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The Persuasive Power of Opportunity Cost

In: Business and Management

Submitted By cyberianchoi
Words 574
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요약: 기회비용에 관한 설득력
의사결정에 대한 폭넓은 연구결과에 따르면 사람들은 주로 그들에게 주어지고, 설명되는 설정(Frame) 및 특성을 그대로 받아 들이는 경향이 있으며, 이는 어떻게 Frame을 하는가가 매우 중요하다는 것을 이 컬럼에서 말해준다. 고객에게 이러한 방법으로 보다 낳은 여러분의 가치를 보여 줄 수 있으므로 충분한 시간을 가지고 프레임을 어떻게 할 것인가를 고민해 보아야 한다.
Shane Frederick 교수도 처음 스테레오를 살 때 이런 경험을 얘기한다. 천불짜리 Pioneer와 칠백불짜리 Sony 사이에서 고민하고 있을 때, 판매원이 “Pioneer를 살까? 아니면 삼백불어치의 CD와 Sony를 살까?”라고 생각해 보라는 얘기를 하자, 그때까지 생각해보지 못했던 삼백불의 CD라는 가치를 느끼면서 Sony로 결정할 수 있었다.
사람들은 보통 A는 B보다 50% 또는 $300 싸다는 등의 단순 비교를 하며 Promotion을 하지만 그 차이가 가지고 있는 의미나 가치를 설명한다면 더욱 더 설득력이 있을 것이다.
다음 두 가지 내용을 보면 보다 더 기회 비용을 잘 기술하는 것이 더욱 더 설득력이 있다는 것을 알 수 있을 것이다.
1953년 Eisenhower 대통령이 “평화를 지키기 위한 기회” 라는 연설에서 한 개의 최신예 중형폭탄값으로 30개 도시에 현대적인 학교를 지을 수 있고, 전투기 하나에 오십만 포(one bushel: 35Kg~ 약 17.5톤)의 밀가루 값을 치루며, 8,000명 이상의 집을 살 돈으로 한대의 폭격기 값을 지불하고 있다고 했다. 한편 50년뒤에 George W. Bush 대통령은 이라크 전쟁 관련 연설에서 단순히 “자유와 안보의 가치는 매우 높으며 우리는 어떤 대가를 지불하더라도 지켜 나갈 것이다” 라고만 했다.
하지만 우리는 값진 물건이나 정책을 홍보할 때 좀 더 주의할 필요가 있다.
평화주의자라고 떠드는 어떤 사람은 전쟁에 대한 대가 (당시 기준 $300 billion 이라 가정함)를 미국인 한 사람이 일년 내내 하루에 9개의 Twinkie (크림이 들어간 작은 스폰지 케익)를 못 먹게 되는 것에 비유하며 전쟁의 재발을 막는 캠페인을 벌였으나 별로 효과적이지 못했다.
한편 드비어스(De Beers)라는 보석회사의 한 광고는 매우 돋보인다. 다이아몬드 귀걸이 세트에 “부엌 수리는 내년에~” 라는 꼬리표를 붙여 놓은 것이다. 실제로 그 돈을 준비하려면 일년이 더 걸린다고 하지만, 일년 정도 수리를 연기할 수 있다는 마음을 흔들기에는 충분했다고 본다.
수업시간과의 연계성 및 시사점
바람직한 의사 결정에 대한 접근 방법 중 Prescriptive Decision Making에서 우리는 좋은 의사결정을 위한 6가지 원리를 배운 바 있다. 이것들은 아래와 같으며 결정의 질을 높이기 위한 것이다.
1. 문제에 대한 적확한 정의(Frame)
2. 창의적이고 실행 가능한 대안의 창출
3. 의미 있고 신뢰성 있는 정보의 파악
4. 분명한 목표 설정 및 가치 평가
5. 논리적 분석
6. 의사결정과정에의 참여와 지원
이 모든 것들이 다 고려되어야 하지만 이번 컬럼에서는 첫 번째의 적확한 정의 (Frame)에 대해 얘기하고 있다.
프레임은 어떤 구체적 의사결정 문제를 들여다 보는 정신적 창문이고 또 직접 관련된 것을 가려 내어서 보는 제한된 문제 정의라고 한다.
이는 결정권자가 뚜렷한 가치를 느낌으로써, 결정에 대한 액션을 취할 수 있게 해 주는 매우 중요한 프로세스이다.
협상 과정에서 흔하게 일어나는 과정이지만 구매자가 실제로 얼마에 샀는지 보다는 어떤 가치에 투자했는지에 따라 만족도에 커다란 차이가 있다고 한다.
문제의 내용을 올바로 파악한 후 고객의 관점에서 적확한 프레임을 한다면 협상 과정에서도 Zero Sum 이 아닌 Positive Sum Game을 할 수 있어 Win-Win 상태에 도달할 수 있다고 본다.
고객에게 보다 더 가치 있는 제안을 하기 위해서 반드시 어떻게 Framing할 것인가에 좀 더 많은 시간과 노력을 들여야 하겠다.
예)삼성반도체의 Foundry Business의 경우에도 경쟁사인 TSMC의 Open(전문) Foundry Business에 비해 인적, 기술적 역량의 차이를 극복할 수 없었기 때문에 Apple과 같은 전략적인 파트너를 선정하여 적극적인 협조관계를 유지 함으로써 Strategic Foundry 회사로써 성공하였다.
이는 물론 자사의 스마트폰 수요도 충족시키면서 2011년 기준 응용 프로세서(Application Processor) 전 세계 시장에서 63%의 Market Share를 차지하며 부동의 1위를 지켜왔으며, 과거의 Memory 위주의 사업에서 System IC 사업성공에 지대한 역할을 하게 되었다.
최근 A 사와의 관계 변화등으로 새로운 방법을 모색하고 있으며, 또 다른 개념의 Framing을 통한 전환이 예상된다.

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