Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Exploratory Comparison Study on Anchoring Effect according to Regularity of Snack's Shape

스낵모양의 규칙성에 따른 앵커링 효과의 탐색적 비교연구

  • Oh, Ji-Won (Graduate School of Consulting, Kumoh National Institute of Technology) ;
  • Lee, Hyun-Kyung (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Kim, Gwi-Gon (of Business Administration, Kumoh National Institute of Technology)
  • Received : 2016.05.02
  • Accepted : 2016.06.20
  • Published : 2016.06.28
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Abstract

The purpose of this study examines the influence of anchoring and adjustment according to regularity of snack's shape. Especially this study choose 'choco chip' as a snack with regularity to compare with 2012's study. The results of this study are as follows. 1) The anchoring and adjustment also appears in 'choco chip' with regularity. But statistical meaning is different from the result of prior study. 2) The difference of anchoring effect reduced according to additional verbal information in 'choco chip' with regularity. but has no statistical meaning of interaction effect. However the causes of two results are different. 3) The interaction effect of cognitive load(without vs. moderate vs. high) is meaningful statistically. difference of anchoring effect reduced according to additional verbal information in 'choco chip' with regularity in 'choco chip' with regularity. This study provides strategic implication that it overcomes the limitation of the prior resuarch and may reinforce the biased judgement by cognitive overload.

본 연구는 스낵모양의 규칙성에 따른 기준점설정 및 조정효과를 살펴보고자 하였다. 특히 본 연구는 2012 년 이전 연구와의 비교를 위하여 동일한 실험설계 하에서 규칙성 있는 자극물로 '촉촉한 초코칩'을 선정하였다. 연구 결과는 다음과 같다. 1) 규칙적인 자극물에서도 기준점 설정 및 조정효과가 나타났다. 그러나 이전 실험의 결과는 제품 단위 수에 따른 수량예측치의 차이가 통계적으로 유의한 반면, 본 연구에서는 통계적 유의확률이 더 높게 나타나 제품이 규칙성이 수량의 예측용이성을 높여 휴리스틱으로 인한 편향된 판단이 상당히 감소하고 있음을 알 수 있었다. 2) 규칙적인 자극물에서도 언어적 정보의 추가제공으로 기준점 설정효과는 차이가 줄어들었으나 그 상호작용효과는 통계적으로 유의하지 않았다. 그러나 그 원인은 다르게 나타났다. 이는 규칙성에 따른 기준점설정의 효과, 첫번째 연구문제에 대한 검증결과를 강화시켜주는 것으로 해석해 볼 수 있다. 3) 규칙적인 자극물에서도 인지부하정도의 상호작용효과는 통계적으로 유의하였다. 그러나 이 결과도 이전실험의 결과와는 전혀 다른 의미(인지과부하에 의한 편향된 판단의 확대)를 제공한다. 본 연구는 이전의 한계점을 극복한다는 측면에서 그리고 지나친 인지과부하는 편향된 판단을 오히려 강화할 수 있다는 점에서 마케팅 전략적 시사점을 제공하고 있다.

Keywords

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