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선택은 마음에 드는 것을 고르거나 마음에 들지 않는 것을 고르고 남는 것을 가지는 두 가지 방식으로 이루어질 수 있다. 본 연구에서는 fMRI 뇌 영상자료와 행동자료를 통해 두 선택방식(긍정선택/부정선택)에서 나타나는 처리과정의 차이에 대해 알아보았다. 뇌 영상 촬영법으로 얻은 자료를 분석한 연구 1의 결과, 긍정선택에서 보상을 예상하고 정서를 느끼는 등 정서반응이 더 많았으나 두 선택방식 모두 공통적으로 관련 기억을 떠올려 제품을 선택하는 기억기반의 인지반응을 보였다. 두 선택방식에서 인지반응이 유사하게 나타나기는 했으나 긍정선택에서 기억인출과 선택 및 판단이 더 관여되는 것으로 보아 긍정선택 시 더 많은 정보처리 노력을 요하는 것을 알 수 있다. 연구 1에서와 동일한 제품 제시방법을 사용하여 여러 의식적 반응을 측정한 연구 2의 결과에서는 긍정선택 시 보다 긍정적인 정서를 느끼며 선호가 더 강화되는 결과가 나타났다. 반면 정보처리의 노력 정도로 측정한 몰입 수준은 대안의 구성과 선택 방식의 적합성 정도가 두 선택조건에서 비슷하여 차이가 없는 것으로 나타났다. 본 연구는 기존 연구와 달리 시각적으로 제품을 제시하였고 두 선택방식의 차이에서 간과된 정서반응의 차이를 검증하여 기존 결과를 보다 세분화하였다는 의의를 가진다.
Choice can be made in two different modes. One is choosing what one likes (a positive choice) and the other is choosing what one doesn’t like and has what is left (a negative choice). The present study investigated process differences in the positive and negative choice by analyzing fMRI and behavioral data. In study 1 with fMRI data, the results showed that the positive choice made people expect an unrealized pleasant outcome and thus respond more emotionally. Cognitively, both of the choices exhibited memory based processing, but more areas were activated in the positive choice, indicating that more cognitive efforts were involved in the positive choice. In study 2, we presented the stimuli in the same way with in the study 1 and obtained several behavioral measures. In the positive choice, participants reported more positive affective responses and their preferences were more accentuated. However, there was no significant difference in commitment and it seemed due to that the compatibility between choice set composition and choice mode was similar in the two choice modes. We presented visual stimuli unlike previous studies and contributed to the literature by showing different affective responses in the two choice modes, which was overlooked, and by examining the role of compatibility in more detail.
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