open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
The purpose of study 1 is to examine the interaction effect of financial deprivation and type of quantity-scarce message. Specifically, demand-scarce is more effective than the supply-scarce in the control condition. But, supply-scarce is more effective than the demand-scarce when financial deprivation is high because supply limited would recover the consumers whose self-esteem might have been damaged. This hypothesis is supported. Since then, All the tests have been limited to the condition that consumers are under the severe financial deprivation, with focus on consumer confidence in a recession. First of all, Study 2 is set up to verify reverse effect of price discount. Even though Price discount promotes purchase intention, but it sometimes triggers sales attempts. based on this, we assume that price discount has a positive effect in demand-scarce, on the contrary, in supply-scarce, price discount has a negative effect. This hypothesis is supported. Finally, the purpose of study 3 is to examine fit of type of quantity-scarce and message framing. We assume that in supply-scarce condition, it would be effective loss framing, while gain framing would be effective in demand-scarce condition. It is because demand-scarce promotes purchase confidence, but supply-scarce emphasizes the opportunity to regain damaged self-esteem. Taken together, In the usual economy, demand-scarce has more influence, to the contrary, in the recession, supply-scarce has much more effectiveness. in a recession, with no discount and supply-limit strategy, it would be much more effective. In addition, demand-scarce is fit gain framing, but supply-scarce is fit loss framing.
김광수 (1998). 광고에서의 프레이밍 효과: 예상이론을 중심으로. 광고학연구, 9(4), 193- 212.
김동태, 김문섭 (2010). 가격할인에 대한 지각된 공정성과 재구매의도에 관한 연구. 소비자학연구, 21(3), 1-27.
김재휘, 김태훈, 박인희 (2010). 예방행동의 결과를 얻는 시점에 따른 효과적인 설득 메시지 유형: 해석수준이론을 중심으로. 한국심리학회지: 소비자․광고, 11(3), 451-474.
김재휘, 박지영, 부수현 (2011). 시점간 선택에서 확실한 이득의 효과: 간염예방 백신접종 시점 차이와 결과제시 방법을 중심으로. 한국소비자학회 춘계학술대회 발표논문집, 139-142.
김재휘, 백명진 (2014), 희소성 메시지 유형과 동일시 욕구의 충족성이 구매의도에 미치는 효과, 광고학연구, 25(3), 7-32.
김재휘, 부수현 (2007). 희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과. 한국심리학회지: 소비자․광고, 8(2), 183-203.
김재휘, 부수현 (2010). 미디어 정보에 의한 사회적 추론이 커뮤니케이션 효과에 미치는 영향, 한국광고홍보학보, 12(4), 162-188.
김재휘, 부수현 (2011). 건강예방행동 촉진을 위한 커뮤니케이션 전략: 메시지 프레이밍과 시점-간 선택에서의 근시안적 편향을 중심으로. 광고학연구, 22(7), 111-133.
서문식, 거원원, 노태석 (2011). 소비자의 심리적 일탈: 라인선싱 효과, 소비자학연구, 22(1), 219-243.
서문식, 하승범 (2014), 충동구매 메커니즘에 관한 연구, 소비자학연구, 25(5), 29-62.
유연재 (2013). 가격할인과 보너스 팩 판촉에 대한 소비자 지각과 주관적 가치의 차이. 한국심리학회지: 소비자․광고, 14(2), 295- 320.
윤상혁, 이호배, 이철성 (2014). 한정 수량 희소성 메시지와 제품 유형이 구매의도에 미치는 영향: 조절초점의 조절역할과 처리유창성의 매개역할을 중심으로, 광고학연구, 25(8), 241-268.
이석규, 이세나, 조재욱 (2014). Sales Promotion 연구에 관한 종합적 고찰. 마케팅연구, 29(6), 63-92.
이재용, 이철성, 이호배 (2012). 가격할인 제품판매에서의 희소성 메시지 효과: 수량한정 및 시간한정 가격할인을 중심으로, 경영학연구, 41(6), 1591-1618.
이지은, 유동호 (2011). 가격할인 시 할인 기간이 소비자의 구매의도에 미치는 영향: 시간적 거리의 조절역할을 중심으로. 마케팅관리연구, 16(3), 73-99.
이진용 (2010). 소비자행동 관련 분야의 행동론적 의사결정이론의 연구동향 고찰. 소비자학연구, 21(2), 193-236.
장은영, 한덕웅 (2004). 사회비교의 목표, 대상 및 결과에 따른 자기정서의 경험. 한국심리학회지: 사회 및 성격, 18(3), 127-153.
장희진, 안승철 (2000). 의류 제품의 가격할인에 대한 소비자의 구매태도에 미치는 영향. 한국의류학회지, 19(1), 89-99.
전성률, 허종호, 김헌동 (2004). 희소성 메시지의 유형이 소비자의 구매의도에 미치는 효과에 관한 연구, 마케팅연구, 19(2), 71- 89.
차경천 (2014). 가격연구에 관한 종합적 고찰. 마케팅연구, 29(6), 23-44.
최은영, 임지은, 황장선 (2011), 희소성 메시지의 광고 효과: 한정판과 시간압박을 중심으로, 광고연구, 89, 177-204.
황혜정 (2014). 절제된 소비의 작은 탈출구 ‘작은 사치’가 늘고 있다. LG경제연구원, weekly 포커스, 30-34.
Avramova, Yana R., & Diederik A. Stapel. (2008). Moods as Spotlights: The Influence of Mood on Accessibility Effects, Journal of Personality and Social Psychology, 95(3), 542-554.
Bartels, R. D., Kelly, K. M., & Rothman, A. J. (2010). Moving beyond the function of the health behaviour: The effect of message frame on behavioural decision-making. Psychology and Health, 25(7), 821-838.
Bitta, Della, Albert J., Kent B. Monroe, & John M. McGinnis. (1981). Consumer Perceptions of Comparative Price Advertisements. Journal of Marketing Research, 18, 418-427.
Bozzolo, A. M., & Brock, T. C. (1992). Unavailability effects on message processing: A theoretical analysis and an empirical test. Basic and Applied Social Psychology, 13, 93-101.
Brehm, S. S., & Brehm, J. W. (1981). Psychological resistance: A theory of freedom and control, New York: Academic Press.
Dubé, J. P., Hitsch, G. J., & Rossi, P. E. (2010). State dependence and alternative explanations for consumer inertia, The RAND Journal of Economics, 41(3), 417-445.
Elaad, E., Sayag, N., & Ezer, A. (2010). Effects of anchoring and adjustment in the evaluation of product pricing, Psychological reports, 107(1), 58-60.
Gierl, H., Plantsch, M., & Schweider, J. (2008). Scarcity effect on sales volume in retail, International Review of Retail, Distribution and Consumer Research, 18(1), 45-61.
Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotion in UK supermarkets: A consumer view, International Journal of Retail & Distribution Management, 30(6), 315-321.
Gleicher, F., Boninger, D. S., Strathman, A., Armor, D., Hetts, J., & Ahn, M. (1995). With an eye toward the future: The impact of counterfactual thinking on affect, attitudes, and behavior. What might have been: The social psychology of counterfactual thinking, 283-304.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the econometric society, 263-291.
Kahneman, D., & Tversky, A. (2000). Choices, values, and frames. Cambridge University Press.
Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer inference: A review of processes, bases and Judgment contexts, Journal of Consumer Psychology, 14(3), 230-256.
Karlsson, N., Dellgran, Klingander, B., & Gἅrling, T. (2004). Household consumption: Influences of aspiration level, social comparison and money management, Journal of Economic Psychology, 25(6), 753-769.
Ku, H. H., Kuo, C. C., & Kuo, T. W. (2012). The effect of scarcity on the purchase intentions of prevention and promotion motivated consumers, Psychology and Marketing, 29(8), 541-548.
Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness?. Journal of Economic Psychology, 10(2), 257-274.
Mogilner, C., Aaker, J. L., & Pennington, G. L. (2008). Time will tell: The distant appeal of promotion and imminent appeal of prevention. Journal of Consumer Research, 34(5), 670-681.
Namasivayam, Karthik. (2004). Action Control, Proxy Control, and Consumers’ Evaluations of the Service Exchange. Psychology and Marketing, 21(6), 463-480.
Sharma, E., & Alter, A. L. (2012). Financial deprivation prompts consumer to seek scarce goods, Journal of Consumer Research, 39(3), 545-560.
Sheng, S., Parker, A. M., & Nakamoto, K. (2007). The effects of price discount and product complementarity on consumer evaluations of bundle components. Journal of Marketing Theory and Practice, 15(1), 53-64.
Sivakumar, K., & Raj, S. P. (1997). Quality tier competition: How price change influences brand choice and category choice, Journal of Marketing, 61(3), 71-84.
Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: A consumer catch-22 carousel?, Basic and Applied Social Psychology, 13(1), 9-24.
Tang, L. (2009). A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions. Journal of Business Research, 62(1), 14-21.
Tesser, A. (2000). On the confluence of self-esteem maintenance mechanisms, Personality and Social Psychology Review, 4(4), 290-299.
Tesser, A. (2001). On the plasticity of self-defense, Current Direction in Psychological Science, 10(2), 66-69.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation, Journal of Consumer Research, 28(1), 50-66.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of consumer psychology: the official journal of the Society for Consumer Psychology, 17(2), 83.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458
Van Herpen, E., Pieters, R., & Zeelenberg, M. (2005). How product scaricty impacts on choice: Snob and bandwagon effects, Advances in Consumer Research, 32, 623-624.
Van, Heerde, Harald J., Sachin Gupta., & Dick R. Wittink (2003). Is 75% of the Sales Promotion Bump due to Brand Switching? No, only 33% is. Journal of Marketing Research, 40(4), 481-491.
Wänke, M., Bohner, G., & Jurkowitsch, A. (1997). There are many reasons to drive a BMW: Does imagined ease of argument generation influence attitudes?. Journal of Consumer Research, 24(2), 170-177.
Wilson, T. D., & Schooler, J. W. (1991). Thinking too much: introspection can reduce the quality of preferences and decisions. Journal of personality and social psychology, 60(2), 181.
Yeo, J., & Park, J. (2009). Effects of a scarcity message on product judgments: role of cognitive load and mediating processes, Advances in Comsumer Research, 36, 718-719.