연애 관계에서 미혼 남녀는 이성의 경험적 과시 소비(Experiential Conspicuous Consumption)를 어떻게 해독하고 반응하는가?
How do Singles(single men and women) Decode the Experiential Conspicuous Consumption of Opposite Sex in Romantic Relationships?
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초록
최근 소비 트렌드가 물질 소비(material purchases)에서 경험 소비(experiential purchases)로 이동하면서, 물질 소비를 통한 과시 소비(※ 본 연구는 ‘물질적 과시 소비’ 칭함) 뿐 아니라 럭셔리 경험 소비를 통한 과시 소비(※ 본 연구는 ‘경험적 과시 소비’ 칭함)도 증가하고 있다. 본 연구는 진화론적 관점의 과시 소비 이론을 바탕으로잠재적 연애 상대의 경험적 과시 소비에 관한 반응을 살펴보았다. 구체적으로 미혼 남녀의 연애 관계 맥락에서 1) 물질적 과시 소비와 경험적 과시 소비에 관한 인식 차이 2) ‘부와 지위’에 관한 경험적 과시 소비의 상징성 3) 경험적 과시 소비의 효과 및 남녀 간 효과 차이 4) 경험적 과시 소비의 효과에 영향을 미치는 요인들을 탐구하였다. 미혼 남녀 20명과의 심층 인터뷰 결과, 경험적 과시 소비가 남녀 사이의 연애 관계에서 유의미한 역할을 수행하는 것으로 나타났다. 구체적으로 첫째, 미혼 남녀는 타인의 경험적 과시 소비를 물질적 과시 소비 보다 덜 부정적으로 인식한다. 둘째, 연애 관계 맥락에서 경험적 과시 소비는 부와 지위의 상징성을 지닌다. 개인들은 경험적 과시 소비를상류층을 위한 그리고 상류층에 의한 소비로 인식한다. 그러나 경험적 과시 소비하는 사람은 무조건 상류층으로 인식하지 않음도 발견하였다. 셋째, 경험적 과시 소비하는 이성을 향한 인지적․행동적 반응이 성별에 따라 달랐다. 여성은 경험적 과시 소비하는 남성을 향해 긍정적으로, 반면에 남성은 이 소비를 하는 여성을 향해 부정적으로 반응하는 경향을 보였다. 마지막으로 상대 이성의 경제력과 경험적 과시 소비의 적극적 과시 여부가 연애 맥락에서의경험적 과시 소비 효과에 영향을 미치는 요인임을 발견하였다. 이성의 경제력이 낮을수록, 경험적 과시 소비를 적극적으로 과시할수록 이성을 향한 미혼 남녀의 반응을 더 부정적이다. 본 연구는 진화론적 관점의 과시 소비 연구 그리고 물질 소비와 경험 소비에 관한 연구 영역에 새로운 시사점을 제공한다.
Abstract
Recently, as consumption trends have shifted from material purchases to experiential purchases, there has been an increase in conspicuous consumption through material purchases (referred to as “MCC: material conspicuous consumption” in this study) as well as conspicuous consumption through luxury experiences (referred to as “ECC: experiential conspicuous consumption” in this study). Based on the evolutionary theory of conspicuous consumption, this study examined potential romantic partners' reactions to ECC. Specifically, this study explored 1) differences in perceptions of MCC vs. ECC, 2) the symbolism of ECC in relation to wealth and status, 3) the effectiveness of ECC and differences in its effectiveness by gender, and 4) factors that affect the effect of ECC in the context of romantic relationships among unmarried men and women. As a result of in-depth interviews with 20 unmarried men and women, this study found that ECC plays a significant role in romantic relationships. Specifically, first, both single men and women perceive others ECC less negatively than MCC; second, ECC symbolizes wealth and status. Individuals perceive ECC as consumption for and by the upper class. Third, the cognitive and behavioral responses of ECC to the opposite sex differed by gender. Women tended to react positively toward men who engaged in ECC, while men tended to react negatively toward women who engaged in this consuming behavior. Finally, we found the economic power of the opposite sex and whether to actively display of ECC or not as factors affecting the responses of unmarried men and women. The lower the economic power of the opposite sex, and the more actively the opposite sex flaunts ECC, the more negative the reactions of single men and women towards the opposite sex engaging in ECC. This study provides new implications for the study of evolutionary-based conspicuous consumption and for the study of material and experiential consumption.
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