묶음제품의 가격제시 프레이밍이 매몰비용에 대한 주의에 미치는 영향 (The Influence of Price Framing of Multi-Item Bundle on the Attention to the Sunk Cost)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 24권 / 3호 / 95 ~ 118페이지
· 저자명 : 박소진

초록

본 연구는 다종묶음제품(multi-item bundling)의 묶음가격을 통합 제시하느냐 분할 제시하느냐 하는 가격제시 프레이밍이 선불한 서비스의 소비여부 의사결정에 영향을 미치는지, 그리고 가격제시 프레이밍에 따라 주제품과 부제품에 기울이는 매몰비용에 대한 주의 정도가 영향을 받는지를 탐구하였다. 선행연구는 묶음판매가 거래디커플링을 야기하여 매몰비용에 대한 주의와 선불한 서비스의 소비 가능성을 감소시킨다는 결과를 보여 주었다. 본 연구는 분할가격제시가 묶음판매가 제품소비에 미치는 부정적인 효과를 감소시키고, 가격제시 프레이밍에 따라 주제품과 부제품에 대한 매몰비용 주의 정도가 달라짐을 보여준다. 묶음가격을 통합하여 제시하느냐 분할하느냐와 상관없이 주제품과 부제품에 대하여 기울이는 매몰비용에 대한 주의 수준 차이가 비슷해야하나, 본 연구결과 묶음제품의 가격이 분할되어 제시되었을 때보다 통합되어 제시되었을 때 주제품과 부제품에 대하여 느끼는 매몰비용에 대한 주의 정도 차이가 작은 것으로 나타났다. 그 이유로 본 연구는 통합가격제시조건에서 소비자들이 소비하지 않은 제품에 대한 매몰비용압력을 최소화 하고 현안의 매력적인 소비를 정당화하기 위하여 소비하지 않은 제품의 심적 계정에 비용을 적게 할당하기 때문이라고 주장한다. 본 연구결과는 소비자의 심적회계과정이 유동적이고 이기적이어서 자신의 심적 계정들을 자신의 욕망에 어울리도록 전략적으로 조직화한다는 선행연구들의 결과를 지지하고 있다.

영어초록

This study investigated the influence of price framing of whether bundled price is integrated or partitioned on consumer’s attention to the sunk cost of focal and tied product in multi-item bundle.
Prior research suggests price bundling leads to a decoupling of transaction costs and benefits, thereby reducing attention to sunk costs and decreasing a consumer’s likelihood of consuming a prepaid service (Soman and Gourville 2001). For example, consumers who bought a bundled four- day ski pass are more likely to forgo skiing on the final day of a four-day ski vacation than those who bought four one–day ski passes separately. While Soman and Gourville(2001) assumed one item bundle such as four ski tickets, this research assumes multi item bundle which consists of focal and tied product. These two bundle components are different in its attributes and price in a bundle.
This research supposed that consumers bought package tickets for a musical (focal product) and a painting exhibition (tied-in product) and they enjoyed one of the performance programs already. However they were faced with a conflict on the final day of performance. This conflict was whether to go to the desirable party or to attend the prepaid program. For half of the subjects, they were presented partitioned price of bundle, whereas for the other half of the subjects were presented consolidated price of bundle. The subjects were asked to answer 1) how likely they were to attend the program on the final day, 2) how painful it would be to forgo the program on the final day, 3) how much regret they would feel if they did not attend the program, 4) how much money they would want for the remaining program if they got a refund. Within the scenario, the author manipulated two factors in a 2 price framing of bundle (integrated vs. partitioned) x 2 consumption situation (musical vs. painting exhibition) between–subjects design. For the first three questions, subjects were provided with seven point response scales and the last question allowed for a free response. The larger values reflected a lower degree of transaction decoupling and a greater attention to the sunk costs. The data was analyzed with two-way MANOVA.
This research found that the partitioned price of bundle decreases the negative effect of bundling on consumption and affects the disparity in the sunk cost between focal and tied product in multi- item bundle. First, the likelihood of attending the program was higher in the partitioned price condition than the integrated price condition. Second, although the disparity in the sunk cost between focal and tied product should be constant regardless of price framing, it is lower when the bundled price is integrated rather than partitioned. The author explains this result by stating that in order to justify their attractive pending consumption (e.g. going to the party) and lower the sunk costs of product not consumed, consumers tend to allocate a smaller amount of money to the mental account which is not consumed as costs and allocate a larger amount of money to the mental account consumed, thereby reducing attention to sunk costs. This phenomenon is more pronounced when the price of bundling is integrated because partitioned pricing makes salient costs and benefits of component part and leads to a strong transaction coupling. This result supports the idea that mental accounting process is flexible, self-serving and therefore consumers can organize mental account strategically for their own frivolous desire (e.g. Cheema and Soman 2006; Kivetz 1999).

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