이기적 vs. 이타적 소비에서 도덕적 규제의 효과

다국어 초록 (Multilingual Abstract)

Consumers are becoming increasingly attentive to social and ethical considerations in areas of consumption related to charity, fair-trade, and environmental-friendly products. It indicates that consumer choices are extending its range toward moral behaviors by reflecting norms, values, and beliefs. However, not many studies focus on the issue of purchase decision with a moral perspective approach. According to the research on moral regulation, people who recalled their past good behaviors acted in a bad behavior in the following behavior (moral licensing effect), and people who recalled a past bad behavior acted relatively in a good behavior in the subsequent behavior (moral cleansing effect). On the other hand, the moral reinforcement study showed that people who recalled past good behaviors consistently did good behaviors in the subsequent choice. While results of previous studies indicate conflicts in series of moral behaviors, this study focuses on the effect of previous altruistic or selfish choice on subsequent altruistic consumption. The experiment was designed to find the difference between two groups (considering others in previous consumption vs. considering oneself in previous consumption) in the subsequent choice considering conflicts between charity and self-interest mileage. Consistent with the study of moral regulation, the result indicate that participants who previously chose self-beneficial option have made more altruistic purchase decision than participants who previously chose an option that considered others’ benefits. In other words, the behavioral tendency to balance their sequential choices relevant to altruistic consumption was examined. However, both groups did not show changes in moral self-concept. In addition, the dispositional altruism in the group of considering other’s interest in previous choice, but not in the group of considering self-interest, moderated the effect of the following altruistic purchase decision. This result implies that dispositional altruism could be activated when an individual thinks about others’ benefits prior to making a pro-social decision. In conclusion, this study found the moral balancing effect in sequential choices of altruistic consumption. The limitation of study and future research are further discussed in the end.

목차 (Table of Contents)

• I. 서론. 1
• II. 이론적 배경
• 1. 연속적인 선택과 균형. 3
• 2. 도덕적 조절 6
• 3. 도덕적 행위에 있어 도덕적 자기의 역할 9
• 4. 이타주의와 기부 행위 11
• III. 연구 문제 및 가설. 13
• IV. 연구 방법
• 1. 실험설계 17
• 2. 실험참가자 17
• 3. 사전조사 및 실험 자극물 선정 18
• 4. 측정변인 및 척도 19
• 5. 실험절차 22
• 6. 분석방법 24
• V. 연구결과
• 1. 측정도구의 신뢰도 분석 25
• 2. 조작점검 25
• 3. 가설검증 26
• VI. 결론 및 논의. 29
• 부록 1: 사전 실험 측정문항. 34
• 부록 2: 본 실험 측정문항. 45
• 참고문헌. 57
• Abstract. 64