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Mediation Roles of Goal Types and Emotion in the Effects of Social Identity-Based Self-Discrepancy Type on Compensatory Consumption

Nak-Hwan CHOI
한국유통과학회 (Korea Distribution Science Association)|2021.06|산경연구논집 (The Journal of Industrial Distribution & Business)|제12권 제6호|pp. 75-88

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참고문헌

키워드

EmotionSelf-DiscrepancyCompensatory ConsumptionGoal typeSocial Identity.

초록

Purpose: This research aimed at exploring the functions of consumers’ perceiving approach and avoidance roles and their feeling anger and disgust in the effect of the two types of self-discrepancy at social identity such as the ideal self-discrepancy and the ought selfdiscrepancy on within-self domain versus across-self domain consumption. Research design, data, and methodology – This study divided the self-discrepancy group into the ideal self-discrepancy and the ought self-discrepancy group as experimental groups for empirical study. Self-discrepancy type between-subjects design was used to develop two types of questionnaire according to the type of experimental groups. The platform, ‘questionnaire stars’ of ‘WeChat’ in China was used to collect 103 data from the ideal selfdiscrepancy group and 102 from the ought self-discrepancy group for empirical study. T-test and the structural equation model in Amos 21 were used to verify hypotheses developed through theoretical review. Results – First, ideal self-discrepancy positively affected the role-approaching goal and anger. Second, ought self-discrepancy positively affected the role-avoiding goal and disgust. Third, the roleapproaching goal and anger positively influenced on the within- versus across- domain consumption. Fourth, the disgust negatively influenced on the within- versus across- domain consumption, however the role-avoiding goal did not influence on the consumption. Fifth, there was the mediation roles of anger (disgust) in the effects of ideal (ought) self-discrepancy on the consumption. Conclusions - When consumers feel anger at the ideal self- discrepancy induced by in-group, it is necessary for the marketers to promote their product brand used by the in-group. They should develop and advertise the messages priming the ideal self-discrepancy and the anger to increase the intent to purchase or use their product brand when the in-group members have used the brand by relating the brand to their social identity concerned with the ideal self-discrepancy. However, marketers should help consumers feel disgust by developing and advertising the messages expressing the ought self-discrepancy to lead the consumers to the place of purchasing or using their product brand when the members have used the brand based on keeping the consistence between the brand and other social identity not related to the ought self-discrepancy.

Abstract

Purpose: This research aimed at exploring the functions of consumers’ perceiving approach and avoidance roles and their feeling anger and disgust in the effect of the two types of self-discrepancy at social identity such as the ideal self-discrepancy and the ought selfdiscrepancy on within-self domain versus across-self domain consumption. Research design, data, and methodology – This study divided the self-discrepancy group into the ideal self-discrepancy and the ought self-discrepancy group as experimental groups for empirical study. Self-discrepancy type between-subjects design was used to develop two types of questionnaire according to the type of experimental groups. The platform, ‘questionnaire stars’ of ‘WeChat’ in China was used to collect 103 data from the ideal selfdiscrepancy group and 102 from the ought self-discrepancy group for empirical study. T-test and the structural equation model in Amos 21 were used to verify hypotheses developed through theoretical review. Results – First, ideal self-discrepancy positively affected the role-approaching goal and anger. Second, ought self-discrepancy positively affected the role-avoiding goal and disgust. Third, the roleapproaching goal and anger positively influenced on the within- versus across- domain consumption. Fourth, the disgust negatively influenced on the within- versus across- domain consumption, however the role-avoiding goal did not influence on the consumption. Fifth, there was the mediation roles of anger (disgust) in the effects of ideal (ought) self-discrepancy on the consumption. Conclusions - When consumers feel anger at the ideal self- discrepancy induced by in-group, it is necessary for the marketers to promote their product brand used by the in-group. They should develop and advertise the messages priming the ideal self-discrepancy and the anger to increase the intent to purchase or use their product brand when the in-group members have used the brand by relating the brand to their social identity concerned with the ideal self-discrepancy. However, marketers should help consumers feel disgust by developing and advertising the messages expressing the ought self-discrepancy to lead the consumers to the place of purchasing or using their product brand when the members have used the brand based on keeping the consistence between the brand and other social identity not related to the ought self-discrepancy.

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관련 논문AI추천

Sources of Inducing Shame versus Anger at In-group Failure and Consumption TypeJingyi SHI, Li WANG, Nak-Hwan CHOI한국유통과학회 · 유통과학연구2020 · 제18권 제2호사회적 아이덴티티의 위협과 영역 외 보상소비의도Nak-Hwan CHOI한국유통과학회 · 산경연구논집2019 · 제10권 제11호Effects of Self-Identification with Threatened In-Group and System Justification on Within-Domain ConsumptionNak-Hwan CHOI한국유통과학회 · 산경연구논집2020 · 제11권 제8호Difference of Motive and Coping Strategy between Anger and SadnessNak-Hwan CHOI한국유통과학회 · 산경연구논집2020 · 제11권 제6호Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?박상우, 신동우, 허다경한국마케팅학회 · 아시아마케팅저널2019 · 제21권 제1호Negative emotion and purchase behavior following social exclusion박지연한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2017 · 제27권 제2호

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