쿠폰사용과 인상관리: 성차, 사회적 맥락, 자기감시, 쿠폰가치를 중심으로
Coupon use and impression management: Gender, social context, self-monitoring, and coupon value
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본 연구는 인상관리차원에서 쿠폰사용에 관해 살펴보았다. 실험1의 결과, 남성은 자기감시에 관계없이 친구맥락에 비해 데이트맥락에서 쿠폰사용의도가 낮았다. 남성은 친구맥락에 비해 데이트맥락에서 쿠폰을 사용하는 자신을 상대방이 더 쩨쩨하게, 덜 현명하게 지각할 것으로 생각하였다. 남성은 쿠폰사용에서 인상관리를 많이 하였다. 여성은 자기감시에 관계없이 친구맥락에 비해 데이트맥락에서 쿠폰사용의도가 낮았지만, 쿠폰사용에서 남성보다 인상관리를 덜 하였다. 실험2의 결과, 고 자기감시자는 쿠폰가치가 높을 때 친구맥락에 비해 데이트맥락에서 쿠폰사용의도가 낮았지만, 쿠폰가치가 낮을 때 사회적 맥락에 관계없이 쿠폰사용의도에 차이가 없었다. 또한 고 자기감시자는 쿠폰가치가 낮을 때뿐만 아니라 높을 때에도 데이트맥락에서는 쿠폰을 사용하지 않았다. 저 자기감시자는 쿠폰가치가 높을 때 경제적 이득이 충분하기에 인상관리를 덜 하였지만, 쿠폰가치가 낮을 때는 사회적 맥락에 따라 인상관리를 하였다.
Abstract
The purpose of this study is to examine how individual differences influence the intention to use coupons and how individuals thought about being perceived as cheap or smart by others. The results of Study 1 indicate that men engage in more impression management on dates than when they are with friends, regardless of the self-monitoring. Women are less concerned about impression management in coupon use than men. The results of Study 2 show that high self-monitors are not very likely to use coupons on dates despite high coupon values. Because a coupon of a high value offers a sufficient economic benefit, low self-monitors are not concerned about impression management. But, when the coupon value is low, they practice impression management according to the social context.
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