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본 연구는 다이어트와 같은 장기적인 목표를 추구하는 과정에서 이용하는 작은 패키지 사이즈로 인해 오히려 자기 통제에 실패하는 상황에 주목하였다. 본 연구는 앞서 섭취한 사건이 전체적인 칼로리에 영향을 주는 것을 지각하지 못하고, 바로 눈앞에 존재하는 작은 패키지 사이즈의 작은 손실만을 고려하게 되는 분리 효과(isolation effect)가 발생할 것이라 보았다. 연구 1에서는 패키지 사이즈에 따라 분리 효과의 여부가 달라지며, 이에 따라 소비자의 자기통제 의도가 달라질 것이라 가정하였다. 패키지 사이즈(큰 패키지 사이즈/작은 패키지 사이즈)를 처치하고, 각 처치 이후 자기통제 의도와 분리 효과를 확인하였다. 그 결과, 제품이 큰 패키지로 제공된 조건에 비하여 작은 패키지로 제공된 조건에서 자기통제 의도가 더 낮게 나타났다. 또한, 큰 패키지 사이즈 제품 조건보다 작은 패키지 사이즈 제품 조건에서 자기 통제의도가 낮아지는 결과를 분리 효과가 매개하는 것을 확인하였다. 이러한 결과를 바탕으로 연구 2에서는 분리 효과의 처치 여부와 사건을 바라보는 방식이 달라지는 조절초점이 자기통제 의도에 미치는 효과를 검증하였다. 실험은 2(분리 효과: 분리 효과 비억제/억제) x 2(조절초점: 향상초점/예방초점)로 설계되었으며 연구 1과 마찬가지로 자기통제 의도를 측정하였다. 연구 결과에 따르면 분리 효과가 억제되지 못했을 경우, 향상 초점이 점화되었을 때 자기 통제 의도가 증가하지만 분리 효과가 억제되었을 경우에는 예방 초점이 점화되었을 때 자기통제 의도가 증가하는 것을 알 수 있었다. 이를 통해 작은 패키지 사이즈 제품을 섭취하는 과정에서 분리 효과의 억제 여부와 조절초점에 따라 자기통제 의도에 다른 영향을 미칠 수 있음을 검증하였다. 이에 따라 본 연구는 패키지 사이즈 연구에서 심리적인 기제인 분리 효과와 관련하여 확장된 연구를 하였다는 점과 이러한 편향이 덜 나타나는 조건을 조절초점을 통해 찾았다는 점에서 의의가 있다.
This research focuses on the condition that people use small packaged products to do self-control easily, only to fail self-control. Taking in small packaged products by ones is definitely so successive eating situation that calories are accumulated. Although people should add up all the cases, they perceive the cases independently. This is called isolation effect. On this basis, we tried to prove isolation effect through small packaged products. In Study 1, it is assumed that isolation effect has influence on self-control intention when tempting products came into small package formats. Yet, when tempting products came in large package formats, isolation effect does not affect self-control intention. Study 1 shows us self-control intention decrease in small packaged products than in large packaged products. Also, we found out isolation effects mediated this result. Further to the result above, we tried to examine the interaction between isolation effect and regulatory focus has effect on self-control intention. The study designed 2(isolation effect: unrestrained isolation effect/restrained isolation effect) x 2(regulatory focus: promotion focus/prevention focus) and measured self-control intention of each group in study 2. Finally these hypothesis was verified by the study. What we found through the study was the interaction between isolation effect and regulatory focus has effect on self-control intention in eating small packaged formats. Moreover, Our findings extend package size research by examining isolation effect. Also, it is important to know that situation regulatory focus decrease this bias.
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