혁신제품 선호 형성에 대한 범주화 라벨 (category label) 효과에 관한 연구

• 영문명: A study on the category label effects for building a preference : in case of really new products
• 발행기관: 한국상품학회
• 저자명: 김형준(Kim Hyung-Jun)
• 간행물 정보: 『상품학연구』제23권 제1호, 105~124쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.04.01

영문 초록

Consumers perceive fear, uncertainties and doubts when they make a decision if adopt new products, especially RNP(really new product). When RNP is introduced, consumer may want to understand what it is and how useful it is. Recent research in categorization suggests that consumer access information contained in existing product, compare the RNP's characteristics with existing product's(mapping) and know about the RNP(that is analogy learning). During the analogy learning process, marketer can help knowledge transfer with providing a plausible category label. My first founding suggest that category label can make consumers understand about RNP and favorable attitude to RNP. My second founding suggests that category label is more effective when providing category label match with consumer's primitive categorization.

목차

Ⅰ. 연구 배경

Ⅱ. 신제품에 대한 소비자 학습 : 유추 학습(Analogy Learning)과 멘탈 시뮬레이션

Ⅲ. 연구가설의 설정과 연구결과

Ⅳ. 연구의 의미와 한계

참고문헌

Summary