ISSN : 1229-8778
본 연구는 소비자 자신이 지각하는 조절초점과 브랜드에 대해 지각하는 조절초점 간의 일치성이 신제품 평가에 어떤 영향을 미치는지에 대해 살펴보았다. 아울러 이러한 일치성 효과가 브랜드-제품 간 거리에 따라 어떻게 달라지는지에 대해서도 확인해보았다. 또한 이러한 제품 평가에 있어 그 인지적 메커니즘으로 정보처리 유창성이 작동하는지에 대해서도 검정해보았다. 연구 결과, 소비자 조절초점과 브랜드 조절초점이 서로 일치할 때가 일치하지 않을 때 보다 더 높은 신제품 평가를 보여주었다. 그런데 이러한 결과는 그 신제품이 브랜드와 어느 정도 거리에 있는지(브랜드와 제품 간 유사성)에 따라 다르게 나타났다. 근거리 브랜드확장 신제품의 경우 앞서 결과와 동일한 조절초점 일치성 효과를 보여주었지만, 원거리의 경우 일치, 불일치 사이에 평가 차이가 없음에 따라 조절초점 일치성 효과가 사라졌다. 한편, 이러한 신제품 평가에 있어 정보처리 유창성이 인지적 메커니즘, 즉 매개변수 역할을 하는 것으로 나타났다. 조절초점 측정을 소비자에 국한하지 않고 그 대상을 브랜드로 확대하였다는 점, 기존의 조절적합성 개념을 뛰어넘어 소비자과 브랜드 사이의 조절초점 일치성 효과를 새롭게 제기한 점, 또 그 효과에 있어 브랜드-제품간 거리의 조절역할을 제시한 것을 연구 공헌점으로 볼 수 있다.
This research investigated on the influence of regulatory consistency between consumer and brand on new product evaluations. Also we addressed the moderating role of brand-product distance on this regulatory consistency effects. Additionally the processing fluency was tested as a possible cognitive mechanism of those evaluations. As a result. we found that consumers showed more positive product evaluations when both consumer and brand had congruent regulatory focus than when did not have. But this effect was moderated by brand-product distance(brand-product similarity). Specifically in the condition of close distance between brand and new product, regulatory consistency effects appeared like previous study, whereas consistency effect disappeared in the condition of far distance showing that there were no difference of evaluations regardless of consumer-brand regulatory consistency. Also we found the evidence of processing fluency’s mediating role on new product evaluations. Our research contribution could be explained as follows; We expanded measuring of chronic regulatory focus into brand not confined to consumers. Our study explored consumer-brand regulatory consistency effect beyond regulatory fit raised by many past literatures and discovered moderating role of brand-product distance on that effect.
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