규제적합성의 경험과 효과에 관한 고찰 = A Review of Roles of Regulatory Fit on Willingness-to-Pay and Product Evaluation

다국어 초록 (Multilingual Abstract)

When a goal situation individuals seek takes place and the goals are consistent with their pursuit directions, the intensity of the goal pursuit increases, and when goal pursuit strategies are adopted, or actions toward regulatory orientation are accomplished, an individual feels regulatory fit.
This study explores the roles of regulatory fit by means of a process-based approach and an outcome-based approach.
Firstly, in a process-based approach, there are interactions between regulatory orientation and making-decision, and when the participants in promotion focus evaluated alternative by not emotion but reason, the willingness-to-pay was higher. On the other hand, when the participants in prevention focus evaluated objects on the basis of not emotion but reason, the willingness to pay was higher.
Furthermore, in the strategy to speed up the process, lexicographic rule strategy and EBA strategy which minimize the efforts of processing information and have the characteristic of acceleration of processing are used.
When those who have the promotion focus used either lexicographic rule or EBA strategy, they made rather positive responses to the brand.
Secondly, a process-based approach contains the interaction between regulatory orientation and the profit or loss of the outcomes offered. Individuals of promotion focus feel fit from the expectation of profit or no-profit, and those of prevention focus feel fit from the expectation of loss or no-loss. That is, because those who have the particular goal depend on the information which helps to obtain their goals, the profit approach to the individuals of the promotion focus and the no-loss approach to those of the prevention focus could enhance the willingness-to-pay.

국문 초록 (Abstract)

개인들이 추구하는 목적상황이 발생하였을 때, 목적이 자신이 추구하는 것이면 목적추구 강도가 증가하고, 목적 추구 전략을 채택하거나 자신을 규제하는 행위를 수행할 때 적합성을 경험한다. 이 연구는 규제적합성의 경험과 효과를 과정중심접근법과 성과중심접근법으로 분류하고 규제초점별로 이론적으로 탐색하고 토의하였다.
첫째, 과정에 중심을 둔 접근에는 규제지향성과 의사결정과정 사이에 상호작용이 내포되어 있으며, 촉진 초점자들은 이성적 이유보다 감정으로 대체안을 평가 했을 때 지불하려는 의도가격이 높게 나타났고, 예방 초점자들은 감정보다 이성적 이유에 기초할 때 지불하려는 의도가격이 높게 나타났다. 그리고 촉진초점을 사용하는 사람들이 정보처리과정을 빠르게 하는 사전편집식과 EBA전략을 사용하였을 때 브랜드에 더욱 호의적인 반응을 보였다. 둘째, 성과에 중심을 둔 접근은 규제지향성과 제시된 성과나 손실 간에 상호작용을 내포하고 있다. 촉진초점의 사람들이 이득이나 무이득의 발생에서, 예방초점의 사람들이 손실이나 무손실의 발생에서, 적합함을 느낀다. 즉 이러한 특정 목적을 가진 사람들은 그들의 목적 달성을 도와주는 정보에 의존하기에 촉진 목적자에게는 이득에 의한 접근이 그리고 예방 목적자에게는 무손실의 접근이 대상에 대한 지불의도를 높게 한다.
그런데 규제적합성의 원천에 대한 구조적관계 즉, 심상의 구체성, 미래의 원근, 유발되는 감정의 긍부정성의 관계에 관한 연구가 수행될 필요가 있다. 그리고 감정적 접근에서 유발되는 감정 유형별 접근, 규제관련성과 적합성의 검토, 그리고 규제적합성의 동기조절 효과에 관한 연구가 필요함을 식별하였다.

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