프레임에 따른 일상과 관광의 소비지출행동 비교

Comparison of expenditures between routine life and leisure travel: An application of frame theory

This study was aimed to identify the different patterns of expenditure between routine life and leisure travelling situation. Depending on Kanhneman and Tversky's frame theory, it was expected that there would be a significant difference of expenditure patterns between the two different contexts of life. Experimental designs with two different scenarios for imagined routine life and leisure travel were adopted for the comparison. Data were conveniently collected from 110 independent and 110 paired subjects of college students on November 2010. The results showed that the group with the frame of leisure travel was likely to spend significantly more expenditure on all categories of consumer goods and services than routine life framed group was. Findings from this study implies the difference of mental frame of pleasure travel from rational consumption of routine life. Limitations of this study were also discussed.