전형성 높은 브랜드가 상품구색 평가와 부정적 감정에 미치는 영향

Lots of papers focused on the impacts and effects on switching activities, choice of retailer shop, and influence of image and attractiveness of retailer shop on assortment perception. And also many literatures studied the impacts of pure product assortment. At the result, most of researchers did not study deeply about change of purchase behavior of feeling faced variety assortment of individual consumer. So, at this research, we try to examine the change of consumer emotion at the case of situation which is included the high typicality brand and which is not included the high typical brand at the situation which pretend consumer to visit a retailer shop to buy a product. Also authors investigated the impacts of high typical brand in the anticipated regret and difficulty of choice. At the result, the subjects did negative evaluation on the product assortment at the case which is not included the high typicality brand. Also, the inclusion and non-inclusion of high typicality brand influenced on the modulation of the negative emotion of consumer on the process of purchase. In other words, the evaluation of the assortment influence on the difficulty of product choice at the case of non-inclusion of high typical brand. Also, the evaluation of the product assortment influence on the anticipated regret at the case of non-inclusion of high typical brand.