경험 및 물질 우위의 존재: 암묵적 자기 믿음과 경험 대 물질 구매의 상호작용이 행복에 미치는 영향에 관한 연구
The Presence of Experiential and Material Advantage: A Study on the Interaction Between Implicit Self-theory and Experiential Versus Material Purchases on Happiness
2
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
최근 많은 연구는 사람들이 물질(material)보다 경험(experiential)을 구매할 때에 더 많은 행복을 얻을 수 있음과 그 이유를 중심으로 진행되어 왔다. 본 연구에서는 이러한 경험 우위 현상이 조절되어 역전될 수 있음에 관심을 가지고 그 현상을 규명하고자 한다. 특히, 본 연구는 개인이 지니고 있는 암묵적 자기이론에 대한 믿음의 유형및 정도에 따라 구매 유형이 행복에 미치는 영향이 달라질 수 있음을 제시한다. 구체적으로, 사람의 자질은 고정되어있으며 변하지 않는다고 믿는 불변 이론가(implicit theorists)의 경우에는 경험 구매 우위 현상이 역전되어 오히려물질 구매에 더 많은 행복을 느끼는 물질 우위(material advantage) 현상이 나타남을 실증적으로 보여주고 있다. 반면, 사람의 자질은 변화가 가능하며 노력에 의해 향상될 수 있다고 믿는 증진 이론가(incremental theorists)는그들의 내적인 변화와 항구적인 영향을 가능하게 하는 경험 구매에서 더 많은 행복을 느낀다는 기존의 경험 우위(experiential advantage) 현상이 그대로 나타나고 있음을 확인한다. 이에 본 연구는 경험 우위 현상에 대한 이론적 깊이를 더하며, 경험소비 관련하여 소비자가 지닌 암묵적 자기이론이 그 방향성을 다르게 할 수 있음을 보여주고 있어 소비자의 구매에 따른 행복에 대해 더 깊은 이해와 통찰력을 제공한다.
Abstract
Recent studies suggest experiential advantages in that experiential purchases lead to moreconsumer happiness than comparable material purchases. The current research investigateswhether such a phenomenon will vary, depending on implicit self-theories people endorse. Specifically, this research shows that experiential advantages are particularly stronger amongincremental theorists who believe that a person's character can be changed and improved byeffort, relative to entity theorists who believe that a person's character is fixed. Furthermore,this research shows a reversal, by which greater happiness results from material over experientialpurchases among entity theorists. The results of this study help establish marketing strategiesin practice and suggest that purchasing based on consumers' beliefs will provide more happiness.
참고문헌 (77)
- 김학균, "#해시태그 : 암묵적 자기이론이 인스타그램 해시태그 사용에 미치는 영향", 소비문화연구, 22(4), pp.237~249 (2019)
- 김학균, "암묵적 자기이론이 서비스 실패에 대한 소비자의 반응에 미치는 영향", 소비자학연구, 31(6), pp.123~138 (2020)
- 라선아, "소비자행복의 유형화 및 개념적 체계 : 내러티브 분석을 중심으로", 소비문화연구, 18(3), pp.113~146 (2015)
- 라선아, "행복한 소비자: 행복한 소비자-259가지 삶의 내러티브로 만나는 행복 마케팅" (2017), 지식의날개
- 서민정, "패션 명품 선택 시 로고 명확성에 따른 선호도 차이-자아해석과 암묵적 이론 유형의 조절 효과를 중심으로", 복식, 66(1), pp.13~27 (2016)
- 성영신, "소비유형별 소비행복의 비교", 소비자학연구, 24(2), pp.1~23 (2013)
- 옥경영, "상호적 소비문화변용에 영향을 미치는 암묵적 자아이론과 사회관계적 특성 연구", 소비문화연구, 19(1), pp.121~140 (2016)
- 이성림, "소비생활에서의 행복과 갈등", 소비자학연구, 22(1), pp.139~166 (2011)
- 홍재원, "브랜드와 자아이미지 일치성과 감정연구 : 인지적 정보처리에서 암묵적자아이론을 중심으로", 한국정보기술학회논문지, 11(2), pp.195~201 (2013)
- Ang, Swee Hoon, "In pursuit of happiness : effects of mental subtraction and alternative comparison", Social Indicators Research, 122(1), pp.87~103 (2015)
- Belk, Russell W, "Possessions and the extended self", Journal of Consumer Research, 15(2), pp.139~168 (1988)
- Bhattacharjee, Amit, "Happiness from ordinary and extraordinary experiences", Journal of Consumer Research, 41(1), pp.1~17 (2014)
- Bronner, Fred, "Conspicuous consumption and the rising importance of experiential purchases", International Journal of Market Research, 60(1), pp.88~103 (2018)
- Caprariello, Peter A., "To do, to have, or to share? Valuing experiences over material possessions depends on the involvement of others", Journal of Personality and Social Psychology, 104(2), pp.199~215 (2013)
- Carden, Stephen W., "CAHOST : An excel workbook for facilitating the Johnson-Neyman technique for two-way interactions in multiple regression", Frontiers in Psychology, 8, pp.1~7 (2017)
- Carter, Travis J., "The relative relativity of experiential and material purchases", Journal of Personality and Social Psychology, 98(1), pp.146~159 (2010)
- Carter, Travis J., "I am what I do, not what I have : The differential centrality of experiential and material purchases to the self", Journal of Personality and Social Psychology, 102(6), pp.1304~1317 (2012)
- Chan, Cindy, "Experiential gifts foster stronger social relationships than material gifts", Journal of Consumer Research, 43(6), pp.913~931 (2017)
- Cho, Cecile K., "Attaining satisfaction", Journal of Consumer Research, 38(4), pp.622~631 (2011)
- Dai, Hengchen, "People rely less on consumer reviews for experiential than material purchases", Journal of Consumer Research, 46(6), pp.1052~1075 (2020)
- Diener, Ed, "Very happy people", Psychological Science, 13(1), pp.81~84 (2002)
- Diener, Ed, "Will money increase subjective well-being?", Social indicators research, 57(2), pp.119~169 (2002)
- Dunn, Elizabeth W., "If money doesn't make you happy, then you probably aren't spending it right", Journal of Consumer Psychology, 21(2), pp.115~125 (2011)
- Dweck, Carol S., "Motivational processes affecting learning", American Psychologist, 41(10), pp.1040~1048 (1986)
- Dweck, Carol S., "Capturing the dynamic nature of personality", Journal of Research in Personality, 30(3), pp.348~362 (1996)
- Dweck, Carol S., "Self-theories: Their role in motivation, personality, and development" (2013), Psychology press
- Dweck, Carol S., "A social-cognitive approach to motivation and personality", Psychological Review, 95(2), pp.256~273 (1988)
- Dweck, Carol S., "Implicit theories and their role in judgments and reactions : A word from two perspectives", Psychological Inquiry, 6(4), pp.267~285 (1995)
- Elliott, Elaine S., "Goals : An approach to motivation and achievement", Journal of Personality and Social Psychology, 54(1), pp.5~12 (1988)
- Kumar, Amit, "Some “thing” to talk about? Differential story utility from experiential and material purchases", Personality and Social Psychology Bulletin, 41(10), pp.1320~1331 (2015)
- Goffman, Erving, "The moral career of the mental patient", Psychiatry, 22(2), pp.123~142 (1959)
- Grant, Heidi, "Clarifying achievement goals and their impact", Journal of Personality and Social Psychology, 85(3), pp.541~553 (2003)
- "PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling" (2012)[URL]
- Holbrook, Morris B., "The experiential aspects of consumption : Consumer fantasies, feelings, and fun", Journal of Consumer Research, 9(2), pp.132~140 (1982)
- Hong, Ying-ye, "Implicit theories, attributions, and coping : a meaning system approach", Journal of Personality and Social Psychology, 77(3), pp.588~599 (1999)
- Howell, Ryan T., "The mediators of experiential purchases : Determining the impact of psychological needs satisfaction and social comparison", The Journal of Positive Psychology, 4(6), pp.511~522 (2009)
- Kahneman, Daniel, "Would you be happier if you were richer? A focusing illusion", Science, 312(5782), pp.1908~1910 (2006)
- Kahneman, Daniel, "When more pain is preferred to less : Adding a better end", Psychological Science, 4(6), pp.401~405 (1993)
- Kang, Jyungyun, "The Influence of Implicit Self-Theories on Causal Inferences about Superstitions and Consequences on Subsequent Tasks", Journal of the Association for Consumer Research, 3(4), pp.477~489 (2018)
- Kim, Jinhyung, "Investing in the real me : Preference for experiential to material purchases driven by the motivation to search for true self-knowledge", Self and Identity, 15(6), pp.727~747 (2016)
- Kumar, Amit, "Some “thing” to talk about? Differential story utility from experiential and material purchases", Personality and Social Psychology Bulletin, 41(10), pp.1320~1331 (2015)
- Kumar, Amit, "To do or to have, now or later? The preferred consumption profiles of material and experiential purchases", Journal of Consumer Psychology, 26(2), pp.169~178 (2016)
- Kumar, Amit, "Waiting for merlot : Anticipatory consumption of experiential and material purchases", Psychological Science, 25(10), pp.1924~1931 (2014)
- Kwon, Jaehwan, "Strength without elaboration : The role of implicit self-theories in forming and accessing attitudes", Journal of Consumer Research, 42(2), pp.316~339 (2015)
- Kwon, Jaehwan, "Effective luxury-brand advertising : The ES –IF matching(Entity–Symbolic versus Incremental–Functional)model", Journal of Advertising, 45(4), pp.459~471 (2016)
- Leary, Mark R., "Self-esteem as an interpersonal monitor : The sociometer hypothesis", Journal of Personality and Social Psychology, 68(3), pp.518~530 (1995)
- Lee, Jacob C., "Experiential or material purchases? Social class determines purchase happiness", Psychological Science, 29(7), pp.1031~1039 (2018)
- Leith, Scott A., "Changing theories of change : Strategic shifting in implicit theory endorsement", Journal of Personality and Social Psychology, 107(4), pp.597~620 (2014)
- Levy, Sheri R., "Stereotype formation and endorsement : The role of implicit theories", Journal of Personality and Social Psychology, 74(6), pp.1421~1436 (1998)
- Lickel, Brian, "Elements of a lay theory of groups : Types of groups, relational styles, and the perception of group entitativity", Personality and Social Psychology Review, 5(2), pp.129~140 (2001)
- Maslow, Abraham Harold, "A theory of human motivation", Psychological Review, 50(4), pp.370~ (1943)
- Matz, Sandra C., "Money buys happiness when spending fits our personality", Psychological Science, 27(5), pp.715~725 (2016)
- Middleton, Michael J., "Avoiding the demonstration of lack of ability : An underexplored aspect of goal theory", Journal of Educational Psychology, 89(4), pp.710~718 (1997)
- Millar, Murray, "Discretionary activity and happiness : The role of materialism", Journal of Research in Personality, 43(4), pp.699~702 (2009)
- Mittal, Sarah, "Not worth the risk? Applying life history theory to understand rejection of the experiential recommendation", Journal of Marketing Management, 33(11-12), pp.1003~1034 (2017)
- Molden, Daniel C., "Finding “meaning” in psychology: a lay theories approach to self-regulation, social perception, and social development", American Psychologist, 61(3), pp.192~302 (2006)
- Mogilner, Cassie, "The pursuit of happiness:Time, money, and social connection", Psychological Science, 21(9), pp.1348~1354 (2010)
- Murphy, Mary C., "Mindsets shape consumer behavior", Journal of Consumer Psychology, 26(1), pp.127~136 (2016)
- Nicolao, Leonardo, "Happiness for sale : Do experiential purchases make consumers happier than material purchases?", Journal of Consumer Research, 36(2), pp.188~198 (2009)
- Nussbaum, A. David, "Defensiveness versus remediation: Self-theories and modes of self-esteem maintenance", Personality and Social Psychology Bulletin, 34(5), pp.599~612 (2008)
- Park, Ji Kyung, "Got to get you into my life : Do brand personalities rub off on consumers?", Journal of Consumer Research, 37(4), pp.655~669 (2010)
- Park, Ji Kyung, "Capitalizing on brand personalities in advertising: The influence of implicit selftheories on ad appeal effectiveness", Journal of Consumer Psychology, 22(3), pp.424~432 (2012)
- Park, Ji Kyung, "I think I can, I think I can : Brand use, self-efficacy, and performance", Journal of Marketing Research, 22(3), pp.233~247 (2014)
- Park, Ji Kyung, "Judging a book by its cover: The influence of implicit self‐theories on brand user perceptions", Journal of Consumer Psychology, 28(1), pp.56~76 (2018)
- Pchelin, Paulina, "The hidden cost of value-seeking: People do not accurately forecast the economic benefits of experiential purchases", The Journal of Positive Psychology, 9(4), pp.322~334 (2014)
- Sevincer, A. Timur, "Implicit theories and motivational focus : Desired future versus present reality", Motivation and Emotion, 38(1), pp.36~46 (2014)
- Steimer, Andreas, "Motivated implicit theories of personality: My weaknesses will go away, but my strengths are here to stay", Personality and Social Psychology Bulletin, 42(4), pp.415~429 (2016)
- Swaminathan, Vanitha, "When brand personality matters : The moderating role of attachment styles", Journal of Consumer Research, 35(6), pp.985~1002 (2009)
- Tabernero, Carmen, "Implicit theories versus the social construal of ability in self-regulation and performance on a complex task", Organizational Behavior and Human Decision Processes, 78(2), pp.104~127 (1999)
- Tamir, Maya, "Implicit theories of emotion : affective and social outcomes across a major life transition", Journal of Personality and Social Psychology, 92(4), pp.731~744 (2007)
- Thomas, Rebecca, "The effects of material and experiential discretionary purchases on consumer happiness: Moderators and mediators", The Journal of Psychology, 147(4), pp.345~356 (2013)
- Van Boven, Leaf, "To do or to have? That is the question", Journal of Personality and Social Psychology, 85(6), pp.1193~1202 (2003)
- Van Boven, Leaf, "Stigmatizing materialism : On stereotypes and impressions of materialistic and experiential pursuits", Personality and Social Psychology Bulletin, 36(4), pp.551~563 (2010)
- Walker, Jesse, "Cultivating gratitude and giving through experiential consumption", Emotion, 16(8), pp.1126~1136 (2016)
- Weidman, Aaron C., "The unsung benefits of material things : Material purchases provide more frequent momentary happiness than experiential purchases", Social Psychological and Personality Science, 7(4), pp.390~399 (2016)
- Yorkston, Eric A., "The malleable brand : The role of implicit theories in evaluating brand extensions", Journal of Marketing, 74(1), pp.80~93 (2010)
- Zhang, Jia Wei, "Damned if they do, damned if they don’t : Material buyers are not happier from material or experiential consumption", Journal of Research in Personality, 50, pp.71~83 (2014)
