사후가정법 사고가 수도권 지역 소비자의 확인편향 및 신념편향에 미치는 영향

초록

The purpose of this research is to find ways to reduce confirmation and belief biases that frequently happen in consumers' information processing and decision making process. In particular, influence of counterfactual thinking (priming and non-priming) and information type (positive and negative) to reduce confirmation and belief biases was empirically investigated. Data were collected from a sample of 211 participants of the experiment for the study. Finding of this research are summarized as follows. First, both of confirmation and belief biases happened regardless of priming of counterfactual thinking. Second, interaction effect of priming of counterfactual thinking and information type on confirmation bias and was significant at .10 level, but not significant at .05 level. Specifically, counterfactual priming group had less confirmation bias compared to non-priming group in the case of positive information But there was no difference between two groups in the case of positive information. Third, interaction effect of priming of counterfactual thinking and information type on belief bias was significant at .05 level. There was no difference in belief bias between priming and non-priming groups when negative information was provided. But it was found that positive information produced more belief bias than negative information. In sum, findings of this research were consistent with previous studies in that counterfactual thinking can reduce both confirmation bias and belief bias by the process of thinking what might have happened. However, the current research goes beyond previous research, in that in has empirically demonstrated the differential effects of priming of counterfactual thinking and information type on reduction of confirmation and belief bias. Implications of the current research were suggested. Limitations and future research directions were also discussed.

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