금전 점화(money priming)가 소비자의 선택에 미치는 영향

Abstract

Social influence is often a powerful vehicle for effective communication and persuasion. However, in certain circumstances social influence may not induce the anticipated results; one of the situations is when people are reminded of money. Prior research has suggested that the reminders of money have a great influence on people’s behaviors in diverse domains. The current research examined how the idea of money influences consumers’ response to varied kinds of social influence. Across the two experiments, I found that subtle reminders of money motivated people to value their decision autonomy so that they react to the recommendation in which it specifically tells them what to choose. However, interestingly, when the money cues in conjunction with opinions which permit some degrees of freedom led people to comply with the suggestions.