본문 바로가기
KERD
논문KCI 등재

한국사회의 연령집단에 대한 유능함과 따뜻함 지각: 내집단 편향효과를 중심으로

In-Group Bias in Perceptions of Competence and Warmth about Age Groups in the Korean Society

주소현|옥경영|박기완|양혜경
한국소비자학회 (Korean Society Of Consumer Studies)|2015.08|소비자학연구 (Journal of Consumer Studies)|제26권 제4호|pp. 103-135

0

조회

0

다운로드

11

인용

0

참고문헌

키워드

age groupsin-group biassocial identity theory고정관념 내용 모델(stereotype content model)사회정체성 이론(social identity theory)연령집단(age groups)내집단 편향(in-group bias)stereotype content model
주제분류경제학

초록

본 연구에서는 고정관념 내용 모델(stereotype content model)을 활용하여 한국사회의 연령집단에 대한 고정관념 내용을 분석하였다. 각 연령집단에 대한 고정관념을 지적 특성인 유능함(competence)과 사회적 특성인 따뜻함(warmth)의 2차원으로 분석하였는데, 특히 사회정체성 이론(social identity theory)에 근거하여 평가대상이 되는 연령집단이 내집단(in-groups)인 경우 내집단 편향효과(in-group bias)가 나타나는지를 가설화하고 검증하였다. 실증연구 결과, 연령집단에 대한 유능함과 따뜻함을 평정함에 있어 평가자집단과 평가대상집단 간 일치 여부가 중요한 것으로 나타났다. 즉, 평가대상집단이 내집단일 경우 유능함과 따뜻함을 보다 호의적으로 평가하는 내집단 편향현상이 나타났으며, 이러한 편향된 평가경향은 평가대상집단에 대한 동일시(identification) 수준이 높아지기 때문인 것으로 매개효과 분석에서 검증되었다. 종합토론에서는 연구결과 요약 및 해석과 함께 이론적․실무적․정책적 시사점을 논의하고 있다. 본 연구는 연령집단을 연구 대상으로 함으로써 고정관념 내용 모델을 보다 폭넓게 이해할 수 있는 기회를 제공하는 한편, 내․외집단에 대한 고정관념의 차이와 그 심리적 기제를 밝힘으로써 사회정체성 이론을 확장하는 데 도움이 될 것으로 생각된다. 또한, 연령집단에 대한 고정관념 및 내․외집단 간 차이 분석은 특정분야에서의 미시적 소비자 행동을 이해하고 연령집단이 중요한 상황에서의 마케팅 전략을 수립하는 데 이론적 기초를 제공할 것이다. 최근 한국사회에서 연령집단 간 갈등이 고조되고 있는 상황을 감안할 때, 연령집단에 대한 인식과 고정관념을 정확하게 이해하는 작업은 정책적인 차원에서도 매우 의미 있고 시사하는 바가 클 것이다.

Abstract

In this research, we investigated whether in-group bias would occur in perceiving competence and warmth about age groups in the Korean society. According to the stereotype content model (e.g., Cuddy, Fiske, and Glick 2008; Fiske, Cuddy, and Glick 2007; Fiske, Cuddy, Glick, and Xu 2002), the stereotype contents regarding social groups are systematically and succinctly captured by two dimensions, competence and warmth. To empirically uncover the stereotype contents about age groups in the Korean society, we measured perceived competence and warmth about the young (in their 20s and 30s), the middle-aged (in their 40s and 50s), and the elderly (in the 60s and older). Drawing on social identity theory (Brown 2000; Tajfel 1982; Tajfel and Turner 1986) that proposes self-categorization and its motivational consequences, we hypothesized that the respondents would exhibit more favorable perceptions of competence and warmth about their in-groups than about their out-groups, and that the biased perceptions would be explained by the level of the respondents’ identification with the age groups. We recruited 910 participants in their 20s to 60s from five major cities in Korea and administered a survey that consisted of a series of questions to measure demographic variables (such as age, occupation, education, and income), perceived competence and warmth about the three age groups, the perception of relative status and competition, and finally the level of identification with the groups. Perceived competence and warmth were measured on 5-point scales (1 = not at all; 5 = extremely): how [competent or warm] are members of [the young, the middle-aged, or the elderly]? (Cuddy, Fiske, and Glick 2007; Fiske et al. 2002). The relative status and competition (Fiske et al. 2002) were also measured on 5-point scales (status: how well-educated are members of [the young, the middle-aged, or the elderly]?; competition: if members of [the young, the middle-aged, or the elderly] get special breaks (such as preference in hiring decisions), this is likely to make things more difficult for people who belong to the same age group as me). The level of cognitive identification with the age groups was measured on a 7-point pictorial scale which had two circles varying in the extent of the overlap between the two (Bergami and Bagozzi 2000). The one circle represented the self and the other represented each of the rated age groups. After responding to the demographic variables, the participants answered to which age groups they belonged. We eliminated those participants whose self- reported in-groups were different from their real in-groups based on their age and entered 801 participants to subsequent analyses. The participants provided all ratings about the young first, then the middle-aged, and finally the elderly. First, we found that perceived competence was highest for the middle-aged, followed by the young and the elderly, while perceived warmth was highest for the elderly, followed by the middle-aged and the young. Second, to test hypothesis 1, we conducted 3 (target: the young, the middle-age, or the elderly) × 3 (evaluator: the young, the middle-age, or the elderly) mixed analyses of variance on competence and warmth respectively, treating the former as a within- participants factor and the latter as a between-participants factor. The two-way interaction was significant in both analyses (competence: F(4, 1596) = 2.93, p = 0.0198; warmth: F(4, 1596) = 12.49, p < 0.0001). Overall, the perceptions of competence and warmth were higher when the evaluators provided ratings for their in-groups than for their out-groups. Third, to test hypothesis 2, we conducted the same 3 (target: the young, the middle-age, or the elderly) × 3 (evaluator: the young, the middle-age, or the elderly) mixed analyses of variance on identification. The two-way interaction between the two factors was also significant (F(4, 1596) = 167.30, p < 0.0001), revealing that overall, the level of identification with the in-groups was higher than with the out-groups. Finally, we investigated whether the level of identification with age groups would account for in-group bias observed in perceptions of competence and warmth about the groups. The mediational analyses using a bootstrapping procedure confirmed the statistical significance of the indirect effect of the evaluator groups on perceived competence and warmth via identification. This research is expected to contribute to a deeper understanding of the stereotype content model by expanding its scope to age groups and integrating the phenomenon of in-group bias to the stereotyping of social groups. It also widens the applicability of social identity theory by focusing on age-based social identity. The findings of this research offer important future research directions and implications to consumer research topics such as social exclusion and intergroup helping, to effective marketing strategies of services, media, and brands in relation to age-based segmentation, and to policies to address inter-group conflicts that have recently emerged in many areas in the Korean society.

참고문헌 (81)

  1. 김동철, "강원도 중장년 실직자 직업교육훈련 실태 및 인식", HRD연구, 15(3), pp.139~160 (2013), 한국인력개발학회
  2. 김우성, "베이비붐세대, X세대, Y세대 소비자들의 소비관련 가치관과 라이프스타일의 비교", 소비문화연구, 10(4), pp.31~53 (2007), 한국소비문화학회
  3. 김혜숙, "심리학에서 본 지역감정", pp.123~170 (1988), 성원사
  4. 김혜숙, "현대사회의 여성과 남성" (1992), 정일문화사
  5. 김혜숙, "집단범주에 대한 고정관념, 감정과 편견", 한국심리학회지 : 사회 및 성격, 13(1), pp.1~33 (1999)
  6. 김혜숙, "다수 집단과 소수 집단에 대한 고정관념의 내용: 유능성과 따뜻함의 차원에서의 분석", 한국심리학회지: 사회및성격, 17()), pp.121~143 (2003), 한국사회및성격심리학회
  7. 라선아, "서비스전환과 서비스충성도에 대한 CS와 서비스브랜드동일시의 영향에 관한 연구 - 실용적 서비스와 쾌락적 서비스에서 CS와 서비스브랜드동일시의 상대적 영향력 비교를 중심으로 -", 소비자학연구, 20(1), pp.93~125 (2009), 한국소비자학회
  8. 박길성, ", 아산재단연구총서 192집" (2005), 집문당
  9. 박배진, "한·일 대학생 소비자의 소비가치, 브랜드동일시와 소비자-브랜드 관계 연구: 유명브랜드를 중심으로", 소비자학연구, 17(4), pp.113~143 (2006), 한국소비자학회
  10. 박재흥, "세대명칭과 세대갈등 담론에 대한 비판적 검토", 경제와 사회, 81(81), pp.10~34 (2009), 비판사회학회
  11. 백학영, "정규직과 비정규직의 임금 격차와 불평등 그리고 빈곤:연령집단별 차이를 중심으로", 사회복지정책, 40(3), pp.75~105 (2013), 한국사회복지정책학회
  12. 서운석, "경기지역 사회신뢰 현황 변화에 대한 연구", 공공사회연구, 3(1), pp.47~73 (2013)
  13. 안광호, "소비자-브랜드 관계의 질이 브랜드충성도와브랜드커뮤니티 충성도에 미치는 영향에 관한 연구: 커뮤니티 규모와 브랜드지식수준의 조정효과", 소비자학연구, 17(4), pp.193~215 (2006), 한국소비자학회
  14. 안광호, "아바타에 대한 꾸밈욕구, 아바타동일시 및 사이트 태도와 충성도에 관한 구조적 모형에 관한 연구", 소비자학연구, 15(2), pp.19~38 (2004), 한국소비자학회
  15. 엠브레인, "세대갈등 및 공동체 의식에 대한 조사" (2012), 엠브레인 트렌드 모니터
  16. 양혜경, "공감은 국민건강보험에 대한 세대 간 태도 차이를 매개하는가?", 소비자학연구, 25(2), pp.119~141 (2015), 한국소비자학회
  17. 이병희, "경제위기 전후 청년 일자리의 구조 변화", 노동정책연구, 2(4), pp.1~16 (2002)
  18. 이유재, "서비스 마케팅(5판)" (2013), 학현사
  19. 이효경, "스포츠 브랜드 퍼스낼리티와 브랜드 동일시가 고객충성도에 미치는 영향", 한국사회체육학회지, 17(35), pp.195~202 (2009), 한국사회체육학회
  20. 이준웅, "중국의 한류 현상에 대한 ‘매개된’ 문화 간 커뮤니케이션효과 모형 검증 연구: 중국인의 한국, 미국, 일본, 대만 문화상품 이용에 따른 신념, 감정, 태도의 형성 비교를 중심으로", 한국방송학보, 20(3), pp.277~323 (2006), 한국방송학회
  21. 주소현, "고령화 한국사회의 사회통합을 위한 소비자의 공감 역할에 대한 다학제적 기초 연구: 국민연금, 건강보험, 소셜미디어 리터러시영역에서 세대 간 태도 및 공감 차이를 중심으로", 소비자학연구, 26(1), pp.123~147 (2015), 한국소비자학회
  22. 최민경, "구매 인센티브 유형과 기업 인지도가 소비자 반응에 미치는 영향:따뜻함–유능함 지각을 중심으로", 마케팅연구, 28(1), pp.21~44 (2013), 한국마케팅학회
  23. 허경옥, "연령에 따른 소비자 집단별 소비자의식 및정보탐색․활용과 소비행동 분석", 소비자학연구, 12(4), pp.39~64 (2001)
  24. Aaker, Jennifer L., "The Malleable Self : The Role of Self-Expression in Persuasion", Journal of Marketing Research, 36(1), pp.45~57 (1999)
  25. Bargh, John A., "The Unbearable Automaticity of Being", American Psychologist, 54(7), pp.462~479 (1999)
  26. Baron, Reuben M., "The Moderator–Mediator Variable Distinction in Social Psychological Research : Conceptual, Strategic, and Statistical Considerations", Journal of Personality and Social Psychology, 51(6), pp.1173~1182 (1986)
  27. Batson, C. Daniel., "Using Empathy to Improve Intergroup Attitudes and Relations", Social Issues and Policy Review, 3(1), pp.141~177 (2009)
  28. Bergami, Massimo., "Self-Categorization, Affective Commitment and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization", British Journal of Social Psychology, 39(4), pp.555~577 (2000)
  29. Brewer, Marilynn B., "In-Group Bias in the Minimal Intergroup Situation : A Cognitive-Motivational Analysis", Psychological Bulletin, 86(2), pp.307~324 (1979)
  30. Brewer, Marilynn B., "Groups in Conflict: The Psychology of Desegregation", pp.123~146 (1984), Academic Press
  31. Brown, Rupert, "Social Identity Theory : Past Achievements, Current Problems and Future Challenges", European Journal of Social Psychology, 30(6), pp.745~778 (2000)
  32. Caddick, Brian, "Social Identity and Intergroup Relations", pp.137~154 (1982), Cambridge University Press
  33. Caprariello, Peter A., "Social Structure Shapes Cultural Stereotypes and Emotions : A Causal Test of the Stereotype Content Model", Group Processes & Intergroup Relations, 12(2), pp.147~155 (2009)
  34. Chan, Wayne., "Stereotypes of Age Differences in Personality Traits : Universal and Accurate?", Journal of Personality and Social Psychology, 103(6), pp.1050~1066 (2012)
  35. Chen, Yan., "Group Identity and Social Preferences", American Economic Review, 99(1), pp.431~457 (2009)
  36. Cialdini, Robert B., "Basking in Reflected Glory : Three(Football)Field Studies", Journal of Personality and Social Psychology, 34(3), pp.366~375 (1976)
  37. Cole, Catherine., "Decision Making and Brand Choice by Older Consumers", Marketing Letters, 19(3-4), pp.355~365 (2008)
  38. Cuddy, Amy J. C., "Stereotype Content Model across Cultures : Towards Universal Similarities and Some Differences", British Journal of Social Psychology, 48(1), pp.1~33 (2009)
  39. Cuddy, Amy J. C., "The BIAS Map : Behaviors from Intergroup Affect and Stereotypes", Journal of Personality and Social Psychology, 92(4), pp.631~648 (2007)
  40. Cuddy, Amy J. C., "Warmth and Competence as Universal Dimensions of Social Perception : The Stereotype Content Model and the BIAS Map", Advances in Experimental Social Psychology, 40, pp.61~149 (2008)
  41. Cuddy, Amy J. C., "The Dynamics of Warmth and Competence Judgments, and Their Outcomes in Organizations", Research in Organizational Behavior, 31, pp.73~98 (2011)
  42. Cuddy, Amy J. C., "This Old Stereotype : The Pervasiveness and Persistence of the Elderly Stereotype", Journal of Social Issues, 61(2), pp.267~285 (2005)
  43. Diehl, Michael, "The Minimal Group Paradigm : Theoretical Explanations and Empirical Findings", European Review of Social Psychology, 1(1), pp.263~292 (1990)
  44. Doosje, Bertjan., "Perceived Intragroup Variability as a Function of Group Status and Identification", Journal of Experimental Social Psychology, 31(5), pp.410~436 (1995)
  45. Dovidio, John F., "Prosocial Motives, Emotions, and Behavior: The Better Angels of Our Nature", pp.393~408 (2010), American Psychological Association
  46. Ellemers, Naomi., "Effects of the Legitimacy of the Low Group or Individual Status as Individual andCollective Status-Enhancement Strategies", Journal of Personality and Social Psychology, 64(5), pp.766~778 (1993)
  47. Escalas, Jennifer. Edson., "Self-construal, Reference Groups, and Brand Meaning", Journal of Consumer Research, 32(3), pp.378~389 (2005)
  48. Finkelstein, Lisa M., "What Do the Young(Old)People Think of Me? Content and Accuracy of Age-Based Metastereotypes", European Journal of Work and Organizational Psychology, 22(6), pp.633~657 (2013)
  49. Fisher, Robert., "Factors Leading to Group Identification : A Field Study of Winners and Losers", Psychology & Marketing, 15(1), pp.23~40 (1998)
  50. Fiske, Susan T., "Universal Dimensions of Social Cognition : Warmth and Competence", Trends in Cognitive Sciences, 11(2), pp.77~83 (2007)
  51. Fiske, Susan T., "A Model of(Often Mixed)Stereotype Content : Competence and Warmth Respectively Follow from Perceived Status and Competition", Journal of Personality and Social Psychology, 82(6), pp.878~902 (2002)
  52. Fiske, Susan T., "(Dis)respecting versus(Dis)liking : Status and Interdependence Predict Ambivalent Stereotypes of Competence and Warmth", Journal of Social Issues, 55(3), pp.473~489 (1999)
  53. Harwood, Jake., "Handbook of Communication and Aging Research, LEA's Communication Series", pp.133~159 (1995), Lawrence Erlbaum Associates, Inc
  54. "PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling" (2012)[URL]
  55. Hayes, Andrew F., "Statistical Mediation Analysis with a Multicategorical Independent Variable", British Journal of Mathematical and Statistical Psychology, 67(3), pp.451~470 (2014)
  56. Judd, Charles M., "Fundamental Dimensions of Social Judgment : Understanding the Relations between Judgments of Competence and Warmth", Journal of Personality and Social Psychology, 89(6), pp.899~913 (2005)
  57. Kervyn, Nicolas., "Brands as Intentional Agents Framework : How Perceived Intentions and Ability Can Map Brand Perception", Journal of Consumer Psychology, 22(2), pp.166~176 (2012)
  58. Kite, Mary E., "Stereotypes of Young and Old: Does Age Outweigh Gender?", Psychology and Aging, 6(1), pp.19~27 (1991)
  59. Kovalchik, Stephanie., "Aging and Decision Making : A Comparison between Neurologically Healthy Elderly and Young Individuals", Journal of Economic Behavior & Organization, 58(1), pp.79~94 (2005)
  60. Lee, Jaehoon., "Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion : A Differential Needs Explanation", Journal of Consumer Research, 39(3), pp.530~544 (2012)
  61. Mashuri, Ali., "The Effect of Outgroup Status and Perspective-Taking on Empathy and Outgroup Helping", International Journal of Research Studies in Psychology, 2(2), pp.3~14 (2012)
  62. Mead, Nicole L., "Social Exclusion Causes People to Spend and Consume Strategically in the Service of Affiliation", Journal of Consumer Research, 37(5), pp.902~919 (2011)
  63. Miller, Norman, "Personalization and the Promise of Contact Theory", Journal of Social Issues, 58(2), pp.387~410 (2002)
  64. Mullen, Brian., "Ingroup Bias as a Function of Salience, Relevance, and Status : An Integration", European Journal of Social Psychology, 22(2), pp.103~122 (1992)
  65. Mullen, Brian., "Perceptions of Ingroup and Outgroup Variability : A Meta-Analytic Integration", Basic and Applied Social Psychology, 10(3), pp.233~252 (1989)
  66. Myers, David G., "Social Psychology, 11th ed." (2012), McGraw-Hill
  67. Pedhazur, Elazar J., "Multiple Regression and Behavioral Science : Explanation and Prediction" (1982), Holt, Rinehart and Winston
  68. Posthuma, Richard A., "Age Stereotypes in the Workplace : Common Stereotypes, Moderators, and Future Research Directions", Journal of Management, 35(1), pp.158~188 (2009)
  69. Steele, Claude M., "Stereotype Threat and the Intellectual Test Performance of African Americans", Journal of Personality and Social Psychology, 69(5), pp.797~811 (1995)
  70. Stephan, Walter G., "The Role of Empathy in Improving Intergroup Relations", Journal of Social Issues, 55(4), pp.729~743 (1999)
  71. Stürmer, Stefan., "Empathy-Motivated Helping : The Moderating Role of Group Membership", Personality and Social Psychology Bulletin, 32(7), pp.943~956 (2006)
  72. Stürmer, Stefan., "Prosocial Emotions and Helping : The Moderating Role of Group Membership", Journal of Personality and Social Psychology, 88(3), pp.532~546 (2005)
  73. Tajfel, Henri, "Social Psychology of Intergroup Relations", Annual Review of Psychology, 33(1), pp.1~39 (1982)
  74. Tajfel, Henri., "The Social Psychology of Intergroup Relations", pp.1979, Brooks
  75. Tajfel, Henri., "Psychology of Intergroup Relations", pp.7~24 (1986), Nelson-Hall
  76. Thakor, Mrugank V., "Effects of Service Setting and Other Consumers’ Age on the Service Perceptions of Young Consumers", Journal of Retailing, 84(2), pp.137~149 (2008)
  77. Turner, John C., "Self and Collective : Cognition and Social Context", Personality and Social Psychology Bulletin, 20(5), pp.454~463 (1994)
  78. Wedel, Michel., "Market Segmentation: Conceptual andMethodological Foundations" (2000), Kluwer
  79. Wright, Scott A., "How Group Loyalties Shape Ethical Judgment and Punishment Preferences", Psychology & Marketing, 30(3), pp.203~210 (2013)
  80. Zawisza, Magdalena., "When Do Warmth and Competence Sell Best? The"Golden Quadrant"Shifts as a Function of Congruity with the Product Type, Targets’ Individual Differences, and Advertising Appeal Type", Basic and Applied Social Psychology, 37(2), pp.131~141 (2015)
  81. Zhao, Xinshu., "Reconsidering Baron and Kenny : Myths and Truths about Mediation Analysis", Journal of Consumer Research, 37(2), pp.197~206 (2010)

관련 논문AI추천

고정관념의 (부)정확성에 대한 탐색: 청년층과 장노년층은 서로의 개인주의와 집단주의를 얼마나 잘 예측하는가?진보래이화사회과학원 · 사회과학연구논총2020 · 제36권 제1호광고의 브랜드 인상 소구 유형(온정성 vs. 유능성)이 고령자의 광고 반응에 미치는 위계적 영향강정석, 정유진, 정은별한국감성과학회 · 감성과학2026 · 제29권 제1호노인에 대한 명시적 및 암묵적 태도: 대학생 및 노인을 중심으로방희정, 이현지한국문화및사회문제심리학회 · 한국심리학회지: 문화 및 사회문제2012 · 제18권 제2호다수 집단과 소수 집단에 대한 고정관념의 내용: 유능성과 따뜻함의 차원에서의 분석고재홍, 김혜숙, 안미영, 안상수, 이선이, 최인철한국사회및성격심리학회 · 한국심리학회지: 사회및성격2003 · 제17권 제3호젊은 세대의 문화성향이 노인에 대한 태도에 미치는 영향 : 노인에 대한 지식의 조절효과를 중심으로김수영, 문경주, 장수지한국사회복지교육협의회 · 한국사회복지교육2017 · 제38권 실버시장의 광고 커뮤니케이션 수용 특성에 관한 연구석중건, 조경섭한국소통학회 · 한국소통학보2007 · 제8호

이 간행물의 다른 논문 (4건)

The Impacts of Consumer Perceptions of Product Reviews Posted on Online Stores on Perceptions of Online Shopping and Online Purchase Intention석유경, 홍희숙, 김소영pp. 1-30과업유형이 정보제품의 선호에 미치는 영향박경도, 정성희pp. 31-47불평이 불평을 낳는가?: 서비스접점에서 다른 고객의 불평이 고객의 심리적 반응과 행동에 미치는 영향김경애, 김상희, 박만석pp. 49-76방향성이 지닌 은유적 의미에 대한 소비자의 반응: 기업의 상황과 조절 초점의 상호작용에 의한 조절효과를 중심으로장정민pp. 77-101
원문 보기