시간 적 거리 에 따른 보상 방법 과 조절 초점 이 소비자 의 상향 판매 ( Up - Selling ) 선택 에 미치 는 영향 < 한국 마케팅 관리 학회 < KISS 
 홈 한국 마케팅 관리 학회 > 마케팅 관리 연구 > 시간 적 거리 에 따른 보상 방법 과 조절 초점 이 소비자 의 상향 판매 ( Up - Selling ) 선택 에 미치 는 영향 
 시간 적 거리 에 따른 보상 방법 과 조절 초점 이 소비자 의 상향 판매 ( Up - Selling ) 선택 에 미치 는 영향 
 Effects of Mileage Compensation Programs and Regulatory Focus in Choice of Up - selling Product 
 곽준식 ( Jun Sik Kwak ) 
 Many companies use mileage program to maintain existing customers . In this regard , mileages can be served as transaction specific assets and sunk cost . It is common that compensation programs are utilized to promote repurchase . So The purpose of current research is to find the effects of mileage compensation programs ( instant vs . gradual compensation ) and regulatory focus ( promotion vs . prevention ) in up - selling situation . Experiment 1 showed that instant compensation for mileage was more effective than gradual compensation for mileage in inducing up - selling by alleviating customer ` s persuasion knoweldge . Experiment 2 found that the interaction of mileage compensation type and regulatory focus was significant . The effect of mileage compensation type was not significant in promotion focus group . But instant compensation for mileage was more effective than gradual compensation for mileage in prevention focus group . Thus , these results provide an important implication that instant compensation is more effective way to attract up - selling when existing customers have accumulated mileage . Especially , instant compensation is more effective than gradual compensation in prevention focus customers . 
 I 410 - ECN - 0102 - 2013 - 320 - 002143180