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사회활동에 있어 경쟁과 협력은 사회를 발전시키는 원동력으로 다양한 분야에서 경쟁과 협력이 나타나고 있다. 이에 본 연구는 경쟁과 협력적 상황을 마케팅 상황으로 확장하여 경쟁과 협력이 확장제품 평가에 어떤 영향을 미치는지 살펴보았다. 먼저 실험1에서는 프라이밍을 통해 경쟁적 상황과 협력적 상황을 조작하여 비 유사 확장제품에 어떤 영향을 살펴보았는데, 경쟁적 상황보다는 협력적 상황에서 확장제품 평가가 더 호의적인 것으로 나타났다. 실험2에서는 자기해석과 경쟁-협력간의 관계를 검정하였는데, 경쟁의 경우 독립적 자기해석 조건에서 고-경쟁 집단보다 저-경쟁 집단에서 확장제품 평가가 더 호의적이었다. 반면 협력의 경우, 상호의존적 자기해석 조건에서 저-협력 집단보다 고-협력 집단에서 확장제품에 대한 평가가 더 호의적이었다. 이를 통해 본 연구의 결과를 비 유사 확장에 있어 호의적인 평가를 유도하기 위한 수단으로서 활용할 수 있는데 경쟁적 상황보다는 협력적 상황이 더 유리하다는 사실을 보여주고 있다.
In social activities, competition and cooperation are as a driver to advance the society in general. Based on that, the current research extended these two factors to marketing context and explored the influence of these two factors on dissimilar extension evaluation. Experiment 1 examined the influence of competitive and cooperative contexts on dissimilar extension by priming competition and cooperation. As a result, the extension was evaluated more favorably in cooperative context than in competitive context. Experiment 2 examined the role of self-construal in competitive and cooperative context. in competition context, the extension was evaluated more favorably in low competitive condition than in high competitive condition in independent self-construal. However, in cooperation context, the extension was evaluated more favorably in high cooperative condition than in low cooperative condition in interdependent self-construal. Based on the current research, the resulted can be utilized to induce favorable evaluations of dissimilar extension.
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