광고공시정보의 제시형태와 잠재적 결과에 대한 정교화성향이 금융소비자의 의사결정에 미치는 영향에 관한 실험연구 = An Experimental Investigation of the Effect of Advertising Disclosure Format and Elaboration on Potential Outcomes in Financial Decision-Making

국문 초록 (Abstract)

글로벌 경제위기 이후 금융산업 전반에 혼란과 어려움이 지속되면서 소비자의 금융활동과 경제생활에 나타난 여러 가지 폐단과 문제점을 해결하고자, 자유주의적 개입주의(Libertarian Paternalism)에 입각하여 각종 금융광고와 마케팅 활동에 다양한 외부의 개입(External Intervention)이 시행되고 있다. 그 일환으로 금융지식과 경험이 부족한 일반 소비자들이 금융상품과 서비스에 대한 광고정보를 보다 쉽고 편리하게 처리하고, 합리적인 의사결정을 내릴 수 있도록 금융광고에 의무적으로 공시정보(Disclosure Information)를 사용해야 한다. 본 연구에서는 금융광고에 필수적으로 사용해야 하는 공시정보의 제시형태(Presentation Format)와 잠재적 결과에 대한 정교화성향(Elaboration on Potential Outcome)의 영향에 따라 금융소비자가 어떠한 의사결정을 하는 가를 실험연구로 알아보았다. 특히 최근 소비자연구와 행동경제학 연구에서 우려해 온 소비자의 판단의 어림법(Judgmental Heuristic)이 나타나는 가를 알아보기 위해, 금융광고에 사용된 공시정보의 제시형태와 잠재적 결과에 대한 정교화성향에 따라 소비자가 의사결정을 하는 데 심사숙고형 휴리스틱(Thoughtfulness Heuristic)에 의존하는지를 살펴보았다. 본 연구는 공시정보의 메시지 특성과 소비자 개인적 특성 간의 상호작용으로 인하여 소비자가 금융상품에 대해서 착각(Illusion of Knowing)에 기인하여 판단을 내릴 수 있음을 보여 주었다. 본 연구를 통해 기존의 소비자 심리학, 행동경제학 연구에서 다루지 않았던 이론적 함의를 도출하였고, 동시에 금융광고를 통해 금융지식(Financial Literacy)과 소비자복지(Consumer Welfare)에 기여할 수 있는 정보적 개입(Informational Intervention)의 정책적, 실무적 방안을 논하였다.

다국어 초록 (Multilingual Abstract)

The current research aims to extend our knowledge of the effects of disclosure information format used in financial services advertising and individual tendency to engage in predecision outcome elaboration in consumer`s information processing and decision making. Given there is continuing concern that many financial consumers are affected by judgmental heuristic that can lead to irrational cognitive forces and suboptimal economic behavior, of important interest is to know whether consumers who engage in predecision outcome elaboration are influenced by thoughtfulness heuristic (i.e., the mere perception of elaboration creates individual evaluation and judgment of object) when exposed to mandated disclosure information in financial services advertisements. Findings show that consumers can produce anomaly in financial decision making as a function of information format and individual characteristic by indicating that even consumers with a strong tendency of elaboration on potential outcome are likely to fall prey to the effects of thoughtfulness heuristic. The authors discuss the managerial, public policy, and research implications for the design, presentation, and communication of financial products in terms of financial literacy and welfare.

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