본문 바로가기
KERD
논문KCI 등재

사회적 배제가 물질적 소비(vs. 경험적 소비)의 상대적 선호에 미치는 영향

The Effects of Social Exclusion on the Relative Preference for Material Purchase(vs. Experiential Purchase)

박재인|김채영|박세훈
한국소비자학회 (Korean Society Of Consumer Studies)|2022.05|소비자학연구 (Journal of Consumer Studies)|제33권 제2호|pp. 1-24|DOI http://dx.doi.org/10.35736/JCS.33.2.1

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

지각된 통제파워경험적 소비사회적 배제Social exclusionExperiential purchasePerceived control물질적 소비소비 유형Purchase typeMaterial purchasePower state
주제분류경제학

초록

현대에는 기술 발전으로 인해 타인과 소통할 수 있는 기회가 더 많은 것으로 여겨지지만, 실제로는 비대면 소통 문화의 확산으로 인해 사회적 단절을 겪는 사람들이 증가하고 있다. 이에 따라 사회적 배제를 경험하는 소비자들에 대한 이해가 중요해지고 있는데, 본 연구에서는 그들의 심리적 반응인 지각된 통제의 약화가 소비 유형 평가에 미치는 영향을 조사하였다. 혼자가 된 소비자들은 타인으로부터 지원을 받지 못하는 상황에 놓임으로써 통제를 약하게 지각하게 되므로, 소유 행위를 통해 지각된 통제의 결핍을 충족시키고자 한다. 그러므로 사회적 배제 소비자(vs. 사회적 포함 소비자)들은 물리적 특성으로 인해 소유가 수월한 물질적 소비(vs. 경험적 소비)를 상대적으로 더 선호하게 될 것이고, 이는 지각된 통제 수준에 의해 매개될 것이라는 가설1과 가설2를 설정하였다. 또한 이러한 효과는 사회적 관계에서 발생하는 또 다른 변수인 파워 수준에 의해 조절될 수 있는데, 파워의 보유는 사회적 단절 상태에 있더라도 오히려 지각된 통제를 강화시키기 때문이다. 결과적으로 높은 파워(vs. 낮은 파워)는 소비 유형에 미치는 사회적 배제 효과를 사라지게 하며, 이는 지각된 통제에 의해 매개될 것이라고 예상하였다(가설3과 가설4). 본 연구는 연구 가설들의 검증을 위해 두 번의 실험을 진행하였다. 먼저 실험 1에서는 사회적 배제 여부에 따라 두 가지의 실험 조건(사회적 포함 vs. 사회적 배제)을 활용하였다. 실험 결과, 예상하였던 바와 같이 사회적 배제 조건(vs. 사회적 포함 조건)에서 물질적 소비(vs. 경험적 소비)에 대한 상대적 선호도가 더 높았으며(가설1 지지), 지각된 통제가 매개하는 것으로 나타났다(가설2 지지). 실험 2에서는 파워를 추가적으로 조작하여 2(사회적 배제 여부: 사회적 포함 vs. 사회적 배제) x 2(파워 수준: 낮은 파워 vs. 높은 파워)의 집단 간 설계를 활용하였다. 그 결과, 낮은 파워 조건에서는 앞선 실험 1에서와 동일하게 사회적 배제 효과가 발생하였으나, 높은 파워 조건에서는 사회적 배제 여부에 따라 물질적 소비와 경험적 소비 간 유의한 차이를 보이지 않았다(가설3 지지). 또한 지각된 통제 수준을 거치는 조절된 매개 효과를 확인할 수 있었다(가설4 지지). 마지막으로, 실험 결과를 통해 얻을 수 있는 이론적/실무적 시사점들을 제안하였다.

Abstract

Despite the development of social media that connects people to each other, many people today ironically feel disconnected in social situations. Accordingly, the understanding of socially excluded consumers is becoming more important, so this research demonstrates their preference between two purchase types with the result of low perceived control. Being alone indicates the unavailability of others' help in the face of external danger, so that social exclusion impairs an individual’s perceived control. When people experience an uncomfortable tension caused by deprivation of perceived control, they tend to regain perceived control by possessing something. Postulating that material goods are easier to possess than experiential goods, it is predicted that socially excluded consumers(vs. socially included consumers) will relatively prefer material purchase to experiential purchase and this will be mediated by the level of perceived control(H1 and H2). Besides, the relationship between social exclusion and the asymmetric preference for purchase types can be moderated by power state because having more power than others can bolster perceived control. Therefore, we further hypothesize that the effect of social exclusion will be attenuated under high power condition(vs. low power condition) and perceived control will play a mediating role(H3 and H4). We tested these hypotheses in two studies. In study 1, we used one-factor two-level(social inclusion vs. social exclusion) between-subjects design and found that the relative preference for material purchase(vs. experiential purchase) was increased in social exclusion condition(vs. social inclusion condition) and this effect was mediated by perceived control. Study 2 followed a 2(social inclusion vs. social exclusion) × 2(low power vs. high power) between-subjects design. The results showed that social exclusion(vs. social inclusion) increased the relative preference for material purchase(vs. experiential purchase) in the low power condition but not in the high power condition and the level of perceived control mediated this moderation effect. Finally, we discuss theoretical and practical implications of this work and directions for future research.

참고문헌 (58)

  1. 박세훈, "사회적 배제와 권력 수준이 많은 노력 제품(vs. 적은 노력 제품)의 선호에 미치는 효과", 마케팅연구, 35(2), pp.1~20 (2020), 한국마케팅학회[DOI]
  2. Allen, Nicholas B., "The Social Risk Hypothesis of Depressed Mood : Evolutionary, Psychosocial, and Neurobiological Perspectives", Psychological Bulletin, 129(6), pp.887~913 (2003)
  3. Alloy, Lauren B., "Control Motivation and Social Cognition", pp.33~73 (1993), Springer
  4. Atasoy, Ozgun, "Digital Goods are Valued Less than Physical Goods", Journal of Consumer Research, 44(6), pp.1343~1357 (2018)
  5. Averill, James R., "Personal Control over Aversive Stimuli and Its Relationship to Stress", Psychological Bulletin, 80(4), pp.286~303 (1973)
  6. Baumeister, Roy F., "The Need to Belong : Desire for Interpersonal Attachments as a Fundamental Human Motivation", Psychological Bulletin, 117(3), pp.497~529 (1995)
  7. Beggan, James K., "Using What You Own to Get What You Need : The Role of Possessions in Satisfying Control Motivation", Journal of Social Behavior and Personality, 6(6), pp.129~146 (1991)
  8. Carter, Travis J., "The Relative Relativity of Material and Experiential Purchases", Journal of Personality and Social Psychology, 98(1), pp.146~159 (2010)
  9. Chan, Cindy, "Experiential Gifts Foster Stronger Social Relationships Than Material Gifts", Journal of Consumer Research, 43(6), pp.913~931 (2017)
  10. Chen, Charlene Y., "Control Deprivation Motivates Acquisition of Utilitarian Products", Journal of Consumer Research, 43(6), pp.1031~1047 (2017)
  11. Chen, Serena, "Relationship Orientation as a Moderator of the Effects of Social Power", Journal of Personality and Social Psychology, 80(2), pp.173~187 (2001)
  12. Dubois, David, "Dynamics of Communicator and Audience Power : The Persuasiveness of Competence versus Warmth", Journal of Consumer Research, 43(1), pp.68~85 (2016)
  13. Duclos, Rod, "Show Me the Honey! Effects of Social Exclusion on Financial Risk-Taking", Journal of Consumer Research, 40(1), pp.122~135 (2013)
  14. Emerson, Richard M., "Power-dependence Relations", American Sociological Review, pp.31~41 (1962)
  15. Fan, Linying, "Don’t Surprise Me : How Social Relationships Shape Consumers’Attitudes toward Probabilistic Selling", Journal of the Association for Consumer Research, 3(3), pp.440~450 (2018)
  16. Fast, Nathanael J., "Illusory Control : A Generative Force Behind Power's Far-Reaching Effects", Psychological Science, 20(4), pp.502~508 (2009)
  17. Galinsky, Adam D., "From Power to Action", Journal of Personality and Social Psychology, 85(3), pp.453~466 (2003)
  18. Gilovich, Thomas, "Consumers’Pursuit of Material and Experiential Purchases : A Review", Consumer Psychology Review, 3(1), pp.20~33 (2020)
  19. Goodman, Joseph K., "When Consumers Prefer to Give Material Gifts Instead of Experiences : The Role of Social Distance", Journal of Consumer Research, 45(2), pp.365~382 (2018)
  20. Goodman, Joseph K., "The Material-Experiential Asymmetry in Discounting : When Experiential Purchases Lead to More Impatience", Journal of Consumer Research, 46(4), pp.671~688 (2019)
  21. Guinote, Ana, "Minority Status Decreases Sense of Control and Increases Interpretive Processing", Social Cognition, 24(2), pp.169~186 (2006)
  22. Keltner, Dacher, "Power, Approach, and Inhibition", Psychological Review, 110(2), pp.265~284 (2003)
  23. Kirk, Colleen P., "Property Lines in the Mind : Consumers’Psychological Ownership and Their Territorial Responses", Journal of Consumer Research, 45(1), pp.148~168 (2018)
  24. Lachman, Margie E., "The Sense of Control as a Moderator of Social Class Differences in Health and Wellbeing", Journal of Personality and Social Psychology, 74(3), pp.763~773 (1998)
  25. Leary, Mark R., "Anxiety, Cognition, and Behavior : In Search of a Broader Perspective", Journal of Social Behavior and Personality, 5(2), pp.3~44 (1990)
  26. Leary, Mark R., "Self-Esteem as an Interpersonal Monitor : The Sociometer Hypothesis", Journal of Personality and Social Psychology, 68(3), pp.518~530 (1995)
  27. Lee, Jaehoon, "Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion : A Differential Needs Explanation", Journal of Consumer Research, 39(3), pp.530~544 (2012)
  28. Lee, Fiona, "Is It Lonely at the Top? : The Independence and Interdependence of Power Holder", Research in Organizational Behavior, 23, pp.43~91 (2001)
  29. Magee, Joe C., "Social Hierarchy : The Self-reinforcing Nature of Power and Status", Academy of Management Annals, 2(1), pp.351~398 (2008)
  30. Magee, Joe C., "The Social Distance Theory of Power", Personality and Social Psychology Review, 17(2), pp.158~186 (2013)
  31. Maslow, Abraham H., "Toward a Psychology of Being" (1968), Van Nostrand
  32. Mead, Nicole L., "Social Exclusion Causes People to Spend and Consume Strategically in the Service of Affiliation", Journal of Consumer Research, 37(5), pp.902~919 (2011)
  33. Mikulincer, Mario, "An Attachment and Behavioral Systems Perspective on Social Support", Journal of Social and Personal Relationships, 26(1), pp.7~19 (2009)
  34. Mittal, Chiraag, "Sense of Control Under Uncertainty Depends on People’s Childhood Environment : A Life History Theory Approach", Journal of Personality and Social Psychology, 107(4), pp.621~637 (2014)
  35. Narayanan, Jayanth, "Power Motivates Interpersonal Connection Following Social Exclusion", Organizational Behavior and Human Decision Processes, 122(2), pp.257~265 (2013)
  36. Newcomb, Michael D., "Life Events and Substance Use among Adolescents : Mediating Effects of Perceived Loss of Control and Meaninglessness in Life", Journal of Personality and Social Psychology, 51(3), pp.564~577 (1986)
  37. Perry, Vanessa G., "Who Is in Control? The Role of Self-Perception, Knowledge, and Income in Explaining Consumer Financial Behavior", Journal of Consumer Affairs, 39(2), pp.299~313 (2005)
  38. Petrelli, Daniela, "Family Memories in the Home : Contrasting Physical and Digital Mementos", Personal and Ubiquitous Computing, 14(2), pp.153~169 (2010)
  39. Pierce, Jon L., "Toward a Theory of Psychological Ownership in Organizations", Academy of Management Review, 26(2), pp.298~310 (2001)
  40. Pierce, Jon L., "The State of Psychological Ownership : Integrating and Extending a Century of Research", Review of General Psychology, 7(1), pp.84~107 (2003)
  41. Pieters, Rik, "Bidirectional Dynamics of Materialism and Loneliness : Not Just a Vicious Cycle", Journal of Consumer Research, 40(4), pp.615~631 (2013)
  42. Pittman, Thane S., "Motivation and Cognition : Control Deprivation and the Nature of Subsequent Information Processing", Journal of Experimental Social Psychology, 25(6), pp.465~480 (1989)
  43. Shu, Suzanne B., "Psychological Ownership and Affective Reaction : Emotional Attachment Process Variables and the Endowment effect", Journal of Consumer Psychology, 21(4), pp.439~452 (2011)
  44. Sinha, Jayati, "Ignored or Rejected : Retail Exclusion Effects on Construal Levels and Consumer Responses to Compensation", Journal of Consumer Research, 46(4), pp.791~807 (2019)
  45. Smith, Pamela K., "Power in Everyday Life", Proceedings of the National Academy of Sciences, 113(36), pp.10043~10048 (2016)
  46. Su, Lei, "Social Exclusion and Consumer Switching Behavior : A Control Restoration Mechanism", Journal of Consumer Research, 44(1), pp.99~117 (2017)
  47. Su, Lei, "Filling an Empty Self : The Impact of Social Exclusion on Consumer Preference for Visual Density", Journal of Consumer Research, 46(4), pp.808~824 (2019)
  48. Tully, Stephanie M., "Seeking Lasting Enjoyment with Limited Money : Financial Constraints Increase Preference for Material Goods over Experiences", Journal of Consumer Research, 42(1), pp.59~75 (2015)
  49. Twenge, Jean M., "Social Exclusion and the Deconstructed State : Time Perception, Meaninglessness, Lethargy, Lack of Emotion, and Self-Awareness", Journal of Personality and Social Psychology, 85(3), pp.409~423 (2003)
  50. Uhrich, Sebastian, "Explaining Non-linear Customer Density Effects on Shoppers’ Emotions and Behavioral Intentions in a Retail Context : The Mediating Role of Perceived Control", Journal of Retailing and Consumer Services, 18(5), pp.405~413 (2011)
  51. Van Boven, Leaf, "To Do or to Have? That Is the Question", Journal of Personality and Social Psychology, 85(6), pp.1193~1202 (2003)
  52. Wan, Echo Wen, "To Be or Not to Be Unique? The Effect of Social Exclusion on Consumer Choice", Journal of Consumer Research, 40(6), pp.1109~1122 (2014)
  53. Wang, Jing, "The Lonely Consumer : Loner or Conformer?", Journal of Consumer Research, 38(6), pp.1116~1128 (2012)
  54. Warburton, Wayne A., "When Ostracism Leads to Aggression : The Moderating Effects of Control Deprivation", Journal of Experimental Social Psychology, 42(2), pp.213~220 (2006)
  55. Waytz, Adam, "Not so Lonely at the Top : The Relationship between Power and Loneliness", Organizational Behavior and Human Decision Processes, 130, pp.69~78 (2015)
  56. Williams, Kipling D., "Aversive Interpersonal Behaviors", pp.133~170 (1997), Plenum Press
  57. Wortman, Camille B., "Advances in Experimental Social Psychology, Vol.8", pp.277~336 (1975), Academic Press
  58. Yang, Bingcheng, "To do or To Have? Exploring the Effects of Social Exclusion on Experiential and Material Purchases", Asian Journal of Social Psychology, 23, pp.328~338 (2020)

관련 논문AI추천

사회적 배제는 물질주의를 증가시키는가? 소속과 통제의 욕구 및 권력감의 조절된 매개 효과권혜빈, 박지영, 정효림한국감성과학회 · 감성과학2023 · 제26권 제3호사회적 배제가 추천 및 유행 상품 구매의도에 미치는 효과이국희한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2018 · 제26권 제3호소비 욕구: 자기통제와 사회적 배제 경험나준희한국상품학회 · 상품학연구2025 · 제43권 제1호사회적 배제를 지각한 사람들의 과시적 소비 관계 연구오민정, 황윤용한국소비문화학회 · 소비문화연구2015 · 제18권 제2호사회적 배제와 과시적소비 성향이 기부연계제품 구매의도에 미치는 영향: 상징적 보상물의 매개된 조절효과를 중심으로김남희, 송호준, 천성용한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2017 · 제18권 제3호사회적 배제가 소비자 반응에 미치는 효과 : 체화된 인지의 조절효과를 중심으로손정식, 이병관한국감성과학회 · 감성과학2015 · 제18권 제3호

이 간행물의 다른 논문 (6건)

‘Fun’한 맛: 부조화 식품의 부조화와 소비자 반응의 관계에 재미 정서의 영향김은경, 김지호pp. 25-53한국형 물질주의 척도개발 및 타당성 검증강아롱, 윤성욱pp. 55-86한국 중년기 가계의 다중빈곤 연구: 소득, 자산, 시간 빈곤을 중심으로전영호, 김소연, 김지현, 최현자pp. 87-111패션 렌탈 플랫폼 정보 유형과 서비스 가치 지각원유정, 정혜정, 이유리pp. 113-131디지털 소비자역량 척도개발 연구나종연, 김지혜pp. 133-157
원문 보기