부모의 양육스트레스가 유아의 정서조절능력에 미치는 영향: 자녀의 부정적 정서표현에 대한 부모 반응의 매개효과를 중심으로

이지영(Ji Young Lee),이강이(Kangyi Lee) 한국아동학회 2021 아동학회지 Vol.42 No.1

Objectives: This study’s aim was to examine the paths from fathers’ and mothers’ parenting stress to preschoolers’ emotion regulation through parents’ responses to children’s negative emotions. Methods: Questionnaires were used to assess preschoolers’ emotion regulation, parenting stress, and parental responses to children’s negative emotions. Collected data were analyzed using SPSS 22.0 and AMOS 25.0. Statistical methods adopted for data analysis were descriptive statistics, t-tests, Pearson’s correlation, and path analysis. Results: The major findings of this study are as follows: First, there was no significant difference in emotion regulation based on children’s gender. Meanwhile, considering the differences in parenting stress between fathers and mothers, the former experienced higher levels of parenting stress than the latter, especially with regard to children’s characteristics. Second, preschooler’s emotion regulation showed a negative correlation with parenting stress but a positive correlation with the parental response to their negative emotions. On the contrary, while preschoolers’ emotion regulation displayed a negative correlation with mothers’ non-supportive responses, there was no significant correlation with fathers’ non-supportive responses. Third, when controlling for preschoolers’ temperament, parental education, and income, father’s parenting stress had a negative effect on their supportive responses to children’s negative emotions, while it had a positive effect on non-supportive responses. Meanwhile, fathers’ supportive responses to children’s negative emotions had a significant effect but their non-supportive responses had no direct significant effect on preschoolers’ emotion regulation. Fourth, mothers’ parenting stress had a significant negative effect on their supportive responses to children’s negative emotions, while it had a positive effect on non-supportive responses. In addition, mothers’ support for children’s negative emotions had a significant positive effect on children’s emotion regulation, while their non-supportive responses had a negative effect. Conclusion: In separate analyses for fathers and mothers, parenting stress revealed the path to affect emotion regulation by using parent’s responses to children’s negative emotions. Thus, There is a need for a different approaches to the management of fathers’ and mothers’ stress. Parenting stress and the parental responses to children’s negative emotions is important for the development of emotion regulation in preschoolers.

한국어 분노 응대 화행의 음성적 특징 연구

조성문 ( Cho Sung-moon ),반태수 ( Ban Tae-soo ),최지현 ( Choi Ji-hyeon ),김수진 ( Kim Soo-jin ) 한양대학교 동아시아문화연구소(구 한양대학교 한국학연구소) 2021 동아시아 문화연구 Vol.85 No.-

본 연구는 감정에 따른 한국어 응대 화행의 음성적 특징을 분석하는 것을 목표로 한다. 따라서 감정 없이 발화한 무감정 응대 화행과 분노 감정을 담은 채 발화한 분노 응대 화행을 분석 대상으로 삼았는데, 이는 Russell(1980)의 정서 차원 구조에서 무감정과 분노 감정의 각성과 정서가가 가장 대립하기 때문이다. 이를 근거로 본고는 무감정과 분노 감정에 따른 한국어 응대 화행의 음성적 특징을 분석하여 유의한 결과 도출을 시도했다. 본고는 한국어 모어 화자인 20대 남성과 여성 각각 10명씩 총 20명의 감정별 응대 화행을 녹음했다. 그리고 무감정 응대 화행과 분노 응대 화행의 평균 음높이, 최고 음높이, 최저 음높이, 발화 속도 등 음성적 특징을 분석했다. 응대화행별 음높이 분석 결과는 다음과 같다. 긍정응대화행은 평균 음높이에서 정서 차이와 성별의 차이가 유의미했다. 최고 음높이는 여성의 무감정 응대 화행과 분노 응대 화행의 정서 차이를 제외하고 유의미한 결과 차이를 나타냈다. 반면 최저 음높이에서는 무감정 응대 화행 중 남녀 차이만이 유의미했다. 부정응대화행의 경우 평균 음높이에서 남성의 정서 차이를 제외한 부분에서 유의미한 값을 보였다. 최고 음높이에서는 분노 감정의 남녀 정서 차이와 여성의 정서 차이만 유의미했고, 최저 음높이에서는 무감정의 남녀 정서 차이만 유의미했다. 응대거부화행의 경우 부정응대화행과 같이 남성의 정서 차이를 제외한 평균 음높이에서 유의미한 값을 나타냈다. 최고 음높이에서는 분노 응대 화행의 성별 차이와 여성의 정서 차이가 유의미했다. 최저 음높이에서는 성별의 차이가 유의미했고 정서 차이는 여성만 유의미한 결과를 나타냈다. 발화 속도는 모든 응대 화행에서 남성보다 여성의 발화 속도가 빨랐다. 또한, 분노 응대 화행의 발화 속도가 무감정 응대 화행보다 대체로 빠른 것을 발견했다. 응대거부화행의 경우, 무감정과 분노 응대 화행의 발화 속도가 같았지만 유의미하지 않았다. 본고는 이와 같은 분석 결과를 통해 대부분의 화행에서 여성이 남성보다 음높이가 높고 발화 속도도 빠르다는 사실을 뒷받침했다. 또한 분노 화행이 무감정 화행보다 음높이가 높고 발화 속도가 빠르다는 것을 발견하여 화가 나면 목소리가 높아지고 말이 빨라진다는 것을 입증했다. 특히 여성의 평균 음높이는 응대 화행의 내용과 상관없이 무감정 화행보다 분노 화행에서 높아 여성이 분노 감정을 표현할 때 음높이를 높인다는 사실을 발견했다. 남성의 경우에는 분노 감정을 담은 긍정응대화행의 최고 음높이가 유의미하게 높아 남성이 긍정응대 분노화행을 발화할 때 의도적으로 언성을 높인다는 것을 알아냈다. 본 연구를 통해 한국어 분노 응대 화행의 음성적 특징을 무감정 응대 화행과 비교하여 파악할 수 있었다. 또한, 성별 차이를 토대로 남성과 여성의 정서 차원의 음성적 특징도 발견했다는 점에서 의의가 있다. 다만 통제된 환경에서 피험자들이 자연스러운 감정을 담아 발화했는지 알기 어렵고 음높이와 발화 속도 이외의 음성적 특징은 분석하지 못했다는 한계가 있다. 분노 감정 이외에 다른 감정의 응대 화행과 이들의 다양한 음성적 특징은 후속 연구에서 다루고자 한다. This study aims to analyze the voice features of Korean speech-acts of responses according to emotions. Therefore, the subjects of analysis were non-emotion speech-acts of responses and anger speech-acts of responses, as the awakening and sentiment of non-emotional and angry emotion are most at odds in Russell’s (1980) emotional dimension structure. Based on this, this study attempted to derive significant results by analyzing the voice features of Korean speech-acts of responses on feelings of non -emotion and anger. This study recorded 10 men and women in their 20s, each speaking in Korean, responding to each emotion. Also, this study analyzed voice features such as the average pitch, the highest pitch, the lowest pitch, and the speech rate of the speech-acts of responses on feelings of non-emotion and anger. The pitch analysis results are as follows. Positive responses showed significant differences in emotion and gender at average pitch. The highest pitch showed significant differences in results, except for the emotional differences between the non -emotional and angry responses of women. On the other hand, at the lowest pitch, only the difference between men and women was significant on the emotionless responses. In the case of negative responses, the results were significant except for differences in men’s emotions at average pitch. At the highest pitch, only the difference between male and female emotions and the difference in female emotions was significant. While at the lowest pitch, only the difference in non-emotions between men and women was significant. In the case of response rejection, the results were significant except for differences in men’s emotions at average pitch such as negative responses. At the highest pitch, gender differences in anger responses and women’s emotional differences were significant. At the lowest pitch, gender differences were significant, and emotional differences showed significant results only for women. The speech rate was faster for women than for men in all the speech-acts of responses. Furthermore, this study found that the speech rate of angry responses was generally faster than emotionless responses. In the case of response rejection, the speech rate of angry responses and emotionless responses was the same, but not significant. Through these analysis results, this study supported the fact that women are higher in pitch and faster in rate than men in most speech-acts. This study also found that angry responses are higher in pitch and faster in rate than emotionless responses, proving that anger makes people raise voices and speak faster. In particular, this study found that the average pitch of women is higher in anger than in emotionless responses regardless of the content of speech-acts of responses, which raises the pitch when women express anger. In the case of men, this study found that the highest pitch of positive responses, which contains anger feelings, was significantly high, and that men deliberately raised their voices when they express anger in positive responses. This study was able to find the voice features of Korean speech-acts of responses on feelings of non-emotion and anger. It is also meaningful in that it has also discovered the emotional characteristics of men and women based on gender differences. However, it is difficult to know whether the subjects recorded with natural emotions in a controlled environment, and there is a limitation that we could not analyze voice features other than the pitch and the speech rate. In addition to anger feelings, speech-acts of responses of emotions and their various voice features will address in subsequent studies.

위험한 운전상황에서 운전자의 정서, 인지 및 행동 반응

박남숙,강혜자 한국건강심리학회 2009 한국심리학회지 건강 Vol.14 No.2

The purposes of this study are to investigate the differences and relationships of emotion, cognition, and behavior responses between the car accident experienced drivers and the accident-free drivers when facing car accident scenario. The respondents with driving experience above a year were asked to rate the experienced emotion, cognition, and behavior in driving scenario. Responses of 343 participants had been analyzed factor analysis, t-test, and correlation analysis. In factor analysis, 2 factors were showed in the emotion, cognition, and behavior responses, respectively: anxiety and anger in emotion, other-blame and self-blame in cognition, and aggressive responses and defensive responses in behavior. In t-test, the car accident experienced drivers have more other-blame than accident-free group. There is no significant differences in self-blame. In behavior responses, the accident experienced group reported more of defensive responses than the accident-free drivers. In correlation analysis, anger was correlated with other-blame and aggressive responses, respectively. Anxiety also showed positive correlation with other-blame, self-blame, and defensive responses, respectively. Other-blame was correlated with aggressive responses and self-blame was correlated with defensive responses. It is suggested that the appropriate level of anxiety may be effective in safe driving. 본 연구에서는 사고 경험 운전자와 무사고 운전자의 정서, 인지 및 행동반응을 비교하고 이 요인들 간의 관계성을 알아보고자 하였다. 이를 위해 운전경력이 1년 이상인 일반 운전자들을 대상으로 교통사고 위험이 있는 운전상황을 시나리오로 제시하고 그 상황에서 경험할 수 있는 정서, 인지 및 행동들이 기술된 질문지를 실시하였다. 343명의 응답 자료를 토대로 요인분석과 t검증 및 상관분석을 하였다. 요인분석 결과, 정서요인은 분노와 불안, 인지요인은 상대비난과 자기비난, 행동요인은 공격적 반응양식과 방어적 반응양식의 하위요인들로 각각 구분되었다. t검증의 결과를 보면, 인지요인에서 사고자가 무사고자보다 상대비난을 더 많이 하는 것으로 나타났고, 행동요인에서 사고자가 무사고자보다 방어적 반응을 유의하게 더 많이 하는 것으로 나타났다. 상관분석 결과, 분노는 상대비난 및 공격적 반응과 각각 정적상관이 유의하였고, 불안은 상대비난, 자기비난 및 방어적 반응과 각각 유의한 정적상관을 보였다. 상대비난은 공격적 반응과, 자기비난은 방어적 반응과 유의한 정적상관을 보였다. 방어적 반응과 불안 간의 상관은, 어느 정도의 불안이 안전운전에 다소 도움이 될 가능성을 추론하게 한다. 끝으로 본 연구의 제한점과 추후 연구를 위한 제언을 논의하였다.

온 · 오프라인 환경에서 소비자 감정 반응의 추출 및 구조화: 혼합감정을 중심으로

이은경,전중옥 강원대학교 경영경제연구소 2022 Asia-Pacific Journal of Business Vol.13 No.2

Purpose - This study reestablished the concept of mixed emotions experienced in online and offline shopping environments, and structuralized emotional responses which manifest mixed emotions in each channel, and developed a method of measuring overall mixed emotions in consideration of the asymmetry of emotions. Design/methodology/approach - This study conducted a focus in-depth interview based on phenomenological research and exploratory preliminary survey using questionnaires. In addition, a survey was conducted as a quantitative survey. Findings - Qualitative and quantitative researches were conducted to derive major emotional responses items which manifest mixed emotions in online and offline shopping environments and determine differential emotional structure in each channel. As a result, it was confirmed that mixed emotions consisted of 5 factors in each channel and 21 emotional responses. In addition, a method of measuring overall mixed emotions considering the asymmetric of emotions was developed to prove the difference in behavioral responses. Research implications or Originality - This study is meaningful in that it helps companies efficiently manage and understand customer responses to their products by classifying and systemizing the emotional responses experienced by consumers in online and offline purchase and consumption situations according to the purchase environment.

어머니의 정서관련 신념과 이에 따른 정서표현성 및 자녀의 부정정서 표현에 대한 반응

신주혜,정윤경 한국심리학회 산하 한국발달심리학회 2013 한국심리학회지 발달 Vol.26 No.3

The present study was designed to investigate Korean mothers' emotion-related beliefs and their relationship to mothers' emotional expressions and responses to children's negative emotional expressions. Mothers with 3-6 years old children completed questionnaires regarding emotion-related beliefs, mother's own emotional expressions, and coping strategies for children's negative emotional expressions. Our results showed that Korean mothers had twelve beliefs regarding value, control, developmental processes, guidance, and relation. Beliefs about positive emotional value were the highest, and beliefs about contempt were the lowest. Our results also revealed a significant relationship between Korean mothers' emotion-related beliefs and their emotion-related parenting behaviors. Beliefs about negative emotional value, positive emotional value, and parental guidance were positively related to supportive responses. Beliefs that all emotions are bad were positively related to non-supportive responses and negatively related to emotional expressions. Beliefs about contempt and manipulation were positively related to supportive responses. Furthermore, Korean mothers' emotion-related beliefs significantly predicted emotion-related parenting behaviors. Overall, these results suggest that emotion-related beliefs are crucial cognitive variables related to parenting behaviors 본 연구는 한국 어머니의 정서와 정서발달 관련 신념을 확인하고 이에 따른 어머니의 정서표현성과 자녀의 부정정서 표현에 대한 반응양식을 알아보기 위한 것이다. 이를 위하여 3~6세 자녀를 둔 어머니를 대상으로 정서표현성, 자녀의 부정적 정서표현에 대한 반응, 정서관련 신념을 포함한 설문지를 실시하였다. 그 결과, 한국 어머니에게서 정서에 대한 가치, 통제가능성, 발달과정, 지도, 관계 신념과 관련된 12개의 하위 요인이 있음을 확인하였다. 이 중 한국 어머니들은 긍정 정서가 가치를 지닌다는 신념의 수준이 가장 높았고 경멸이나 비난에 대한 신념 수준이 가장 낮았다. 이와 같은 신념들은 어머니의 정서관련 양육행동과도 연관이 있는 것으로 나타났는데, 부정정서와 긍정정서의 가치 그리고 부모의 지도가 중요하다는 신념은 자녀의 부정정서 표현에 대한 지지적 반응과 높은 정적 관련성을 보였다. 정서는 위험하다는 신념은 비지지적 반응과는 정적 관련성이, 긍정정서표현, 친밀정서표현과 같은 정서표현성과는 부적 관련성이 있었으며, 정서경멸, 조작 신념은 비지지적 반응과 높은 정적 관련성을 보였다. 또한 정서관련 신념은 어머니의 정서관련 양육행동을 예언하는 것으로 나타나, 정서관련 신념이 양육행동에 영향을 미치는 중요한 인지적 요인임을 확인하였다.

어머니의 정서발달관련 신념이 자녀의 부정정서 표현에 대한 반응과 아동의 정서조절에 미치는 영향

신주혜,정윤경 한국심리학회 산하 한국발달심리학회 2016 한국심리학회지 발달 Vol.29 No.2

본 연구는 자녀의 정서발달에 영향을 주는 어머니의 양육행동에 기저하는 어머니의 정서에 대한 신념을 확인하고자 한 것이다. 이를 위하여 만 3∼6세 자녀를 둔 어머니들을 대상으로 정서발달관련 신념(PBACE: Parents' Beliefs about Children's Emotions Questionnaire), 자녀의 부정정서 표현에 대한 반응(CCNES), 아동의 정서조절(ERC)을 포함한 설문지를 실시하였다. 어머니의 정서발달에 대한 신념과 부정적 정서표현에 대한 반응, 아동의 정서조절간의 관련성을 확인한 결과, 부정정서 가치와 긍정정서 가치, 중립적 가치, 정서유동성 및 발달가능성, 부모지도 신념은 자녀의 부정정서 표현에 대한 지지적 반응과 높은 정적 관련성을 보인 반면 정서위험, 조롱, 사생활, 조작 신념은 비지지적 반응과 높은 정적 관련성을 보였다. 또한 자녀의 부정정서 표현에 대한 지지적 반응은 자녀의 적응적 정서조절과 정적 관련성을, 비지지적 반응은 자녀의 불안정 조절과 정적 관련성을 나타냈으며, 부정정서 가치와 긍정정서 가치, 정서유동성 및 발달가능성, 부모지도 신념은 자녀의 적응적 정서조절과 정적 관련성을, 정서위험, 조롱, 사생활, 조작 신념은 자녀의 불안정 조절과 정적 관련성을 보였다. 모형분석 결과에서는 긍정정서가치, 정서위험, 부모지도, 경멸 신념은 어머니의 정서관련 양육행동을 매개로 하여 아동의 정서조절에 간접적으로 영향을 주며, 통제, 정서유동성, 사생활, 조작 신념은 직접적으로 아동의 정서조절에 영향을 미치는 것으로 드러났다. This study examined Korean mothers’ emotion-related beliefs and their relationships with mother’s emotion-related parenting behaviors and children’s emotion-regulations. For this purpose, mothers who had a child who was 3~6 years old completed questionnaires regarding emotion development-related beliefs, the mother's coping strategies for children's negative emotion expression, and children’s emotion-regulations. We found that 12 emotion-related beliefs influenced children’s emotion-regulations, which were mediated by mothers’ parenting behaviors. “Negative emotions are valuable”, “positive emotions are valuable”, “emotion fluidity” and “parents should guide” were positively related to the mothers’ supportive responses and children’s emotion-regulations. In contrast, “contempt”, “manipulation” and “the danger of emotion” were positively related to mothers’ non-supportive responses and children’s emotion-negativity. Also, “mothers’ supportive parenting behavior” was positively related to children’s emotion-regulations and “mothers’ non-supportive parenting behavior” was negatively related to children’s emotion-regulations. In addition, “positive emotions are valuable”, “the danger of emotion”, “parents should guide”, and “contempt” indirectly accounted for children’s emotion-regulations, which were mediated by mothers’ parenting behaviors. “Control”, “emotion fluidity”, “privacy”, and “manipulation” directly accounted for children’s emotion-regulations.

연구논문 : 해양레저관광에서 재미의 감정적 반응과 행동의도간의 관계

이정은 ( Jung Eun Lee ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.4

본 연구는 재미는 지극히 개인적이며 주관적인 성향이 강하게 나타나기 때문에 재미(fun)의 특징과 본질을 살펴보는데 더 주안점을 두고 파악하였고 재미를 선행변수로 감정적 반응과 행동의도간의 영향관계를 파악하였다. 연구모형에 근거한 가설에서 가설1-1. 재미는 부정적 감정반응에 유의한 영향관계로 가설의 분석결과는 감각적인 재미와 상호작용의 재미는 부정적인 반응에 대하여 부(-)의 영향관계가 나타나고 있으며 친화추구재미와 도전적인 재미는 부정적인 반응에 대하여 정(+)의 관 계가 형성되었다. 가설1-2. 재미는 긍정적 감정반응에 유의한 영향관계는 감각적인 재미, 친 화추구재미와 긍정적 반응에 대하여 정(+)의 영향관계가 형성되었으며 도전경쟁적 요인은 긍정적인 반응는 부(-)의 관계가 형성되었다. 그러나 상호작용적 요인은 긍정적 감정반응의 영에 대하여서는 유의한 영향관계가 형성되지 않았다. 가설1-3. 재미는 인지적 감정반응에 유의한 영향관계는 친화추구적인인 재미로 유의한 영향관계가 형성이 되었으며 감각적요인, 상호작용요인, 도전경쟁적요인은 인지적 반응에 대하여 유의한 영향관계가 형성되지 않았다. 가설2-1 감정적 반응은 재방문에 유의한 영향관계의 분석결과 긍정적 반응, 인지적 반응로 재방문에 대하여 정(+)의 영향관계가 형성이 되었으며 부정적 반응과 재방문에 대하여서는 유의한 영향관계가 형성되지 않았다. 가설2-2 감정적 반응은 긍정적 구전에 유의한 영향관계는 긍정적 반응, 인지적 반응로 긍정적 구전에 대하여 정(+)의 영향관계가 형성이 되었으며 부정적 반응과 긍정적 구전에 대하여서는 유의한 영향관계가 형성되지 않았다. This study is the Fun of marine leisure tourism activities in Busan tourist destination was to investigate the relationship between the impact on tourists How does Emotional Responses and Behavior Intention. Results of the hypothesis is as follows. In the first hypothesis based on research models, hypotheses 1-1. Fun hypothesis by analyzing the results of significant impact is related to the Negative Response Fun of sensory factors and Fun of Interaction factors is Negative Response to about negative(-) it appears and effect relationship of the Fun of Seeking friendly fun factor and the Fun of Challenging competitive factorsin the Negative Response The relationship was formed in the positive (+) for 1-2. Fun is the impact of significant impacts related to Positive Responses are Fun of sensory factors, Fun of Interaction factorsand information about the Positive Responses (+) relationship has been formed Fun of Challenging competitive factors are Positive Responses are negative (-) The relationship was formed. Fun of interaction factors, however, did not significantly affect the relationship between reflecting the impact of Positive Responses formation. hypotheses 1-3. Fun is Cognitive Responses to the significant effect relationship Fun of Seeking friendly fun factor with a significant effect relationship has been formed Fun of Sensory factors, Fun of Interaction factors, Fun of Challenging competitive factors has a significant effect relationship has not been formed for Cognitive Responses. hypotheses 2-1 Emotional Responses to analyze the results of significant impact related to Re-Visit Cognitive Responses, Cognitive Responses. About Re-Visit to the positive effect was not statistically significant relationship between the formation of a relationship is formed reflecting the impact Negative Response and Re-Visit. Hypothesis is 2-2 Emotional Responses Positive Responses to significantly affect a positive response relationship, Cognitive Responses to Positive word-of-mouth reflecting the positive impact of this relationship has been formed with the Negative Response Positive word-of-mouth about the relationship did not influence significantly the formation.

기업의 사회적 책임 활동이 공중관계성과 반기업정서에 미치는 영향

최준혁 ( June Hyock Choi ) 한국PR학회 2011 PR연구 Vol.15 No.3

The purpose of this study was to assess the influence of corporate social responsibility on organization-public relationships and anti-corporate emotion. In particular, this study manipulated corporate discretionary responsibilities that are believed to have the greatest effect on the public, considering the four dimensions of corporate social responsibilities: economic responsibilities, legal responsibilities, ethical responsibilities, and discretionary responsibilities. This study adopted two dependent variables such as organization-public relationships and anti-corporate emotion, because organization-public relationships have been the most frequently dealt with in recent public relations researches in Korea and abroad. Also, anti-corporate emotion is widespread across Korean society in the wake of various kinds of injustice and corruption scandals that involve some big businesses. In addition, this study tested whether involvement in specific businesses and anti-corporate emotion against the entire big business circle moderate the influence of public relations activities. Therefore, in order to examine whether corporate social responsibility affects organization-public relationships consisting of two factors namely, organization-driven relationships and public-driven relationships and anti-corporate emotion composed of two factors named as anti-corporate cognition and anti-corporate behavioral tendency, this study tested the hypothesis on the influence of corporate social responsibility activities. Corporate social responsibility activities were effective in improving organization-driven relationships and in mitigating anti-corporate cognition. The theoretical meaning of this study lies in conducting an exploratory research on anti-corporate emotion. In particular, with all the brisk discussions on anti-corporate emotion in the academic community and the business community, there have been few researches that sought to conceptually define anti-corporate emotion and empirically study it. Thus, this study`s findings are worth noting: that anti-corporate emotion consists of anti-corporate cognition and anti-corporate behavioral tendency.

초등학생의 환경정서가 환경책임행동에 미치는 영향

강민정 ( Kang Minjeong ),류재명 ( Jae Myong Ryu ),김종균 ( Jong Kyun Kim ) 한국지리환경교육학회 2015 한국지리환경교육학회지 Vol.23 No.3

환경문제가 세계적으로 심각하게 대두되면서 이제, 환경교육은 선택이 아닌 필수교육으로 자리잡고 있다. 최근의 환경교육은 ‘정서(emotion)’의 개념이 중요하다. 환경교육이 교수학습방법으로 뉴스, 신문, 광고 등의 환경커뮤니케이션을 자주 활용하기 때문이다. 다양한 커뮤니케이션은 정서를 수단으로 하여 공감을 이끌어내는 경우가 많다. 이에 환경교육의 목표인 환경책임행동을 이끌어내는 데 적절한 정서를 찾는 것은 매우 중요하다. 그릇된 정서로 인해 자극적이고 편향된 시각을 제공할 수 있기 때문이다. 따라서 본 연구는 환경책임행동을 이끌 수 있는 환경정서를 발견하고자 실험연구를 구성하였다. 이를 위해 초등학교의 5, 6학년을 대상으로 환경문제와 관련된 정서를 설문하고 문헌연구를 더하여, 환경정서인 경외, 동정, 공포, 죄책감을 대표적 정서로 선정하였다. 실험연구 대상으로 서울시 송파구 3개 초등학교의 399명에게 사전 환경책임행동을 설문하고, 개발된 정서별 텍스트를 읽도록 한 후 사후 설문을 하여, 정서가 초등학생들의 환경책임행동에 미치는 영향을 분석하고자 하였다. 그 결과 첫째, 초등학생들의 환경관련 정서를 대표적으로 경외, 동정, 공포, 죄책감으로 분류하였을 때, 환경정서가 환경책임행동에 미치는 영향은 차이가 있었다. 정서를 활용한 환경교육은 모두 효과적이었으며, 하위범주에 따라 유의미한 차이가 있었다. 둘째, 긍정적 정서가 부정적 정서보다 초등학생들의 환경책임행동 변화에 도움을 주었다. 본 연구는 환경정서와 환경책임행동과의 상관관계를 밝혀 환경교육에서 사용할 수 있는 적절한 정서선택을 돕고자하였다. 특히 환경교육을 위한 환경커뮤니케이션에서, 정서를 효과적인 설득기제로 선택하기 위해서는 환경정서와 환경책임행동의 하위범주별 영향관계를 주목할 필요가 있겠다. As the world faces today a set of serious environmental issues, the environmental education is an option, it is rather a required education course. Currently, a concept of ‘emotion’ is the most crucial factor in recent environmental education attributed to the environmental communication methods such as news, newspaper, advertisement, etc. that are often used in training. A diverse communication uses emotion to draw sympathy. It is, therefore, very important to find appropriate emotion to draw a goal of provocative and biased perspective. Therefore, this experimental study was performed to identify the environmental emotion that can lead the environmentally responsible behavior. Thus, the emotional reactions toward the environmental issues were investigated among students currently attending 5th or 6th grade in the elementary school in addition to literature study. A sense of reverence, sympathy, fear and sense of guilt were selected as a typical emotion. Then, 399 students attending in 3 elementary schools located in Songpa-gu, Seoul-si were selected as a participant in the experimental study performed to identify the effects on the environmentally responsible behaviors in those elementary school students. As a result, the effects of environmental emotion on environmentally responsible behavior were shown to be different in the experimental study. The emotional educations were shown to have positive impact and a significant difference was observed upon the lower category. Second, the positive emotion was shown to positively effect the environmentally responsible behavior in elementary school students than the negative emotion. This study was carried out to identify the relationship between the environmental emotion and the environmentally responsible behavior to help choosing an appropriate emotion in the environmental communication and education.

구전활동이 전달자의 감정에 미치는 영향: 구전극성과 구전동기의 역할

박기경 ( Ki Kyoung Park ),류강석 ( Gang Seong Ryu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.4

구전연구의 오랜 전통에도 불구하고, 구전활동이 전달자에게 미치는 영향에 관한 연구는 거의 이루어지지 않았다. 이에 본 연구에서는 구전 이전과 비교하여 구전 이후에 전달자의 감정이 어떻게 변화하는지 실험적인 방법을 사용하여 고찰하였다. 감정조절(긍정감정의 유지와 부정감정의 회복)과 책임감 문헌이 이론적 배경으로 사용되었고, 전달자의 감정변화를 결정하는 영향요인으로서 구전의 극성과 구전동기의 초점 두 가지가 제시되었다. 본 연구의 실험결과에 의하면, 만족한 소비자가 긍정적 구전을 하면, 구전동기가 자아초점인 경우 소비자의 긍정적 감정이 강화되고, 타인초점인 경우 소비자의 긍정적 감정이 약화되는 것으로 나타났다. 반면, 불만족한 소비자가 부정적 구전을 하면, 자아초점인 경우 소비자의 부정적 감정이 약화되고, 타인초점인 경우 소비자의 부정적 감정이 강화되는 것으로 나타났다. 이러한 결과는 구전동기에 따라 구전에 포함된 감정노출의 정도가 달라지고, 그것이 감정변화에 미치는 효과가 구전극성에 따라 다른 방향으로 작용하는 기제에 의하여 일정 부분 설명되는 것으로 분석되었다. 본 연구는 이론적인 측면에서 구전현상을 이해하기 위한 새로운 시각과 결과를 제공하고, 기존의 감정조절 문헌을 구전상황으로 확장하는 이론적인 기여를 제공한다. 또한 기업이 구전마케팅 전략을 수립할 때, 구전대상인 신규고객뿐만 아니라 구전을 수행 하는 기존고객의 반응도 고려해야 함을 강조하며, 이를 위한 몇 가지 실무적인 제안을 하고자 한다. Despite its long tradition of research on word-of-mouth (WOM), little is known about the impact of WOM on communicators` responses as opposed to those of recipients. In the early literature, scholars were mainly interested in studying the critical role that WOM played in the diffusion of new products and in examining the influential effects that WOM had on various responses of its recipients(e.g., memory, involvement, attitude). They also suggested several moderators and explored potential mechanisms for those effects. On the other hand, some researchers identified what factors were related to or influenced consumers` intention to engage in WOM(e.g., satisfaction, market maven). To fill this gap in the literature, this research is to investigate how a communicator`s affect will change after compared to before engaging in WOM, using experimental approaches. Specifically, the present study differs from previous ones in (1) dealing with WOM which is more comprehensive post-purchase behavior than complaint, (2) focusing on emotions as a key determinant to a communicator`s post-WOM responses, (3) directly comparing satisfaction and dissatisfaction in a single setting, and (4) proposing the motive of WOM as a moderator. Findings from research on complaint behavior could provide some insights in understanding the research problem. For example, Nyer and Gopinath(2005) found that dissatisfied customers who made a complaint toward the company were less likely to spread negative WOM than those who did not. Also Tax, Brown and Chandrashekaran(1998) showed that if a company addressed complaints of dissatisfied customers in a fair fashion, their loyalty tended to increase (i.e., recovery paradox). Emotions were assumed to play an important role in affecting postcomplaint behavior in those studies(e.g., relief by venting). Thus, we employ emotional regulation as one of the theoretical underpinnings to derive our predictions. Emotional regulation refers to maintaining, expressing and controling emotional states(Gross 1998). It is based on hedonic principle; people are inherently motivated to maintain it when they``re in positive emotions or to recover it toward positive emotions if they``re in negative mood. There are two strategies for maintaining positive mood. First, people do avoid or do not pay attention to any information threatening current positive state. Second, they tend to recall the positive aspects of the event repeatedly(e.g., savoring). On the other hand, negative emotional recovery is closely related to the concept of catharsis suggested by Freud. He argued that psychological recovery could be obtained by venting negative emotions like anger. According to the clinical psychology literature, if an individual exposes the trauma or stressful experiences to others, his cognitive structure will be reconstructed, which reduces the frequency of intrusive thoughts. It is also known that just sharing their experiences with others provides certain benefits and value to people. However, they need to disclose or express their emotions in the communication in order to enjoy the recovery effect. The other relevant construct is accountability that can be defined as the internal expectation to justify individuals` behavior. Accountability also serves as social pressure or anxiety for people to manage their impressions in social contexts(Tetlock 1992). Individuals who feel accountable for their communication tend to follow more complex processing style. Drawing upon emotional regulation theory(i.e. affect maintenance and recovery effects) and the notion of accountability, the authors propose the valence of and motive of WOM as the determinants of the change that occurs to a communicator`s affective responses in the WOM context. The valence of WOM is directly related to appraisal of consumption experience as satisfaction or dissatisfaction, whereas the motive of WOM can be classified to be self-oriented or other-oriented. Self-oriented motives include managing one`s self-image and expressing emotions that consumers have experienced during their purchase or consumption. Other-oriented motives are that consumers engage in WOM to help their friends make the best choice. These discussions lead to the development of hypotheses. Specifically, if satisfied customers engage in WOM for self-oriented motives, they tend to attend to and express their emotions vividly during WOM. Then their positive emotions are reinforced and their self image can be boosted, which leads to increases in positive emotions. However, in other-oriented WOM, consumers would focus on objective information as opposed to emotional information. Moreover, they might feel accountable for the potential consequences of their WOM. These are likely to result in decreases in positive emotions after WOM. On the other hand, if dissatisfied customers engage in WOM by self-oriented motives, expressing and venting their negative emotions would give them the catharsis effect. Their negative emotions are likely to be reduced. For other-oriented WOM in which more factual information is transmitted, communicators would not get much emotional recovery. This combined with the elevated level of accountability would aggravate their negative emotions. We also propose that the amount of emotional disclosures in WOM and communicator``s perceptions of accountability mediate the change of emotions in WOM. We used a 2(the valence of WOM: positive vs. negative) X 2(the motive of WOM: self-oriented vs. other-oriented) X 2(time of emotions: before WOM vs. after WOM) mixed design with the first two as between-subject factors and the last as a within-subject variable. The main dependent variable was WOM communicator`s emotions. In the beginning, participants were asked to recall the most satisfied or dissatisfied consumption incidence that they had recently experienced (i.e., manipulation of WOM valence). And participants` emotional responses were measured about the recalled experience using a scale adapted from CES(Consumption Emotion Set, Richins 1997). An hour later, participants performed a WOM transmission task; they wrote a WOM message about their consumption experiences to their friends. In the instruction for this task, WOM motive was manipulated by using concrete examples of either self- or other-motives. After the WOM transmission, they completed the same scale used earlier for emotional responses. To test the main hypotheses, we ran separate analyses for each valence of WOM; repeated measures ANOVA was performed on the emotional responses with WOM motive as a betweensubjects factor and time of emotions as a within-subjects factor. The analyses produced a significant interaction between WOM motive and emotion time for both valence conditions. As to positive WOM, satisfied participants showed more positive affective responses after(vs. before) engaging in WOM if their WOM motive was self-oriented(4.61 vs. 4.97; F(1,46)=3.81, p<.10), whereas they revealed less positive emotions when their motive was other-oriented (5.01vs.4.57; F(1,46)=6.35, p<.05). As for negative WOM, dissatisfied participants`` emotions became less negative after(vs. before) WOM in self-oriented WOM(3.82 vs. 3.33; F(1,53)= 4.76, p<.05), whereas their negative emotions became stronger after other-oriented WOM(3.72 vs. 4.16; F(1,53)=4.77, p<.05). Regarding amount of emotional exposures in WOM as a potential mediator, first, participants tended to included more emotional expressions in the self- than other-oriented WOM(positive WOM condition: 1.74(self) vs. 0.96(other); F(1,46) =5.63, p<.05; negative WOM condition: 1.68(self) vs. 0.96(other); F(1,53)=7.02, p<.05). In addition, the mediation tests confirmed that the change of emotions could be attributable in part to how much a communicator expressed his feelings in the WOM transmission. The more he exposed, positive emotions became more positive, and negative emotions became less negative. However, accountability could not explain the effect as another mediator. The research findings provide a new perspective and knowledge for better understanding of WOM, and extend emotional regulation theory to the area of WOM. Emotional recovery effect in psychology has typically been examined in the context of strong private feelings like trauma. Our research demonstrate that similar effects could be observed for less intensive emotions like consumption-related ones. Moreover, we formally tested the mediation effects of emotional expressions, which had been mostly assumed in the existing literature. Lastly, we identified the motive of WOM as an important moderator that could be applicable for both positive and negative experiences. These findings also have several implication for managers. It is recommended that firms should not consider only generating positive responses from new customers(i.e., WOM recipient), but also exerting positive influences to existing customers(i.e., WOM communicator) in designing WOM marketing strategies. For example, firms should encourage satisfied customers to express their emotions vividly. Also, they need to devise reward programs for referrals to help WOM communicators relieve the psychological burden including accountability. In addition, appropriate venues or channels should be provided for dissatisfied customers to express their negative emotions easily without being exposed to other consumers.