본 연구는 불확실한 투자결정 상황에서 자동적이고 직관적인 정보처리과정을 거치는 얼굴 신뢰도 관련 주관적 정보와 인지적인 정보처리과정을 거쳐 투자행동에 영향을 미치는 과거 평판 관련 객관적 정보가 함께 제시될 때 각각이 투자 행동에 미치는 영향을 독립적으로 관찰하기 위해 고안되었다. 각 실험참가자는 신뢰게임(trust game)을 통해 피투자자의 얼굴사진과 과거 게임에서의 평균 반환 비율 정보라는 두 가지 정보에 기초하여 투자할 금액을 결정하도록 지시받았다. 두 가지 정보의 제시 순서가 투자 금액에 미치는 효과를 관찰하기 위해 전체 시행 중 절반은 얼굴정보가 먼저 제시되었고, 나머지 절반은 과거반환비율정보가 먼저 제시되었다. 연구 결과 과거 투자액 반환 비율과 같은 객관적 정보가 함께 제시될 경우에도 피투자자의 얼굴 신뢰도에 따라 투자 행동이 영향 받을 수 있음을 관찰하였다. 또한, 정보가 제시되는 순서에 따라 얼굴 신뢰도 효과는 유의미한 차이를 보였으며 얼굴 정보가 반환 비율 정보 이후에 제시되었을 경우 얼굴인상 효과가 더 높게 나타남을 알 수 있었다. 본 연구 결과들은 투자행동이 직관적 정보처리 기제와 통제적 정보처리 기제라는 독립된 정보처리 기제들의 상호작용을 통해 이루어진다는 이중정보처리 모형을 지지하고 있다.
The present study was designed to investigate the role of automatic and intuitive information, when presented together with deliberative and cognitive contextual information, in affecting investment behavior under the situation of uncertain and risky decision. Each participant, playing a role as trustor in laboratory trust games, was instructed to decide the amount of investment based on a photograph of the face and prior repayment ratio (RR) of a trustee. To examine the effect of information presentation order, participant viewed facial information prior to repayment ratio in the half of the trials, and the order was reversed for the rest of the trials. The experimental findings suggest that investment decisions can be influenced by facial trustworthiness of trustees even when repayment ratio is provided together. In addition, the effect of facial impression in investment decision can be significantly modulated by the presentation order, revealing increased facial impression effect in the trials where facial information follows RR information. The present study suggests that human investment behavior can be the final product of close interplay between two independent decision modules: intuitive vs. logical decision systems, supporting the idea of the dual process model.
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