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The role of regulatory fit on the attraction effect
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�쑀�씤�슚怨� �삁�떆
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#1
�룄�엯
�떊洹쒕툕�옖�뱶(entrant or decoy)媛� �떆�옣�뿉 異쒖떆�맆 寃쎌슦 湲곗〈釉뚮옖�뱶�쓽 �떆�옣�젏�쑀�쑉��� 3媛�吏�濡� 蹂��솕�븷 �닔 �엳�떎!!
�떊洹쒕툕�옖�뱶媛� 湲곗〈�쓽 �떆�옣�뿭�룞怨� 臾닿���븷 �븣 湲곗〈釉뚮옖�뱶�쓽 �긽����쟻�씤 �떆�옣�젏�쑀�쑉��� 蹂��솕 �뾾�떎 (independence of irrelevant alternatives)
�떊洹쒕툕�옖�뱶��� �쑀�궗�븳 釉뚮옖�뱶�씪�닔濡� �떆�옣 �젏�쑀�쑉�쓽 媛먯냼�룺��� �뜑 �겕�떎 (similarity hypothesis)
�떊洹쒕툕�옖�뱶媛� 湲곗〈釉뚮옖�뱶蹂대떎 �뿴�벑�븷 寃쎌슦 �슦�썡�븳 湲곗〈釉뚮옖�뱶�쓽 �떆�옣�젏�쑀�쑉��� 利앷���븳�떎
�삛 Attraction effect(�쑀�씤�슚怨�)
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湲곗〈釉뚮옖�뱶 以� �븳 釉뚮옖�뱶蹂대떎 �뿴�벑�븳 entrant 釉뚮옖�뱶瑜� �쓽�룄�쟻�쑝濡� �떆�옣�뿉 �닾�엯�븯�뿬 怨좉컼�쓣 洹� dominant(target) 釉뚮옖�뱶濡� �쑀�씤�븯怨좎옄 �븷 �븣 �궗�슜.
mechanisms 釉뚮옖�뱶 �냽�꽦�뿉 愿��븳 range��� frequency�뿉 ����븳 �젙�떊臾쇰━�쟻 �솢怨� & �냼鍮꾩옄�뱾�씠 洹몃뱾�쓽 �꽑�깮�쓣 �젙�떦�솕�븯怨� 媛꾩냼�솕�븯湲� �쐞�븿.
moderators 釉뚮옖�뱶�뿉 愿��븳 �냼鍮꾩옄�쓽 吏��떇, 移쒕���꽦 & �꽑�샇�룄瑜� �씠�걣�뼱�궡�뒗 怨쇱젙
理쒓렐�뿉�뒗, �쑀�씤�슚怨쇱뿉 Higgins�쓽 regulatory focus(議곗젅珥덉젏)�씠濡좎쓣 �쟻�슜�븿.
Attraction effect
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Regulatory focus
�냼鍮꾩옄�뱾�쓽 �룞湲곗쟻 �꽦�뼢
promotion focus : 湲띿젙�쟻�씤 寃곌낵 �쉷�뱷, 諛쒖쟾, �꽦痍� �슃援� 異붽뎄
prevention focus : �넀�떎 �쉶�뵾, �쓽臾�, 梨낆엫怨� 媛숈�� �븞�쟾 �슃援� 異붽뎄
��� 湲곗〈 �뿰援�
1. Aaker & Lee (2001)
2. Mourali (2007)
3. Levav, Kivetz, Cho (2008)
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1. Aaker & Lee(2001)
留�, �뿉�꼫吏� 怨듦툒
(珥됱쭊珥덉젏 ���(�깮�왂)
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