최근 소비자 의사결정에서 사후가정사고라는 인지과정과 후회 감정의 역할에 관한 관심이 증가하고 있다. 선행연구는 현상변화보다 현상유지 결정에서 사후가정사고와 후회가 덜 발생함을 보이고 있다. 그러나 본 연구는 이미 지나간 성과에 대한 사후가정이 아니라 다가올 성과에 대한 예상된 사후가정사고(즉, 사전가정사고)와 예상된 후회가 현상유지 효과에 미치는 영향을 알아보고자 하였다. 이때 본 연구의 초점은 의사결정에서 개인차에 관한 연구를 따라서, 종결욕구와 낙관주의가 선택에 따른 사전가정사고와 예상된 후회 수준의 변화에서 조절 역할을 하는지 알아보는 것이었다. 결과는 사전가정사고와 예상된 후회에 대해 대안조건과 종결욕구의 상호작용 효과를 지지하고 있다. 또한 후회에 대해서 종결욕구와 낙관-비관주의의 상호작용효과를 지지하였다. 그러나 사전가정사고와 예상된 후회에 대한 대안조건과 낙관-비관주의의 상호작용효과는 지지되지 않았다. 본 연구 결과를 바탕으로 이론적 및 실제적 시사점을 논의하였다.
Recently there has been a growing attention to the cognitive process of counterfactual thinking and the emotion of regret in consumer decision-making. Research has reported that decisions to maintain the status quo tend to make experience in counterfactual thinking and regret less than decisions to change. However, the study examined the influence of anticipated counterfactual thinking(i.e., prefactual thinking) and regret on status quo effect toward the upcoming outcome instead of counterfactual thinking and regret toward the past outcome. In addition, following research about individual differences on decision-making, the study explored whether need for closure and optimism-pessimism in deciding decision moderate the extent of prefactual thinking and regret. The results support the hypothesized interactive effect of need for closure by type of alternative(status-quo vs. non-status-quo) on prefactual thinking and anticipated regret, and the hypothesized interactive effect of need for closure by optimism-pessimism on regret. However, there is no the interactive effect of type of alternative by optimism- pessimism on both prefactual thinking and anticipated regret. Theoretical and practical implications for control of impulse buying discussed based on the results.
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