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케어링을 받는 것이 소비자의 자아조절에 미치는 영향

The Effect of Receiving Caring on Consumer Self-Regulation

박지환|이지윤
경영경제연구소 (management & economic research institute)|2021.02|경영경제연구 (Journal of Management & Economics)|제43권 제1호|pp. 29-62|DOI 10.22828/meri.2021.43.1.002

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참고문헌

키워드

자아존중감self-esteemself-regulation기대expectations케어링자아조절라이센싱 효과licensing effect
주제분류경영학

초록

교육학, 간호학 등의 분야에서는 사람들이 케어링(caring)을 받으면 자아조절이 높게 나타났고, 케어링을 받는 것과 유사한 개념인 사회적 포함(social inclusion) 연구에서도 사회적으로 포함된 사람들의 자아조절이 높게 나타났다. 이와 달리 마케팅 분야에서는 페이스북에서 사람들이 사회적 지지(social support)를 받으면 자아조절이 낮아짐을 보고하였다. 본 연구에서는 케어링이 자아조절에 미치는 영향에 있어 기대이론과 라이센싱 효과를 근거로 상대방의 기대와 자기 초점의 조절역할을 실증하는 데 목적이 있다. 이와 관련된 구체적인 변수로 소비자 특성인 에이전틱/커뮤널 성향, 케어링의 특성인 과거경험/미래예상, 상황 요소인 개인목표/그룹목표 추구의 조절적 역할을 제안하고 검증하였다. 이에 대한 결과는 선행연구들에서 케어링과 자아조절 간의 관계가 상이하게 나타난 것에 대한 이해를 도울 수 있을 것이다. 분석결과를 요약하면, 자기에 초점된 에이전틱(또는 과거경험, 개인목표) 성향의 소비자인 경우, 케어링을 받을 때가 통제집단보다 자아조절이 낮게 나타난 반면, 상대방의 기대가 느껴지는 커뮤널(또는 미래예상, 그룹목표) 성향의 소비자인 경우, 케어링을 받을 때가 통제집단보다 자아조절이 높게 나타났다. 본 연구결과를 토대로 기업의 마케터는 소비자에게 케어링을 제공하고, 상대방 기대를 강조하면, 자아조절과 연관된 제품선택이나 목표달성 과업과 연관된 제품의 선택을 높일 수 있을 것이다. 그리고 마케터는 소비자에게 케어링을 제공하고, 자기 초점을 강조하면 탐닉제품의 선택을 높일 것으로 기대된다. 끝으로 본 연구의 한계점과 향후 연구를 위한 방향을 제언하였다.

Abstract

This paper will propose new moderator variables about the increase or decrease of self-regulation by caring on these conflicting results. To verify this prediction, propose three moderator variables associated with other’s expectations and self-focus. First, agentic trait and communal trait, consumer characteristics. Second, past experience and future expectation about caring trait. Third, personal goal and group goal pursuit, situational factors. In Experiment 1, it was let to clarify the moderating effect between caring and self-regulation according to consumer traits. In case of consumer who have agentic trait, when consumer receiving care, self-regulation has been decreased compared to the control group. On the other hand, if consumer has communal trait, when consumer receiving care has been increased compared to the control group. Therefore, Hypothesis 1 is supported. Experiment 2 is trying to look at the effect on self-regulation depending on caring trait. According to the result of Experiment 2, in case of past experience, when caring condition, self-regulation has been decreased compared to control group. However, in case of future expectation, when being expected of caring, self-regulation is higher than control group. Thus, Hypothesis 2 is supported. The main purpose of Experiment 3 is the moderating effect of personal/group goal pursuit on the relationships between caring and self-regulation. As a result, when pursuing personal goal, after receiving care, self-regulation is lowered. However, in the case of pursuing group goal, after receiving care, self-regulation is increased. Hypothesis 3 is proved by these results. This research adds to prior literature on caring theory, licensing effect, self-regulation in marketing contexts. This research also has important implications for marketers and policy makers.

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