희소성 메시지에 따른 청개구리 심리 효과

풍요와 빈곤

This study examines primarily the effects of scarcity message on psychological reactance. Four other variables are also studied as dependent variables to such effects: one is attention, another is arousal, the third is possessiveness and the fourth is purchase intention. Especially, i verified the change of the effects according to levels of the message restriction. To achieve the purpose of this study, experiments were designed by 3 between-subjects factor (high restriction or middle restriction or low restriction), and participants were 189 undergraduates and graduates, who were randomly assigned to one of three experimental condition groups. In result, it revealed that psychological reactance was higher in condition, which was emphasized high level of restriction than in condition, which was emphasized low level of restriction. And four dependent variables were differently influenced by different level of message restriction. Then, restrictions of scarcity message were partly effective in the mechanism of psychological reactance. Therefore, in this study, i suggested that it was effective to use scarcity message in products as a value and the mechanism of psychological reactance was highly recommended for use in research.