Difference of Motive and Coping Strategy between Anger and Sadness
2
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: Current study aimed at exploring the effects of ambient anger versus sadness on motive type and coping strategy type when consumers make decision. It focused on whether the negative affects of the anger and the sadness differentially induce approach versus avoidance motive at the place of making decision, and also explored the coping strategy differences between the consumers under the anger and those under the sadness, that is, which strategy is more used between problem-focused strategy and affect-focused strategy when they are under each negative affect. Research design, data and methodology: The experimental groups were divided into two types of group such as the anger-felt group and the sadness-felt group. The experiment was performed with the between-subjects design based on the anger and the sadness. Questionnaire data were collected from undergraduate students assigned to each of the anger group and the sadness group operated by the scenario method, and the data were used to verify research hypotheses by t-test. Results: – First, the anger induced the approach motive more rather than the avoidance motive in making decision. Second, to cope the negative affects, consumers under the anger used problem-focused strategy more than affect-focused strategy, while those under the sadness used affectfocused strategy more than problem-focused strategy. Therefore, this article contributes to the theory related to motive and making decision taken place to consumers under ambient negative emotions. Conclusions: Focusing on the results of this study, there could be managerial implications to brand or product marketing managers. Checking which affect consumers previously felt between anger and sadness when they are under negative affects is at issue to the brand or product marketers when they appeal their brand or product to the consumers. The marketers should build and communicate the messages about their product or brand in the respect of the points of showing problem solution or the best way to handle things to appeal the consumers under the anger. And they should develop and communicate the messages about their product or brand emphasizing the aspects of letting consumers‟ sad feelings out somehow or controlling their emotions to the consumers under sadness.
Abstract
Purpose: Current study aimed at exploring the effects of ambient anger versus sadness on motive type and coping strategy type when consumers make decision. It focused on whether the negative affects of the anger and the sadness differentially induce approach versus avoidance motive at the place of making decision, and also explored the coping strategy differences between the consumers under the anger and those under the sadness, that is, which strategy is more used between problem-focused strategy and affect-focused strategy when they are under each negative affect. Research design, data and methodology: The experimental groups were divided into two types of group such as the anger-felt group and the sadness-felt group. The experiment was performed with the between-subjects design based on the anger and the sadness. Questionnaire data were collected from undergraduate students assigned to each of the anger group and the sadness group operated by the scenario method, and the data were used to verify research hypotheses by t-test. Results: – First, the anger induced the approach motive more rather than the avoidance motive in making decision. Second, to cope the negative affects, consumers under the anger used problem-focused strategy more than affect-focused strategy, while those under the sadness used affectfocused strategy more than problem-focused strategy. Therefore, this article contributes to the theory related to motive and making decision taken place to consumers under ambient negative emotions. Conclusions: Focusing on the results of this study, there could be managerial implications to brand or product marketing managers. Checking which affect consumers previously felt between anger and sadness when they are under negative affects is at issue to the brand or product marketers when they appeal their brand or product to the consumers. The marketers should build and communicate the messages about their product or brand in the respect of the points of showing problem solution or the best way to handle things to appeal the consumers under the anger. And they should develop and communicate the messages about their product or brand emphasizing the aspects of letting consumers‟ sad feelings out somehow or controlling their emotions to the consumers under sadness.
참고문헌 (49)
- Ambady, N., "On being sad and mistaken : Mood effects on the accuracy of thin-slice judgments", Journal of Personality and Social Psychology, 83, pp.947~961 (2002)
- Diagnostic and statistical manual of mental disorders, "American Psychiatric Association", American Psychiatric Association, ~ (2000)
- Atalay, A. S., "Retail therapy : A strategic effort to improve mood", Psychology & Marketing, 28(6), pp.638~659 (2011)
- Bandura, A., "Self-efficacy : toward a unifying theory of behavioral change", Psychological review, 84(2), pp.191~215 (1977)
- Blanchard, D. C., "Affect and aggression : An animal model applied to human behavior", Advances in the Study of Aggression, 1, pp.1~62 (1984)
- Bodenhausen, G. V., "Sadness and susceptibility to judgmental bias : The case of anchoring", Psychological Science, 11, pp.320~323 (2000)
- Carver, C. S., "Affect and the functional bases of behavior : On the dimensional structure of affective experience", Personality and Social Psychology Review, 5(4), pp.345~356 (2001)
- Carver, C. S., "Two distinct bases of inhibition of behaviour : Viewing biological phenomena through the lens of psychological theory", European Journal of Personality, 22(5), pp.388~390 (2008)
- Carver, C. S., "On the self-regulation of behavior" (1998), Cambridge University Press
- Carver, C. S., "Behavioral inhibition, behavioral activation, and affective responses to impending reward and punishment : The bis", bas scales, 1994, pp.67(4), 319~333
- Nak-Hwan CHOI, "사회적 아이덴티티의 위협과 영역 외 보상소비의도", 산경연구논집, 10(11), pp.35~47 (2019), 한국유통과학회
- Nak-Hwan Choi, "Effects of Lay Rationalism, Attitude Dimension and Involvement Type on Intent to Purchase Hedonic Product", 유통과학연구, 17(8), pp.45~56 (2019), 한국유통과학회[DOI]
- 최낙환, "Interaction Effects of Lay Theories and Failure Type on Adaptive versus Compensatory Consumption Behavior", 산경연구논집, 9(7), pp.19~32 (2018), 한국유통과학회
- Clore, G. L., "Theories of Mood and Cognition: A User’s Guidebook", pp.27~62 (2001), Erlbaum
- Cornil, Y., "From fan to fat? Vicarious losing increases unhealthy eating, but self-affirmation is an effective remedy", Psychological Science, 24(10), pp.1936~1946 (2013)
- Diener, E., "Handbook of Emotions", pp.325~337 (2000), Guilford Press
- Diener, E., "Subjective well-being", Psychological bulletin, 95(3), pp.542~575 (1984)
- Duhachek, A., "Guilt versus shame : coping, fluency, and framing in the effectiveness of responsible drinking messages", Journal of Marketing Research, 49(6), pp.928~941 (2012)
- Duhachek, A., "Consumer personality and coping : Testing rival theories of process", Journal of Consumer Psychology, 15(1), pp.52~63 (2005)
- Elliot, A. J., "Handbook of approach and avoidance motivation", pp.3~16 (2008), Psychology Press
- Han, S., "Feelings and consumer decision making: The appraisal-tendency framework", Journal of Consumer. Psychology, 17, pp.158~168 (2007)
- Higgins, E. T., "Beyond pleasure and pain", American psychologist, 52(12), pp.1280~1300 (1997)
- Higgins, E. T., "Making a good decision : value from fit", American psychologist, 55(11), pp.1217~1230 (2000)
- Hsee, C. K., "Lay rationalism and inconsistency between predicted experience and decision", Journal of Behavioral Decision Making, 16(4), pp.257~272 (2003)
- Idson, L. C., "Distinguishing gains from nonlosses and losses from nongains : A regulatory focus perspective on hedonic intensity", Journal of Experimental Social psychology, 36(3), pp.252~274 (2000)
- Kleinginna, P., "A categorized list emotion definitions, with suggestion for a consensual definition", Motivation and Emoltion, 5, pp.263~291 (1981)
- Lang, P. J., "The emotion probe : studies of motivation and attention", American Psychologist, 50(5), pp.372~ (1995)
- Lazarus, R. S., "Emotion and adoption" (1991), Oxford University Press
- Lazarus, R. S., "Stress, appraisal, and coping" (1984), Springer Publishing
- Lerner, J. S., "Beyond valence : toward a model of emotion-specific influences on judgement and choice", Cognition and Emotion, 14, pp.473~493 (2000)
- Lerner, J. S., "Fear, anger, and risk", Journal of Personality and Social Psychology, 81(1), pp.146~159 (2001)
- Lerner, J. S., "Emotion and decision making", Annual Review of Psychology, 66, pp.799~823 (2015)
- Lerner, J. S., "Heart strings and purse strings carryover effects of emotion on economic decisions", Psychological Science, 15(5), pp.337~341 (2004)
- Lewis, M., "Rage, power, and aggression", pp.148~168 (1993), Yale University Press
- Lisjak, M., "Perils of compensatory consumption : Within-domain compensation undermines subsequent self-regulation", Journal of Consumer Research, 41(5), pp.1186~1203 (2015)
- Oettingen, G., "Emotion and motivation", pp.165~183 (2004), Blackwell Publishing
- Plutchik, R., "Emotion a psychoevolutionary synthesis" (1980), Harper and Row
- Reeve, J., "Understanding motivation and emotion" (2005), Wiley
- Rolls, E. T., "The brain and emotion" (2000), Oxford University Press
- Roseman, I. J., "Appraisal determinants of discrete emotions", Cognition & Emotion, 5(3), pp.161~200 (1991)
- Roseman, I. J., "Phenomenology, behaviors, and goals differentiate discrete emotions", Journal of Personality and Social Psychology, 67(2), pp.206~221 (1994)
- Ryan, R. M., "On happiness and human potentials : A review of research on hedonic and eudaimonic well-being", Annual review of psychology, 52(1), pp.141~166 (2001)
- Spielberger, C. D., "Advances in Personality Assesment", pp.159~187 (1983), Lawrence Erlbaum Associates
- Schwarz, N., "Handbook of Motivation and Cognition: Foundations of Social Behavior", pp.527~561 (1990), Guilford
- Sujan, M., "Sources of consumers‟ stress and their coping strategies", Proceedings of European Advances in Consumer Research, 4, pp.182~187 (1999)
- Tamir, M., "The happy spotlight : Positive mood and selective attention to rewarding information", Personality and Social Psychology Bulletin, 33(8), pp.1124~1136 (2007)
- Thrash, T. M., "Handbook of approach and avoidance motivation", pp.217~233 (2008), Psychology Press
- Tomkins, S. S., "Nebraska symposium on motivation" (1978), University of Nebraska Press
- Updegraff, J. A., "What makes experiences satisfying? The interaction of approach-avoidance motivations and emotions in well-being", Journal of Personality and Social Psychology, 86(3), pp.496~504 (2004)