정량적 지표가 쾌락적 소비를 정당화할 수 있는가?: 환경 가치를 나타내는 속성의 지표화 효과

초록

The specification effect refers to the positive response to the specification, which represents the quantitative properties of a product (Hsee et al., 2009). Consumers seek specifications when they choose products, since they try to find a cue to justify their choice. In the current study, we examine how the specification presenting the environment-related attribute influences the preference for an eco-friendly product. In addition, we expect whether an individual's consumption goal can moderate this specification effect. As predicted, in the hedonic consumption goal condition, participants preferred the eco-friendly product over the less eco-friendly product when the environmental value specification was present (vs. absent). However, the specification effect of the environment-related value disappeared in the utilitarian goal condition. This paper extends the previous research by examining the effect of the environmental value specification. Furthermore, we found the boundary condition of this specification effect. The findings of the present research provide significant marketing implications for the effective usage and application of environmental value specifications.

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