open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
In this study, we conducted to clarify the impact of decision style by maximization, message style by regulatory focus, and anticipated regret on purchasing decision satisfaction. Accordingly, independent variables were the decision style, message style and anticipated regret. And dependent variable was purchasing decision satisfaction. This study constituted by completely randomized design of 2(maximizer/satisficer) × 2(promotion/prevention) ×2(with/without anticipated regret). participants were randomly assigned four different conditioned scenario and were tested their purchasing decision satisfaction. To summarize the result of this study, there was a significant main effect of decision style, message style by regulatory focus and anticipated regret. it is supported that those three factors have influence on purchasing decision satisfaction. Second, there was a significant three-way interaction and it is found, regardless of anticipated regret, maximizer shows lower purchasing decision satisfaction in prevention focus message than promotion focus message. Thrid, regardless of anticipated regret, satisficer shows higher purchasing decision satisfaction in promotion focus message than prevention focus message.
김경민, 전회 (2012). 소비자 행동상의 팽창가격 할인광고와 메시지 조절초점의 영향. 대한경영학회지, 25(2), 1081-1103.
최진아 (2012). 예상된 후회, 행동 유무, 물질주의성향이 구매상황에서 소비자 후회에 미치는 영향. 석사학위 청구논문, 이화여자대학교 대학원 심리학과.
Beattie, J., Baron, J., Hershey, J. C., & Spranca, M. D. (1994). Psychological determinants of decision attitude. Journal of Behavioral Decision Making, 7(2), 129-144.
Brockner, J., Paruchuri, S., Idson, L. C., & Higgins, E. T. (2002). Regulatory focus and the probability estimates of conjunctive and disjunctive events. Organizational Behavior and Human Decision Processes, 87(1), 5-24.
Carrillat, F. A., Ladik, D. M., & Legoux, R. (2011). When the decision ball keeps rolling: An investigation of the Sisyphus effect among maximizing consumers. Marketing Letters, 22(3), 283-296.
Chowdhury, T. G., Ratneshwar, S., & Mohanty, P. (2009). The time-harried shopper: Exploring the differences between maximizers and satisficers. Marketing Letters, 20(2), 155-167.
Cooke, A. D., Meyvis, T., & Schwartz, A. (2001). Avoiding future regret in purchase-timing decisions. Journal of Consumer Research, 27(4), 447-459.
Crawford, M. T., McConnell, A. R., Lewis, A. C., & Sherman, S. J. (2002). Reactance, compliance, and anticipated regret. Journal of Experimental Social Psychology, 38, 56-63.
Goerke, M., Möller, J., Schulz-Hardt, S., Napiersky, U., & Frey, D. (2004). “It's not my fault–but only I can change it”: Counterfactual and prefactual thoughts of managers. Journal of Applied Psychology, 89(2), 279-292.
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300.
Higgins, E. T. (1998). Promotion and prevention: Regulatory focus as a motivational principle. Advances in Experimental Social Psychology, 30, 1-46.
Higgins, E. T., & Tykocinski, O. (1992). Seff-discrepancies and biographical memory: Personality and cognition at the level of psychological situation. Personality and Social Psychology Bulletin, 18(5), 527-535.
Huang, W. H., & Zeelenberg, M. (2012). Investor regret: The role of expectation in comparing what is to what might have been. Judgment and Decision Making, 7(4), 441-451.
Iyengar, S. S., & Lepper, M. R. (1999). Rethinking the value of choice: A cultural perspective on intrinsic motivation. Journal of Personality and Social Psychology, 76(3), 349-366.
Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995-1006.
Iyengar, S. S., Wells, R. E., & Schwartz, B. (2006). Doing better but feeling worse looking for the ‘best’ job undermines satisfaction. Psychological Science, 17(2), 143-150.
Lai, L. (2011). Maximizing and customer loyalty: Are maximizers less loyal? Judgment and Decision Making, 6(4), 307-313.
Levav, J., Reinholtz, N., & Lin, C. (2012). The effect of ordering decisions by choice-set size on consumer search. Journal of Consumer Research, 39(3), 585-599.
Ma, J., & Roese, N. J. (2014). The maximizing mind-set. Journal of Consumer Research, 41(1), 71-92.
Mao, W. (2016). When one desires too much of a good thing: The compromise effect under maximizing tendencies. Journal of Consumer Psychology, 26(1), 66-80.
Neumann, J., & Morgenstern, O. (1944). Theory of games and economic behavior. Princeton, NJ: Princeton University Press.
Patalano, A. L., Weizenbaum, E. L., Lolli, S. L., & Anderson, A. (2015). Maximization and search for alternatives in decision situations with and without loss of options. Journal of Behavioral Decision Making, 28(5), 411-423.
Pham & Higgins, E. T., (2005). Promotion and prevention in consumer decision making: The state of the art and theoretical propositions. In Inside consumption: Consumer motives, moals, and desires, S. Ratneshwar and D. G. Mick (Eds). London: Routledge, 8-43.
Polman, E. (2010). Why are maximizers less happy than satisficers? Because they maximize positive and negative outcomes. Journal of Behavioral Decision Making, 23(2), 179-190.
Roese, N. J. (1997). Counterfactual thinking. Psychological Bulletin, 121, 133-148.
Schwartz, B. (2004). The paradox of choice: Why more is less. New York: Ecco.
Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing versus satisficing: Happiness is a matter of choice. Journal of Personality and Social Psychology, 83(5), 1178-1197.
Shiner, R. L. (2015). Maximizers, satisficers, and their satisfaction with and preferences for reversible versus irreversible decisions. Social Psychological and Personality Science, 6(8), 896-903.
Simon, H. A. (1955). A behavioral model of rational choice. The Quarterly Journal of Economics, 69(1), 99-118.
Simon, H. A. (1956). Rational choice and the structure of the environment. Psychological Review, 63(2), 129-138.
Simonson, I. (1992). The influence of anticipating regret and responsibility on purchase decisions. Journal of Consumer Research, 19(1), 105-118.
Sparks, E. A., Ehrlinger, J., & Eibach, R. P. (2012). Failing to commit: Maximizers avoid commitment in a way that contributes to reduced satisfaction. Personality and Individual Differences, 52(1), 72-77.
Weaver, K., Daniloski, K., Schwarz, N., & Cottone, K. (2015). The role of social comparison for maximizers and satisficers: Wanting the best or wanting to be the best? Journal of Consumer Psychology, 25(3), 372-388.
Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer Psychology, 17(1), 3-18.