단독 제시 모드에서 자아해석에 따른 사소한 속성이 제품 태도에 미치는 영향 분석

초록

This study was conducted to investigate whether the effect of irrelevant attribute in the single mode varies depending on the disclosure of irrelevance of product benefits(experiment 1) and the propensity of self-construal(experiment 2). The results of the analysis showed that first, attractive irrelevant attribute had a positive effect on the product attitude even in a single mode, while the effect of irrelevant attribute disappeared when the irrelevance of the attribute was disclosed without providing contextual variables or inferential clues such as choice set. Second, the product attitude varied according to the propensity of self-construal when the irrelevance of product benefit was disclosed. In other words, when the irrelevance of the attribute was revealed, the product attitude for independent self-construal person was significantly lower than before the disclosure, as in experiment 1, while the product attitude for interdependent self-construal person was not significantly changed either before and after the disclosure.

키워드