사회비교 정보가 금전적 위험이 수반된 경제적 의사결정에 미치는 영향
Social Comparison Influences Risky Financial Decisions
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초록
본 연구에서는 금전적 위험이 수반된 상황에서 타인과의 손익정보 비교에 따라 의사결정이 영향을 받을 수 있는지 알아보기 위해 두 명씩 짝지워진 실험참가자들에게 단순한 카드선택게임을 수행하도록 하였다. 참가자들은 매 게임마다 자신과 함께 게임에 참가하는 상대방의 금전적 손익에 대한 정보에 노출되었으며 이에 따라 게임 결과를 받아들일지(위험회피선택) 또는 새로운 게임을 한번 더 할 것인지(위험추구선택)를 결정하였다. 실험 결과, 예상했던 대로 참가자들은 자신이 금전적 손실을 입은 절대적 손실상황에서는 위험 감수 의사결정을, 그리고 금전적 이익을 얻은 절대적 이익상황에서는 위험 회피 의사결정을 많이 하는 것으로 나타났다. 또한, 절대적 손익 정보뿐 아니라 함께 게임을 하는 참가자와 자신 간의 손익결과들을 비교한 상대적 손익 정보 역시 위험추구선택 의사결정에 유의미한 영향을 미치는 것으로 밝혀졌으며 이러한 사회비교 경향성은 손실 상황에서 더욱 두드러진 것으로 나타났다. 따라서, 본 연구를 통해 사회비교 정보가 금전적 위험이 수반된 상황에서 의사결정에 영향을 미친다는 것을 알 수 있었다.
Abstract
Despite the well-known effect of social comparison on our thoughts and behaviors, little is known about its influence on financial decision-making in a controlled laboratory setting. To investigate the effect of social comparison on risky financial decisions, the present study used a gambling-like game, where a player can see the outcomes of both himself/herself and the partner at the end of each game trial, and chooses to accept the outcome or to replay the game. A repeated measures ANOVA test using three levels of absolute outcome(gain, break-even and loss) and three levels of relative outcome(gain, equal, and loss) revealed significant main effects as well as an interaction effect of both absolute and relative outcomes on risk-aversion choices. In addition, a subsequent logistic regression analysis revealed that participants’ risk-aversion choices were affected significantly by the relative income only for the absolute loss trials. The present results demonstrated that perceived value of one's monetary outcome during gambling can be affected by others' outcomes, predominantly in a situation of financial loss, potentially providing a useful experimental framework that allows for a quantitative measure of the amount of social comparison.
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