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미래 자기조절 행동의 시간적 거리, 목표 진행 프레이밍, 자기통제가 탐닉소비에 미치는 영향

The effects of temporal distance of future self-regulation behavior, goal progress framing, and self-control on indulgent consumption

양윤|홍민승
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2020.08|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제21권 제3호|pp. 349-375|DOI 10.21074/kjlcap.2020.21.3.349

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키워드

self-control자기통제시간적 거리temporal distanceindulgent consumption미래자기조절행동목표진행프레이밍탐닉소비future self-regulation behaviorgoal progress framing
주제분류심리과학

초록

본 연구는 자기통제의 고저 두 수준, 목표진행프레이밍의 이뤄진 진행프레이밍과 남은 진행프레이밍의 두 수준에 따라 미래 자기조절행동까지의 시간적 거리가 멀거나 가까울 때 탐닉소비의 양상이 다르게 나타나는지를 검증하였다. 그 결과, 고 자기통제자의 경우, 예상되는 목표달성에 집중하는 이뤄진 진행프레이밍을 취할 때, 먼 미래보다 확실하고 현저하게 느껴지는 가까운 미래의 자기조절행동을 상상한 후 탐닉소비가 더 증가하였다. 반대로 완전한 목표달성을 위해 예상되는 목표진행의 남은 부분에 집중하는 남은 진행프레이밍을 취할 때는 가까운 미래와 먼 미래의 탐닉소비에 통계적으로 유의한 차이가 없었다. 저 자기통제자의 경우, 미래 자기조절행동을 상상했을 때, 그 시간적 거리가 가깝거나 먼 것, 그리고 예상되는 목표진행의 이뤄진 부분에 집중하거나 남은 부분에 집중하는 것 모두 탐닉소비에 영향을 미치지 않았다.

Abstract

This study investigated the effects of temporal distance of future regulatory behavior, goal progress framing, and self-control on immediate indulgent behavior. The results showed that people with high self-control showed higher indulgence in near future condition versus far future condition when they adopted accumulated(to-date) progress framing. Conversely, when people with high self-control adopted remaining(to-go) progress framing, future regulatory behavior in far future versus near future increased indulgence, but this difference was not statistically significant. In the case of people with low self-control, temporal distance and goal progress framing did not yield any effects on immediate indulgence. The results contribute to the literature on indulgence, temporal distance, and self-control in several ways. First, we have expanded existing researches by finding the moderating factors for the effects of temporal distance of future self-regulatory on indulgence. Second, we have revealed the context in which individuals with high self-control do not hold back indulgence. Third, this study has expanded literature on indulgence by approaching indulgent consumption with the theoretical view of self-regulation, as a dynamic process of managing self-regulatory goal, as well as justification.

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