극대화 성향, 자기해석, 자기-타인이 제품선호에 미치는 영향 = The influence of maximization, self-construal, and self-other on consumer’s product preference

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate whether maximization and self-construal influences consumer’s product preference in self and other decision making. The experimental design of this study was 2(maximization: maximizers/satisficers)×2(self-construal: independent/interdependent)×{2(target: self/other)} 3-way mixed design. Target was a within-subjects variable. The results revealed that the effect of three-way interaction was significant and supported two hypotheses. First, it was demonstrated that maximizers maximize for both themselves and others regardless of self-construal subtypes. Interdependent satisficers on the other hand, maximize only for others and not for themselves much more significantly than independent satisficers. Additionally, the effect of two-way interaction revealed that there were significant differences between maximization and self-other, and between self-construal and self-other. More specifically, the results indicated that maximizers and satisficers made different choice in making decisions for themselves. There were also differences between independent and interdependent subjects when making decisions for themselves. Interdependent subjects also showed significant difference in self and other decision making.

국문 초록 (Abstract)

본 연구는 자기 또는 타인을 위한 결정에서 극대화성향과 자기해석이 제품선호에 미치는 영향을 살펴보았다. 실험설계는 2(극대화성향: 극대/만족) × 2(자기해석: 독립/상호의존) × {2(자기/타인)}의 삼원 혼합설계이었다. 연구결과, 첫째, 극대화성향, 자기해석, 자기-타인의 삼원상호작용이 유의하였다. 즉 극대자는 자기해석 유형과 상관없이 자기를 위한 결정이든 타인을 위한 결정이든 극대화옵션을 선호하였고, 만족자가 독립적 자기해석자일 때보다 상호의존적 자기해석자일 때 자기보다 타인의 경우에 극대화옵션을 선호하였다. 둘째, 극대화성향과 자기-타인의 이원상호작용 그리고 자기해석과 자기-타인의 이원상호작용이 유의하였다. 만족자는 자기를 위한 경우 만족옵션을, 타인을 위한 경우 극대화옵션을 선호하였고, 극대자는 자기-타인에 상관없이 극대화옵션을 선호하였다. 또한 상호의존적 자기해석자는 자기보다 타인을 위할 때 극대화옵션을 선호하였고, 독립적 자기해석자는 자기-타인 간에 차이가 없었다.

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