소비자의 가용예산 지각 상 근시안성이 미래구매행동에 미치는 영향

초록

Psychological myopia refers to a tendency for decision makers to focus on information immediately related to their choice or judgment and to ignore other background information (Hsee, Yu, Zhang & Zhang, 2003). Psychological myopia has been studied in a lot of previous research (e.g., Hsee, Yu, Zhang & Zhang, 2003; Kahneman, Knetsch, & Thaler, 1986; Kahneman & Tversky, 1984). For example, money illusion is the finding that, in times of inflation, people overlook inflation rate information and base their judgments of a financial outcome on its nominal value rather than on its inflation-adjusted real value. The money illusion reflects respondents' tendency to focus on the face value of the event to be judged and to ignore the background exchange relationship between the face value and the real outcomes. Similarly, this research investigates whether psychological myopia occurs in consumers’ spending behavior. When people use their credit cards, there is a time lag between purchases and the bill payment of spending as well as the temporal discrepancy between a period of a monthly budget and a period of cumulated monthly credit card spending. In particular, the start day of a monthly budget may be close or distant to the bill payment date for the last month’s credit card spending. For this reason, some consumers seem to feel that they should spend the rest of the budget after the withdrawal for last month's credit card spending when the withdrawal is close to the start day of the monthly budget period. In contrast, other consumers seem to feel that their available budgets are bigger than they actually are when the withdrawal is distant. We expect that the perceived available budget size may influence future spending behavior. We found that when the total spending by credit card is withdrawn at the beginning of the monthly budget period, consumers are less likely to purchase an additional discretionary item than when the withdrawal occurs at a later stage of the monthly budget period. This myopia is also based on consumers’ tendency to focus on the immediate information and lose a long-term perspective. Therefore, in order to effectively cope with this myopia, providing consumers with the feedback regarding background information would be helpful as our experimental results demonstrated.

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