.png){kind=logo}
ISSN : 1229-8778
The present study aimed to examine a psychological mechanism of matching response replicated in the previous study in using bills with large and small denominations. Matching response refers to the phenomenon that purchase intention increases as the price of product matches denomination of bills. In study 1, it was investigated if matching response still appeared when respondents had a choice of how to pay for a product, and if matching response appeared in a different degree when a price was just for one product or it consisted of several products. And the respondents were asked to write down their reason for choosing a certain way of paying. The results showed that matching response still appeared when the respondents had a choice of paying bills and it appeared most frequently when the price of one product matched the denomination of bill. The analysis of the open question showed that people chose a certain way of paying mostly to minimize transaction cost. Based on the results of study 1, study 2 tested if a product price acted as a prime facilitating recognition of a matching bill and perceptual fluency brought by priming increased intention to use a matching bill. The result supported priming effect. In conclusion, implication of the results and limitations of the study were discussed.
매일경제신문 (2009). 5만원권 무늬만 고액권? 환산가치 OECD 꼴찌. 2009.9.13.
매일경제신문 (2010). 우리나라 소비자 “현금보다 카드를 선호.” 2010.3.3.
매일경제신문 (2011). 美 현금 쇠퇴, 발행․유통량 감소. 2011.7.8.
안서원, 김범준, 박수애 (2008). 고액권 사용에 대한 연구: 만원 10장≠10만원 1장? 한국심리학회지: 사회 및 성격, 22, 35-43.
이병관, 안은미 (2009). 목적 점화(Goal priming)가 선호 역전에 미치는 효과 연구: 상황적 관여의 조절. 한국심리학회지: 소비자․광고, 10, 131-146.
전우영, 김남희 (2011). 장동건 대 김태희: 범주와 사례점화가 소비자 판단에 미치는 영향. 한국심리학회지: 소비자․광고, 12, 55-69.
Ashcraft, M. H. (1983). The development of mental arithmetic: A chronometric approach. Developmental Review, 2, 213-236.
Ashcraft, M. H. (1983). Simulating network retrieval of arithmetic facts. Learning Research and Development Center Publication Series (No 1983/10), University of Pittsburgh.
Bassok, M., Pedigo, S. F., & Oskarsson, A. T. (2008). Priming addition facts with semantic relations. Journal of Experimental Psychology: Learning, Memory, and Cognition, 34, 343-352.
Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic effects of brand exposure on motivated behavior: How Apple makes you “think different.” Journal of Consumer Research, 35, 21-35.
Huber, D. E., Clark, T. F., Curran, T., & Winkielman, P. (2008). Effects of repetition priming on recognition memory: Testing a perceptual fluency-disfluency model. Journal of Experimental Psychology: Learning, Memory, and Cognition, 34, 1305-1324.
LeFevre, J., Bisanz, J., & Mrkonjic, L. (1988). Cognitive arithmetic: Evidence for obligatory activation of arithmetic facts. Memory & Cognition, 16, 45-53.
Mandel, N., & Johnson, E. J. (2002). When web pages influence choices: Effects of visual primes on experts and novices. Journal of Consumer Research, 29, 235-245.
Mishra, H., Mishra, A., & Nayakankuppam, D. (2006). Money: A bias for the whole. Journal of Consumer Research, 32, 541-549.
Raghubir, P., & Srivastava, J. (2009). The denomination effect. Journal of Consumer Research, 36, 701-713.
Shafir, E., Diamond, P., & Tversky, A. (1997). Money illusion. Quarterly Journal of Economics, 112, 341-374.