배경음악의 템포와 호감도가 선한 음식과 악한 음식의 소비에 미치는 효과
Effects of Background Musical Tempo and Likability on the Consumption of Virtue and Vice Foods
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초록
배경음악은 소비자들의 소비 행동에 영향을 미칠 수 있는 중요한 환경적 단서 중 하나이다. 본 연구는 이러한 배경음악의 템포와 호감도가 소비자의 선한 음식과 악한 음식의 소비에 미치는 효과를 조사했다. 음악의 소비 경험에 관한 이전 연구들에 기초해서, 본 연구는 템포가 빠른(vs. 느린) 음악을 들을 때 음악 청취 시간이 증가할 것이고, 이러한 효과는 음악의 호감도에 의해 조절될 것이라 기대하였다. 따라서 배경음악의 청취 시간 증가는 주의실패를 야기해서, 자기조절을 수행하는데 필요한 감시를 어렵게 하므로 이중처리과정 모형을 활용하여 다음과 같은 가설을 설정하였다. 템포가 빠른(vs. 느린) 배경음악일 때 악한 음식의 소비량이 증가하는 반면, 템포가 느린(vs. 빠른) 배경음악일 경우 선한 음식의 소비량이 증가할 것이고, 이러한 효과는 배경음악의 호감도에 의해 조절될 것이다. 또한 선한 음식과 악한 음식이 동시에 제공될 경우, 템포가 빠른(vs. 느린) 배경음악일 때 상대적으로 악한(vs. 선한) 음식의 소비량이 증가할 것이고, 이러한 효과 또한 배경음악의 호감도에 의해 조절될 것이다. 가설 검증을 위해서 두 차례의 실험을 실시하였다. 먼저 2(음악템포: 빠른 vs. 느린) x 2(음악호감도: 좋아하는 vs. 좋아하지 않는) x 2(음식 유형: 악한 vs. 선한) 혼합설계를 활용한 실험 1에서는 동일한 1개의 음악을 대상으로 템포와 호감도를 조작하여서, 배경음악의 템포와 호감도가 악한 음식의 소비에 미치는 효과를 확인하였고, 상대적으로 악한(vs. 선한) 음식의 소비에 미치는 효과도 확인할 수 있었다. 다음으로, 실험 1과 실험 설계는 동일하지만 외적타당성을 높이기 위해서 실험 1과 달리 템포와 호감도에서 차이가 나는 4개의 현실 음악을 사용하고, 실험 1과 다른 선한 음식과 악한 음식을 이용한 실험 2를 통해 실험 1의 결과를 다시 확인할 수 있었다. 이에 더해서 배경 음악의 템포가 선한 음식의 소비에 미치는 효과를 확인하였고, 배경음악의 호감도가 선한 음식의 소비에 미치는 조절 효과를 부분적으로 확인할 수 있었다. 마지막으로 본 연구를 통한 이론적, 실무적 시사점을 밝히고, 연구의 한계점과 미래의 연구 방향을 제시하였다.
Abstract
Background music is one of the important environmental cues that can affect consumers' consumption behavior. This research examines the effects of the tempo and the likability of background music on the consumer's consumption of virtue and vice foods. Building on prior researches on the consumption experience of music, we expected that the time duration of listening to music is increased when the musical tempo is fast(vs. slow) and that this effect is moderated by the likability of music. The increased time duration of listening to background music makes it harder for consumers to monitor themselves for self-regulation because it causes the failure of attention. We applied dual-process model to this situation and the following hypotheses are proposed. First, we predict that the consumption of vice food is increased under the fast(vs. slow) background musical tempo condition, whereas the consumption of virtue food is increased under the slow(vs. fast) tempo condition, and that these effects are moderated by the likability of music. Furthermore, when virtue food and vice food are provided simultaneously, it is expected that the relative consumption of vice(vs. virtue) food is increased under the fast(vs. slow) background musical tempo condition, and that this effect is also moderated by the likability of music. To test our hypotheses, we conducted two experiments. By the results of experiment 1, achieved by using a 2(music tempo: fast vs. slow) x 2(music likability: likable vs. unlikable) x 2(food type: virtue vs. vice) mixed design, the effects of the background musical tempo and likability on the consumption of vice food and on the relative consumption of vice(vs. virtue) food were confirmed. Next, the results of experiment 2, which used the same experimental design as the experiment 1 but the different musics and foods for increasing external validity, confirmed the results of experiment 1 again. Moreover, they confirmed the effect of the background musical tempo on the consumption of virtue food and the moderating effect of the likability of music. Finally, we discuss the theoretical and managerial implications of our findings and provide the limitations and directions for the future research.
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