여성의 지위 소비는 누구 때문에 발생하는가?
Who Does Trigger Women’s Status Consumption?
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남자와는 달리 여자의 지위 소비는 외모향상 제품군에 한해서만 나타나는 경향이 있다. 최근 한 연구는 여성의 지위 소비를 촉발하는 심리적 무력감은 소셜 네트워크 내 신체적 매력에 기반을 두고 있는 상대적 지위가 위협받을 때 발생한다고 주장하였다. 그룹 내 한 멤버의 외모향상 행위로 인해 자신의 상대적 지위를 위협받게 되면 그 지위를 방어 및 유지하기 위해서 외모향상 제품에 대한 럭셔리 소비가 발생한다는 것이었다. 본 연구는 이 주장의 연장선에서 여성의 지위 소비는 누구 때문에 발생하는지를 조사하였다. 실험 참가자들은 친구 결혼식에서 자신과 매우 유사한 옷을 입고 온 한 친구와 만나는 상황의 시나리오를 읽었는데, 한 집단은 그 친구의 신체적인 매력이 자신보다 월등히 높은 것으로, 다른 집단은 그 친구의 신체적인 매력이 자신과 유사한 수준인 것으로 묘사된 것을 읽었다. 분석 결과, 자신보다 신체적 매력이 월등히 높은 상대보다 자신과 유사한 수준으로 매력적인 상대와 뷰티 콘테스트 상황에 놓인 참가자들이 외모향상 제품 구매에 더 많은 금액을 지불하는 경향이 발견되었다. 이 효과의 일부는 본 연구의 가설대로 자신의 상대적 지위 하락에 대한 걱정(남들에게 친구보다 자신이 덜 예뻐 보일까봐 걱정하는 마음)에 의해 매개되었다. 본 연구는 남성과는 다른 여성 지위 소비의 독특성을 드러냈다는 점에서, 그리고 여성의 지위 소비는 자신과 신체적인 매력이 유사한 동성 경쟁자 때문에 발생한다는 것을 발견하였다는 의의를 갖는다.
Abstract
The research on status consumption shows that powerlessness plays an important role in the purchase of luxury goods. In this article, physical attractiveness-as-a relative status (PARS) hypothesis was proposed to shed light on the provocative question of who triggers women’s status consumption. From the evolutionary perspective, this research investigated that the extent of the physical attractiveness of a target female with whom participants were supposed to enter into an imaginary beauty contest influences status consumption. Findings showed that participants who were in the beauty contest with the female friend who is more physically attractive (vs. more or less physically attractive) than them indicated a higher willingness to pay for appearance-enhancing goods. The effect of the beauty contest on the willingness to pay for the goods was in part mediated by the concern of physical attractiveness-based relative position, as hypothesized. This research identifies the suspect responsible for other women’s status consumption, revealing that the female friend’s appearance-enhancing behavior, who is as much attractive as oneself, might be the trigger leading threatened women to status consumption.
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