ISSN : 1229-8778
추론 수준 이론에 따르면 사람들은 어떤 사건에 대한 심리적인 거리가 멀어질수록 추상적인 상위의 추론을 하고, 심리적 거리가 가까울수록 구체적인 하위 추론을 한다. 선행 연구에 따르면 제품 구매 예정 시기와 제품 속성의 추론 수준이 적합할 때 해당 제품을 더 선호한다. 본 논문은 이러한 시기적 적합성이 제품 선택에 미치는 영향을 제품군 분류에 따라 구체적으로 살펴보았다. 실험 결과, 참가자들은 각 제품 구매 시기와 추론 수준이 동일한 제품군을 더 선택했고, 더욱이 그것이 광고 메시지의 추론 수준과 일치하는 제품을 더 선택하였다. 본 연구 결과는 추론 수준 이론을 소비자의 감성과 행동에 접목시켜 이론의 범위를 넓히고 현실에의 응용 가능성을 높이는 실용적인 의의를 지닌다.
The construal level theory proposes that a psychological distance has a systematic effect on individuals’ thought and behavior. The present study purposed to apply temporal construal to advertising and consumer behavior. Specifically, we examined the effect of construal level fit on consumer choice of products. 208 participants were presented with one of the four purchase scenarios, which were either near or far (today vs. December) and either convenience goods or shopping goods (portable multimedia player vs. toothpaste). Then their choices between two products with either feasible or desirable advertising messages were measured. Results showed that participants were more likely to select products of which product category, type of advertising messages and expected purchase time were congruent. It suggests that the fitness of construal level affects consumer behaviors on product choice. Our findings have practical implications that they extended the application of the construal level theory to the consumer behavior domain.
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