명품과 배경음악이 충동적 의사결정에 미치는 영향
The Effect of Background Music on Impulsive Decision Making: When People are Exposed to Luxury Items
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
본 연구에서는 상품과 배경음악이 사람들의 충동적인 의사결정에 미치는 영향을 지연 할인의 쌍곡선 함수를 이용하여 알아보았다. 구체적으로 상품과 배경음악에 따라 유의미한 이원 상호 작용이 존재했다. 명품 조건에서는 모차르트의피아노 콘체르토 5번 장조 음악을 들었을 때, 20번 단조 음악을 들었을 때보다 충동성이 유의미하게 높았다. 하지만실용 상품에 노출된 참가자들에게선 음악의 종류에 따라 충동성의 차이는 유의미하지 않았다. 추가 연구를 통해 음악을더 세분화하여 빠르기를 조절하여 그 영향을 알아보았으며 동시에 정서가 위와 같은 결과를 매개 했는지 알아보았다. 결과적으로 정서의 매개효과와 빠르기의 주효과 모두 유의미하지 않았지만, 빠르기와 장단조 조건 간의 유의미한이원 상호작용이 나타났다. 구체적으로 알레그로(allegro) 빠르기에서는 장조음악일 때가 단조 조건일 때보다 충동성이높은 경향성이 나타났으며 안단테(andante) 빠르기에서는 장조 음악을 들었을 때가 단조 음악을 들었을 때보다 유의미하게 충동성이 낮게 나타났다. 우울한 정서를 예측 변수로 하고 미래 시간 길이 지각을 매개 변인으로 하여 추가연구를 진행한 결과, 시간 길이 지각은 우울한 정서가 충동성에 미치는 영향을 부분 매개함을 알 수 있었다.
Abstract
In this study, we figured out that music modes and item types could affect people’s urged decision making through a k-value which results from a delay discounting’s hyperbolic function. Generally, high k-value is related to impulsive decision making. Concretely, there was a significant interaction between items and music. For the luxury item, the k-value was higher while listening to major music than minor. However, for the non-luxury item condition the k-value difference was not significant between two pieces of music. Moreover, we expected mood could be manipulated after listening to the music and mediate a difference of tendency. We used first movement as an allegro and second as an andante of Mozart piano concerto No.5 D-major and No.20 D-minor for stimuli. As a result, mode and tempo’s main effects were not significant. Nevertheless, there was a significant two-way interaction. To put it concretely, the k-value of major condition was marginally higher than minor condition on allegro. However, the k-value of major condition was significantly lower than minor condition on andante. Also, depressed degree difference was significant but it was not significant as a mediator. Set depressed degree as a predict variable and future time span as a mediator, further research found future time perception partially mediated the effect that depressed degree affects impulsivity.
참고문헌 (32)
- An, S. K., "The Study on consumer purchase behavior", Proceedings of The Korean Society of Clothing and Textiles, pp.163~ (2008)
- Benzoin. U., "Discount rates inferred from decisions : An experimental study", Management Science, 35(3), pp.270~284 (1989)
- Berry, C. J., "The idea of luxury : A conceptual and historical investigation" (1994), Cambridge University Press
- Bluedorn, A. C., "The human organization of time:Temporal Realities and Experience" (2002), Stanford University Press
- Bramley, S., "The influence of background music tempo and genre on virtual roulette", Journal of Gambling Issues, pp.1~12 (2014)
- Bschor, T., "Time experience and time judgement in major depression, mania and healthy subjects. A controlled study of 93 subjects", Acta Psychiatrica Scandinavia, 109, pp.222~229 (2004)
- The Devil Wears Prada? Effect of Exposure to luxury goods on cognition and decision making, "Chua, R.Y.", Harvard Business School Organizational Behavior Unit, ~, pp.Harvard Business School Organizational Behavior Unit Working Paper, 10(34) (2009)
- Luxury goods worldwide market study, "D’Arpizio, C.", Bain & Company’s, ~ (2015)
- Dixon, M. J., "The impact of sound in modern multiline video slot machine play", Journal of Gambling Studies, 30(4), pp.913~929 (2014)
- Gino, F., "Unable to resist temptation : How selfcontrol depletion promotes unethical behavior", Organizational Behavior and Human Decision Processes, 115(2), pp.191~203 (2011)
- 한수진, "명품구매경험에 따른 명품구매행동분석", 한국가정관리학회지, 25(3), pp.137~149 (2007), 한국가정관리학회
- Henver, K., "The affective character of the major and minor modes in music", The American Journal of Psychology, 47(1) (1935)
- Hilton, M., "The legacy of luxury: Moralities of consumption since the 18th century", Journal of Consumer Culture, 4, pp.101~ (2004)
- Husain, G., "Effects of musical tempo and mode on arousal, mood, and spatial abilities", Music Percpeption, 20, pp.151~171 (2002)
- Johnson, M. W., "Within‐subject comparison of real and hypothetical money rewards in delay discounting", Journal of the Experimental Analysis of Behavior, 77(2), pp.129~146 (2002)
- Kim, E. J., "Standardization and Reliability and Validity of the Korean Edition of Profile of Mood States (K-POMS)", Sleep Medicine and Pshysiology, 10(1), pp.39~51 (2003)
- Lee, K. M., "Dong-A new Korean dictionary (동아새국어사전)" (2013), Dong-A Publishing
- Mandel, N., "Images of Success and the Preference for Luxury Brands", Journal of Consumer Psychology, 16(1), pp.57~69 (2006)
- Mazur, J. E., "An adjusting procedure for studying delayed reinforcement", pp.55~73 (1987)
- Mentzoni, R. A., "Type of musical soundtrack affects behavior in gambling", Journal of Behavioral Addictions, 3(2), pp.102~106 (2014)
- McNair, D. M., "POMS manual - Revised manual for the profile of mood states", Educational and Industrial Testing Services, 731~733 (1992)
- Noseworthy, T. J., "A comparison of ambient casino sound and music : Effects on dissociation and on perceptions of elapsed time while playing slot machines", Journal of Gambling Studies, 25(3), pp.331~342 (2009)
- Panno, A., "Selfregulation predicts risk-taking through people's time horizon", International Journal of Psychology, 49(3), pp.211~215 (2014)
- Rock, D. W., "The Buying impulse", Journal of Consumer Research, 14, pp.189~199 (1987)
- Schaefer, M., "Thinking on luxury or pragmatic brand products : Brain responses to different categories of culturally based brands", Brain Research, 1165, pp.98~104 (2007)
- Spenwyn, J., "The role of light and music in gambling behaviour : An empirical pilot study", International Journal of Mental Health and Addiction, 8(1), pp.107~118 (2010)
- Tsai, S., "Impact of personal orientation on luxury-brand purchase value An international investigation", International Journal of Market Research, 47(4), pp.429~454 (2005)
- Twenge, J. 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~ (2003)
- Thompson W. F., "Arousal, Mood and Mozart effect", Psychological Science, 12, pp.248~251 (2001)
- Verplanken, B., "Consumer style and health : the role of impulsive buying in unhealthy eating", Psychology and Health, 20, pp.429~441 (2005)
- Watson, D., "Beyond negative affectivity : Measuring stress and satisfaction in the workplace", Journal of Organi zational Behavior Management, 8(2), pp.141~158 (1987)
- Yalch, R. F., "An environmental psychological study of foreground and background music as retail atmospheric factors", AMA Educators’Conference Proceedings, 54, pp.106~110 (1988)