극단적 vs 부분적 제한 메시지가 의사 결정 통제와 반발심에 미치는 영향

Effect of Extreme vs. Moderate Scarcity Message on Decision Control and Psychological Reactance

Individuals pursue freedom of choice. If freedom of choice is restricted, psychological reactance occurs in order to achieve decision freedom. The purpose of this study was to examine the effect of scarcity message on decision control and psychological reactance. One factor between subject design was used. The scarcity message condition was manipulated by two levels: out of stock message condition (extreme scarcity) vs. limited condition (partial scarcity). Seventy undergraduate participants were randomly assigned to one of two experimental conditions. The result of this study revealed that individuals who were exposed to the extreme scarcity message condition perceived greater threat of decision freedom, intention for decision control, and psychological reactance than those who were exposed to the partial scarcity message condition. Implications of the mechanism of psychology reactance based on the difference of extreme vs partial scarcity message condition were further discussed.