Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 4, pp.1213-1242
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2016
Received 08 Dec 2015 Revised 02 Mar 2016 Accepted 11 May 2016
DOI: https://doi.org/10.17287/kmr.2016.45.4.1213

번들제품이 디커플링과 번들된 부제품 평가에 미치는 영향: 심적계좌 존재성과 모호성의 조절효과를 중심으로

박효현* ; 정강옥**
*(주저자) 한남대학교 경영학과 강사 hyohyun77@gmail.com
**(교신저자) 한남대학교 경영학과 교수 gojung@hnu.kr
The Influence of the Product Bundle on Decoupling and Bundled Sub-Product Evaluation: The Moderating Effects of Mental Account Existence and Ambiguity
Hyo Hyun Park* ; Gang Ok Jung**
*Lecturer, Department of Business Administration, Hannam University, First Author
**Professor, Department of Business Administration, Hannam University, Corresponding Author

초록

소비자는 심적계좌를 설정하여 지불 가능한 금액을 준거로 더 큰 효익을 주는 제품을 구매하지만 제품 구매에 지불한 비용 대비 이득을 평가하는 것은 쉽지 않다. 이는 구매에서 소비자 자신이 지불한 비용과 효익이 연결되지 않는 디커플링을 경험하기 때문이다. 디커플링은 특정 비용 대비 구체적 효익을 계산해 내는 것이 힘든 번들제품에 대한 촉진에서 자주 발생하는데 이에 관한 연구는 많이 이루어지지 않고 있다. 본 연구의 목적은 다음과 같다. 첫째, 디커플링의 영향 요인으로 번들제품유형의 영향에 대해 탐구하고자 한다. 둘째, 번들제품이 디커플링에 긍정적인 영향을 미친다면 디커플링을 활성화시키기 위한 방안으로 소비자의 심적계좌를 활용하는 방안을 탐색해보고자 한다. 구체적으로는 번들제품을 가격제시방법별로 구분하여 이들이 번들된 부제품에 대한 평가에 미치는 영향에서 소비자의 심적계좌 존재성과 모호성이 조절변수로 어떤 역할을 하는지 실험을 통해 살펴보고자 한다.

연구결과, 첫째, 번들제품유형이 디커플링에 미치는 영향은 상이한 것으로 나타났다. 구체적으로는 동일번들제품보다 혼합번들제품이 심적회계의 디커플링에 더 높은 영향을 미치는 것으로 밝혀졌다. 둘째, 혼합번들제품유형이 번들된 부제품의 평가에 미치는 영향은 심적계좌 특성(존재성, 모호성)에 의해 조절되는 것으로 나타났다. 구체적으로는 부제품에 대한 심적계좌가 존재하는 경우에는 혼합결합번들보다 혼합선도번들이, 심적계좌가 존재하지 않는 경우에는 혼합선도번들보다 혼합결합번들이 부제품 평가에 더 긍정적인 영향을 미치는 것으로 나타났다. 그리고 부제품에 대한 심적계좌가 모호한 경우에는 혼합선도번들보다 혼합결합번들이, 심적계좌가 모호하지 않은 경우에는 혼합결합번들보다 혼합선도번들이 부제품 평가에 더 긍정적인 영향을 미치는 것으로 나타났다. 이상의 연구결과를 바탕으로 번들제품을 이용하는 촉진에서 소비자 심적계좌 특성을 활용한 마케팅의 이론적, 실무적 시사점에 대해 제시하였다.

Abstract

This paper focused on the impacts of product bundle type which is utilized to cause decoupling and enhance the bundled sub-product evaluation. It was hypothesized that mixed product bundle would improve decoupling more than same product bundle. And it also examined the moderating effects of the characteristics of mental account such as existence and ambiguity between the type of product bundle and bundled sub-product evaluation. We adopted a scenario-based quasi-experiment to compare 6 types of advertisement in terms of product bundle type. After exposed one of 6 scenarios, participants were asked to answer questions to measure the influence of product bundle on decoupling and bundled sub-product evaluation. Out of 350 participants, 320 valid questionnaires were collected and then analyzed.

The results of the study are as follows. Mixed product bundle has more positive effect on decoupling of mental account than same product bundle. And existence and ambiguity as the characteristics of mental account variables showed the moderating effects between the product bundle type and bundled sub-product evaluation. Specifically, firstly, when mental account of sub-product exists, mixed-leader bundle has more positive effect on the sub-product evaluation than mixed- joint bundle. And when mental account of sub-product does not exist, mixed-joint bundle has more positive effect on the sub-product evaluation than mixed-leader bundle. Secondly, when mental account of sub-product is an ambiguous situation, mixed-joint bundle has more positive effect on the sub-product evaluation than mixed-leader bundle. And mental account of sub-product is not an ambiguous situation, mixed-leader bundle has more positive effect on the sub-product evaluation than mixed-joint bundle. Finally, the limitations and future research directions base on this study results are discussed and suggested.

Keywords:

product bundle, decoupling, mental account, existence, ambiguity, sub-product evaluation

키워드:

번들제품, 디커플링, 심적계좌, 존재성, 모호성, 부제품 평가

Acknowledgments

이 논문은 2013년도 정부(교육과학기술부)의 재원으로 한국연구재단의 지원을 받아 연구되었음(NRF-2013S1A5B5A07048502).This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government(NRF-2013S1A5B5A07048502)

References

  • 강윤희·김재휘(2012), “준거점 의존에 따른 묶음제품의 선호이행: 준거 제시와 할인가격제시방법을 통한 초점화 효과,” 소비자학연구, 23(2), 1-22.
  • 박소진(2009), “묵음제품의 가격제시 프레이밍이 매몰비용에 대한 주의에 미치는 영향,” 마케팅연구, 24(3), 95-118.
  • 박소진(2012), “제품구색의 크기와 번들할인이 번들구성품목의 선택에 미치는 영향,” 경영학연구, 41(2), 259-278.
  • 하영원(2012), 의사결정의 심리학, 파주, 21세기북스.
  • Ainslie, G., and N. Haslam(1992), “Self-Control,” in G. Loewenstein and J. Elster (Eds.), Choice Over Time, New York, Russell Sage Foundation, 177-211.
  • Arkes, H. R., and C. Blumer(1985), “The Psychology of Sunk Cost,” Organizational Behavior and Human Decision Processes, 35(1), 124-140. [https://doi.org/10.1016/0749-5978(85)90049-4]
  • Baumeister, R. F., T. F. Heatherton, and D. M. Tice(1994), Losing Control: How and Why People Fail at Self-Regulation, San Diego, CA, Academic.
  • Biswas, A., and E. A. Blair(1991), “Contextual Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, 55(3), 1-12. [https://doi.org/10.1177/002224299105500301]
  • Blair, M. E., and D. E. Innis(1996), “The Effects of Product Knowledge on the Evaluation of Warranted Brands,” Psychology & Marketing, 13(5), 445-456. [https://doi.org/10.1002/(SICI)1520-6793(199608)13:5<445::AID-MAR1>3.0.CO;2-9]
  • Buehler, R., D. W. Griffin, and M. Ross(1994), “Exploring the “Planning Fallacy”: Why People Underestimate Their Task Completion Times,” Journal of Personality and Social Psychology, 67(3), 366-381.
  • Buehler, R., D. W. Griffin, and M. Ross(2002), “Inside the Planning Fallacy: The Causes and Consequences of Optimistic Time Prediction,” in T. Gilovich, D. W. Griffin, and D. Kahneman (Eds.), Heuristics and Biases: The Psychology of Intuitive Judgment, New York, Cambridge University Press, 250-270. [https://doi.org/10.1017/CBO9780511808098.016]
  • Chakravarti, D., R. Krish, P. Paul, and J. Srivastava (2002), “Partitioned Presentation of Multicomponent Bundle Prices: Evaluation, Choice and Underlying Processing Effects,” Journal of Consumer Psychology, 12(3), 215-229. [https://doi.org/10.1207/S15327663JCP1203_04]
  • Chatterjee, S., T. B. Heath, and J. Min(2008), “The Susceptibility of Mental Accounting Principles to Evaluation Mode Effects,” Journal of Behavioral Decision Making, 22(2), 120-137. [https://doi.org/10.1002/bdm.616]
  • Cheema, A., and D. Soman(2006), “Malleable Mental Accounting: The Effect of Flexibility on the Justification of Attractive Spending and Consumption Decisions,” Journal of Consumer Psychology, 16(1), 33-44. [https://doi.org/10.1207/s15327663jcp1601_6]
  • Das, T. K., and B. S. Teng(2004), “The Risk-Based View of Trust: A Conceptual Framework.” Journal of Business and Psychology, 19(1), 85-116. [https://doi.org/10.1023/B:JOBU.0000040274.23551.1b]
  • Gaeth, G. J., I. P. Levin, G. Chakraborty, and A. M. Levin(1990), “Consumer Evaluation of Multi-Item Bundles: An Information Integration Analysis,” Marketing Letters, 2(1), 47-57. [https://doi.org/10.1007/BF00435195]
  • Gourville, J. T., and D. Soman(1998), “Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption,” Journal of Consumer Research, 25(2), 160-174. [https://doi.org/10.1086/209533]
  • Grewal, D., H. Marmorstein, and A. Sharma(1996), “Communicating Price Information through Semantic Cues: The Moderating Effects of Situation and Discount Size,” Journal of Consumer Research, 23(2), 148-155 [https://doi.org/10.1086/209473]
  • Grewal, D., R. Krishnan, J. Baker, and N. Borin (1998), “The Effects of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, 74(3), 331-352. [https://doi.org/10.1016/S0022-4359(99)80099-2]
  • Guiltinan, J. P.(1987), “The Price Bundling of Services: A Normative Framework,” Journal of Marketing, 51(2), 74-85. [https://doi.org/10.1177/002224298705100206]
  • Hamilton, R. W., and J. Srivastava(2008), “When 2+2 Is Not the Same as 1+3: Variations in Price Sensitivity Across Components of Partitioned Prices,” Journal of Marketing Research, 45(4), 450-461. [https://doi.org/10.1509/jmkr.45.4.450]
  • Heath, C., and J. B. Soll(1996), “Mental Budgeting and Consumer Decisions,” Journal of Consumer Research, 23(1), 40-52. [https://doi.org/10.1086/209465]
  • Henderson, P. W., and R. A. Peterson(1992), “Mental Accounting and Categorization,” Organizational Behavior and Human Decision Processes, 51(1), 92-117. [https://doi.org/10.1016/0749-5978(92)90006-S]
  • Hoch, S. J., and Y. W. Ha(1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research, 13(2), 221-233. [https://doi.org/10.1086/209062]
  • Hodge, S. K., and C. H. Mason(1995), “Work versus Windfall: An Exploration of Saving on Subsequent Purchase,” Marketing Letters, 6(2), 91-100. [https://doi.org/10.1007/BF00994925]
  • Hsee, C. K.(1996), “Elastic Justification: How Unjustifiable Factors Influence Judgments,” Organizational Behavior and Human Decision Processes, 66(1), 122-129. [https://doi.org/10.1006/obhd.1996.0043]
  • Janiszewski, C., and M. Cunha(2004), “The Influence of Price Discount Framing on the Evaluation of a Product Bundle,” Journal of Consumer Research, 30(4), 534-547. [https://doi.org/10.1086/380287]
  • Janakiraman, N., R. J. Meyer, and A. Morales(2002), “The Mental Accounting of Price Shocks: The Effect of Unexpected Price Changes on Cross-Category Purchase Patterns,” Advances in Consumer Research, 29(4), 342-355.
  • Kahneman, D., and A. Tversky(1979), “Prospect Theory: An Analysis of Decision under Risk,” Econometrica, 47(2), 263-292. [https://doi.org/10.2307/1914185]
  • Kahneman, D., and A. Tversky(1984), “Choices, Values, and Frames,” American Psychologist, 39(4), 341-350. [https://doi.org/10.1037/0003-066X.39.4.341]
  • Kim, H. M.(2006), “The Effect of Salience on Mental Accounting: How Integration versus Segregation of Payment Influences Purchase Decisions,” Journal of Behavioral Decision Making, 19(4), 381-391. [https://doi.org/10.1002/bdm.534]
  • Kivetz, R.(1999), “Advances in Research on Mental Accounting and Reason-Based Choice,” Marketing Letters, 10(3), 249-266. [https://doi.org/10.1023/A:1008066718905]
  • Krishnamurthy, P., and S. Prokopec(2010), “Resisting that Triple-Chocolate Cake: Mental Budgets and Self-Control,” Journal of Consumer Research, 37(1), 68-79. [https://doi.org/10.1086/649650]
  • Kunda, Z.(1990), “The Case for Motivated Reasoning,” Psychological Bulletin, 108(3), 480-498. [https://doi.org/10.1037/0033-2909.108.3.480]
  • Lambert, Z. V.(1975), “Perceived Prices as Related to Odd and Even Price Endings,” Journal of Retailing, 51(3), 13-22.
  • Lawless, M. W.(1991), “Commodity Bundling for Competitive Advantage: Strategic Implications,” Journal of Management Studies, 28(3), 267-279. [https://doi.org/10.1111/j.1467-6486.1991.tb00948.x]
  • Levav, J., and A. P. McGraw(2009), “Emotional Accounting: How Feelings about Money Influence Consumer Choice,” Journal of Marketing Research, 46(1), 66-80. [https://doi.org/10.1509/jmkr.46.1.66]
  • Lichtenstein, D. R., P. H. Block, and W. C. Black (1988), “Correlates of Price Acceptability,” Journal of Consumer Research, 15(2), 243-252. [https://doi.org/10.1086/209161]
  • Lichtenstein, D. R., S. Burton, and E. J. Karson (1991), “The Effect of Semantic Cues on Consumer Perceptions of Reference Price Ads,” Journal of Consumer Research, 18(3), 380-391. [https://doi.org/10.1086/209267]
  • Malt, B. C., and E. E. Smith(1982), “The Role of Familiarity in Determining Typicality,” Memory and Cognition, 10(1), 60-75. [https://doi.org/10.3758/BF03197627]
  • McQuarrie, E. F., and D. G. Mick(1992), “On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric,” Journal of Consumer Research, 19(2), 180-197. [https://doi.org/10.1086/209295]
  • Mitchell, A. A., and J. C. Olson(1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?,” Journal of Marketing Research, 18(3), 318-332. [https://doi.org/10.1177/002224378101800306]
  • Odean, T.(1998), “Are Investors Reluctant to Realize Their Losses,” Journal of Finance, 53(5), 1775-1798. [https://doi.org/10.1111/0022-1082.00072]
  • Park, C. W., and V. P. Lessig(1981), “Familiarity and Its Impact on Consumer Decision Biases and Heuristics,” Journal of Consumer Research, 8(2), 223-231. [https://doi.org/10.1086/208859]
  • Peetz, J., and R. Buehler(2009), “Is There a Budget Fallacy? The Role of Savings Goals in the Prediction of Personal Spending,” Personality and Social Psychology Bulletin, 35(12), 1579-1591. [https://doi.org/10.1177/0146167209345160]
  • Plous, S.(1993), The Psychology of Judgment and Decision Making, New York, McGraw-Hill.
  • Powell, K. S., and D. A. Gover(1963), “The Adolescent as a Consumer: Facts and Implications,” Marriage and Family Living, 25(3), 359-364. [https://doi.org/10.2307/349086]
  • Prelec, D., and G. Loewenstein(1998), “The Red and the Black: Mental Accounting of Savings and Debt,” Marketing Science, 17(1), 4-28. [https://doi.org/10.1287/mksc.17.1.4]
  • Read, D., G. Loewenstein, and M. Rabin(1999), “Choice Bracketing,” Journal of Risk and Uncertainty, 19(1-3), 171-197. [https://doi.org/10.1023/A:1007879411489]
  • Rogerson, L. C., and E. B. Whiteford(1960), “Money Experiences of Ninth-Grade Pupils,” Journal of Home Economics, 52(1), 44-45.
  • Schindler, R. M., and L. S. Warren(1988), “Effect of Odd Pricing on Choice of Items from a Menu,” Advances in Consumer Research, 15(1), 348-353.
  • Shefrin, H. M., and R. H. Thaler(1988), “The Behavioral Life-Cycle Hypothesis,” Economic Inquiry, 26(4), 609-643. [https://doi.org/10.1111/j.1465-7295.1988.tb01520.x]
  • Soman, D., and J. T. Gourville(2001), “Transaction Decoupling: How Price Bundling Affects the Decision to Consume,” Joumal of Marketing Research, 38(1), 30-44. [https://doi.org/10.1509/jmkr.38.1.30.18828]
  • Soster, R. L., A. Monga, and W. O. Bearden(2010), “Tracking Costs of Time and Money: How Accounting Periods Affect Mental Accounting,” Journal of Consumer Research, 37(4), 712-721. [https://doi.org/10.1086/656388]
  • Stremersch, S., and G. J. Tellis(2002), “Strategic Bundling of Products and Prices: A New Synthesis for Marketing,” Journal of Marketing, 66(1), 55-72. [https://doi.org/10.1509/jmkg.66.1.55.18455]
  • Sujan, M.(1985), “Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments,” Journal of Consumer Research, 12(1), 31-46. [https://doi.org/10.1086/209033]
  • Sussman, A. B., and A. L. Alter(2012), “The Exception Is the Rule: Underestimating and Overspending on Exceptional Expenses,” Journal of Consumer Research, 39(4) 800-814. [https://doi.org/10.1086/665833]
  • Thaler, R. H.(1980), “Toward a Positive Theory of People Choice,” Journal of Economic Behavior & Organization, 1(1), 39-60. [https://doi.org/10.1016/0167-2681(80)90051-7]
  • Thaler, R. H.(1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4(3), 119-214. [https://doi.org/10.1287/mksc.4.3.199]
  • Thaler, R. H.(1999), “Mental Accounting Matters,” Journal of Behavioral Decision Making, 12 (3), 183-206. [https://doi.org/10.1002/(SICI)1099-0771(199909)12:3<183::AID-BDM318>3.0.CO;2-F]
  • Thaler, R. H.(2008), “Commentary Mental Accounting and Consumer Choice: Anatomy of a Failure,” Marketing Science, 27(1), 12-14. [https://doi.org/10.1287/mksc.1070.0348]
  • Thibaut, J. W., and H. H. Kelley(1959), The Social Psychology of Groups, New York, Wiley.
  • Tuorila, H. M., H. L. Meiselman, A. V. Cardello, and L. L. Lesher(1998), “Effect of Expectations and the Definition of Product Category on Acceptance of Unfamiliar Foods,” Food Quality and Preference, 9(6), 421-430. [https://doi.org/10.1016/S0950-3293(98)00012-3]
  • Tversky, A., and D. Kahneman(1974), “Judgment under Uncertainty: Heuristics and Biases,” Science, 185(4157), 1124-1131. [https://doi.org/10.1126/science.185.4157.1124]
  • Wansink, B., J. M. Painter, and K. V. Ittersum (2001), “Descriptive Menu Labels Effect on Sales,” Cornell Hotel and Restaurant Administrative Quarterly, 42(6), 68-82.
  • Wilson, L. O., A. M. Weiss, and G. John(1990), “Unbundling of Industrial Systems,” Journal of Marketing Research, 27(2), 123-138. [https://doi.org/10.1177/002224379002700201]
  • Yadav, M. S., and K. B. Monroe(1993), “How Buyers Perceive Savings in a Bundle Price: An Examination of a Bundle's Transaction Value,” Journal of Marketing Research, 30(3), 350-358. [https://doi.org/10.1177/002224379303000306]
  • Yadav, M. S., and K. B. Monroe(1994), “How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment,” Journal of Consumer Research, 21(2), 342-353. [https://doi.org/10.1086/209402]
  • Yeo, J., and J. Park(2006), “Effects of Parent-Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions,” Journal of Consumer Psychology, 16(3), 272-282. [https://doi.org/10.1207/s15327663jcp1603_9]
  • Zhu, R.(J.), X.(J.) Chen, and S. Dasgupta(2008), “Can Trade-Ins Hurt You? Exploring the Effect of a Trade-In on Consumers' Willingness to Pay for a New Product,” Journal of Marketing Research, 45(2), 159-170. [https://doi.org/10.1509/jmkr.45.2.159]

• 저자 박효현은 현재 한남대학교 경영학과 강사로 활동 중이다. 동아대학교 응용통계학과를 졸업하였으며 부산대학교 경영학 석사 및 박사를 취득하였다. 주요 연구분야는 번들제품, 심적 시뮬레이션, 유통업체브랜드, 점포개성, 브랜드개성 등이다.

• 저자 정강옥은 현재 한남대학교 경영학과 교수로 재직 중이다. 연세대학교 경영학과를 졸업하였으며 동 대학원에서 경영학 석사 및 박사를 취득하였다. 주요 연구분야는 번들제픔, 브랜딩, 유통, 벤처기업 등이다.