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본 연구는 표적제품이 단독으로 제시되는 상황(연구 1)과 경쟁제품과 함께 제시되는 상황(연구 2) 에서 사소한 속성에 대한 지각과 표적제품에 대한 태도와 선택에 미치는 사소한 속성의 역할을 알아보았다. 또한 사소한 속성의 효과가 제품 편익에 대한 기대 유무에 따라 어떻게 달라지는지 이해하고자 하였다. 연구 1에서 사소한 속성이 제시된 조건에서 그렇지 않은 조건이었을 때보다 사소한 속성이 더 중요한 것으로 평가되었다(긍정성 효과). 또한 제품 편익을 기대하게 만든 조건이 그렇지 않은 조건에 비해(편익과 관련이 없는) 사소한 속성을 덜 중요하게 지각한 것으로 나타났다. 연구 2에서는 중요한 속성만으로 구성된 경쟁제품(작은 속성 세트)과 중요한 속성과 사소한 속성으로 구성된 표적제품(큰 속성 세트)을 제시한 상황에서 경쟁제품보다 표적제품에 대한 태도와 선택이 더 높았다(속성 세트 크기 효과). 한편, 제품 편익을 기대한 조건에서는 표적제품과 경쟁제품에 대한 태도와 선택에 차이가 없어 사소한 속성에 의한 속성 세트 크기 효과가 발견되지 않았다. 본 연구 결과는 사소한 속성의 제시가 표적제품의 지각에 긍정적인 역할을 하며 다른 제품과의 경쟁 상황에서 표적 제품에 대한 선호와 선택에 영향을 줄 수 있음을 보여 주는 것이다. 이러한 발견들이 갖는 이론적 실무적 시사점이 연구에서 논의되었다.
This study investigates how trivial attributes are perceived when they are included as information about the target product presented alone (study 1) and how trivial attributes affect attitude toward and choice of the target product presented with the competing product (study 2). Also the moderating role of benefit expectation for the trivial attribute effect is explored. In study 1, trivial attributes were perceived more important when they are presented as information about the target product than when they are not presented (positivity effect). This effect, however, was not found when participants were manipulated to expect specific benefit from the product. In study 2, the target product consisting of important attributes and trivial attributes (large set-size product) was preferred to and chosen more than the competing product consisting only of important attributes (small set-size product). The set-size effect, however, was not found when participants were manipulated to expect specific benefit from the product. The results indicate that trivial attributes are perceived as important when the target product is evaluated alone and they affect attitude toward the product and choice when the target product is presented jointly with the competing product. Theoretical and practical implications of the findings are discussed.
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