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사고방식과 상황 특성이 일치할 때: 경쟁 vs. 협력의 사고방식과 상황 특성 간 일치성이 목표달성에 미치는 영향

When Mindsets Coincide with Situational Traits: The Effect of Congruence between a Mindset and a Situational Trait of Competition versus Cooperation on Goal Attainment

정난희|박세범
한국소비자학회 (Korean Society Of Consumer Studies)|2020.12|소비자학연구 (Journal of Consumer Studies)|제31권 제6호|pp. 33-55|DOI http://dx.doi.org/10.35736/JCS.31.6.2

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참고문헌

키워드

EnjoymentEffort즐거움노력일치성Congruence목표달성경쟁적-협력적 사고방식경쟁-협력 상황Competitive-Cooperative MindsetCompetition-Competition SituationGoal Attainment
주제분류경제학

초록

최근 다양한 모바일 애플리케이션은 소비자들이 원하는 목표를 달성할 수 있도록 돕고 있는데(예. 챌린저스), 이러한 서비스들은 경쟁 혹은 협력의 상황을 제시하여 성공적으로 목표를 성취할 수 있도록 유도하고 있다. 구체적으로 동일한 목표에 대해 개인 간 경쟁을 통해 목표를 달성하도록 장려할 수도 있으며, 개인과 개인이 협력을 통해 목표를 포기하지 않고 끝까지 노력하여 달성할 수 있도록 한다. 따라서 본 연구는 목표달성에 있어 경쟁과 협력이 중요한 요인임을 강조하며, 경쟁-협력에 대해 사고방식(mindset)과 상황 특성(situational trait)으로 구분하여 살펴보았다. 이를 바탕으로 본 연구는 경쟁-협력에 대해 사고방식과 상황 특성의 일치성이 목표달성에 미치는 영향 및 노력과 즐거움의 매개효과를 규명하였다. 구체적으로 사고방식과 상황이 일치하는 경우(vs. 일치하지 않는 경우) 목표달성 정도를 더 높게 평가할 것이라 예상하였다. 또한 사고방식과 상황이 일치할 때는 노력의 정서를, 일치하지 않을 때는 즐거움의 정서를 매개한다고 제안하고 두 번의 실험을 통해 이를 입증하였다. 분석결과, 경쟁-협력 사고방식과 상황이 일치할 경우 일치하지 않는 때에 비해 예상된 목표달성을 더 높게 평가하고 있었다. 두 긍정정서(노력, 즐거움)의 매개효과와 관련해 사고방식과 상황이 일치할 때(경쟁적 사고방식×경쟁 상황, 협력적 사고방식×협력 상황)는 투입된 노력 정도를, 사고방식과 상황이 일치하지 않을 때(경쟁적 사고방식×협력 상황, 협력적 사고방식×경쟁 상황)는 유발된 즐거움 정도를 더 높게 평가하여 목표달성 과정을 매개하였다. 결과적으로 본 연구는 경쟁-협력에 대한 사고방식과 상황 특성의 일치성에 따라 목표달성 및 유발되는 정서가 다를 수 있음을 입증하였으며, 이를 바탕으로 이론적 및 실무적 시사점을 제시하였다.

Abstract

Recently, goal tracking mobile applications like Challengers have been helping users achieve their desired goals effectively by offering competition and/or cooperation situations to drive them to attain the goals successfully and thus encouraging them to compete and/or cooperate to achieve the same workout goals without giving up. This study distinguishes between a mindset and a situational trait of competition versus cooperation in achieving goals and investigates whether the congruence between a mindset and a situational trait of competition versus cooperation affects anticipated goal attainment and, if so is the case, whether perceived effort invested and/or enjoyment can mediate such effect. To test our predictions, we conducted two experiments in which users were asked to indicate anticipated goal attainment when their mindset of competition versus cooperation either coincides versus collides with the trait of competition versus cooperation situation they were faced with. The findings demonstrated that when the mindsets coincided (collided) with the situational traits, goals were more (less) likely to be attained. In addition, we found that expected effort invested(vs. expected enjoyment) mediated the effect of congruence (vs. incongruence) between a mindset and a situational trait of competition versus cooperation on goal attainment. Overall, the current research offers novel insights into the important role of congruence between a mindset and a situational trait of competition versus cooperation in the context of goal attainment.

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