손 씻기에 의한 체화된 인지(EC)가 소비행동에 미치는 영향
The Effect of Embodied Cognition of Washing Hands on Consumption Behavior
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본 연구는 손 씻기 행동을 통해 신체적으로 경험한 청결함이 소비행동에 미치는 영향을 검증하고자 하였다. 사람들은 신체적으로 지각할 수 있는 객관적인 감각(신체적 거리, 청결함, 온도, 무게 등)을 이용하여 비교적 추상적인 개념(사랑, 도덕성, 사회적 관계 등)을 이해하는데, 이를 체화된 인지(embodied cognition: EC)라 한다(Lakoff, & Johnson, 1999). 본 연구에서 알아보고자 하는 청결함에 관련한 체화된 인지의 선행연구는 대부분 도덕성에 대한 평가와 관련된 연구가 주를 이루었으나(e.g., Liljenquist Zhong, & Galinsky, 2010; Zhong, & Liljenquist, 2011), 본 연구에서는 연구 1에서 일반적인 소비맥락에서의 손 씻기가 소비행동(구매만족, 실제구매금액과 예상구매금액의 차이, 평균구매금액, 가격수용범위)에 미치는 영향을 검증해보고자 하였으며, 연구1의 결과를 바탕으로 손 씻기의 효과가 다른 영역(인지적 경직성)에도 적용되는가를 추가적으로 검증하였다(연구 2). 먼저 연구 1을 검증하기 위해 49명의 남녀 대학생 참가자를 모집하였으며, 손 씻기 유무와 성별에 따른 소비행동의 변량분석을 실시하였다. 그 결과 손 씻기는 소비자의 소비행동 중 평균구매금액에 영향을 미쳐 손을 씻은 참가자의 경우 손을 씻지 않은 집단의 참가자와 비교하여 평균적으로 구매한 금액이 적은 것으로 나타났으며, 손 씻기 조건과 성별에 따라 가격수용범위에 유의미한 영향을 미치는 것으로 나타났다. 또한 연구 2에서 손 씻기가 인지적 경직성에 미치는 영향을 검증하기 위해 22명의 참가자를 추가적으로 모집하였으며 손 씻기가 인지적 경직성에 미치는 영향력을 분석한 결과, 손을 씻은 집단이 손을 씻지 않은 집단에 비해 인지적으로도 경직되는 현상을 보이는 것으로 나타났다. 이러한 결과를 바탕으로 실무적 시사점을 논의하였으며, 추후 연구의 보완점을 제시하였다.
Abstract
The purpose of this study is to verify the impact of washing hands on consumption behavior. People make use of objective physical sensation(physical distance, cleanliness, temperature, weigh, etc) to understand relatively abstract concepts(love, morality, social relations, etc.), and it called embodied cognition(Lakoff, & Johnson, 1999). Regarding Cleanliness, the precedent studies were related to evaluation of morality. But in the current study, study 1 had focus on the context of a general consumption behavior(purchase satisfaction, the difference value between anticipated purchase price and actual purchase price, average purchase price, and range of willing to pay). And based on the result of study 1, study 2 demonstrated the effect of washing hands was applied to other area(e.g., cognitive rigidity). Study 1 was with 49 male and female university students, and 2(washing hands condition)×2(gender) between-subject design. As a result, there was a main effect about average purchase price. In addition, there was a significant interaction between washing hands and gender to range of willing to pay. Especially, people who wash their hands had less average purchase price compared to control. And study 2 was to verify the effect of washing hands on cognitive rigidity. So 22 participants were additionally recruited. As a result, people who washing hands showed cognitive rigidity. In the end, based on this results further study's supplementation were discussed.
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