.png){kind=logo}
ISSN : 1229-8778
The purpose of this study was to verify the effect of the decision mode on the consumer's willingness to buy for Random Box. Specifically, it was intended to identify the effect of individuals' cognitive/affective decision-making styles and cognitive/affective decision mode induced by advertising messages on their willingness to purchase random box. Two studies were conducted and study 1 identified the mediating role of positive uncertainty and risk assessment with the decision-making styles on the willingness to purchase random box. Study 2 examined the effect of decision mode induced through advertising message and discount cue on positive uncertainty, risk assessment and willingness to purchase random box. Result indicated that willingness to purchase random box was mediated by positive uncertainty. Conditional mediation effect of discount cue and risk assesment were identified. It was found that in the discount cue condition, the difference between advertising message condition on the risk assessment and the willingness to purchase random box was reduced. The implications, limitations, and future research directions were discussed.
김형길 (2000). 광고소구 형태에 따른 소비자이미지 변화연구. 마케팅관리연구, 5(1), 39-62.
머니투데이 (2013.01.31.). 3만원 ‘애플 럭키백’ 열어보니 “맥북이…!”. http://news.mt.co.kr/ mtview.phpno=2013013114220625008에서 2019.04.19 자료 얻음.
비즈조선 (2018.01.040 ‘럭키박스 아닌 실망박스’...소비자 기만하는 랜덤박스. https:// biz.chosun.com/site/data/html_dir/2018/01/04/2018010401258에서 2019.12.02 자료 얻음.
엑스포츠뉴스 (2019.11.02.). 스타벅스, 수험생 응원 담은 ‘럭키꾸러미’ 출시. http://www. xportsnews.com/?ac=article_view&entry_id=1037452에서 2019.12.01 자료 얻음.
이투데이 (2019.04.14.). [스페셜리포트]밀레니얼 세대의 ‘갬성’ 쫓는 기업들...기존 ‘마케팅 교과서’ 안 통해. http://www.etoday.co.kr/ news/section/newsview.php?idxno=1744859에서 2019.04.18 자료 얻음.
임혜빈, 윤진헌, 이병관 (2019). 심적 회계에서 지출 항목의 정당성의 역할. 한국심리학회지: 소비자․광고, 20(1), 153-172.
조형오 (2000). 연구논문 금연광고 메세지 유형의 효과분석: 메세지 프레이밍과 메세지 소구방향의 매개역할. 광고학연구, 11(1), 133-157.
Alavi, S., Bornemann, T., & Wieseke, J. (2015). Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts. Journal of Marketing, 79(2), 62-78
Bar-hillel, M., & Budescu, D. (1995). The elusive wishful thinking effect. Thinking & Reasoning, 1(1), 71-103.
Baxter, A., & Switzky, H. N. (2008). Exploration and Curiosity. Encyclopedia of Infant and Early Childhood Development, MM Haith, JB Benson (eds.), 460-470
Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive Consumer Choice Processes. Journal of Consumer Research, 25(3), 187-217.
Buhr, K., & Dugas, M. (2002). The intolerance of uncertainty scale: psychometric properties of the English version. Behaviour Research and Therapy, 40(8), 931-945.
Calvo, M. G., & Castillo, M. D. (2001). Selective interpretation in anxiety: Uncertainty for threatening events. Cognition and Emotion, 15(3), 299-320.
Champely, S. (2013). Package: pwr. http://cran.r- project.org/package=pwr
Chandon, P., Wansink, B., & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64(4), 65-81.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. 2d ed. Hillsdale, N.J.: Lawrence Erlbaum.
Dane, E., & Pratt, M. G. (2007). Exploring Intuition and Its Role in Managerial Decision Making. The Academy of Management Review, 32(1), 33-54.
Das, T. K., & Teng, B.-S. (2004). The Risk-Based View of Trust: A Conceptual Framework. Journal of Business and Psychology, 19(1), 85-116.
Dhar, R. (1997). Consumer Preference for a No Choice Option. Journal of Consumer Research, 24(2), 215-231.
Dhar, S. K., González-Vallejo, C., & Soman, D. (1999). Modeling the Effects of Advertised Price Claims: Tensile Versus Precise Claims? Marketing Science, 18(2), 154-177.
Eaters (2019.12.10.). The Best Gift for Snack Lovers Is the One That Keeps on Giving. https://www.eater.com/2019/12/10/20994535/best-subscription-box-food-snacks에서 2020.02.05 자료 얻음.
Edwards, K. (1990). The interplay of affect and cognition in attitude formation and change. Journal of Personality and Social Psychology, 59(2), 202-216.
Epstein, L. G. (1999). A Definition of Uncertainty Aversion. Review of Economic Studies, 66(3), 579-608.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass: Addison-Wesley Pub. Co.
Fritz, C. O., Morris, P. E., & Richler, J. J. (2012). Effect size estimates: Current use, calculations, and interpretation. Journal of Experimental Psychology: General, 141(1), 2-18.
Gneezy, U., List, J. A., & Wu, G. (2006). The Uncertainty Effect: When a Risky Prospect is Valued Less than its Worst Possible Outcome. The Quarterly Journal of Economics, 121(4), 1283-1309.
Goldsmith, K., & Amir, O. (2010). Can Uncertainty Improve Promotions? Journal of Marketing Research, 47(6), 1070-1077.
Hardesty, D. M., Bearden, W. O., & Carlson, J.P. (2007). Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83(2), 199-210.
Harren, V. A. (1979). Research with the assessment of career decision making. Character Potential: A Record of Research, 9(2), 63-69.
Hayes, A. F. (2013). Methodology in the social sciences. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, NY, US: Guilford Press.
Heilman, C. M., Nakamoto, K., & Rao, A. G. (2002). Pleasant Surprises: Consumer Response to Unexpected In-Store Coupons. Journal of Marketing Research, 39(2), 242-252.
Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L. C., Ayduk, O. N., & Taylor, A. (2001). Achievement orientations from subjective histories of success: Promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3-23.
Hill, K., Fombelle, P., & Sirianni, N. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research, 69(3), 1028-1034.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Hong, J., & Chang, H. H. (2015). “I” Follow My Heart and “We” Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making. Journal of Consumer Research, 41(6), 1392-1411.
Hsieh, F. Y., Bloch, D. A., & Larsen, M. D. (1998). A simple method of sample size calculation for linear and logistic regression. Statistics in Medicine, 17(14), 1623-1634.
Kahneman, D. (2011). Thinking, fast and slow. New York: Farrar, Straus and Giroux.
Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263-291.
Ketelaar, P. E., van’t Riet, J., Thorbjornsen, H., & Buijzen, M. (2016). Positive uncertainty: the benefit of the doubt in advertising. International Journal of Advertising, 37(2), 256-269.
Kivetz, R. (2005). Promotion Reactance: The Role of Effort‐Reward Congruity. Journal of Consumer Research, 31(4), 725-736.
Krishna, A., Currim, I. S., & Shoemaker, R. W. (1991). Consumer Perceptions of Promotional Activity. Journal of Marketing, 55(2), 4-16.
Krizan, Z., & Windschitl, P. D. (2007). The influence of outcome desirability on optimism. Psychological Bulletin, 133(1), 95-121.
Kruger, J., & Evans, M. (2009). The paradox of Alypius and the pursuit of unwanted information. Journal of Experimental Social Psychology, 45(6), 1173-1179.
Laran, J., & Tsiros, M. (2013). An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts. Journal of Marketing, 77(2), 112-123.
Larry E, (1999). A Definition of Uncertainty Aversion, Review of Economic Studies, 66(3), 579-608.
Lerner, J. S., & Keltner, D. (2000). Beyond valence: Toward a model of emotion-specific influences on judgement and choice. Cognition and Emotion, 14(4), 473-493.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2), 234-245.
Litman, J. A. & Tiffany L. J. (2004). “The Measurement of Curiosity as a Feeling of Deprivation,” Journal of Personality Assessment, 82(2), 147-157.
Lowenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75-98.
Mulhern, F. J., & Padgett, D. T. (1995). The Relationship between Retail Price Promotions and Regular Price Purchases. Journal of Marketing, 59(4), 83-90.
Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.
Pham, M. T., Cohen, J. B., Pracejus, J. W., & Hughes, G. D. (2001). Affect Monitoring and the Primacy of Feelings in Judgment. Journal of Consumer Research, 28(2), 167-188.
Raghunathan, R., & Pham, M. T. (1999). All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness on Decision Making. Organizational Behavior and Human Decision Processes, 79(1), 56-77.
Rottenstreich, Y., & Hsee, C. K. (2001). Money, Kisses, and Electric Shocks: On the Affective Psychology of Risk. Psychological Science, 12(3), 185-190.
Ruan, B., Hsee, C. K., & Lu, Z. Y. (2018). The Teasing Effect: An Underappreciated Benefit of Creating and Resolving an Uncertainty. Journal of Marketing Research, 55(4), 556-570.
Schwarz, N., & Clore, G. L. (1983). Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states. Journal of Personality and Social Psychology, 45(3), 513-523.
Schwarz, N., & Clore, G. L. (1996). Feelings and phenomenal experiences. In E. T. Higgins & A. W. Kruglanski (Eds.), Social psychology: Handbook of basic principles (pp. 433-465). New York, NY, US: Guilford Press.
Scott, S. G., & Bruce, R. A. (1995). Decision-Making Style: The Development and Assessment of a New Measure. Educational and Psychological Measurement, 55(5), 818-831.
Shafir, E. (1993). Reason-based choice. Cognition, 49(1-2), 11-36.
Shen, L., Fishbach, A., & Hsee, C. K. (2015). The motivating-uncertainty effect: Uncertainty increases resource investment in the process of reward pursuit. Journal of Consumer Research, 41(5), 1301-1315.
Slovic, P., Griffin, D., & Tversky, A. (1990). Compatibility effects in judgment and choice. In R. M. Hogarth (Ed.), Insights in decision making: A tribute to Hillel J. Einhorn (pp. 5-27). Chicago, IL, US: University of Chicago Press.
Thunholm, P. (2004). Decision-making style: Habit, style or both? Personality and Individual Differences, 36(4), 931-944.
Tiedens, L. Z., & Linton, S. (2001). Judgment under emotional certainty and uncertainty: the effects of specific emotions on information processing. Journal of personality and social psychology, 81(6), 973-988.
Tversky, A., & Shafir, E. (1992). The Disjunction Effect in Choice under Uncertainty. Psychological Science, 3(5), 305-310.
Tversky, A., Sattath, S., & Slovic, P. (1988). Contingent weighting in judgment and choice. Psychological Review, 95(3), 371-384.
Urbany, J. E., Dickson, P. R., & Wilkie, W. L. (1989). Buyer Uncertainty and Information Search. Journal of Consumer Research, 16(2), 208-215.
Valenzuela, A., Mellers, B., & Strebel, J. (2010). Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives. Journal of Consumer Research, 36(5), 792-805.
Weber, E. U., Blais, A.-R., & Betz, N. E. (2002). A domain-specific risk-attitude scale: measuring risk perceptions and risk behaviors. Journal of Behavioral Decision Making, 15(4), 263-290.
Weinberg, B. D. (2001). Research in exploring the online consumer experience. In advances in consumer research, Association for Consumer Research, 28, 227-232.
Wilson, T. D., Centerbar, D. B., Kermer, D. A., & Gilbert, D. T. (2005). The Pleasures of Uncertainty: Prolonging Positive Moods in Ways People Do Not Anticipate. Journal of Personality and Social Psychology, 88(1), 5-21.