IS THE EFFECT OF LUXURY ADVERTISING ON CONSUMER EVALUATIONS OF FASHION BRANDS POSITIVE OR NEGATIVE?

Akinori Ono,Yuka Eguro,Taichi Narisawa,Naoki Nomura,Takaya Sato,Yuna Sato,Yuta Shibamoto,Soichiro Yoshida 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Some clothing manufacturers and retailers use attractive endorsers on their advertising. However, according to recent research, consumers with low body esteem evaluate the clothing items more negatively when they try them on in the fitting room and find that they are inferior to the attractive advertising endorser wearing the same items (Dahl, Argo, & Morales, 2012). Is it always true? Should clothing companies not use attractive endorsers? When Dahl, et al. (2012) emphasized the negative impact of an attractive endorser and discussed body esteem, they implicitly assumed body-related consumption, in which consumers wear clothing items to enrich their physical appearance. However, other research on fashion has suggested that consumers often wear clothing items for self-expression (e.g., Piacentiti & Malier, 2004). Luxury fashion brands have been particularly regarded as symbols of wealth, so consumers wear luxury fashion clothing items to show off their high status (Shavitt, 1989; Wilcox, Kim & Sen, 2009). Thus, status-related consumption should be considered in addition to body-related consumption. Considering status-related consumption, this research introduces another kind of self-esteem, i.e., status esteem, which refers to how confident consumers are in their status. Assuming that there are two types of self-esteem, body esteem (or external esteem) and status esteem (or internal esteem), both of which are related to clothing, we hypothesize that consumers low in status esteem will evaluate a status-related product more positively than consumers high in status esteem when their consumption aligns (vs. when it does not align) with an attractive endorser even though they are low in body esteem. To test the hypothesis, we conducted three laboratory experiments. The result of multiple regression analysis showed that our hypothesis was supported. By suggesting that even consumers with low body and status esteem can evaluate status-related product positively, when finding that they are inferior to the advertising endorser in terms of body, this research expands our understanding on how attractive advertising endorsers affect consumer evaluation of clothing items focusing on two kinds of selfesteem, body and status esteem.

소아의 체격에 대한 인식, 자아존중감, 사회성 및 행동특성간의 관계

정민자,윤경림,심계식 대한소아청소년과학회 2008 Clinical and Experimental Pediatrics (CEP) Vol.51 No.10

Purpose:This study was to examine the relations of perception of physique with self-esteem, sociality and problematic behaviors in children. Methods: Four hundred sixty five (231 boys and 234 girls) children were divided into three groups according to their height or body mass index according to the physical growth standard table had been presented in 2007 by the Korean Pediatric Society. The group 1, 2, and 3 was short, borderline and normal or obese, overweight and normal, respectively. Their perception and satisfaction of height and weight were investigated, and their self esteem and behavior styles were examined with Self-Esteem Inventory (SEI) and Korean Child Behavior Checklist (K-CBCL). We compared the numbers of appropriate perception, satisfaction, self-esteem and problematic behaviors in each group, and analyzed the relationship among perception of physique, self-esteem, sociality, and behavioral characteristics. The collected data were analyzed with chi-square test, ANOVA and Pearson correlation coefficient used with SPSS (ver. 12.0). Results:There were significant mismatches among their real physique perception and satisfaction (P<0.05). There were no significant differences of their self-esteem, sociality, and problematic behaviors according to their actual height and weight. There were significant differences of their self-esteem according to their perception or satisfaction of their height and weight (P<0.01). Conclusion:The children who considered themselves have short stature or obesity had problematic behaviors or low self- esteem. Therefore, children should be educated to have the appropriate perception of their own body image. (Korean J Pediatr 2008;51:1052-1057) Purpose:This study was to examine the relations of perception of physique with self-esteem, sociality and problematic behaviors in children. Methods: Four hundred sixty five (231 boys and 234 girls) children were divided into three groups according to their height or body mass index according to the physical growth standard table had been presented in 2007 by the Korean Pediatric Society. The group 1, 2, and 3 was short, borderline and normal or obese, overweight and normal, respectively. Their perception and satisfaction of height and weight were investigated, and their self esteem and behavior styles were examined with Self-Esteem Inventory (SEI) and Korean Child Behavior Checklist (K-CBCL). We compared the numbers of appropriate perception, satisfaction, self-esteem and problematic behaviors in each group, and analyzed the relationship among perception of physique, self-esteem, sociality, and behavioral characteristics. The collected data were analyzed with chi-square test, ANOVA and Pearson correlation coefficient used with SPSS (ver. 12.0). Results:There were significant mismatches among their real physique perception and satisfaction (P<0.05). There were no significant differences of their self-esteem, sociality, and problematic behaviors according to their actual height and weight. There were significant differences of their self-esteem according to their perception or satisfaction of their height and weight (P<0.01). Conclusion:The children who considered themselves have short stature or obesity had problematic behaviors or low self- esteem. Therefore, children should be educated to have the appropriate perception of their own body image. (Korean J Pediatr 2008;51:1052-1057)

外貌的社會比較對補償性購買和符號消費的影響: 身體自尊的中介作用

( Seong Yeon Park ),( Yu Mi Ko ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.2

Interest in the body from a psychological perspective has increased dramatically in recent years. One of the central terms in this field, body image, was conceived to represent the "picture of our body which we form in our mind, that is, the way in which the body appears to ourselves" For many people, the body is the most obvious object with which they identify themselves. As the body becomes more significant as a means of recognizing and expressing the self, people focus on the body and try to improve it. This emphasis on outward appearance has been popularized because of the development of mass media. Presumably, the more pervasive is media image, the more people feel that they must meet these unattainable standards and the less positive about their bodies. As the interest in body image has been growing rapidly, many researchers have found that it is influenced by mass media. To give implication to marketing researchers and practitioners, we brought a conception of body image, which was mainly examined by medical and psychological researchers, to the marketing field by investigating its influence on purchasing behavior. This study examines how social comparisons of appearance influence compensatory buying and symbolic consumption through the mediating role of body esteem. Social comparison theory has been suggested as a useful theoretical foundation for associating the individual`s physical self with a social ideal of physical appearance influenced by mass media. Festinger suggested that humans have a drive to assess their own opinions and abilities, and meet it by comparing themselves with others. Major, Testa, & Bylsma (1991) found that responses to the self include changes in self-related emotions, perceptions and behavior, and may involve emotions, changing self-esteem, expectations for self-capacity and efforts to better oneself. Thus, we build hypothesis 1: consumer`s social comparisons of appearance negatively affect their body esteem based on these extant findings. Body esteem is consumers` attitudes and feelings about their bodies and appearance. It is composed of three correlated factors -physical condition, general attractiveness, and physique appearance. Body esteem is distinct from self esteem. Self esteem can be concerned with performance, social relations, and appearance (Heatherton & Polivy, 1991). Conceptually, body esteem is most strongly related to appearance esteem. Compensatory buying is a means of compensation for stress, disappointment, despair, loss of autonomy, lack of self-esteem, and so on (Scherhorn, Reisch, & Raab, 1990). One is that low body esteem leads to higher consumer`s compensatory buying. Grenmo (1989) suggested that compensatory buying comes from attempts to meet unsatisfied needs, including lack of self-esteem or self-realization, by the way of purchasing, particularly where there is a lack of more appropriate ways to meet the needs. Thus, we build hypothesis 2: consumer`s body esteem negatively affects compensatory buying. In contemporary society, consumption activities are not simple activities of buying goods, but a signaling and communication process based on certain codes in buying goods, as well as a process of classification and social differentiation between oneself and others (Baudrillard, 1991). According to symbolic self-perfection theory, people with low self-esteem choose to buy products as a symbolic means to "complete" themselves (Wicklund & Gollwitzer, 1981). Individuals with low body esteem should see symbolic products as a means of bolstering appearance and building self-esteem. We build hypothesis 3: consumer`s body esteem negatively affects symbolic consumption based on existing finding. Our empirical results support all the hypotheses and offer theoretical and managerial implications for consumer purchase intent. First, the research provides a useful framework in the development of empirical marketing strategies. The current study can help companies to understand how societal ideals about the body affect a consumer`s need and desires as they relate to expectations about beauty. Second, consumer`s body esteem has a negative influence on compensatory buying and symbolic consumption. This suggests that a person with low body esteem tends to indulge in compensatory shopping to meet their unsatisfied needs and choose luxury brands as a means of bolstering appearance and improving self-esteem. Third, previous researches address that consumers with low body esteem are likely to exhibit low involvement with body-involving products because they do not see body-involving products as affirming their self-concept (Rosa, Garbarino, & Malter, 2006).

무용전공자의 객체화된 신체의식, 신체존중감, 자아존중감, 주관적정서의 구조적 관계 분석

오경록(Oh, Kyung-Rok),전준석(Jeon, Joon-Seok) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.3

This study investigated the validity of the Objectified Body-Consciousness Scale(OBCS) and the relationship between OBC, body-esteem, self-esteem, and subjective sense of well-being based on the survey data drawn from female college dancer in South Korea: There are 301 female college dancer responded to questions designed to measure OBC, body-esteem, self-esteem, and Positive And Negative Affect Schedule(PANAS). The result showed that OBC sub factors, body surveillance, shame, and control beliefs are correlated to body-esteem, self-esteem, and positive and negative affect. There are positive significant positive correlations among the shame, surveillance, control belief, and negative affect, but none of the OBC sub-dimensions is non-significant correlation with bodily function esteem. Control beliefs are correlated to self-esteem, and negative affect. Body-esteem shows a significant positive correlations with self-esteem and negative correlations negative affect. Dancer’s OBCS had a direct impact on self-esteem and positive and negative effect, and body-esteem had a direct impact and total impact on self-esteem, also, a direct impact on positive and negative affect. Self-esteem had a direct and total impact on positive and negative affect.

예비유아교사의 자기존중감, 신체존중감, 신체적 자기효능감이 신체활동 교수효능감에 미치는 영향

이성희(Sung-hee Lee) 한국육아지원학회 2016 육아지원연구 Vol.11 No.4

본 연구의 목적은 예비유아교사의 자기존중감, 신체존중감, 신체적 자기효능감이 신체활동 교수효능감 과 어떠한 관계가 있는지 살펴보는데 있다. 이를 위해 예비유아교사 204명을 대상으로 자기존중감, 신체 존중감, 신체적 자기효능감, 신체활동 교수효능감을 측정하는 설문지를 사용해 자료를 수집하였으며 SPSS를 사용하여 변인들간의 관련성과 상대적 영향력을 분석하였다. 연구결과 첫째, 예비유아교사의 자 기존중감, 신체존중감, 신체적 자기효능감 및 신체활동 교수효능감은 중간 수준 이상이었으며, 변인 중 자 기존중감이 상대적으로 가장 높고 신체존중감이 가장 낮았다. 둘째, 예비유아교사의 자기존중감, 신체존 중감, 신체적 자기효능감 및 신체활동 교수효능감이 정적으로 유의미한 상관이 있었다. 셋째, 예비유아교 사의 자기존중감과 신체존중감 및 신체적 자기효능감이 신체활동 교수효능감에 미치는 상대적 영향력은 신체존중감의 경우 유의미한 설명력을 확인하지 못하였으나, 자기존중감이 26%, 신체적 자기효능감이 2%의 설명력을 가짐으로써 예비유아교사의 신체활동 교수효능감과 관련하여 총 28%의 설명력을 확인하 였다. 연구결과를 토대로 예비유아교사의 신체활동 교수효능감 증진을 위해 자기존중감과 신체적 자기효 능감을 높이기 위한 노력이 필요함을 제언하였다. The purpose of this study was to examine the effect of self-esteem, body esteem and physical self-efficacy on physical activity teaching efficacy beliefs of pre-service kindergarten teachers. To gather data, four questionnaires were administered to 204 pre-service kindergarten teachers attending colleges located in Chung cheng-do. The four questionnaires measured their self-esteem, body esteem, physical self-efficacy and physical activity teaching efficacy beliefs. The data were statistically analyzed using descriptive statistical analysis, Pearson’s correlation analysis and multiple linear regression analysis. The results of this study were as followed. First, the pre-service kindergarten teachers’self-esteem, body esteem, physical self-efficacy and physical activity teaching efficacy beliefs were a median level. They had high self-esteem and low body esteem. Second, their self-esteem, body esteem, physical self-efficacy had significantly positive correlations with their physical activity teaching efficacy beliefs. Third, regarding the effect of self-esteem, body esteem and physical self-efficacy on physical activity teaching efficacy beliefs of pre-service kindergarten teachers, it was found that self-esteem and physical self-efficacy had a significant effect on their physical activity teaching efficacy beliefs. The result of this study showed efforts to raise self-esteem and physical self-efficacy are necessary to enhance the physical activity teaching efficacy beliefs of pre-service kindergarten teachers.

The Effect of Social Comparison of Appearance on Compensatory Buying and Symbolic Consumption: The Mediating Role of Body Esteem

Seong-Yeon Park,Yumi Ko 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.2

Interest in the body from a psychological perspective has increaseddramatically in recent years. One of the central termsin this field, body image, was conceived to represent the“picture of our body which we form in our mind, that is, theway in which the body appears to ourselves” For many people,the body is the most obvious object with which theyidentify themselves. As the body becomes more significant asa means of recognizing and expressing the self, people focuson the body and try to improve it. This emphasis on outwardappearance has been popularized because of the developmentof mass media. Presumably, the more pervasive is media image,the more people feel that they must meet these unattainablestandards and the less positive about their bodies. Asthe interest in body image has been growing rapidly, many researchershave found that it is influenced by mass media. Togive implication to marketing researchers and practitioners, webrought a conception of body image, which was mainly examinedby medical and psychological researchers, to the marketingfield by investigating its influence on purchasing behavior. This study examines how social comparisons of appearanceinfluence compensatory buying and symbolic consumptionthrough the mediating role of body esteem. Social comparisontheory has been suggested as a useful theoretical foundationfor associating the individual’s physical self with a social idealof physical appearance influenced by mass media. Festingersuggested that humans have a drive to assess their own opinionsand abilities, and meet it by comparing themselves withothers. Major, Testa, & Bylsma (1991) found that responses tothe self include changes in self-related emotions, perceptionsand behavior, and may involve emotions, changing self-esteem,expectations for self-capacity and efforts to better oneself. Thus, we build hypothesis 1: consumer’s social comparisons ofappearance negatively affect their body esteem based on theseextant findings. Body esteem is consumers’ attitudes and feelings about theirbodies and appearance. It is composed of three correlated factors—physical condition, general attractiveness, and physique appearance. Body esteem is distinct from self esteem. Self esteemcan be concerned with performance, social relations, andappearance (Heatherton & Polivy, 1991). Conceptually, bodyesteem is most strongly related to appearance esteem. Compensatory buying is a means of compensation for stress,disappointment, despair, loss of autonomy, lack of self-esteem,and so on (Scherhorn, Reisch, & Raab, 1990). One is that lowbody esteem leads to higher consumer’s compensatory buying. Grenmo (1989) suggested that compensatory buying comesfrom attempts to meet unsatisfied needs, including lack ofself-esteem or self-realization, by the way of purchasing, particularlywhere there is a lack of more appropriate ways tomeet the needs. Thus, we build hypothesis 2: consumer’s bodyesteem negatively affects compensatory buying. In contemporary society, consumption activities are not simpleactivities of buying goods, but a signaling and communicationprocess based on certain codes in buying goods, as wellas a process of classification and social differentiation betweenoneself and others (Baudrillard, 1991). According to symbolicself-perfection theory, people with low self-esteem choose tobuy products as a symbolic means to “complete” themselves(Wicklund & Gollwitzer, 1981). Individuals with low body esteemshould see symbolic products as a means of bolsteringappearance and building self-esteem. We build hypothesis 3:consumer’s body esteem negatively affects symbolic consumptionbased on existing finding. Our empirical results support all the hypotheses and offertheoretical and managerial implications for consumer purchaseintent. First, the research provides a useful framework in thedevelopment of empirical marketing strategies. The currentstudy can help companies to understand how societal idealsabout the...

유아 자아존중감 평가척도 개발 및 타당화 연구

최현미,신동주 한국영유아교원교육학회 2011 유아교육학논집 Vol.15 No.6

본 연구는 교사용 유아 자아존중감 평가척도 개발 및 타당화를 위한 연구로 ′The Behavioral Rating Scale for Presented Self-Esteem in Young Children‵을 토대로 교사용 유아 자아존중감 평가척도를 개발하고, 그 척도의 문항 양호도, 타당도, 신뢰도를 검증하는 것이 목적이다. 연구대상은 만 5세반 유아 171명 이었으며 연구도구는 ′The Behavioral Rating Scale for Presented Self-Esteem in Young Children‵을 번역과 역 번역의 과정을 거쳐 내용을 면밀히 분석하고, 유아교육 전문가 4인이 선행연구를 토대로 10문항을 추가로 구성하여 개발된 25문항이다. 문항 양호도를 알아보기 위해 문항-전체 상관을 살펴보았으며 도구의 타당도를 살펴보기 위해 탐색적 요인분석과 확인적 요인분석을, 신뢰도 분석을 위해 Cronbach`s α 계수를 산출하였다. 연구결과 탐색적 요인분석에서 6문항이 제거되었고, ′The Behavioral Rating Scale for Presented Self-Esteem in Young Children‵에서 5개요인(도전적인 일에 대한선호, 시작/독립심, 사회적 접근/회피, 사회․정서적 표현, 의지력)을 기초로 본 연구에서는 3개요인(시작/독립심, 학습성취, 사회․정서성)으로 구성되었다. 이러한 결과에서 ′The Behavioral Rating Scale for Presented Self-Esteem in Young Children‵에서의 도전적인 일에 대한 선호와 시작/독립심이 하나의 요인으로 통합되었고, 사회적 접근/회피와 사회․정서적 표현이 하나의 요인으로 통합되어 검출된 것이며, 학습성취에 대한 하나의 요인이 검출되었음을 알 수 있었다. 이에 대한 확인적 요인분석의 적합도와, 신뢰도 계수는 매우 높은 수준으로 나타났다. 또한 공인타당도를 알아보기 위하여 자아존중감과 자기능력 지각에 대한 Pesrson 상관계수를 도출하여 관계를 살펴본 결과 자아존중감과 자기능력 지각은 매우 높은 관련성이 있는 것으로 나타났다. The purpose of this paper is to investigate the measurement structure of the behavioral rating scale of presented self-esteem for young children. For this purpose, data was collected from the 171 children aged 5 in Korea. The child self-esteem scale was composed of 25 items based on related self-esteem studies. The results from EFA identified the three dimensions of a modified child self-esteem scale(initiative/independence, accomplishment/achievement of target, social emotional expression and imitation) and 6 items were removed. CFA was performed to compare the simple measurement model with the complex measurement model based on EFA. Based on the evaluation, GFI=.991, AGFI=.984, NFI=.994, and RMR=.012 were recommended. In the reliability analyses for eachsubscale, Cronbach`s=αfor modified young children self-esteem scale subscales ranged from .815 to .900. Self perceived competence of young children was found to have positive correlation with their self esteem. This shows that self perceived competence is related to a young child’sself-esteem. Further studies are needed to develop valid constructs of child self-esteem and to examine the measurement structure of a self-esteem scale with psychometric approaches.

초등학생 학업지연 및 자존감 프로파일의 잠재적 변화: 자기결정성 동기와의 관계

박상현(Park Sanghyun) 학습자중심교과교육학회 2019 학습자중심교과교육연구 Vol.19 No.19

본 연구는 초등학생의 학업지연 및 자존감 프로파일의 종단적 변화양상을 파악하는데 목적이 있다. 이를 위해 G도 3개 초등학교 5, 6학년 380명을 대상으로 5월 말부터 6월 말까지 한 달 간격으로 2회 설문조사를 실시하였고 최종 312명(남: 48.7%, 여: 51.3%)을 대상으로 잠재전이분석(Latent Transition Analsis: LTA)을 실시하였다. 그 결과 첫째, 잠재프로파일 분석 결과 두 시점 모두에서 4개의 잠재프로파일이 도출되었으나 잠재프로파일의 형태에는 일부 차이가 있었다. 시험 한 달 전(T1)시점에서는 저자존감-수동지연형, 고자존감-능동지연형, 저자존감-복합지연형, 고자존감-저지연형이 도출되었으나 시험 한 주 전(T2)에서는 고자존감-능동지연형, 고자존감-저지연형, 저자존감-저지연형, 저자존감-복합지연형이 도출되었다. 둘째, 도출된 잠재프로 파일에 따른 자기결정성 동기의 차이를 살펴보면 고자존감-저지연형 및 고자존감-능동지연형에서 자율동기가 가장 높은 것으로 나타났다. 셋째, T1에서 T2 간의 전이경향을 살펴보면, 도출된 프로파일은 대체적으로 안정적인 특성을 나타내었으나 T1의 저자존감-수동지연형이 T2의 저자존감-저지연형으로 82%가 전이되었다. 마지막으로 초등학생의 수동 및 능동지연과 자존감의 프로파일의 변화경향 따른 교육적 개입에 대한 논의를 추가하였다. The purpose of this study was to identify latent change of the academic procrastination and self esteem using laten transition modeling and also to explore their relationships with self-determination motivation. Specifically this study used a latent transition analysis to evaluate the short-term longitudinal stability of academic procrastination and self esteem profiles across two-waves(a month before the test-a week before the test), one month for a sample of 312 primary school students(5 to 6 graders). In results, three to four classes of students were identified across a one month: (a) low self esteem-passive procrastination (b) high-self esteem-active procrastination (c) low-self esteem-complex procrastination (d) high self esteem-low procrastination for T1(a month before the test), (e) high self esteem- active procrastination (f) high self esteem-low procrastination (g) low self esteem-low procrastination (h) low self esteem-complex procrastination for T2(a week before the test). Observed differences if self-determination motivation indicated that the high self esteem-low procrastination profile was positively related to autonomous motivation. While the low self esteem-passive and low-self esteem-complex procrastination profile was positively related to control motivation. Also, the change of academic procrastination and self esteem profiles showed more stable rather than changeable across one month, except low self esteem-passive procrastination(T1). Finally practical and theoretical implications and limitation were discussed.

자기불일치가 사회불안에 미치는 영향에서 자존감 유형의 조절효과

정선태,홍혜영 한국청소년학회 2016 청소년학연구 Vol.23 No.9

본 연구에서는 대학생의 자기불일치와 사회불안의 관계에서 자존감 유형의 조절효과를 검증하고자 하였다. 이를 위해서 서울, 경기 지역 소재의 4년제 대학생 353명의 연구 자료가 분석에 사용되었고 측정 도구로는 자기불일치, 자존감 수준, 자존감 안정성, 사회불안 척도가 사용되었다. 연구의 결과는 다음과 같다. 첫째, 실제-이상 자기불일치, 실제-의무 자기불일치는 사회불안과는 유의미한 정적상관을, 자존감 수준과 자존감 안정성과의 관계에서는 유의미한 부적상관을 나타내었다. 둘째, 대학생의 자존감 수준과 자존감 안정성을 기준으로 표본을 군집으로 나누어 분류하였다. 검증력을 높이기 위해 위계적 군집분석과 비위계적 군집분석의 조합하여 2단계 군집분석을 실시하였다. 그 결과 대학생의 자존감 유형은 총 4개의 군집으로 나뉘어졌고 그 특성을 기초로 하여 ‘안정적인 자존감’, ‘혼란스러운 자존감’, ‘깨어지기 쉬운 자존감’, ‘스스로 고립된 자존감’으로 각각 명명하였다. 셋째, 자기불일치와 사회불안의 관계에서 자존감 유형의 조절효과를 분석한 결과 자존감 유형은 각각의 자기불일치에서 조절효과가 유의미한 것으로 나타났으나 그 중 실제-이상 자기불일치에서 혼란스러운 자존감만이 사회불안에 유의미한 영향을 미치는 것으로 나타났다. 이 같은 결과를 통해 본 연구의 시사점 및 제한점에 대해서 논의하고 후속 연구에 관하여 제언하였다. This study attempted to verify the moderating effects of self esteem on the relationship between self discrepancy and social anxiety. For the purpose of the study, a questionnaire survey was conducted to university students in Seoul and Gyeonggi-do and 353 of them were used for the analysis. Measurments such as self discrepancy, social anxiety, self esteem, self esteem stability scales were used. The findings are as follows. Firstly, reality-ideal self-discrepancy, reality-duty self-discrepancy had a positive relationship with social anxiety and had a negative relationship with self esteem and self esteem stability. Secondly, as a result of classifying samples into groups, samples were divided into four cluster based on self esteem and self esteem stability. Each groups was named on the basis of the respective characteristics as 'stable self esteem', 'chaotic self esteem', 'fragile self esteem," " isolated self esteem by itself'. Thirdly, the result of Moderating effect analysis on self esteem between self-discrepancy, social anxiety shows that types of self esteem have an moderating effect on each of the self-discrepancies. The findings on limitations and suggestions for future research were discussed Based on the results of this study.

자존감 유형에 따른 부정적 사건에 대한 귀인양식 및 부정적 정서의 차이

이지혜,서수균 한국심리치료학회 2020 한국심리치료학회지 Vol.12 No.2

The purpose of this research is to explore differences of attribution style and negative emotion according to different types of self-esteem. Types of self esteem are comprised of ‘stable high esteem’, ‘unstable high esteem’, and ‘low esteem’, divided by self-esteem and contingent self-esteem. A total of 391 university students participated. The outcome of this study is shown as follows. First, unstable high, low self-esteem style attributed to the cause of a stable, general factor in a negative situation. Second, unstable high, low self-esteem style experienced helplessness in a negative appraisal feedback situation. Finally, a stable, general attribution style influenced negative emotions in a negative appraisal feedback situation. Therefore, it was found that there was a difference in attribution style and negative emotions according to the level of contingent self-esteem. When experiencing negative events, it was confirmed that the unstable high self-esteem style exhibited similar attribution and negative emotional reactions to the low self-esteem style. 본 연구에서는 자존감과 조건부 자존감 수준에 따라‘안정된 높은 자존감’,‘불안정한 높은 자존감’,‘낮은자존감’으로 자존감 집단을 나누어 귀인양식과 부적정서에서 각 집단 간 어떤 차이를 보이는지 알아보고, 부적정서에 귀인양식이 영향을 미치는지 알아보고자 하였다. 391명을 대상으로 하였으며 결과는 다음과 같다. 첫째, 불안정한 높은 자존감과 낮은 자존감 집단은 부정적 사건 경험시 원인을 안정적, 전반적 요인에 귀인하는 경향을 보였다. 둘째, 부정적 피드백 경험시 불안정한 높은 자존감과 낮은 자존감 집단은 안정된 높은 자존감 집단보다 부적정서를 더 많이 경험하였다. 셋째, 부정적 사건 경험시 귀인양식은 부적정서에 영향을 미쳤다. 따라서 자존감수준 뿐만 아니라 조건부 자존감 수준에 따라서도 귀인양식과 부적정서에서 차이를 보인다는 것, 부정적 사건 경험시 불안정한 자존감 집단이 낮은 자존감 집단과 유사한 귀인양식, 부적정서 반응을 나타낸다는 것을 확인할 수 있었다.