남녀 간 데이트 맥락에 따른 비용지불전략 : 남녀욕망차이가설 제안 및 적용
Gender Differences in Payment Strategy on Dating Context : Different Desire Hypothesis and Its Application
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초록
본 연구는 데이트 맥락 간 비용지불의 비대칭성(데이트 맥락에 따라 지불의사가 더 높아지거나 낮아지는 현상)을 설명하기 위해서 진화심리학적 접근을 통해 남녀욕망차이 가설을 제안하였다. 이 가설은 남녀는 오랜 진화에 역사에서 서로 다른 번식의 문제에 직면했기 때문에 그 문제에 적응하기 위해서 서로 다른 내용을 갖는 욕망을 각각 발전시켰다고 주장한다. 남성의 욕망은 다양한 성적 파트너를 갈망하는 내용(성 다양성 욕망)으로 가능한 많은 수의 여성과 섹스 기회를 갖는 데 기여하는 기능을 했고, 여성의 욕망은 자신이 상대 파트너의 욕망의 대상인지를 끊임없이 확인하려는 내용(대상 확인 욕망)으로 버려짐의 문제를 해결하는 데 유용했을 것으로 생각된다. 남녀욕망차이 가설에 기반을 두고 다음 세 가지 예측을 테스트하였다. 데이트 맥락에서 상대와의 성적 친밀도 향상 또는 섹스 임박의 단서가 존재한다면(vs. 단서 부재) 1) 남성의 데이트 비용 지불의사는 더 높아지고, 많은 비용을 투입하였더라도 기분이 상하지 않을 것이며, 2) 여성의 데이트 비용 지불의사는 더 낮아질 것이고, 만일 비용을 투입하였다면 보다 강한 부정적 기분을 경험할 것이다. 그리고 동일한 여성과 갖는 반복적 섹스의 한계효용은 체감할 것이라는 주장을 근거로 3) 섹스 임박의 단서가 존재하더라도 상대와 많은 횟수의 섹스를 가졌다면(vs. 섹스 횟수 0) 남성의 데이트 비용 지불의사는 더 낮아질 것이고, 만일 이 때 많은 비용을 투입하였다면 더 강한 부정적 기분을 경험할 것이다. 세 차례의 실험 결과, 이 예측들은 대체로 지지된 것으로 나타났다. 남녀욕망차이 가설은 비단 남녀 간 데이트 비용 지불 현상뿐 아니라 소비자 욕망을 이해하는 데 직접적으로 기여할 것이라 기대된다.
Abstract
Based on evolutionary psychology, I suggest the different desire hypothesis which claims that both men and women are hypothesized to have evolved distinct psychological mechanisms―the desire―to confront different adaptive problems: Men desire for sexual varieties (fashioned to adapt to a number of sexual partners problem) whereas women desire to verify unceasingly whether she is the object a romantic partner desires (fashioned to adapt to desertion problem). Drawing upon the hypothesis, three experiments were conducted using dating scenarios to test the effects of dating contexts on the extent of willingness to pay for dating expenses and feelings when he/she paid all were examined. Overall, the findings were more or less consistent with the predictions: When the implicit cue suggesting the higher (vs. lower) likelihood of enhancing sexual intimacy was given, 1) male participants were more likely to willingly pay for dating expenses and their feelings were not hurt even if they had paid all while 2) female participants were less likely to pay for the same expenses and their feelings became worse if they had paid all. Finally, under the lots of (vs. none) sexual relationship condition, 3) male participants were less likely to willingly pay for dating expenses and their feelings became worse even if the sexual intimacy cue was present while female participants' both the extent of willingness to pay and feelings were not different across the contexts. The implications of the different desire hypothesis were discussed for better understanding of the nature of consumer desires.
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