보험상품 옵션선택에 대한 소비 에피소드 효과

Abstract

Prior research on consumer decision making has focused on individual choice. But current research examine some of factors that determine which of two option(highlighting option vs. balancing option) is preferred. Building a distinction between goals and resources, this study proposes that (1) in contexts involving a tradeoff between a goal and a resource, consumers tend to prefer highlighting and (2) if each choice involves a tradeoff between two goals, consumers tend to prefer balancing in the insurance product context(main contract vs. special contract).