지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The present research investigates which consumers would choose if given a choice betweenfixed price discounts or different price discounts in case the expected value is the same. Italso explores the influence of self-regulatory focus and time pressure on consumer choicerelative to the type of price discounts. In proving the hypothesis, this research applied a between-subjects factorial design targeting 2(self-regulatory focus: promotion focusedmotivation vs. prevention focused motivation) X 2(time pressure level: high vs. low).
Results can be summarized as follows. First, consumers are more likely to choose fixedprice discounts than different price discounts. Second, consumers are more likely to choosefixed price discounts when they have prevention-focused motivation than when they havepromotion-focused motivation. Third, consumers are more likely to choose fixed pricediscounts when they are under time pressure than when they are not. Theoretical andmanagerial implications of the findings are discussed and directions for future research aresuggested.
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참고문헌 (25)
참고문헌 신청
Aaker, J. L. / 2001 / I Seek Pleasures and We Avoid Pains : The Role of Self-regulatory Goals in Information Processing and Persuasion / Journal of Consumer Research 28 : 33
Argote, L. / 1989 / To Centralize or Not to Centralize : The Effects of Uncertainty and Threat on Group Structure and Performance / Organizational Behaviorand Human Decision
Ben Zur, H. / 1981 / The Effects of Time Pressure on Risky Choice Behavior / Acta Psychologica 47 : 89 ~ 104
Crowe, E. / 1997 / Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making / Organizational Behavioral and Human Decision Processes 69 (2) :
Florack, A. / 2007 / Regulatory Focus and Investment Decisions in Small Groups / Journal of Experimental Social Psychology 43 (4) : 626 ~ 632
Argote, L. / 1989 / To Centralize or Not to Centralize : The Effects of Uncertainty and Threat on Group Structure and Performance / Organizational Behaviorand Human Decision
Ben Zur, H. / 1981 / The Effects of Time Pressure on Risky Choice Behavior / Acta Psychologica 47 : 89 ~ 104
Crowe, E. / 1997 / Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making / Organizational Behavioral and Human Decision Processes 69 (2) :
Florack, A. / 2007 / Regulatory Focus and Investment Decisions in Small Groups / Journal of Experimental Social Psychology 43 (4) : 626 ~ 632
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