소비자는 언제 자기향상제품을 구매하는가?: 자기향상의 유형과 선망의 상호작용
When Do Consumers Purchase Self-improvement Products?: The Interplay between the Type of Self-improvement and Envy
2
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
본 연구는 자기향상의 유형을 신체적 자기향상, 윤리적 자기향상으로 구분하여 해당 영역을 향상시킬 수 있는 자기 향상제품에 대한 소비자의 구매의도가 어떻게 나타나는지 알아보았다. 특히, 일상에서 흔히 느낄 수 있는 선망이라 는 감정에 주목하여, 자기향상의 유형이 구매의도에 미치는 영향에 있어 선망의 조절적 역할을 알아보고자 하였다. 실험을 통하여 신체적 자기향상제품은 피부 탄력과 건강을 증진하는 허브티로, 윤리적 자기향상제품은 공정무역 을 통해 제조되어 제조자의 경제활동과 교육에 도움을 줄 수 있는 허브티로 조작하여, 이에 대한 구매의도를 살펴 보았다. 선망은 시나리오를 제시하여 악의적 혹은 선의적 선망을 느낀 경험을 회상하게 하였다. 연구결과, 악의적 선망을 회상한 사람들은 신체적으로 스스로를 향상시킬 수 있는 제품보다 윤리적으로 자신을 향상시킬 수 있는 제 품을 더 구매하고자 하였다. 선의적 선망을 회상한 사람들은 신체적 자기향상제품과 윤리적 자기향상제품에 대한 구매의도에 유의한 차이가 나타나지 않았다. 본 연구는 소비자가 느끼는 감정 상태에 따라 구매 욕구를 느끼는 자기향상의 영역이 달라질 수 있음을 시사한다. 이는 자기향상과 관련된 상품의 판매전략 수립에 있어 실무적 시사점을 제공한다.
Abstract
Consumers often make their purchase decisions depending on their emotions. The present research examines how consumers' preference for self-improvement products differs from the emotion of envy. Envy is the emotion individuals feel when they compare themselves to others. In the current research, the interplay between envy and the type of self-improvement was explored. In particular, this research focused on the physical and ethical domain of self- improvement which is mostly investigated in consumer decision making. For the physical self- improvement, herbal tea was used as a stimulus in which helps to firm skin, increase wellness. On the other hand, for the ethical domain, herbal tea was described as a fair trade product that helps manufacturers to enhance their economic and educational state. For envy manipulation, people recalled their experience either they felt benign or malicious envy. The result from the experiment showed that for the people who recalled malicious envy preferred the product that improves their self in the ethical domain rather than the physical domain. However, for the people who recalled benign envy, there was no significant difference in purchase intention between the ethical self-improvement product and the physical self-improvement product. The finding of this research proposes a further understanding of consumption patterns among consumers for the self-improvement product and the role of envy in decision- making.
참고문헌 (37)
- 자기계발 관련 인식 조사, "마크로밀엠브레인 편집부", 마크로밀엠브레인, ~ (2015)
- Allard, Thomas, "Cross-domain Effects of Guilt on Desire for Self-improvement Products", Journal of Con-sumer Research, 42(3), pp.401~419 (2015)
- Ben-Ze'ev, Aaron, "Envy and Inequality", The Journal of Philosophy, 89(11), pp.551~581 (1992)
- Cohen Charash, Yochi, "Episodic Envy", Journal of Applied Social Psychology, 39(9), pp.2128~2173 (2009)
- Crusius, Jan, "What Catches the Envious Eye? Attentional Biases within Malicious and Benign Envy", Journal of Experimental Social Psychology, 55, pp.1~11 (2014)
- Crusius, Jan, "When People Want What Others Have : The Impulsive Side of Envious Desire", Emotion, 12(1), pp.142~153 (2012)
- Duffy, Michelle K., "A Social Context Model of Envy and Social Undermining", Academy of Management Journal, 55(3), pp.643~666 (2012)
- Duffy, Michelle K., "Envy: Theory and Research", pp.167~189 (2008), Oxford University Press
- Green, Jeffrey D., "Two Sides to Self-protection: Self-improvement Strivings and Feedback from Close Relationships Eliminate Mnemic Neglect", Self and Identity, 8(2-3), pp.233~250 (2009)
- Kim, Soo, "From Compensatory Consumption to Adaptive Consumption : The Role of Self-acceptance in Resolving Self-deficits", Journal of Consumer Research, 41(2), pp.526~542 (2014)
- Kurpis, Lada V., "The Effects of Commitment to Moral Self-improvement and Religiosity on Ethics of Business Students", Journal of Business Ethics, 80(3), pp.447~463 (2008)
- Lange, Jens, "Dispositional Envy Revisited : Unraveling the Motivational Dynamics of Benign and Malicious Envy", Personality and Social Psychology Bulletin, 41(2), pp.284~294 (2015)
- Lange, Jens, "The Tango of Two Deadly Sins : The Social-functional Relation of Envy and Pride", Journal of Personality and Social Psychology, 109(3), pp.453~472 (2015)
- Lockwood, Penelope, "Superstars and Me : Predicting the Impact of Role Models on the Self", Journal of Personality and Social Psychology, 73(1), pp.91~103 (1997)
- Lyman, Stanford, "The Seven Deadly Sins : Society and Evil" (1978), St. Martin’s Press
- Markus, Hazel, "Self-schemas and Processing Information about the Self", Journal of Personality and Social Psychology, 35(2), pp.63~78 (1977)
- Markus, Hazel, "Self-knowledge : An Expanded View", Journal of Personality, 51(3), pp.543~565 (1983)
- Reczek, Rebecca W., "That’s Not How I Remember It : Willfully Ignorant Memory for Ethical Product Attribute Information", Journal of Consumer Research, 45(1), pp.185~207 (2017)
- Rucker, Derek D., "Desire to Acquire : Powerlessness and Compensatory Consumption", Journal of Consumer Research, 35(2), pp.257~267 (2008)
- Romani, Simona, "When Counterfeits Raise the Appeal of Luxury Brands", Marketing Letters, 23(3), pp.807~824 (2012)
- Samper, Adriana, "Beauty, Effort, and Misrepresentation : How Beauty Work Affects Judgments of Moral Character and Consumer Preferences", Journal of Consumer Research, 45(1), pp.126~147 (2017)
- Schaubroeck, John, "Comparing Lots Before and After : Promotion Rejectees' Invidious Reactions to Promotees", Organizational Behavior and Human Decision Processes, 94(1), pp.33~47 (2004)
- Schutz, Helena K., "Investigation of Body Comparison among Adolescent Girls", Journal of Applied Social Psychology, 32(9), pp.1906~1937 (2002)
- Sedikides, Constantine, "Self improvement", Social and Personality Psychology Compass, 3(6), pp.899~917 (2009)
- Sedikides, Constantine, "Self-evaluation : To Thine Own Self Be Good, To Thine Own Self Be Sure, To Thine Own Self Be True, and To Thine Own Self Be Better", Advances in Experimental Social Psychology, 29, pp.209~269 (1997)
- Silver, Maury, "The Perception of Envy", Social Psychology, 41(2), pp.105~117 (1978)
- Smith, Richard H., "Comprehending Envy", Psychological Bulletin, 133(1), pp.46~64 (2007)
- Smith, Richard H., "Subjective Injustice and Inferiority as Predictors of Hostile and Depressive Feelings in Envy", Personality and Social Psychology Bulletin, 20(6), pp.705~711 (1994)
- Tai, Kenneth, "Envy as Pain : Rethinking the Nature of Envy and Its Implications for Employees and Organizations", Academy of Management Review, 37(1), pp.107~129 (2012)
- Taylor, Shelley E., "Self-evaluation Processes", Personality and Social Psychology Bulletin, 21(12), pp.1278~1287 (1995)
- Tangari, Andrea H., "Making a Good Thing Even Better? The Impact of Claim Congruency on Competing Product Goals and Consumer Evaluations", Journal of Business Research, 101, pp.12~22 (2019)
- Van De Veer, Evelien, "Body and Mind : Mindfulness Helps Consumers to Compensate for Prior Food Intake by Enhancing the Responsiveness to Physiological Cues", Journal of Consumer Research, 42(5), pp.783~803 (2015)
- Van de Ven, Niels, "Social Comparison in Judgment and Behavior", pp.226~250 (2018), Oxford University Press
- Van de Ven, Niels, "Leveling Up and Down : The Experiences of Benign and Malicious Envy", Emotion, 9(3), pp.419~429 (2009)
- Van de Ven, Niels, "The Envy Premium in Product Evaluation", Journal of Consumer Research, 37(6), pp.984~998 (2010)
- Van de Ven, Niels, "Appraisal Patterns of Envy and Related Emotions", Motivation and Emotion, 36(2), pp.195~204 (2012)
- Wyer Jr., Robert S., "The Effect of Incidental Emotions on Judgments and Behavior in Unrelated Situations : A Review", Journal of the Association for Consumer Research, 4(2), pp.198~207 (2019)