체화된 온도와 회피형 애착성향이 레트로 제품 선호에 미치는 영향

The Effect of Embodied Temperature and Avoidant Attachment Styles on Retro Product Preference

Purpose This paper analyzes the effect of embodied temperature and avoidance attachment styles on retro product preference and the moderating effect of avoidance attachment styles. Design/Methodology/Approach To find the extent of the effect above, this study utilized an experimental study design, and conducted experiments two times when outdoor temperatures were cool (15 degrees average) and hot (30 degrees average). Findings According to the analysis, retro products are preferred when consumers feel temperatures are lower. Furthermore, consumer retro product preferences were higher among participants with weaker avoidance attachment. Finally, the study found that the effect of embodied temperature on retro product preference was attenuated when consumers had lower avoidance attachment. In comparison, the effect was maintained when consumer avoidance attachment was stronger. Research Implications As a first study approaching retro marketing from a nostalgia perspective through embodied temperature and avoidance attachment, this study contributes to the development of an academic relationship between embodied cognition and consumer behavior by highlighting the process of how embodied temperature intervenes in retro marketing. Furthermore, this study may give strategic implications to companies that plan to launch retro products in the future as to product launch scheduling and consumer targeting.