지각된 외모차별과 과시적 소비의 관계: 자아존중감과 사회비교성향의 매개효과 및 지위욕구의 조절효과
The Relationship between Perceived Appearance Discrimination and Conspicuous Consumption: Mediating Roles of Self-esteem and Social Comparison and Moderating Role of Need for Status
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본 연구는 지각된 외모차별과 과시적 소비의 관계를 조사했다. 한국 사회에서 외모 매력도는 삶의 다양한 분야에 서중요하게여겨지기때문에외모로인해부당한차별을겪는경우도적지않게발생한다. 이처럼뚜렷한사회현 상 중 하나인 지각된 외모차별의 영향을 소비 영역에서 살펴본 연구는 드물다. 본 연구는 지각된 외모차별이 과시 적 소비와 긍정적으로 연관되어 있을 가능성을 조사했다. 구체적으로, 외모차별을 크게 지각하는 개인일수록 낮은 자아존중감의 형태로 나타나는 심리적 위협을 경험할 가능성이 커질 것이라고 예측했다. 이어서, 이러한 심리적 위 협을겪은개인은자신의우월한측면을찾기위해타인과자주비교하게되고, 본인의우월함을드러내고싶은욕 구에 따라 높은 과시적 소비 성향을 보일 것으로 예측했다. 또한, 자아존중감과 사회비교 성향의 이중매개 효과는 지위상승 욕구가 높은 경우에만 관찰될 것이라는 가설을 세웠다. 209명의 참가자를 대상으로 각 변인들을 측정하는 설문조사를 실행한 결과 본 연구의 모든 가설은 지지되었다. 즉, 외모차별을 겪었다고 크게 지각하는 개인일수록 과 시적 소비 성향이 증가했고, 이 두 변인의 유의한 정적인 관계는 자아존중감과 사회비교 성향에 의해 매개되었다. 이 매개효과는 참가자의 지위욕구가 높은 경우에만 유의했다. 본 연구는 지각된 외모차별을 소비 현상과 연관시켜 살펴보았다는점에서기존의외모매력도및과시적소비연구에기여한다. 본연구는외모매력도및과시적소비 를다룬기존연구에이론적으로기여한다. 기존의연구는매력있는외모로인해얻는심리적, 사회적이득에초점 을두었다면이연구는외모가소비의영역에서어떤영향을미치는가를살펴보았다. 특히그동안과시적소비연 구들이 다루지 않은 지각된 외모차별에 초점을 두었다는 점에서 과시적 소비 연구 분야에서 외모의 역할을 살펴본 기존의 연구를 확장했다. 이 연구는 또한 낮은 자존감이 사회비교를 빈번하게 해 과시적 소비를 증가시킴을 밝혀 낮은 자존감과 과시적 소비의 관계를 조사한 선행 연구의 결과를 확장한다. 본 연구의 결과는 과시적 소비가 지각 된 외모차별로 인해 겪게 되는 심리적 위협을 보상하기 위한 대처 방법 중 하나임을 암시한다.
Abstract
The present study investigates how perceived appearance discrimination is related to conspicuous consumption. There seems to be a number of people in South Korea who have ever been treated unfairly due to their seemingly unattractive physical appearance. Although appearance discrimination is one of the most distinctive and prevalent issues in South Korea, there has been little research that has examined how such phenomenon affect consumption behavior. The purpose of the current study is to examine the possibility that perceived appearance discrimination is positively related to conspicuous consumption. Specifically, we predict that as perceived appearance discrimination increases, self-esteem will decrease, which in turn affect social comparison tendency that is expected to positively related to conspicuous consumption. We also hypothesize that the serial mediation of self-esteem and social comparison in the relationship between perceived appearance difference will be significant only when the need for status is high than low. The hypotheses in current study is based on existing literature on compensatory consumption at the presence of psychological threat, the relationship between physical attractiveness and self-esteem, and conspicuous consumption as a tool for compensating ones weaknesses. Previous studies on compensatory consumption have suggested that consumers who go through psychological threat such as self-deficit or self-discrepancy in a specific domain attempt to compensate such threat through consumption. One way to compensate such threat is to consume the products in the same domain where one experiences psychological threat. For example, individuals who feel psychological threat in the domain of physical appearance may compensate it for consuming beauty products in order to enhance their attractiveness. On the other hand, consumers may attempt to compensate for their weaknesses in a specific domain through showing their superiority in other domains. The customer who is served by physically dominant clerk may spend more than he has planned or buy very expensive items in order to overcome his inferiority in the domain of physical dominance. This customer compensates his psychological threat in the domain of physical appearance through showing his superiority in the domain of wealth and status. Likewise, individuals with greater perceived appearance discrimination should compensate their psychological threat through consumption. The current study predicts that consumers will engage in conspicuous consumption as a compensation for psychological threat. We examine self-esteem and social comparison as proxies for psychological threat. Previous literature has shown negative impact of unattractive appearance on self-esteem as well as negative correlation between self-esteem and social comparison. Thus, as perceived appearance discrimination becomes greater, self-esteem and social comparison would decrease and increase, respectively. Also, literature on conspicuous consumption has suggested that people who engage in conspicuous consumption try to keep up with those with higher social status as well as greater wealth, which implies that conspicuous consumption occurs when people compare themselves to others. Thus, we predict positive relationship between social comparison and conspicuous consumption. The present study also hypothesize that such serial mediation of self-esteem and social comparison will be moderated by need for status. Existing literature has shown that individuals with high need for status are more likely to prefer loud luxury product with distinctive brand logo in it while those with low need for status tend to prefer quiet product without brand logo. Thus, need for status seems to affect desire to show off ones status and wealth. We predict that individuals will compensate their psychological threat through conspicuous consumption only when they want to blatantly reveal their possessions to others. In order to test the hypotheses, we conducted cross-sectional survey with 209 participants. We created three items to measure perceived appearance discrimination and for the other four variables we adapted items from previous literature. We analyzed the data using PROCESS macro and the results supported all hypotheses. As perceived appearance discrimination increases, self-esteem decreases, which in turn lead to greater social comparison and conspicuous consumption. Such relationship was observed when participant’ need for status were high than low. This study contributes to existing literature on physical attractiveness as well as on conspicuous consumption. While previous studies were focused on the benefits of physical attractiveness, this study is focused on its impact on consumption behavior. A few studies have examined the role of physical attractiveness in the domain of consumption, but the role of perceived appearance discrimination has not gotten enough attention. By investigating that factor, this study sheds light on the area of physical attractiveness in regards to conspicuous consumption. The present findings imply that the experiencing appearance discrimination could be an important motivation for conspicuous consumption.
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