earticle

영어

The purpose of this study was to examine the effects of the consumers' cognitive and emotional responses to the firm's compensation program on the recovery of the consumers' behavioral responses. This research suggested that the types of the product were divided into low involvement(such as family restaurant case) and high involvement(such as laptop computer case). Also, the types of the firm's compensation program were divided into practical compensation such as gift voucher and hedonic compensation such as free musical ticket. This research conducted an experiment employed a 2(product : low involvement vs. high involvement) × 2(compensation program : practical vs. hedonic) between-subjects design. The results show that the hedonic compensation has influence more than the practical compensation on the recovery of the consumers' cognitive, emotional and behavioral responses for low involvement product. But the practical compensation has influence more than the hedonic compensation on the recovery of the consumers' cognitive, emotional and behavioral responses for high involvement product. This imply that the sunk cost effects on high involvement goods has influence more than low involvement goods in the losing situation. And then these are appeared to risk aversion when the consumer estimates the firm's compensation. Therefore, this suggests that the consumer prefers the safe and certain benefit such as the practical compensation.