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소비환경이 혼잡해짐에 따라 소비자는 구매결정에 집중하는데 자주 어려움을 겪는다. 이에 대한 기존 소비자심리학의 관점은 의식적으로 구매결정을 하지 못하는 경우 비합리적인 선택을 가져온다는 것이었지만, 의사결정에 관한 최근 연구는 주의를 집중하지 않은 무의식적 의사결정이 주의를 집중한 의식적 의사결정에 비해 그 질(quality)이 떨어지지 않으며, 오히려 더 나은 선택을 가져오기도 한다는 결과를 제시하고 있다. 본 연구에서는 의식적 구매결정과 무의식적 구매결정의 메커니즘 차이가 무엇인지를 뇌영상촬영법을 이용하여 확인하고, 두 가지 구매결정의 결과가 어떻게 다른가를 알아보고자하였다. 뇌영상촬영법을 이용한 실험 결과, 의식적 구매결정 조건에서 구매결정을 내린 실험 참가자들은, 제품정보에 집중하여 각 대안을 선택했을 때 얻을 수 있는 결과를 평가, 비교하는 과정을 거쳐 제품을 선택하는 자극기반(stimulus-based) 정보처리를 주로 하는 반면, 무의식적 구매결정 시에는 제품관련 기존 경험을 떠올려 각 속성의 유인가(valence)를 평가한 후 이 값을 계산하여 제품을 선택하는 기억기반(memory-based)의 단순화된(simplified) 정보처리를 하였다. 서로 다른 처리과정을 거친 구매결정의 결과를 비교해보면, 무의식적 구매결정조건에서 선택에 걸리는 시간이나 선택의 정확성, 제품만족은 의식적 구매결정조건과 큰 차이를 보이지 않았으나, 구매를 연기하려는 의도가 더 강한 경향성을 보였으며, 구매결정에 대한 확신도 낮았다. 즉 소비자는 주의를 집중하지 않고 무의식적으로 구매 결정을 하였을 때, 의식적으로 구매결정을 하였을 때와는 다른 정보처리과정을 통해 비슷한 질(quality)의 선택을 하였으나, 자신의 구매결정을 신뢰하지는 못하였다.
As buying environment is getting confused, consumers are having more troubles in concentrating on their buying decision. Previous consumer psychology researches showed a negative view on the quality of buying decision which was made without consciousness. That is, when consumers can not concentrate on their buying decision, they tend to make more irrational decisions than when they can concentrate on it. However, recent decision-making researches are suggesting that the quality of unconscious decision-making might be not worse than that of conscious decision-making. The present research aimed at finding out possible differences between unconscious decision-making mechanism and conscious decision-making mechanism using a brain imaging method. We also tried to figure out how the result of unconscious decision-making is different from that of conscious decision-making via survey method. The brain imaging results showed that participants assigned in a conscious decision-making condition mainly adopted stimulus-based information processing, where they made a final decision based on evaluation and comparison of possible alternatives focusing on each product’s information. In contrast to the conscious decision-making condition, participants in an unconscious decision-making condition mainly adopted memory-based information processing, a simplified version of information processing, where they made their final decision based on calculation result of the evaluated valence of product attributes obtained from their memory of previous experiences with the product. Notwithstanding the differences in a mode of information processing, the results of unconscious decision-making showed very similar quality with the conscious decision-making that is similar mean time to make a decision, an accuracy of choice and satisfaction with products. However, participants in the unconscious decision-making condition showed stronger tendency of postponing their purchase and lower confidence level for their decision. That is although the quality of choice is not different between decision-making with concentration and decision-making without concentration, consumers can't believe their buying decision so they disvalue their choice as impulse buying, irrational buying when they don't concentrate their decision-making.
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