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사회적 배제, 자기해석, 사회적 거리가 기부 행동에 미치는 영향

The effect of social exclusion, self-construal, and social distance on donation behavior

양윤|조영혜
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2021.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제22권 제2호|pp. 293-314|DOI 10.21074/kjlcap.2021.22.2.293

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키워드

social exclusion사회적 거리social distance자기해석사회적 배제self-construaldonation behavior기부행동
주제분류심리과학

초록

본 연구는 사회적 배제(유/무), 사회적 거리(가까움/멈), 자기해석(독립/상호의존)에 따라 친사회적 행동인 기부행동이 어떻게 달라지는가에 대해 삼원분산분석을 통해 검증하였다. 실험결과, 사회적 배제를 겪은 경우가 겪지 않은 경우보다 유의하게 기부금액이 높았다. 사회적 거리가 가까운 사람에게서 사회적 배제를 경험한 경우 자기해석에 따른 기부금액의 차이가 유의하였다. 즉, 사회적 거리가 가까운 사람에게서 사회적 배제를 경험한 경우 상호의존적 자기해석자가 독립적 자기해석자보다 평균 기부금액이 많은 것으로 확인되었다. 아울러 사회적 거리가 먼 상대보다 가까운 상대에게서 사회적 배제를 경험한 경우 그리고 상호의존적 자기해석자가 사회적 배제를 경험하지 않은 것보다 경험한 경우에 기부금액이 유의하게 많았다는 점이 확인되었다. 본 연구를 통해 사회적 배제에 따른 친사회적 행동을 이해하기 위해서는 자기해석과 사회적 거리를 함께 고려하는 것이 타당하다는 것을 확인하였다.

Abstract

The research verified how prosocial behaviors vary as social exclusion, social distance , and self-construal level using three-way ANOVA. As a result of the experiment, a main effect of social exclusion was significant. Donations were significantly higher for a case of those who experienced social exclusion than for those not. As a result of additional analysis on three-way interaction for hypothesis testing, there was significant difference in donations according to self-construal in case of experiencing social exclusion from someone with a short social distance. In other words, if one experiences social exclusion from someone with a short social distance, it was confirmed that those who conducted interdependent self-construal had higher average donations than those who conducted independent self-construal. Finally, all two-way interaction effects were significant. In particular, the noteworthy findings from verification showed that donations were significantly higher for persons who experienced social exclusion from someone with a shot social distance than from someone with a long social distance, persons of interdependent self-construal who experienced social exclusion than those not, and persons of interdependent self-construal than those of independent self-construal when there existed social exclusion. This research expanded the understanding of social exclusion which has been relatively less investigated in a consumer field by considering both self-construal level and social distance.

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