¼Û°î´åÄÄÀ» ½ÃÀÛÆäÀÌÁö·Î      ¼Û°î´åÄÄÀ» Áñ°Üã±â¿¡ 

| ÇÁ·ÎÇÊ | ¹ø¿ª | Àϱâ | ÆíÁö | Ç¥Çö | È°¿ë | ±âÃâÁö | 2015 | 14(B) | 14(A) | 2013 | 2012 | 2011 | 2010 | 2009 | ½Ç¿ë | new | ¼º¹® | Q&A | »çÁø |

| ÁÖÀýÁÖÀý | ÀÚÀ۽à|







  µ¿½ÃÁ¢¼ÓÀÚ:     0129
 
ÀÛ¼ºÀÏ : 13/12/09
2014 ¼ö´É ¿Ü±¹¾î ¿µ¿ª(BÇü) 40¹ø Çؼ³
 ±Û¾´ÀÌ : songgok
Á¶È¸ : 4,570  
   2014(B)-40.hwp (68.0K)


2014³â ¼ö´É ¿Ü±¹¾î ¿µ¿ª(BÇü) 40¹ø Á¤´ä ¹× Çؼ³ - ¼Õ¹ü½Ä
 
40. ±ÛÀÇ ³»¿ëÀ» ÇÑ ¹®ÀåÀ¸·Î ¿ä¾àÇÏ°íÀÚ ÇÑ´Ù. ºóÄ­ (A)¿Í (B)¿¡ µé¾î°¥ ¸»·Î °¡Àå ÀûÀýÇÑ °ÍÀº?
 
Low-balling describes the technique where two individuals arrive at an agreement and then one increases the cost to be incurred by the other. For example, after the consumer has agreed to purchase a car for $8,000, the salesperson begins to add on $100 for tax and $200 for tires. These additional costs might be thought of as a metaphorical ¡®low ball¡¯ that the salesperson throws the consumer. One explanation for the effectiveness of low-balling is in terms of self-perception theory. When the consumer agrees to purchase the product under the original terms, that behavior might be used by the consumer to infer his sincere interest in the product. This inferred sincere interest in the product may enable him to endure the increased cost. An alternative explanation is in terms of impression management theory. If the consumer were to withdraw from the deal after the ¡®slight¡¯ change in the terms of agreement, he might foster the rather undesirable impression of being an irresponsible consumer unaware of these necessary charges.
¡é
Low-balling is effective in sales contexts because the consumer, by not withdrawing from the deal, tends to     (A)    his purchase decision or tries to save    (B)    .
 
¨ç justify - time ¨è justify - face ¨é cherish -time ¨ê modify - face ¨ë modify- trouble
 
1. ³»¿ëÇ®ÀÌ
ÀÌ ±ÛÀº ¼ÒºñÀÚ°¡ ºñ·Ï Ãß°¡ ºñ¿ë ºÎ´ã µî ±¸¸Å Á¶°Ç¿¡ ¾à°£ÀÇ º¯È­°¡ ¹ß»ýÇÏ¿©µµ ÇÑ ¹ø ³»¸° ±¸¸Å °áÁ¤À» º¯°æÇÏÁö ¾ÊÀ½À¸·Î½á ÀÚ½ÅÀÌ ¿Ã¹Ù¸¥ °áÁ¤À» ³»·ÈÀ½À» ¡®Á¤´çÈ­¡¯ÇÏ°í, ¶ÇÇÑ ¡®Ã¼¸é¡¯µµ À¯ÁöÇÑ´Ù´Â ³»¿ëÀ̹ǷÎ, ¿ä¾à¹® (A)¿¡´Â justify, (B)¿¡´Â face°¡ ÀûÀýÇÏ´Ù. µû¶ó¼­ Á¤´äÀº ¨èÀÌ´Ù.    ¨ç Á¤´çÈ­ÇÏ´Ù - ½Ã°£ ¨é ¼ÒÁßÈ÷ ÇÏ´Ù - ½Ã°£ ¨ê º¯°æÇÏ´Ù - ü¸é ¨ë º¯°æÇÏ´Ù - °í»ý
 
2. ±¸¹®Çؼ³
¨ç [Low-balling describes the technique where two individuals arrive at an agreement and then one increases the cost to be incurred by the other.]   ¡Ølow-balling:°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °Í, °íÀÇ·Î ½Ñ°ªÀ» ºÙÀÌ°í ³ªÁß¿¡ ¿©·¯ ¸í¸ñÀ¸·Î °ªÀ» ¿Ã¸®´Â ÆǸŠ±â¼ú ¡Ølowball:(ºñ¿ë・°¡Ä¡ µî¿¡ ´ëÇØ °íÀÇÀûÀ¸·Î) Áö³ªÄ¡°Ô ³·Àº °ßÀûÀ» ³»´Ù ¡Øarrive at[come to, reach] an agreement:ÇùÁ¤ÀÌ ¼º¸³ÇÏ´Ù, ÇÕÀǸ¦ º¸´Ù. ¡Øthe cost to be incurred by the other:»ó´ë¹æ¿¡ ÀÇÇØ ÃÊ·¡µÈ ºñ¿ë  ¡Øone~, the other~:(µÑÁßÀÇ)Çϳª, ´Ù¸¥ Çϳª. ¡Ødescribe:¹¦»çÇÏ´Ù, ¼³¸íÇÏ´Ù. ¡æ¨Údescription:¹¦»ç, ¼³¸í     ¢Ñ°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀº µÎ ¸íÀÌ (°¡°Ý¿¡ °üÇÑ) ÇÕÀǸ¦ ÇÑ ´ÙÀ½, (±× Áß) ÇÑ ¸íÀÌ »ó´ë¹æ¿¡ ÀÇÇØ ÃÊ·¡µÈ ºñ¿ëÀ» Áõ°¡½ÃÅ°´Â (ÆǸÅ)±â¼úÀ» ¸»ÇÏ´Â °ÍÀÌ´Ù.
 
¨è [For example, after the consumer has agreed to purchase a car for $8,000, the salesperson begins to add on $100 for tax and $200 for tires.]  ¡Øpurchase[pə́¢°rtʃəs]:»ç´Ù, ±¸¸ÅÇÏ´Ù. ¡Øchase[tʃeis]:ÂÑ´Ù, ÃßÀûÇÏ´Ù. ¡Øadd on:~À» Ãß°¡ÇÏ´Ù.   ¢Ñ¿¹¸¦ µé¾î, ¼ÒºñÀÚ°¡ 8õ ´Þ·¯¸¦ ÁÖ°í ÀÚµ¿Â÷¸¦ ±¸¸ÅÇϴµ¥ µ¿ÀÇÇÑ ´ÙÀ½, ÆǸÅÀÚ°¡ ¼¼±ÝÀ¸·Î 100´Þ·¯, ±×¸®°í ŸÀÌ¾î °¡°ÝÀ¸·Î 200´Þ·¯¸¦ Ãß°¡Çϱ⠽ÃÀÛÇÑ´Ù.
 
¨é [These additional costs might be thought of as a metaphorical ¡®'low ball¡¯' that the salesperson throws the consumer. One explanation for the effectiveness of low-balling is in terms of self-perception theory.]    ¡Øbe thought of as: ~·Î °£ÁֵǴÙ. ¡Øthink of(regard, look upon, consider) ¨Í as ¨Î:¨Í¸¦ ¨Î·Î °£ÁÖÇÏ´Ù. ¡Øa metaphorical ¡®low ball¡¯ that the salesperson throws the consumer:ÆǸÅÀÚ°¡ ¼ÒºñÀÚ¿¡°Ô ´øÁö´Â ÀºÀ¯Àû(ºñÀ¯Àû)ÀÎ ¡®³·Àº °ø¡¯(that:ÁÖ°Ý°ü°è´ë¸í»ç, metaphorical:ºñÀ¯ÀûÀÎ) ¡ØOne explanation for the effectiveness of low-balling:°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °Í(low-balling)ÀÇ È¿°ú¿¡ ´ëÇÑ ÇÑ °¡Áö ¼³¸í ¡Øin terms of:~¶ó´Â ¸»·Î,~ÀÇ ¸é¿¡¼­´Â, ~ÀÇ °üÁ¡¿¡¼­´Â ¡Øself-perception theory:ÀÚ±âÀÎ½Ä À̷Р     ¢ÑÀÌ·¯ÇÑ ºÎ°¡µÈ ºñ¿ëÀº ºñÀ¯ÀûÀ¸·Î´Â ÆǸÅÀÚ°¡ ¼ÒºñÀÚ¿¡°Ô ´øÁö´Â ¡®³·Àº °ø¡¯À¸·Î °£ÁÖµÉ ¼ö ÀÖÀ» °ÍÀÌ´Ù. °¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀÇ È¿°ú¿¡ °üÇÑ ÇÑ °¡Áö ¼³¸íÀº ÀÚ±âÀÎ½Ä ÀÌ·ÐÀ̶ó ´Â ¸»·Î ÇÒ ¼ö ÀÖ´Ù.
 
¨ê [When the consumer agrees to purchase the product under the original terms, that behavior might be used by the consumer to infer his sincere interest in the product.]    ¡Øunder the original terms:¿ø·¡ÀÇ °è¾àÁ¶°Ç ÇÏ¿¡¼­(term:±â°£, °è¾àÁ¶°Ç, ¸») ¡Øthat behavior might be used by the consumer:±×·¯ÇÑ ÇൿÀº ¼ÒºñÀÚ¿¡ ÀÇÇØ ÀÌ¿ëµÉ ¼ö ÀÖ´Ù.(that:Áö½ÃÇü¿ë»ç) ¡Øto infer his sincere interest in the product:Á¦Ç°¿¡ ÁøÁ¤¼º ÀÖ´Â °ü½ÉÀ» ³ªÅ¸ ³»±â À§ÇÏ¿©(infer:³ªÅ¸³»´Ù, ÀǹÌÇÏ´Ù. sincere:ÁøÁ¤¼º ÀÖ´Â, ¼º½ÇÇÑ)       ¢Ñ¼ÒºñÀÚ°¡ ¿ø·¡ÀÇ °è¾àÁ¶°Ç ÇÏ¿¡¼­ Á¦Ç°À» ±¸¸ÅÇϴµ¥ µ¿ÀÇÇÒ ¶§, ±×·¯ÇÑ ÇàÀ§´Â ±× Á¦Ç°¿¡ ÁøÁ¤¼º ÀÖ´Â °ü½ÉÀ» ³ªÅ¸³»±â À§ÇØ ¼ÒºñÀÚ¿¡ ÀÇÇØ ÀÌ¿ëµÉ ¼ö ÀÖÀ» °ÍÀÌ´Ù.
 
¨ë [This inferred sincere interest in the product may enable him to endure the increased cost. An alternative explanation is in terms of impression management theory.]    ¡ØThis inferred sincere interest in the product:ÀÌ·¸°Ô Ç¥ÇöµÈ(³ªÅ¸³»Áø) Á¦Ç°¿¡ ´ëÇÑ ÁøÁ¤ÇÑ °ü½É(inferred°¡ sincere interest¸¦ ¼ö½ÄÇÏ°í ÀÖÀ½¿¡ À¯ÀÇ ¡Øenable ¨Í to ¨Î: ¨Í°¡ ¨ÎÇÏ´Â °ÍÀ» °¡´ÉÇÏ°Ô ÇÏ´Ù. ¡Øendure:Âü´Ù, °ßµð´Ù(put up with, tolerate,) ¡æ¨Úendurance ¡Øendure the increased cost:Áõ°¡µÈ ºñ¿ëÀ» °¨¼öÇÏ´Ù(¼ö¿ëÇÏ´Ù)  ¡ØAn alternative explanation:´Ù¸¥ ¼³¸í(´ë¾ÈÀûÀÎ ¼³¸í) ¡Øalternative:´ë¾È(ÀÇ), ¾çÀÚÅÃÀÏÀÇ ¡Øin terms of:~¶ó´Â ¸»·Î,~ÀÇ ¸é¿¡¼­´Â, ~ÀÇ °üÁ¡¿¡¼­´Â ¡Øimpression management theory:Àλó °ü¸® À̷Р       ¢ÑÀÌ·¸°Ô Ç¥ÇöµÈ Á¦Ç°¿¡ ´ëÇÑ ÁøÁ¤ÇÑ °ü½ÉÀº ¼ÒºñÀÚ·Î ÇÏ¿©±Ý Áõ°¡µÈ ºñ¿ëÀ» ¼ö¿ëÇÏ°Ô ÇÒ °ÍÀÌ´Ù. (°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀÇ È¿°ú¿¡ °üÇÑ) ´Ù¸¥ ¼³¸íÀº Àλó °ü¸® ÀÌ·ÐÀ̶ó´Â ¸»·Î ÇÒ ¼ö ÀÖ´Ù.
 
¨ì [If the consumer were to withdraw from the deal after the ¡®slight¡¯ change in the terms of agreement, he might foster the rather undesirable impression of being an irresponsible consumer (who is) unaware of these necessary charges.]    ¡Ø°¡Á¤¹ý ¹Ì·¡:If+ÁÖ¾î+were to(should), ÁÖ¾î+would(should, could, might)+µ¿»ç¿øÇü, ´Ü °¡´É¼ºÀÌ Èñ¹ÚÇÑ ÀÏ¿£ were to¸¦ »ç¿ëÇÔ  ¡Øwithdraw from the deal:°Å·¡¸¦ öȸÇÏ´Ù.  ¡Øwithdraw:öȸÇÏ´Ù. ÀÎÃâÇÏ´Ù, ¿òÃ÷¸®´Ù. ¡Øin the terms of agreement:ÇÕÀÇÇÑ (°è¾à) Á¶°Ç¿¡¼­ ¡Øfoster:ºÒ·¯ÀÏÀ¸Å°´Ù. ±â¸£´Ù  ¡Ørather undesirable impression:´Ù¼Ò ¹Ù¶÷Á÷ÇÏÁö ¾ÊÀº Àλó ¡Øan irresponsible consumer:¹«Ã¥ÀÓÇÑ ¼ÒºñÀÚ ¡Ø(who is) unaware of these necessary charges:ºÒ°¡ÇÇÇÑ ºñ¿ëÀ» ¸ð¸£´Â ¡Øbe unaware of:~À» ¸ð¸£´Ù.(be aware of: ~À» ¾Ë´Ù. ~À» ¾Ë¾Æ丮´Ù.)      ¢Ñ¼ÒºñÀÚ°¡ (Á¦Ç° °¡°Ý¿¡ °üÇÏ¿©) ÇÕÀÇÇÑ »óȲ¿¡¼­ ¡®(Á¦Ç° °¡°Ý¿¡) ¾à°£ÀÇ¡¯ º¯È­°¡ ÀÖÀº ´ÙÀ½ ±× °Å·¡¸¦ öȸÇÑ´Ù¸é, ±×´Â ÀÌ·¯ÇÑ ºÒ°¡ÇÇÇÑ ºñ¿ëÀ» ¸ð¸£´Â ¹«Ã¥ÀÓÇÑ »ç¶÷ÀÌ µÇ¾î ´Ù¼Ò ¹Ù¶÷Á÷ÇÏÁö ¾ÊÀº ÀλóÀ» ºÒ·¯ÀÏÀ¸Å°°Ô µÉ °ÍÀÌ´Ù.
 
¨í [Low-balling is effective in sales contexts because the consumer, by not withdrawing from the deal, tends to justify his purchase decision or tries to save face]    ¡Øin sales contexts:ÆǸŠ»óȲ¿¡¼­(context:»óȲ, ȯ°æ, ¹®¸Æ) ¡Øby not withdrawing from the deal:°Å·¡¸¦ öȸÇÏÁö ¾ÊÀ½À¸·Î½á(by ~ing: ~ÇÔÀ¸·Î½á)  ¡Øtend to:~ÇÏ´Â °æÇâÀÌ ÀÖ´Ù.(=have a tendency to) ¡Øjustify:Á¤´çÈ­ ÇÏ´Ù(vindicate)  ¡Øsave face:ü¸éÀ» ¼¼¿ì´Ù. ¡Øjustify ¿Í tries to´Â ¼­·Î º´·Ä°ü°è. ¡Øpurchase decision:±¸¸Å°áÁ¤     ¢Ñ°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀº (Á¦Ç°) ÆǸŠ»óȲ¿¡¼­ È¿°úÀûÀε¥, ±× ÀÌÀ¯´Â ¼ÒºñÀÚ°¡ °Å·¡¸¦ öȸÇÏÁö ¾ÊÀ½À¸·Î½á ÀÚ½ÅÀÇ ±¸¸Å °áÁ¤À» Á¤´çÈ­ÇÏ´Â °æÇâÀÌ Àְųª ü¸éÀ» À¯ÁöÇÏ·Á°í Çϱ⠶§¹®ÀÌ´Ù.
 
3. ´Ü¾îÁ¤¸®
*low-balling:°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °Í, °íÀÇ·Î ½Ñ°ªÀ» ºÙÀÌ°í ³ªÁß¿¡ ¿©·¯ ¸í¸ñÀ¸·Î °ªÀ» ¿Ã¸®´Â ÆǸŠ±â¼ú *lowball:(ºñ¿ë・°¡Ä¡ µî¿¡ ´ëÇØ °íÀÇÀûÀ¸·Î) Áö³ªÄ¡°Ô ³·Àº °ßÀûÀ» ³»´Ù *incur:ÃÊ·¡ÇÏ´Ù, ´çÇÏ´Ù, ºúÀ» Áö´Ù.¡æincurrence:ÃÊ·¡ÇÔ, ´çÇÔ *metaphorical:ºñÀ¯ÀûÀÎ(metaphor:ÀºÀ¯) *in terms of:~¶ó´Â ¸»·Î,~ÀÇ ¸é¿¡¼­´Â, ~ÀÇ °üÁ¡¿¡¼­´Â *self-perception:ÀÚ±â ÀνÄ(perceive:Áö°¢ÇÏ´Ù, °¨ÁöÇÏ´Ù) *infer:³ªÅ¸³»´Ù, ÀǹÌÇÏ´Ù foster:ºÒ·¯ÀÏÀ¸Å°´Ù, ±â¸£´Ù, ¾çÀ°ÇÏ´Ù.
 
4. Àü¹®Çؼ®
°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀº µÎ ¸íÀÌ (°¡°Ý¿¡ °üÇÑ) ÇÕÀǸ¦ ÇÑ ´ÙÀ½, (±× Áß) ÇÑ ¸íÀÌ »ó´ë¹æ¿¡ ÀÇÇØ ÃÊ·¡µÈ ºñ¿ëÀ» Áõ°¡½ÃÅ°´Â (ÆǸÅ)±â¼úÀ» ¸»ÇÏ´Â °ÍÀÌ´Ù. ¿¹¸¦ µé¾î, ¼ÒºñÀÚ°¡ 8õ ´Þ·¯¸¦ ÁÖ°í ÀÚµ¿Â÷¸¦ ±¸¸ÅÇϴµ¥ µ¿ÀÇÇÑ ´ÙÀ½, ÆǸÅÀÚ°¡ ¼¼±ÝÀ¸·Î 100´Þ·¯, ±×¸®°í ŸÀÌ¾î °¡°ÝÀ¸·Î 200´Þ·¯¸¦ Ãß°¡Çϱ⠽ÃÀÛÇÑ´Ù. ÀÌ·¯ÇÑ ºÎ°¡µÈ ºñ¿ëÀº ºñÀ¯ÀûÀ¸·Î´Â ÆǸÅÀÚ°¡ ¼ÒºñÀÚ¿¡°Ô ´øÁö´Â ¡®³·Àº °ø¡¯À¸·Î °£ÁÖµÉ ¼ö ÀÖÀ» °ÍÀÌ´Ù. °¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀÇ È¿°ú¿¡ °üÇÑ ÇÑ °¡Áö ¼³¸íÀº ÀÚ±âÀÎ½Ä ÀÌ·ÐÀ̶ó ´Â ¸»·Î ÇÒ ¼ö ÀÖ´Ù. ¼ÒºñÀÚ°¡ ¿ø·¡ÀÇ °è¾àÁ¶°Ç ÇÏ¿¡¼­ Á¦Ç°À» ±¸¸ÅÇϴµ¥ µ¿ÀÇÇÒ ¶§, ±×·¯ÇÑ ÇàÀ§´Â ±× Á¦Ç°¿¡ ÁøÁ¤¼º ÀÖ´Â °ü½ÉÀ» ³ªÅ¸³»±â À§ÇØ ¼ÒºñÀÚ¿¡ ÀÇÇØ ÀÌ¿ëµÉ ¼ö ÀÖÀ» °ÍÀÌ´Ù. ÀÌ·¸°Ô Ç¥ÇöµÈ Á¦Ç°¿¡ ´ëÇÑ ÁøÁ¤ÇÑ °ü½ÉÀº ¼ÒºñÀÚ·Î ÇÏ¿©±Ý Áõ°¡µÈ ºñ¿ëÀ» ¼ö¿ëÇÏ°Ô ÇÒ °ÍÀÌ´Ù. (°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀÇ È¿°ú¿¡ °üÇÑ) ´Ù¸¥ ¼³¸íÀº Àλó °ü¸® ÀÌ·ÐÀ̶ó´Â ¸»·Î ÇÒ ¼ö ÀÖ´Ù. ¼ÒºñÀÚ°¡ (Á¦Ç° °¡°Ý¿¡ °üÇÏ¿©) ÇÕÀÇÇÑ »óȲ¿¡¼­ ¡®(Á¦Ç° °¡°Ý¿¡) ¾à°£ÀÇ¡¯ º¯È­°¡ ÀÖÀº ´ÙÀ½ ±× °Å·¡¸¦ öȸÇÑ´Ù¸é, ±×´Â ÀÌ·¯ÇÑ ºÒ°¡ÇÇÇÑ ºñ¿ëÀ» ¸ð¸£´Â ¹«Ã¥ÀÓÇÑ »ç¶÷ÀÌ µÇ¾î ´Ù¼Ò ¹Ù¶÷Á÷ÇÏÁö ¾ÊÀº ÀλóÀ» ºÒ·¯ÀÏÀ¸Å°°Ô µÉ °ÍÀÌ´Ù.
¡é
°¡°ÝÀ» °ú¼Ò »êÁ¤ÇÏ´Â °ÍÀº (Á¦Ç°) ÆǸŠ»óȲ¿¡¼­ È¿°úÀûÀε¥, ±× ÀÌÀ¯´Â ¼ÒºñÀÚ°¡ °Å·¡¸¦ öȸÇÏÁö ¾ÊÀ½À¸·Î½á ÀÚ½ÅÀÇ ±¸¸Å °áÁ¤À» Á¤´çÈ­ÇÏ´Â °æÇâÀÌ Àְųª ü¸éÀ» À¯ÁöÇÏ·Á°í Çϱ⠶§¹®ÀÌ´Ù.
 
¼Û°î´åÄÄ(songgok.com) - ¼Õ¹ü½Ä
 
   
 

Copyright ¨Ï 1998, songgok.com by Bum-Sik Son. update 2011, All rights reserved.