open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
This research investigates psychological mechanism of consumer’s preference for unlimited option about service which provides intangible products. Across two studies, we figure out the effect of consumer’s bias (loss possibility, optimism bias) goes after mental account and prospect about future, focus on temporal distance between purchasing and using. Study 1 is about effect of mental account and loss possibility. According to logistic regression analysis only the loss possibility and setting of mental account affect the preference for unlimited option. Through the additional chi-square analysis, they find out ‘plural mental account’ group prefer ‘normal option’ opposite to the ‘single mental account’ group which prefer ‘unlimited option’ in the presence of loss possibility. Study 2 is about the optimism bias, another factor that can affect prospect about future. Logistic regression analysis shows significant effect of optimism bias on the preference of unlimited alternative. And ‘Low optimism bias’ group prefer ‘normal option’ opposite to the ‘High optimism bias’ group which prefer ‘unlimited option’ in the presence of loss possibility. The studies show that consumer can consider suitable alternative by separate their mental accounts or lower the optimism bias about controllability. This reveals the consumer’s psychological mechanism appear on the service product and suggests consumer centered implication that can make consumer consider appropriate option.
김재휘, 김태훈, 박인희 (2010). 예방행동의 결과를 얻는 시점에 따른 효과적인 설득 메시지 유형: 해석수준이론을 중심으로. 한국 심리 학회지: 소비자․광고, 11(3), 451-474.
김재휘, 부수현 (2011). 건강예방행동 촉진을 위한 커뮤니케이션 전략. 광고학연구, 22(7), 111-133.
박세훈, 김문용 (2009). 현상유지편향을 조절하는 요인에 관한 연구. 마케팅연구, 24(3), 149-171.
하영원 (2000). 소비자 의사결정-정보처리적 접근을 중심으로. 소비자연구, 11(2), 1 -27.
하영원, 윤은주 (2007). 구매시기와 사용시기간의 시간적 간격이 구매의도에 미치는 효과: 구매동기와 가격할인요소의 조절적 영향. 마케팅연구, 22(4), 141-155.
Benartzi, S. & Thaler, R. H. (1995). Myopic Loss- Aversion and the Equity Premium Puzzle. Quarterly Journal of Economics, 110(1), 73-92.
Bolton, L. E. & Alba, J. W. (2011). When Less is More: Consumer Aversion to Unused Utility. Journal of Consumer Psychology, in press.
Camerer, C., Babcock, L., Loewenstein, G., & Thaler, R. (1997). Labor Supply of New York City Cabdrivers: One Day at a Time. The Quarterly Journal of Economics, 112(2), 407-441.
Carver, C. S. & Scheier. M. F. (1994). Situational coping and coping dispositions in a stressful transaction. Journal of Personality and Social Psychology, 66(1), 184-195.
Cheema, A. & Soman, D. (2006). Malleable Mental Accounting: The Effect of Flexibility on the Justification of Attractive Spending and Consumption Decisions. Journal of Consumer Psychology, 16(1), 33-44.
Drake, R. A. & Ulrich, G. (2002). Line bisecting as a predictor of personal optimism and desirability of risky behaviors. Acta Psychologica, 79(3), 219-226.
Frederick, S., Loewenstein, G., & O'Donoghue, T. (2002). Time discounting and Time Preference: A critical Review. Journal of Economic Literature, 40(June), 351-401.
Gilovich, T., Griffin, D. W. & Kahneman, D. (2002). Heuristics and biases: The psychology of intutive judgement. Cambridge: Cambridge University Press.
Heath, C. & Soll, J. B. (1996). Mental budgeting and consumer decisions. Journal of Consumer Research, 23(1), 40-52.
Helweg-Larsen, M. & James, A. S. (2001). Do Moderators of the Optimistic Bias Affect Personal or Target Risk Estimates? A Review of the Literature. Personality and Social Psychology Review, 5(1), 74-95.
Hsee, C. K. (1999). Value seeking and prediction- decision inconsistency: Why don’t people take what they predict they’ll like the most?. Psychonomic Bulletin & Review, 6(4), 555-561.
Kahneman, D. & Tversky, A. (1979). Prospect Theory: An analysis of decision under risk. Econometrica, 147(2), 263-291.
Kahneman, D. & Tversky, A. (1984). Choices, values, and frames. American Psychologist, 39(4), 341-350.
Kim, H., M. (2006). The effect of salience on mental accounting: how integration verse segregation of payment influences purchase decision. Journal of behavioral decision making, 19, 381-391.
Klein, C. T. F. & Helweg-Larsen, M. (2002). Perceived control and the optimistic bias: A meta-analytic review. Psychology and Health, 17(4), 437-446.
Krishanmurthy, P. & Prokopec, S. (2010). Resisting that triple-chocolate cake: Mental budget and self-control. Journal of consumer research, 37(1), 68-80.
Krizan, Z. & Windschitl, P. D. (2007). The influence of outcome desirability on optimism. Psychological Bulletin, 133(1), 95-121.
Levan, J. & Mcgraw, A. P. (2009). Emotional accounting: How feelings about money influence consumer choice. Journal of Marketing Research, 46(1), 66-80.
Linville, P. & Fischer, G. W. (1991). Preferences for separating and combining events. Journal of Personality and Social Psychology, 60(1), 5-23.
Prelec, D. & Loewenstein, G. (1998). The Red and the Black: Mental Accounting of Savings and Debt. Marketing Science, 17(1), 4-28.
Rathmell, J. M. (1966). What Is Meant by Services?. The Journal of Marketing, 30(4), 32- 36.
Scheier, M. F. & Carver, C. S. (1992). Effects of optimism on psychological and physical well being: Theoretical overview and empirical update. Cognitive and Research, 16(2), 201-228.
Shelley, M. K. & Marjorie K. (1994). Gain/loss asymmetry in risky intertemporal choice. Organizational Behavior and Human Decision Processes, 59(1), 124-159.
Simon, H. A. (1978). Rationality as Process and as Product of Thought. The American Economic Review, 68(2), 1-16.
Simonson, I. (1990). The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior. Journal of Marketing Research, 27(2), 150-162.
Simonson, I., Tversky, A. (1992). Choice in context: Tradeoff contrast and extremeness aversion. Journal of Marketing Research, Vol 29(3), 281-295.
Thaler. R H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199- 214.
Thaler. R. H. (1999). Mental accounting matters. Journal of behavior decision making, 12(3), 183- 206.
Thaler, R. H. (2008), Mental accounting and consumer choice. Marketing Science, 27(1), 15- 25.
Weinstein, N. D. (1980). Unrealistic optimism about future life events. Journal of Personality and Social Psychology, 39(5), 806-820.