레스토랑 속성정보가 유발하는 감정과 기분의 제품평가에 대한 효과

Abstract

ABSTRACT

The Effects of Mood and Emotion Induced by Restaurant Attribute Information on Product Evaluation

by Kyung-Won Song Advisor: Professor Kim, Jong Ho, Ph. D.

Graduate School of Business Administration, Chosun University

A product should be compatible with consumer's hedonic principle and in case the attributes of the product are compatible with consumer's seeking goal, the attributes would be evaluated well and then selected. The effect of mood on affect induced by appeal of each type of product attributes and the moderating effect of mood on the relationship between the induced affect and product evaluation were explored. The attributes of restaurant are divided into two kinds of attributes - hedonic, utilitarian. The results are as followed. Different emotions between appeals of each attribute type were induced, and the roles of the type of attributes on inducing emotion were moderated by mood and the effects of these affects on product evaluation varied according to mood. That is, in case of good mood, the appeal using hedonic attribute makes consumers feel cheerful more than the appeal using utilitarian attributes. In addition, in case of bad mood, the appeal using utilitarian attribute makes consumers feel quiescent more . When consumers are in good mood, cheerfulness related to hedonic attribute has more effect on product evaluation, and in bad mood, quiescence related to utilitarian attribute is more influential on product evaluation. Therefore the conclusions show that consumers do not often have reasonable and systematic decision making process, and seem to get through heuristic or simple process. Thus the findings support the proposition that attributes compatible with individuals' affect orientation tend to be overweighted in choice. The data reported in this research demonstrate two important managerial implications. First, when a marketer produces marketing stimuli, he/she should consider a medium of advertisement, program, message argument, etc. to induce positive affect. Secondly, when a marketer strategizes with inferior attribute to competitor, by using a medium of advertisement preferred by a target, he/she should emphasizes on attribute making consumers' affect state positive and thus lead to advantageous evaluation. Even though there are several the managerial and theoretical implications, this research has five limitations. Based on them, the future research can have more rich theoretical background. First, the generalization would be limited because the research object is restricted in restaurant. Furthermore to increase the external validity, other products or service can be useful as an object. Second, although this research uses positive type of affect as a factor effecting product choice, there would be other factors or variables. That is, different elaboration level or cultural backgrounds can be the factor effecting product choice. Third, this research has activated the consumers' affect by modifying the scenario and advertising copy. However this process can be different with the consumers' real life. In order to facilitate a specific affect, more detailed priming is necessary. Fourth, the object used in the experiment is the young college students. the degree of affect dependency can be different according to demographical trait.