모호한 제품 선택상황에서 목적 점화 (goal priming)가 선호역전에 미치는 효과를 검증하고자 하였다. 또한 이러한 목적 점화 효과를 조절하는 상황관여의 역할을 밝히고자 하였다. 연구 결과, 모호한 제품 선택상황에서 목적점화 자극에 의해 유발된 목적을 충족시키는 속성이 우수한 제품을 선택하는 선호역전 현상이 발견되었다. 즉, 품질과 관련된 자극에 의해 점화된 피험자는 품질 속성이 더 우수한 제품을 선택하였고. 디자인과 관련된 자극에 의해 점화된 피험자는 디자인 속성이 더 우수한 제품을 선택하였다. 그러나 이러한 목적점화효과는 고관여 상황에서는 나타나지 않았고, 저관여 상황에서만 나타났다. 본 연구의 결과는 저관여 상황에서 무의식적이고 자동화된 정보처리 과정에 의해 선호가 역전될 수 있음을 보여줌으로써 기업의 마케팅과 광고 전략 수립에 중요한 시사점을 제공해 줄 수 있을 것으로 판단된다.
This study examined the effect of goal priming on preference reversal in an ambiguous product choice situation. The role of situational involvement in moderating the effect of goal priming was also explored. Results show that the preference reversal in the ambiguous choice task was found such that the product possessing the attribute which was primed by goal manipulation and superior to that of the competing product. That is, those who were motivated by product quality-related goal priming chose the product whose quality is superior to that of the competing product whereas those who were motivated by product design-related goal priming chose the one whose design is superior to that of the competing product. However, this goal priming effect was found in the low situational involvement condition, but not in the high situational involvement condition. The results indicate that the unconscious and automatic information processing can affect preference reversal and provide practical implications for planning marketing and advertising strategies.
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