본 연구에서는 소비자의 개인차 변수인 자기해석, 사고유형과 상황변수인 시간적 거리가 소비자의 가격-품질 판단에 미치는 영향을 알아보았다. 실험 1의 결과, 분석적 사고가 점화된 경우보다 종합적 사고가 점화된 경우에 가격-품질 판단이 더 많이 발생하였으며, 독립적 자기해석자보다 상호의존적 자기해석자가 가격-품질 판단을 더 많이 하였다. 실험 2의 결과, 실험 1의 결과와 동일하게 독립적 자기해석자보다 상호의존적 자기해석자가 가격-품질 판단을 더 많이 하였다. 또한 시간적 거리가 가까운 경우보다 시간적 거리가 먼 경우에 가격-품질 판단이 더 많이 발생하였다. 또한 시간적 거리가 가까운 경우 독립적 자기해석자보다 상호의존적 자기해석자가 가격-품질 판단을 더 많이 한 반면, 시간적 거리가 먼 경우에는 독립적 자기해석자와 상호의존적 자기해석자 모두 가격-품질 판단을 보였다.
This study aimed at examining what effect consumers' individual difference variables including self-construal, a thinking style, and a situational variable of temporal distance have on their price-quality judgment. In the Experiment 1, an experimental design was 2(price) X 2(self-construal) X 2(thinking style) completely randomized factorial design and a dependent variable was price-quality judgment. As the result, it reveals that there were more price-quality judgments when holistic thinking was primed than the analytic, showing that interdependent persons made more price-quality judgments than independent persons. In the Experiment 2, an experimental design was 2(price) X 2(self-construal) X 2(temporal distance) completely randomized factorial design and a dependent variable was price-quality judgment. The findings identical to the Experiment 1 show that interdependent persons did more price-quality judgments than independent persons. Besides, price-quality judgment happened much more in the distant temporal distance than in the near temporal distance. Also it reveals that temporal distance moderated the relation between self-construal and price-quality judgment. That is, in the near temporal distance, interdependent persons did more price-quality judgments than independent persons while both independent and interdependent persons showed price-quality judgments in the distant temporal distance.
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