öƽ, ְ 귣 Ǵ! 16 Ʈ MZ븦 ҳ? ΰ ÷, αⰡ ɾ Ը ڴ öƽ Ȱ ڴ. Ƶٽ ȸ ø ȭ ӷ 11 Ȱȴ. ̱ Ȱؼ 峭 . ŸϾ αǰ ϳ Ȧ 100% Ȱ öƽ . MZ뿡 αⰡ ø ֵ öƽ Ȱؼ . ߿ 귣 ڻ ǰ öƽ Ȱ ʴ´ٴ ̴. Ȱ öƽ 귣尡 ִ ǰ , Һ ڿ ! ̰ ٷ ռ 귣 ִ öƽ λƮ. ȸ å 䱸Ǵ ô뿡 öƽ ش ãƺ.
б ɸ л, 濵 / Ǻ̴Ͼƴб ư濵 ڻ
() USCȰ濵 / () б 濵
Һ ǻ ϴ 濵̸, , ɸ, ѳ پ ϰ ִ. о ְ Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, ɸ о ְ Journal of Experimental Psychology: General ټ Ͽ, о Journal of Neuroscience Ͽ. ѱμ ʷ ̱ ȸ οϴ ֿ Paul E. Green Award Ͽ, ѱ ʷ ̱ ȸ 5Ⱓ ̷, , ǹ ߿ϰ ϴ William F. ODell Award Ͽ. ۿ Journal of Consumer Research ڻ ֿ ϴ Robert Ferber Award ѱ ̱ ϴ. δ ϶, 귣 ô 귣 ִ. ֱٿ ȯ ذῡ ϴ ȸ غ ϰ ִ.
öƽ, ְ 귣 Ǵ1 öƽ, Ҹ ų, öƽ öƽ ? öƽ ۵Ǵ2 öƽ ˾ƾ δöƽ, öƽ з ڵ з ڵ Ѱ öƽ Ȱ öƽ Ȱdz?پ õ, Ѱ #öƽ õϱ ü縦 ãƶ Ȱȭսô ȯ öƽ ָ öƽΰ? MZ 귣带 Ѵ 3 ȯ öƽ ټ Ŭ Ģöƽ ȯ϶ ȯ ȣΰ? ΰ? 1Ŭ Ģ ǰ: پ ǰ Ȱ ڿ ϶ , ҵ ; ϴ , ɾ Ŭ Ģ 伺: ȯ 䰡 ʿϴ MZ밡 ϴ Ŭ 귣, Ź 119REO мŴϽŸ Ȱ , Ƽ Ŭ Ģ ݼ: ǰ 翡 ȯ ߱϶ ƿ 峭 , Ʈ 䰡, ݷƼ Ŭ Ģ : ϶ Ű ϴ, ŸϾ Ź , Ű Ŭ Ģ ڱ: Ȱ ڿ ϶ ̳, ϸ Ǽ ֵ Ʈ Ǵ, ø 4 öƽ 귣 ְ ٰ Ȱ뿡 źΰ ٿ Ƶٽȸ: öƽ 귣ȭϴ ý ϶ öϰ 5 Һ ο , 귣带 ϴ Һ ټ 1. ǰ Ѱ? 2. ǰ ݿ Ȱ ڿ ߴ°? 3. ־ ڿ ̰ Ȱ öƽ Ȱߴ°? 4. ڻ簡 Ǹ ǰ öƽ ߴ°? 5. ȯ ȣ Ȱ ġ ȫϰ ʴ°? ƴ϶ Һڸ