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희석효과에 의한 무관 리뷰가 소비자의 구매의도에 미치는 영향
이승윤,정희전 한국자료분석학회 2019 Journal of the Korean Data Analysis Society Vol.21 No.4
If you see movie reviews that consumers are actively speaking, there are presented together with diagnostic information such as movie composition and plot, and nondiagnostic information such as production-related problem, actor's scandal. In addition to diagnostic information, how nondiagnostic information affect consumer attitudes? The current research investigates the intervention of nondiagnostic information would cause a dilution effect that would converge the influence of diagnostic information to the midpoint. After confirming that attitude by diagnostic information is weakened by dilution effect through study 1, study 2 proposes a message frame that can effectively induce a dilution effect in order to positively induce negative consumer attitudes. The result of study 2 depicts that when positive (vs. negative) moods presenting together with abstract (vs. concrete) messages, perceived efficacy and fluency of information processing are increased, so dilution effect is higher and existing attitude is weakened. The significance of this study is that they are actually looking at whether using both diagnostic reviews and nondiagnostic reviews when consumers make decisions about their products. 소비자들의 구전이 활발히 이루어지는 영화 리뷰를 보면, 영화 구성 및 줄거리와 같은 유용한 정보(diagnostic information)와 촬영문제, 배우의 스캔들과 같은 무관한 정보(nondiagnostic information)가 함께 제시된다. 유용한 정보뿐만 아니라, 무관한 정보가 소비자의 태도에 어떠한 영향을 미칠 것인가? 본 연구는 무관한 정보의 개입은 유용한 정보의 영향력을 중앙(midpoint)으로 수렴시키는 희석효과가 일어날 것이라고 보았다. 연구 1을 통해 유용한 정보에 의한 태도가 희석효과로 약화되는 것을 확인한 후, 연구 2에서는 효과적으로 희석효과를 일으켜 기존의 부정적 소비자의 태도를 긍정적으로 유발시킬 수 있는 메시지 프레임을 제안하고자 하였다. 연구2 실험 결과, 긍정적(vs. 부정적) 분위기는 추상적(vs. 구체적) 메시지인 경우, 인지적 효능감(perceived efficacy)과 정보처리의 유창성(processing fluency)이 높아지므로, 희석효과가 더 크게 발생하여 기존의 태도가 더 약화되었다. 본 연구는 소비자들이 제품에 대한 의사결정을 내릴 때, 유관한 리뷰뿐만 아니라 무관한 리뷰도 활용하는 지 살펴보는 데 연구의 의의가 있다.
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타인의 자선활동이 개인의 자선활동 참여에 미치는 영향: 집단 정체성의 현저성 역할
이승윤,김진욱,정희전,김소미 아시아.유럽미래학회 2017 유라시아연구 Vol.14 No.4
Charitable organizations often use the high participation rate of others to influence potential donors, with announcements such as “Nearly 70% of people who were asked to donate have contributed to the campaign.” For instance, pro-social messages, such as charity and volunteering campaigns, often use the participation rate of others to influence potential donors, with announcements such as “Nearly 70% of people who were asked to donate have contributed to the campaign” or “In the latest Canada Survey of Giving, 85% of Albertans reported having donated to a charity or nonprofit organization in 2007.” In the context of charitable behavior, the participation rate of others can be defined as one’s perception of how many others have been helping or donating in a specific predicament. Many participation-encouraging messages have been informed by the participation rate by others giving a donation. In this present research, we are interested in examining how the participation rate of others can influence an individual’s charitable behavior. In present research, we examine how such high participation rate of others influences an individual’s charitable behavior. We propose a moderator, namely prominence of group identity that determines the impact of high participation rates of others on an individual’s charitable behavior. Our research makes several contributions to the literature on participation of participation in the context of charitable behavior. First, we identify new moderator of the effect of other’s participation on charitable behavior, namely prominence of group identity. That is, when the prominence of group identity was not activated, the high participation rate of others had negative effect on individual charitable behavior. In contrast, when the prominence of group identity was activated, the high participation rate of others had positive effect on individual charitable behavior. Past research on a range of pro-social behaviors has found that other’s participation has a positive effect on target individuals in terms of encouraging the behavior in question. We qualify this general effect by identifying the condition where other’s participation has either a positive or a negative effect on charitable behavior. To our knowledge, our moderator of the prominence of group identity is the important identified boundary condition for the effectiveness of other’s participation. Second, we extend past research on other’s participation by developing a broader conceptual framework that includes the reduced responsibility. In summary, our results suggest that high participation rate of others increases an individual’s charitable behavior only when the salience of group identity is high.
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