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직접적으로 스스로의 의사를 표현하는 형태로 발연되어지는 외현적인 태도(Explicit Attitude)의 경우 이미 지금까지 많은 연구가 이루어져왔으며, 이러한 태도가 소비자들의 구매와 같은 행동을 설명하는 주요한 요인이라는 것 역시 밝혀진 상태이다. 외현적인 태도와 관련된 측정상의 단점은 그것이 의도적으로 왜곡되어진 방향으로 표현되어질 수 있다는 것이다. 이러한 외현적인 태도가 가진 측정상의 단점을 극복하고자 많은 심리학자들이 태도와 행동에 영향을 미치는 자동화 되어지고, 암묵적인 형태로 이루어진 인간 정보 처리 측면에 대한 연구를 실시해오고 있는 중이다. 본 논문의 목적은 크게 두 가지로 나누어질 수 있다. 첫째, 특정 대상이 가진 country-of-origin 정보가 그 대상을 향한 소비자들의 암묵적인 태도(Implicit Attitude)와 신념(Implicit Belief)에 영향을 줄 수 있는가를 대표적인 암묵적인 태도 측정 기법들 중 가장 최근에 널리 사용되어지고 있는 Extrinsic Affective Simon Task (EAST)를 통해 알아보는 것이다. 두 번째는 현재 주로 사회, 인지 심리학에서 활발하게 응용되어 사용되어지고 있는 암묵적인 태도 측정 기법인 EAST가 과연 소비자 태도 연구 영역에서 역시 응용되어 사용되어질 수 있는가를 확인해보는 것이 되겠다. 많은 연구를 통해 Country-of-origin이 소비자들의 외현적인 태도나 신념에 영향을 미치는 것으로 알려졌으며 이러한 Country-of-origin이 대표적인 stereotype중 하나이기에 상대적으로 의식적인 수준을 벗어난 암묵적인 정보처리 측면에서 강한 영향을 주고 있을 가능성이 높으므로 이를 통하여 암묵적인 태도와 신념을 측정해 보는 것이 의미가 있을 것이라 생각되어졌다. 본 연구에서는 실험상황에서 서로 다른 세 국가로부터 나온 Country-of-origin을 설정하고 이러한 각 각의 국가에서 생산되어졌다고 믿게 만든 가상의 회사들을 향한 암묵적인 태도와 신념을 EAST를 통해 측정해보았다. 결론적으로, 실험 전 긍정적인 Country-of-origin을 가졌을 것이라 예상되어진 국가와 그렇지 않을 것이라고 예상되어진 국가의 가상적인 회사들에 대한 암묵적인 태도와 신념이 유의미한 차이를 보여주었다. 이러한 결과는 이전 사회, 인지 심리학 테두리에서 주로 사용되어진 암묵적인 태도 측정 기법인 EAST가 소비자 행동 연구에 있어서 역시 응용되어 질 수 있으며, 이러한 EAST를 통해 특정 브랜드나 대상에 대한 소비자들의 암묵적인 태도를 측정할 수 있다는 가능성을 보여주었다.
The two main aims of this study were to determine if country-of-origin information would influence implicit beliefs and attitudes of consumers about a product and to explore if the Extrinsic Affective Simon Task(EAST), one of the modified versions of the Implicit Associate Test(IAT), could be applied to the study of consumer attitudes as a useful measurement method. Thirty-six students at Bangor University took part in this experiment. As target concepts measured, three imaginary company names, having different country-of-origin were used to test the impact of country-of-origin, and two existing company names were presented to examine the application of the EAST to real consumer attitudes and beliefs. Respective implicit beliefs and attitudes toward target concepts were measured by the EAST. In the EAST, participants saw white words that needed to be classified on the basis of stimulus valence(good or bad) and colored words that were to be classified on the basis of color(blue or green). Results showed that when the colored words referred to a target name having a positive country-of-origin(i.e., an imaginary Japanese company name) and the existing company name(i.e., SONY) which is believed to have positive images, the reaction time was faster when these words shared the same key orientation with positive white words. These findings indicate that country-of-origin could be a crucial factor which could influence the implicit evaluation of a product and the EAST could successfully be used as a useful method for measuring the implicit attitudes and beliefs of consumers.
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