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사회적 배제가 은유적으로 따뜻한 제품 선호에 미치는 영향

The Effect of Social Exclusion on Consumer Preference for Metaphorically Warm Products

성용준|홍윤서|LI XINGE
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2020.11|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제21권 제4호|pp. 559-581|DOI 10.21074/kjlcap.2020.21.4.559

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참고문헌

키워드

외로움색사회적 배제은유적 따뜻함핸드메이드
주제분류심리과학

초록

선행 연구에 의하면 사회적 배제는 따뜻함 추구와 관련이 있다. 하지만 기존의 연구는 따뜻함을 물리적 차원에서만 바라보았다는 한계가 있다. 본 연구는 따뜻함을 은유적 차원으로 확장하여, 사회적 배제가 은유적으로 따뜻한 대상에 대한 선호에 미치는 영향을 소비의 맥락에서 확인하였다. 연구 1에서는 외로움을 측정하여 외로움 수준에 따른 제품 색상 선호의 차이가 존재한다는 것을 확인하였다. 차가운 색상과 따뜻한 색상을 적용한 같은 제품 두 개를 동시에 제시하였을 때, 외로움 수준이 높은 참가자들은 외로움 수준이 낮은 참가자들보다 따뜻한 색상의 제품에 대해 더 높은 선호를 보였다. 연구 2에서는 실험을 통해 사회적 배제를 조작하여 사회적 배제가 은유적으로 따뜻한 핸드메이드 제품에 대한 태도 및 구매 의도에 미치는 영향을 살펴보았다. 그 결과, 사회적 배제를 당하지 않은 참가자들은 머신메이드 제품과 핸드메이드 제품에 대한 태도와 구매 의도 수준에 차이를 보이지 않았으나, 사회적 배제를 당한 참가자들은 머신메이드 제품보다 핸드메이드 제품에 대한 태도가 더 긍정적이었고 더 높은 구매 의도를 보였다. 본 연구는 사회적으로 배제되는 것이 물리적 따뜻함 추구뿐만 아니라 은유적으로 따뜻한 대상에 대한 선호로도 이어질 수 있다는 것을 밝힌 이론적 함의가 있으며, 고립감을 느끼는 소비자들이 빠르게 증가하고 있는 현 시점에서 유용한 실무적 시사점 또한 제공할 수 있을 것으로 기대된다.

Abstract

Recent findings suggest that socially excluded individuals are motivated to pursue warmth. However, previous researches have examined warmth only at the physical level. The current research extended the notion of warmth to a metaphorical dimension and demonstrated the effect of social exclusion on preference for metaphorically warm products. In study 1, loneliness was measured to confirm a difference in product color preference between high and low loneliness groups. When a pair of products whose only difference was color (i.e., one in a cold-color and the other in a warm-color) were presented at the same time, the high-loneliness group (vs. low-loneliness group) preferred warm-colored products. In study 2, by experimentally manipulating social exclusion, the effect of social exclusion on attitude and purchase intention for hand-made products was examined. The results showed that socially excluded participants had more favorable attitude and showed higher purchase intention toward hand-made (vs. machine-made) products while the control group showed no difference in product preference. Our findings provide theoretical implications that social exclusion leads to a preference not only for physical warmth but for metaphorical warmth. Moreover, the current research offers practical implications to marketers and designers especially in the current situation where the growing number of consumers are socially isolated, ostracized, and ignored by other individuals and/or social groups.

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