제품의 속성유형별 소구정보가 유발한 감정이 제품평가에 미치는 영향

Consumers are motivated to approach pleasure and avoid pain. The compatibility with the relation between the hedonic principle and the product plays an important role on the evaluation and choice of the products. Promotion focus, aimed at achieving positive outcomes, and prevention focus, aimed at minimizing negative outcomes have been prominently featured in the literature. Achievement goals are associated with cheerful emotion and protection goal are associated with quiescence emotion. And the compatibility to link consumer's goal orientation with the types of emotion can be extended to link the types of emotion with the nature of the product attributes. Hedonic and utilitarian aspects of product evaluation on an attribute-specific level can be linked with the types of emotion. This articles classified the product attributes as hedonic and utilitarian. And utilitarian attributes are divided into performance attributes and reliability attributes. It is predicted that hedonic and performance attribute are related to the cheerful emotion and reliability attributes are related to the quiescence emotion. And the authors propose that cheerful emotion triggered by the information consisted of hedonic or performance attributes more influences on the product evaluation than quiescence emotion triggered by it and that quiescence emotion by the information consisted of reliability attribute more influences on the product evaluation than cheerful emotion by it. According to the result, the appeal created by each attribute of a product induces different positive emotions which have a strong influence on product appraisal. That is, the appeal triggered by hedonic and performance attribute makes consumers feel cheerful rather than quiescence. In addition, the appeal triggered by reliability attribute makes consumers feel quiescence rather than cheerful. Also this cheerful emotion related to hedonic and performance attribute has more positive influence on product appraisal than quiescence emotion does. On the contrary, quiescence emotion related to reliability attribute has less positive influence on product appraisal than quiescence emotion does.