긍정적 인지편향이 고객의 불평태도에 미치는 영향

Abstract

This study examined the linkage between positive cognitive bias and consumer attitude toward complaining. Self-enhancement, unrealistic optimism, and illusion of control have been collectively referred as positive cognitive bias. Result from a sample of 94 from students revealed a negative effect between self-enhancement bias and consumer attitude toward complaining. This result was different from the hypothesis. The unrealistic optimism bias has negative effect and the illusion of control has positive effect on consumer attitude toward complaining. The limitation and implications of these findings for further research on consumer attitude toward complaining are discussed.