본 연구에서는 충동구매를 통제하기 위한 수단으로서 죄책감을 예상하도록 단서를 주는 것이 소비자의 충동구매경향성에 따라 쾌락재 및 실용재의 선택에 어떠한 영향을 미칠 것인지 검증하였다. 실험결과, 충동구매경향성과 예기된 죄책감의 이원 상호작용이 유의하였다. 충동구매경향성이 낮은 집단에서는 예기된 죄책감이 유의한 영향을 미치지 않았지만, 높은 집단의 경우에는 예기된 죄책감이 유의한 영향을 미쳤다. 즉 충동구매경향성이 낮은 사람은 예기된 죄책감 단서에 상관없이 실용재를 더 선택하였고, 충동구매경향성이 높은 사람은 예기된 죄책감 단서가 주어지지 않았을 경우 쾌락재를, 단서가 주어졌을 경우에는 실용재를 더 많이 선택하였다.
This purpose of this study was to find out how the anticipated guilt, as a means of controlling buying impulse, affects consumer choice between hedonic and utilitarian goods according to impulsive buying tendency. The result showed that the interaction between impulsive buying tendency and anticipated guilt was significant. Specifically, the main effect of the anticipated guilt was significant in the high-impulsive group, while it was not in the low-impulsive group. That is, people in the high-impulsive group chose hedonic goods more without anticipated guilt, whereas they chose utilitarian goods more when asked to anticipate consumption guilt. People in the low-impulsive group, on the other hand, chose utilitarian goods more regardless of the anticipated guilt.
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