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색채는 어떻게 우리의 생각을 변화시키는가?: 채도 변화에 따른 역동성 지각이 소비자의 사고방식에 미치는 영향

Color Makes You Think Differently: The Impact of Change in Saturation on Thinking Style through Dynamic Feeling

강우성|조현영
한국소비자학회 (Korean Society Of Consumer Studies)|2021.04|소비자학연구 (Journal of Consumer Studies)|제32권 제2호|pp. 47-71

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참고문헌

키워드

확산적 사고SaturationProcessing fluency수렴적 사고Convergent thinkingDivergent thinking처리 수월성색채의 지각된 역동성색채의 지각된 정태성채도 변화Perceived dynamic status of colorPerceived static status of color
주제분류경제학

초록

본 연구는 역동성 또는 정태성이 느껴지게 하는 시각적 자극물에 노출되었을 때 사고방식에 어떤 변화가 일어나는지 조사했다. 단색의 그림과 색채의 채도가 변화하는 그림을 사용한 실험 결과 참가자들은 채도가 변화하는 그림에 노출되었을 때 단색의 그림에 노출되었을 때보다 역동성은 더 크게 지각한 반면 정태성은 약하게 지각했다. 또한, 그림을 정태적으로 지각할 경우와 역동적이라고 지각한 두 경우 모두 정보처리의 수월성이 증가했다. 이는 정태적으로 지각된 그림에는 많은 양의 색상이 포함되어 있기 때문에 색채의 전형적 이미지를 떠올리기 쉽기 때문이다. 또한, 역동적으로 지각된 그림은 채도가 낮은 부분과 높은 부분의 대비로 인해 색상에 대한 정보를 처리하기 용이해져 두 조건의 자극물 모두 처리 수월성을 증가시켰다. 마지막으로, 채도가 변화하는 그림이 유발한 역동적인 느낌이 정보처리 수월성에 영향을 주지 않는 경우에는 확산적 사고가, 영향을 준 경우에는 수렴적 사고가 활성화되었다. 추가적으로 확산적 사고가 제품의 지각된 혁신성을 통해 제품에 대한 태도에 미치는 영향을 검증하였다. 분석 결과 확산적 사고방식이 활성화된 경우에는 제품에 대한 지각된 혁신성이 증가하며, 이는 제품의 태도를 증가시킴을 확인하였다. 전반적으로 본 연구는 시각적 자극물이 소비자의 인지에 미치는 이론적 과정에 대한 연구분야에 기여하고 있다.

Abstract

The present study investigates how people’s thinking style changes in response to the exposure to gradient change in color saturation. We conducted an experiment with the images that are composed of solid colors and the images of saturation gradually changing. Participants perceived gradient images as significantly more dynamic but less static than solid-colored images and both of perceived static and dynamic status were positively associated with processing fluency. Since solid-colored images contain more amount of hue, they enable us to come up with typical meanings or images of the given color. The images that are perceived as dynamic also were shown to enhance processing fluency because images with gradient effect contains contrast between low- and high- saturated part. Such contrast facilitates the association between the given colors and their typical meanings. Finally, dynamic feeling induced from images with saturation gradually changing was shown to prime convergent thinking when it affects processing fluency but to prime divergent thinking when it does not. In addition, we verified the effect of divergent thinking on product attitude via perceived innovativeness. The results confirm that the activation of divergent thinking increases perceived innovativeness, thereby leading to improved product attitude. Overall, the present study sheds light on the process in which the visual imagery affects cognition.

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