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부정적 감정과 정보처리 유형이 추론에 미치는 영향: 분노와 슬픔을 중심으로

The influences of negative affect and processing styles on inference: The differential impact of anger and sadness

양윤|조수완
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2009.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제10권 제2호|pp. 299-319|DOI 10.21074/kjlcap.2009.10.2.299

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키워드

anger분노affect intensity슬픔추론인지욕구inferencesadnessneed for cognition감정강도
주제분류심리과학

초록

본 연구에서는 분노와 슬픔이라는 두 가지 부정적 감정과 소비자의 정보처리유형에 따라 결론이 생략된 광고에 대한 추론시간과 추론양에서 어떠한 차이가 있는지를 알아보았다. 실험결과, 추론시간의 경우 인지욕구와 감정강도가 모두 높은 집단인 복합적 정보처리자와 인지욕구는 낮지만 감정강도는 높은 감정적 정보처리자는 슬픔 조건에 비해 분노 조건에서 추론을 더 빨리 하였다. 반면 인지욕구는 높지만 감정강도는 낮은 인지적 정보처리자와 인지욕구와 감정강도가 모두 낮은 수동적 정보처리자는 분노/슬픔 조건에 따라 추론시간의 차이가 유의하지 않았다. 추론양의 경우 부정적 감정과 정보처리유형의 주효과만이 유의하였는데, 이는 감정강도는 높지만 인지욕구는 낮은 감정적 정보처리자가 과제난이도의 영향을 받았기 때문이라고 생각된다. 본 연구는 그동안 연구되지 않았던 부정적 감정들과 정보처리유형이 추론에 미치는 영향을 밝혔다는데 의의를 갖으며, 분노와 슬픔이 같은 부정적 감정임에도 불구하고 서로 다르게 영향을 줄 수 있음을 보여줌으로써 소비자와 광고연구에 유용한 정보를 제공하고자 하였다.

Abstract

The purpose of this study is to examine the difference of inferences in the condition of two negative affective states of the same valence(anger/sadness) considering consumer's processing styles. Through this new connection between negative affect and inference, we have tried to expand studies on affect. In the experiment study, we examined differential impact of two discrete negative affect(anger/ sadness) considering consumer's processing styles(combination/cognitive/feeling/passive) on the inference time and the amount of inference. And 160 subjects took part in the experiment study. In the case of inference time, for the high affect intensity subjects(combination/feeling processors) responded faster in the condition of anger than sadness. On the other hand, for subjects who were low on affect intensity(cognitive/passive processors) there were no significant differences between anger and sadness. In the case of the amount of inference, there were significant main effects of negative affect and processing styles. However there was no significant two-way interaction effect between negative affect and processing styles. It seems that feeling processors were influenced by task difficulty because they were low on need for cognition but high on affect intensity. This study finds the difference of inferences in the condition of two negative affects of the same valence. It is meaningful in that it shows the importance of studies on affect beyond valence, not in valence.

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