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높은 외모 자존감은 높은 사회적 지위를 추론하게 하는가? 지각된 사회적 능력의 매개효과 및 자기의식의 조절된 매개효과

Does High Appearance Self-Esteem Lead One to Infer a High Social Status? The Mediating Effect of Perceived Social Competence and the Moderated Mediating Effect of Self-Consciousness

이수현|조현영
한국소비자학회 (Korean Society Of Consumer Studies)|2022.10|소비자학연구 (Journal of Consumer Studies)|제33권 제5호|pp. 1-25|DOI http://dx.doi.org/10.35736/JCS.33.5.1

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키워드

self-consciousnesssocial competencesocial status사회적 능력자기의식사회적 지위지각된 외모 자존감지위 신호appearance self-esteemstatus signaling
주제분류경제학

초록

본 연구는 높은 외모 자존감이 높은 사회적 지위를 추론하게 하는 새로운 요인임을 제안했다. 지위 신호 행동과외모 매력도, 자존감을 다룬 선행 연구의 결과에 기반하여, 타인의 판단과 관계없이 자신의 외적 특성을 인정하고그를 존중하는 사람일수록 사회적 지위가 높게 추론될 것이라는 가설을 설정했다. 또한 자존감과 사회적 능력의 유의한 상관관계를 보여준 선행 연구에 기반해, 관찰자는 높은 외모 자존감을 가진 사람들로부터 우수한 사회적 능력을 추론할 것이라고 예측했다. 나아가, 사회적 지위가 높은 사람이 지닌 주요 특성 중 신뢰할 만한 집단에 소속되어있는지의 여부 및 유머러스한 성격이 포함되어 있다는 선행 연구의 발견을 통해, 사회적 능력이 높게 인식되는 사람일수록 사회적 지위가 높게 추론될 것으로 예측했다. 즉, 사회적 능력을 지각된 외모 자존감과 사회적 지위의 매개 변수로 제안했다. 또한, 이 사회적 능력의 매개효과는 자기의식에 의해 조절될 것이라는 가설을 세웠다. 자기의식이 높은 사람은 타인에게 비치는 본인의 모습에 크게 신경을 쓰고 부정적인 인상을 남기지 않기 위해 노력한다. 자기의식이 높은 사람과 달리 외모 자존감이 높은 사람은 다른 사람의 평가에 크게 개의치 않는 태도를 보인다. 사람들은 자신이 가지지 못한 특성을 보이는 사람을 부러워하는 경향이 있으므로 자기의식이 높을수록 높은 외모 자존감을 가진 사람을 호의적인 태도로 바라볼 가능성이 크다. 즉, 높게 지각된 외모 자존감으로부터 높은 사회적 능력 및 지위를 추론하는 경향이 관찰자의 자기의식이 높을수록 강할 것으로 예측했다. 짧은 대화 형식의 자극물을사용하여 사전 조사 및 두 개의 본조사를 실시한 결과 데이터는 가설을 모두 지지했다. 사람들은 외모 자존감이 상대적으로 높게 지각되는 사람에게서 높은 사회적 지위를 추론했는데 이는 높게 지각된 외모 자존감으로부터 우수한사회적 능력을 예측하기 때문이다. 또한, 높은 외모 자존감으로부터 높은 사회적 능력 및 지위를 추론하는 경향은참가자의 자기의식이 높을수록 강했다. 다른 사람에게 본인의 모습이 어떻게 비추어질지 염려하는 사람은 외모 자존감이 높다는 특성을 그렇지 않은 사람에 비해 더 호의적으로 판단하기 때문이다. 타인의 시선을 걱정하는 자신과달리 외모 자존감이 높은 사람은 타인의 시선에서 자유로우므로 자연스럽게 사회적 관계를 형성할 수 있을 것으로여기게 되고, 이에 따라 사회적 지위 역시 높게 추론되는 것이다. 사전 조사와 연구 1은 미국인 참가자를, 연구 2 는 한국인 참가자를 대상으로 데이터를 수집했고 각 연구에 사용된 등장인물의 이름과 대화의 맥락 역시 다양하게제작하여 연구 결과가 외적 타당도를 확보할 수 있었다. 본 연구는 외모 자존감이 새로운 지위 신호의 역할을 함을보여주었다는 점에서 지위 신호 연구 분야에 기여한다.

Abstract

The present study attempts to show appearance self-esteem (ASE) as one of the unconventional status signaling factors. Drawing on the literature on status-signaling behavior, physical attractiveness, and self-esteem, we propose that those who appreciate and are satisfied with their physical appearance, regardless of how others evaluate them, are perceived to have higher social status. The underlying mechanism through which perceived high ASE enables inference of higher social status is predicted to be their superior social competence. The association between self-esteem and social competence and status within a group and social competence that has already been established in the previous literature corroborates this argument. We also propose one’s self-consciousness is a boundary condition in which the extent to which ASE works as a status signaling varies. Individuals with high self-consciousness care about their impressions on others in public. Moreover, people are likely to admire others with characteristics they do not have and evaluate them more favorably. The attitude addressed by those with high ASE is something highly self-conscious individuals do not possess. Therefore, people with high self-consciousness are relatively more likely to evaluate those with high ASE favorably than those with low self-consciousness. Specifically, the tendency to infer high social status from high ASE is expected to be stronger as one’s self-consciousness increases. Three short scenario-based experiments, including a pretest, support our main predictions. In the pretest, we used a scenario comprising a short conversation between “Aiden” and his colleague. The colleague says that Aiden’s profile picture on his social media account looks very weird. In high ASE condition, Aiden responds to his colleague that he likes the picture; in low ASE condition, Aiden says he will change the picture immediately. As predicted, Aiden’s social status was perceived to be significantly greater in the former situation than in the latter. In Study 1, we created a short conversation where a colleague asks a person to appear as a model in a company's advertising campaign. The person accepts a request in high ASE condition and refuses it for lack of confidence about their face in low ASE condition. Supporting our main prediction, a person in high ASE condition was perceived to have significantly greater social status than someone in low ASE condition. Mediation through social competence was also significant. Study 2 was conducted using a short fictitious conversation between “Jiwon Kim” and her colleague. The colleague says she will not attend the workshop because there will be colleagues from different departments who are physically very attractive, which would make her feel uncomfortable. In high ASE condition, Jiwon Kim tells the colleague that she does not need to worry and suggests the colleague participate in the workshop; in low ASE condition, Jiwon Kim agrees with her colleague and decides not to attend the workshop. Participants perceived Jiwon Kim in high ASE condition as possessing higher social status than in low ASE condition due to her higher perceived social competence. Furthermore, mediation through social competence was stronger for those with high selfconsciousness than those with low self-consciousness. Specifically, the degree to which people infer superior social competence from high ASE was stronger as the level of self-consciousness increased. It seems that highly self-conscious individuals evaluate others with high ASE more favorably. In other words, unlike a person concerned about how others perceive them, people with high ASE are free from these anxieties, so they are naturally considered to be able to form social relationships. This study, therefore, contributes to the existing literature on status signaling by identifying ASE as an unconventional tool of social status inference.

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