비율에 관한 정보처리가 소비자들의 공공 자원 절약 의도에 미치는 영향

초록

The current research investigates the effects of numeric information (i.e., proportion information) on individual’s judgment and decision making. Based on the review of previous literature, we examine whether consumers’ public resource saving behavior can be influenced by the differential numeric information processing. In the domain of resource saving, we expect that individuals tend to focus more on proportion (vs. absolute amount) information of the resource they can consume immediately. As a result, this tendency seems to influence consumers’ resource saving behavior. Across three laboratory experiments, we find that when the proportion of the total amount is low consumers’ willingness to save the public resources is higher than when the proportion is high. We provide implications for conducting public policy campaigns and designing effective persuasion messages that can induce individuals’ public resource saving prosocial behavior.

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