소비자의 부정적인 감정이 상품 다양성 추구에 미치는 영향
The Effect of Consumers' Negative Emotions on Variety Seeking Behaviors
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초록
소비자 다양성 추구에 대한 선행 연구들은 일관적으로 부정적인 감정보다는 긍정적인 감정이 소비자들의 상품 다양성 추구행동을 유발한다고 밝혀왔다(Kahn and Isen 1993; Menon and Kahn 1995). 그러나 2000년 이후의 감정관련 선행연구들은 긍정적 혹은 부정적 감정이라 하더라도 세부 감정들은 다른 특성을 가진다는 점을 강조하면서, 세부 감정들의 영향에 대한 후속 연구의 필요성을 강조하였다(Tiedens and Linton 2001). 이에 따라 본 연구는 소비자들의 부정적 감정이 다양성 추구에 미치는 영향을 분노와 슬픔이라는 두 가지 부정적 감정들에 초점을 맞추어 탐색하였다. 구체적으로, 본 연구는 분노와 슬픔은 소비자 다양성 추구에 다른 영향을 미친다고 제안한다. 슬픔은 더 높은 수준의 기분전환(mood lifting)에 대한 욕구를 불러일으키기 때문에 분노에 비해 더 높은 수준의 상품 다양성 추구성향을 유발할 수 있다고 예상한다. 이를 검증하기 위해 본 연구에서는 두 차례의 랩스터디를 실행하였다. 그 결과 실험 1에서는 슬픔은 중립적 감정이나 분노보다 더 높은 수준의 상품 다양성 추구성향을, 실험 2에서는 슬픔은 행복이나 분노보다 더 높은 수준의 상품 다양성 추구성향을 유발할 수 있음을 보여주었다. 종합적으로, 본 연구는 같은 부정적 감정이라는 방향성(valence)을 가지는 슬픔과 분노가 다른 수준의 상품 다양성 추구성향을 유발할 수 있다는 점을 밝혔다.
Abstract
Past research on variety seeking suggests that such behavior can be reinforced by consumers' positive emotions but not by negative emotions (Kahn and Isen 1993; Menon and Kahn 1995). While these previous studies have distinguished strictly between positive and negative emotions, more recent studies have highlighted the necessity of examining the effects of specific emotions even in the same valence (Tiedens and Linton 2001). To address this gap in the literature, the current study proposes that specific negative emotions can induce different outcomes on consumers' variety-seeking behaviors. Specifically, this study proposes that sadness and anger would induce different levels of variety seeking tendency because sadness incurs greater desires for mood lifting. To test this prediction, two lab studies were conducted. The results of Study 1 showed that sadness was more likely to induce consumers’ variety seeking compared to anger or neutral emotion. In addition, the results of Study 2 showed that sadness was more likely to induce greater variety seeking than anger or happiness. Taken together, the results of the present study highlight that sadness and anger can result in different levels of variety seeking behavior although they are the same in terms of valence.
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