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새로움 vs. 갈등: 자아해석에 따른 컬러-형태 바인딩의 시각적 반응에 관한 연구

Novelty vs. Conflict: The Effect of Color-Shape Binding and Self Construal on Visual Response

이은미
한국소비자학회 (Korean Society Of Consumer Studies)|2018.06|소비자학연구 (Journal of Consumer Studies)|제29권 제3호|pp. 109-135|DOI http://dx.doi.org/10.35736/JCS.29.3.6

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참고문헌

키워드

aesthetic responseself-construal자아해석인지적 반응cognitive response심미적 반응컬러-형태 바인딩전형성 이론color-shape bindingtypicality theory
주제분류경제학

초록

본 연구는 심미적 반응과 인지적 반응에 있어서 컬러-형태 바인딩과 자아해석이 미치는 영향을 조사했다. 즉, 전형적 바인딩 조건에서는 상대적으로 전반적인 조화와 느낌에 의존하여 의사결정을 함으로써 심미적 반응이 높지만, 비전형적 바인딩 조건에서는 기존 지식체계와의 불일치로 인해 분석과 논리에 의존하므로 인지적 반응이 높게 나타날 것으로 예상했다. 뿐만 아니라, 자아해석 수준은 컬러-형태 바인딩에 따른 시각적 반응을 조절할 수 있다고 기대했다. 가설 검증을 위해서 2(컬러-형태 바인딩: 전형적 바인딩/비전형적 바인딩) × 2(자아해석: 독립적 자아해석/상호의존적 자아해석)의 네 가지 조건의 실험을 설계하여 활용했다. 연구 결과, 컬러-형태 바인딩의 주효과와 자아해석과의 상호작용효과는 입증되었다. 전형적 바인딩이 제시된 조건에서는 심미적 반응이 높게 나타났고, 반면 비전형적 바인딩이 제시된 조건에서는 인지적 반응이 높았다. 그러나 컬러-형태 바인딩과 자아해석의 상호작용효과는 부분적으로 유의하였다. 즉, 심미적 반응에 대한 컬러-형태 바인딩과 자아해석 수준의 차이는 유의하게 나타나지 않았다. 하지만 인지적 반응에 있어서는 비전형적 바인딩이 제시된 조건에서 독립적 자아해석의 집단 보다 상호의존적 자아해석의 집단에서 인지적 반응이 높게 나타났다. 본 논문에서 실증적으로 확인된 이러한 사실들은 향후 브랜드 아이덴티티 요소 개발 전략 수립과 커뮤니케이션전략 모델 구축 시에 반영되어야 할 것으로 보인다.

Abstract

This research examines whether aesthetic response, cognitive response toward color-shape binding is influenced by self-construal. In the condition of typical binding, people may relatively rely on match-up and feeling in decision making and thus react highly to aesthetic response, whereas those in the condition of untypical binding may rely on analysis and logics due to incongruity with existing knowledge system and thus react highly to cognitive response. Accordingly, we predict that the moderating effect of self-construal between color-shape binding and visual responses. In this experiment, we conducted a 2(color-shape binding: typical binding / untypical binding) × 2(self-construal: independent / interdependent) between-subjects design. As predicted, the significant main effect of color-shape binding was confirmed significantly. The aesthetic response was high in the typical binding condition, whereas the cognitive response was high in the untypical binding condition. However, the interactive effects of color-shape binding and self-construal were partially significant. In other words, the difference between the color-shape binding and the self-construal level toward the aesthetic response insignificant. Under the untypical binding condition, however, independent people react to cognitive response strongly because of activation of cognitive efforts, though the result was revealed to be significant. Finally, we discuss the theoretical and managerial implications of our findings and provide the limitations and directions for the future research.

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