노스탤지어가 이상적 자아일치 소비에 미치는 영향

김동규(DongKyu Kim),전승우(SeungWoo Chun) 동국대학교 경영연구원 2015 경영과 사례연구 Vol.38 No.2

본 연구는 노스탤지어가 이상적 자아일치 소비에 미치는 영향에 대한 검토를 핵심적인 목적으로 한다. 자아일치를 현실적 자아와 이상적 자아로 구분하여 개념화 한 자아일치 이론(Sirgy 1982)에 근거하여, 노스탤지어가 현실적 또는 이상적 자아에 미치는 영향을 소비자의 브랜드 태도와 구매의도 측면에서 조사하였다. 본 연구는 노스탤지어 자극물에 노출된 개인은 그렇지 않은 개인에 비해, 현실적 자아일치 여부와 상관없이, 자신의 이상적 자아와 일치하는 정도가 높은 브랜드에 보다 호의적인 태도와 높은 구매의도를 가질 것이라 가설을 설정하였다. 이 가설을 테스트하기 위해 실험 1 은 동국대학교 학생 180명을 대상으로 2(노스탤지어 자극물 vs. 비 노스탤지어 자극물 ) X 2(이상적 자아일치가 높을 경우 vs. 이상적 자아일치가 낮을 경우)의 실험 참여자간 설계(between-subject design)를 사용하였다. 실험 브랜드로 샤넬과 유니클로를 사용하였다. 실험 결과, 이상적 자아와 관련이 깊은 샤넬의 경우, 노스탤지어와 이상적 자아와의 상호작용이 통계적으로 유의한 것으로 나타났다. 그리고 노스탤지어에 노출된 개인이 그렇지 않은 개인보다 샤넬에 이상적 자아일치가 높은 경우 브랜드 태도, 구매의도가 더 높게 나타났다. 반면 유니클로 브랜드에서는 노스탤지어와 이상적 자아일치와 상호작용이 통계적으로 유의하지 않았다. 이 결과를 바탕으로 학문적, 실무적 시사점을 제시하였다. The key purpose of thi s study is to review influence on ideal self congruence consumption induced by nostalgia. Based on self-congruence theory(Sirgy 1982) that makes a concept by dividing actual self and ideal self, nostalgia affect on actual self or ideal self is investigated on consumer s brand attitude and purchase intention. Regardless of actual self congruence, a person who has exposed by nostalgia stimulus makes a probably more favorable attitude and higher purchase intention on brand which are more congruent. this study is to make a hypothesis like that. It is to be used between-subject design to make a test this hypothesis. experiment 1. is 2(nostalgia stimulus vs. non nostalgia stimulus) X 2(ideal self congruence high vs low) subjected by Dong guk univer sity student 180. Chanel and Uniqlo brand were tested. and the result is that Chanel is expected to have a higher relationship with ideal self, interaction between nostalgia and ideal self is statistically significant. and an individual has been exposed by nostalgia stimulus has a result in higher brand attitude and purchase intention than has not, in case of higher ideal self congruence with chanel. But as for Uniqlo brand, the result is that interaction between nostalgia and ideal self congruence is not significant statistically. This study is to suggest academic and applicable idea and implication having a ground on this result.

실제적 자아일치성과 이상적 자아일치성이 브랜드 충성도에 미치는 영향:브랜드 태도와 정서적 브랜드 애착의 매개효과

유순근,김근배 한국기업경영학회 2012 기업경영연구 Vol.19 No.4

During the research into the product concept, there is more emphasis into the ways of improving consumer’s brand loyalty due to self-congruence as the increase of imitation goods limit the success of differentiating the core benefits of the product. A consumer chooses a product based on the relationship between the product’s image and oneself in order to improve and express themselves. Consumers who find an emotional attachment to a brand show favourable attitudes to the brand and result in brand loyalty. Although there has been numerous researches into how multidimensional self-congruence can improve the prediction of consumer purchasing patterns and how brand attitude and emotional brand attachment results in repurchase, there has yet been a model combining the factors listed. This research aims to identify the effect of self-congruence has to brand loyalty, the mediating effect of brand attitude towards the emotional brand attachment, the functional congruity, as well as the relative importance of the actual self-congruence and ideal self-congruence has to brand attitude and the emotional brand attachment. According to the research model there was a strong positive correlation between the actual and ideal self-congruence to brand attitude. As the brand became more self-congruent, this increased its influence on brand attitude and the emotional brand attachment. Consumers were found to favour a brand that either maintains or improves one’s image through self-congruency. In addition, consumers show positive attitudes and emotional attachment to brands whose image can enhance oneself as well as promoting one’s identity through self-esteemed motives. As a result, consumers were found to be more loyal to brands whose image has high self-congruency with the consumer. Despite there only being a partial mediation between brand attitude and the effect of actual self-congruence or the ideal self-congruence toward brand loyalty, there existed a full mediation towards the emotional brand attachment. This is a very important factor in the difference between the emotional brand attachment of a consumer and brand loyalty, and augments the argument that a strategy is needed of finding a brand identity that increases consumers’ emotional attachment to the brand in order to secure and retain customers. Although the relative importance of self-congruence to brand attitude was greater for the ideal than the actual, this was not supported statistically as its effect to emotional brand attachment was not significant. Emotional attachment was seen to be affected by the strength of the bond between product and consumer. As ideal self-congruence has a stronger effect to brand loyalty than actual self-congruence, it is important to factor in the consumer’s ideal self-congruence through product elements or explicit quality cues during the research into the concept or the positioning statement of a symbolic product. In order to identify whether functional congruence modearte the relationship between self-congruence and brand attitude or brand attachment, a multi-group analysis was carried out whereby the result was not statistically significant enough to support the argument. This research concludes that a brand which has a brand personality which matches the consumer’s actual or ideal self-congruence increases the emotional brand attachment, as well as revealing the existence of a full mediation between the ideal self-congruence and brand loyalty driven by the emotional brand attachment. This research does not consider the differences of symbolic, luxury, practicality and distribution channels between products. In addition, demographic, cultural and psychological differences were also not taken into account. It is the writer’s belief that the differences between consumer’s reaction to ideal and actual self-congruence to products with strong symbolic attachments, practicality and product category will give a meaningful res... 본 연구에서는 자아일치성이 브랜드 충성도에 미치는 영향과 브랜드 태도와 정서적 브랜드 애착의 매개작용, 실제적 자아일치성과 이상적 자아일치성이 브랜드 태도와 정서적 브랜드 애착에 미치는 상대적 중요성, 그리고 기능적 일치성의 수준에 따른 차이를 밝혀냈다. 연구결과 실제적 자아일치성이나 이상적 자아일치성이 브랜드 태도와 정서적 브랜드 애착에 미치는 영향은 강한 긍정적 관계로 나타났다. 자아와 일치하는 브랜드일수록 브랜드 태도와 정서적 브랜드 애착에 미치는 영향은 더 크다. 실제적 자아일치성이나 이상적 자아일치성이 브랜드 충성도에 미치는 영향에서 브랜드 태도는 부분매개로 작용하나, 정서적 브랜드 애착은 완전매개로 작용하는 것으로 나타났다. 자아일치성이 브랜드 태도에 미치는 영향의 상대적 크기는 이상적 자아일치성이 실제적 자아일치성보다 더 크게 나타났으나, 정서적 브랜드 애착에 미치는 영향에서는 통계적으로 유의하지 않은 것으로 나타났다. 실제적 자아일치성과 브랜드 태도 관계에서 기능적 일치성의 조절효과를 검증하기 위하여 다중집단 분석을 실시한 결과 집단 간의 차이가 나타나지 않았다. 본 연구 결과는 표적 소비자의 실제적 또는 이상적 자아개념과 일치하는 브랜드 개성이 브랜드 태도와 정서적 브랜드 애착을 강화하고, 이상적 자아일치성과 브랜드 충성도 간의 관계는 정서적 브랜드 애착이 완전매개로 작용한다는 통찰력을 제공한다

외모관련태도에 따른 현실적 자기이미지와 이상적 자기이미지의 차이

김덕하(Deuk Ha Kim),김국희(Kug Hee Kim) 한국디자인문화학회 2010 한국디자인문화학회지 Vol.16 No.1

본 연구는 성인여성의 외모관련태도 유형별 현실적 자기이미지와 이상적 자기이미지의 차이를 분석하여, 외모관련태도에 따른 소비자군의 성향을 파악하고 유형별로 자기 패션이미지에 대한 지각 및 추구 특성을 밝히므로써 관련 패션제품의 컨셉수립을 위한 기초자료를 제시하는데 그 목적이 있다. 이를 위해 20∼40대 성인 여성을 대상으로 2008년 1월 5일부터 22일까지 설문조사를 실시하였으며 SPSS 14.0을 이용하여 총 457부의 분석 자료를 빈도분석, 교차분석, paired t-test, ANOVA, 요인분석, 군집분석하였다. 본 연구의 결과는 다음과 같다. 외모관련태도는 외모동조, 외모타인의식, 외모만족, 외모무관심의 4개 요인으로 분류되었고, 외모관련태도 유형은 외모불만족형, 타인의식형, 외모독립형, 외모무관심형으로 분류되었다. 자기이미지는 패션이미지로 범위를 한정하여 분석하였으며 요인분석 결과 엘레강스이미지, 섹시이미지, 내추럴이미지의 3개 요인으로 분류되었다. 외모관련태도 유형별 현실적 자기이미지와 이상적 자기이미지 차이를 분석한 결과는 다음과 같다. 외모불만족형은 매스미디어가 제시하는 이상기준에 자신을 비교하고 자신도 그렇게 되기를 열망하므로, 외모 불만족이 가장 크고, 4가지 유형 중 현실적-이상적 자기이미지 간의 차이(-1.48)가 가장 크다. 자기이미지별 현실적-이상적 이미지 간 차이는 엘레강스이미지(-1.64)=섹시이미지(-1.64)>내추럴이미지(-1.15)순으로 나타났다. 타인의식형은 자신의 외모에 대한 타인의 평가에 가장 민감하고 타인의 평가기준에 부합하려고 노력하는 유형으로, 다른 유형보다 현실적 자기이미지를 높게 평가하였고, 4가지 유형 중 현실적 자기이미지와 이상적 자기미지 간의 차이(-0.79)가 가장 작다. 자기이미지별 현실적-이상적 이미지 간 차이는 섹시이미지(-0.85)>엘레강스이미지(-0.81)>내추럴이미지(-0.71)순으로 나타났다. 외모독립형은 사회에서 제시하는 이상적 기준이나 타인의 평가와 같은 외부요소에 비교적 영향을 덜 받는 유형이다. 이상적 자기이미지를 가장 낮게 평가하였으며, 현실적 자기이미지와 이상적 자기이미지 간의 차이는 -0.89로 나타났다. 자기이미지별 현실적-이상 적 이미지 간 괴리는 엘레강스이미지(-1.01)>섹시이미지(-0.90)>내추럴이미지(-0.74)순으로 나타났다. 외모무관심형은 외모에 대한 전반적인 관심도가 떨어지는 유형이다. 따라서 현실적 자기이미지를 관대하게 평가하였고 이상적 자기이미지도 상대적으로 높게 평가하였으며, 현실적-이상적 자기이미지 간의 차이는 -0.89로 나타났다. 자기이미지별 현실적-이상적 이미지 간 차이는 섹시이미지(-0.99)>엘레강스이미지(-0.98)>내추럴이미지(-0.71)순으로 나타났다. The purposes of this study were to make reference data to form the concept for fashion product with research of consumer propensity and image characteristic study according to appearance attitude through the investigation of the differences between real self-image and ideal self-image according to the attitude towards. Questionnaire survey was conducted to female consumers at the age of 20-40, from January 5 to January 22 in 2008, and 457 were used for data analysis. Data analysis were conducted with SPSS 14.0 program on the frequency test, correlation analysis, t-test, ANOVA, factor analysis, cluster analysis. Factors analyses were employed for the attitude toward appearance. Four factors were formulated for the attitude toward appearance: followers with appearance, attendant to others, self-satisfaction. indifferent to appearance. And 4 groups for the attitude toward appearance were found: the type of dissatisfaction with appearance, the type of attendant to others, the type of focusing on oneself, the type of indifferent to appearance. Dissatisfaction with appearance type were interested in the beauty that mass media delivered and compared to the beauty, desiring themselves to be like that, which could be connected to be most dissatisfied with their appearance. and this type showed the biggest gap(-1.48) between real self-image and ideal self-image than any other types. The difference between real self-image and ideal self-image shows that elegance image was equal to sexy image as value of (-1.64) and natural image was lower than other images as (-1.15). Attendant to others type were sensitive of other opinion and tried to themselves be fitted for others`s valuation basis. These type people had tendency to evaluate their real self-image higher than any other types, and the gab(-0.79) was closest between real self-image and ideal self-image than any other types. The difference between real self-image and ideal self-image shows that sexy image(-0.85)>elegance image(-0.81)>natural image(-0.71). Focusing on oneself type were less influenced by social criterion or others` judgement. This type people evaluated real self-image and ideal self-image lowly, and the gab(-0.89) was effectively close between real self-image and ideal self-image. The difference between real self-image and ideal self-image shows that elegance image(-1.01)>sexy image(-0.90)> natural image(-0.74). Indifferent to appearance type were less interested in appearance, this type people showed to estimate themselves high for both real self-image and ideal self-image, and the gab(-0.89) was close between real self-image and ideal self-image. The difference between real self-image and ideal self-image shows that sexy image(-0.99)>elegance image(-0.98)> natural image(-0.71).

Differences Between Gender for Effectiveness of Career Competency Training and Integrative Life Planning on Career Aspirations, Self-Identity and Congruity between Real and Ideal Self of Adolescents

Abe, Olufunmilayo Esther,Nwadinigwe, Peter APEC국제교육협력원 2015 Asia-Pacific Cybereducation Journal Vol.11 No.2

This study investigated the differences between gender for effectiveness of career competencies training and integrative life planning on career aspirations, self-identity and congruity between the real and ideal self of adolescents in Lokoja, Nigeria. The sample consisted of 227 adolescents who scored low on Ego-identity scales and were found exhibiting low self-identity, which affected their career aspirations. They were made up of 114 males and 113 females. Quasi-experimental pre-test, post-test and control group design was used with the sample, which was randomly assigned to three groups. Career Competencies Training (CCT), Integrative Life Planning (ILP) and the control. A Self-Identity Questionnaire (SIQ), Congruity Questionnaire (CQ) and Career Aspiration Questionnaire (CAQ) were administered to the three groups before and after the experimental programmes. CCT and ILP groups were the training groups while the control was the waiting group. The statistical tools used were Means, Standard Deviation and ANCOVA. A null hypothesis was formulated to guide the study and was tested at 0.05 level of significance. There is no significant difference in the post-test scores on the self-identity, career aspiration, and congruity of real and ideal self of adolescents exposed to career competencies training, integrative life planning and the control group due to gender. The use of both training is therefore recommended. Parents should be encouraged to take cognizance of the congruity between the real self and the ideal self of their adolescents so that they can be properly guided on their career aspirations.

대학생이 지각한 실제-이상 자기불일치와 우울의 관계에서 자기자비의 매개효과

김선아,최윤정 사단법인 한국명상학회 2020 한국명상학회지 Vol.10 No.1

The purpose of the study was to explore the role of adaptive emotional regulation of self-compassion by examining the mediating effect of self-compassion on the relationship between actual-ideal self-discrepancy and depression of university students. Descriptive statistics, correlation analysis, and regression analysis were performed on 175 male and female college students using SPSS 24.0 and PROCESS macro 3.0. was carried out. The result as follows; first, as a result of identifying the mediating effect of self-compassion(1 factor) in the relationship between actual-ideal self-discrepancy and depression of college students, self-compassion was completely mediated. Second, as a result of examining the mediating effect by the two factors of self-compassion, the self-compassionate attitude was partially mediated in the relationship between actual-ideal self-discrepancy and depression perceived by college students, and self-critical attitude was completely mediated. Findings suggest that counseling interventions lower the self-critical attitude of criticizing and evaluating oneself and create a kind and accepting attitude in order to overcome the depression caused by actual-ideal self-discrepancy that college students may experience during the period of establishing identity.

취약성 자기애와 내면화된 수치심의 관계에서 자기불일치의 매개효과

박정은,장재홍 인문사회 21 2022 인문사회 21 Vol.13 No.1

Self-discrepancies as a Mediator of the RelationBetween Vulnerable Narcissism and Internalized ShameJeongeun Park & Jeahong Jang Abstract: The purpose of this study is to verify the mediating effect of self-discrepancies on the relation between vulnerable narcissism and shame. For this, the study conducted Pathological Narcissism Inventory, Integrated Self-Discrepancy Index, and Internalized Shame Scale on 330 adult males and females aged 18 years or above. As a result of the study, ideal self- discrepancy and undesired self-discrepancy significantly predicted internalized shame. In the structural model in which both ideal and undesired self-discrepancies parallelly mediate the relation between vulnerable narcissism and internalized shame, not the mediating effect of ideal self-discrepancy but the mediating effect of undesired self-discrepancy was significant. Through this study, it was confirmed that therapeutic intervention to increase discrepancy between undesired self and real self is necessary to reduce shame of vulnerable narcissism. Key Words: Vulnerable Narcissism, Internalized Shame, Self-discrepancy, Ideal Self, Undesired Self 취약성 자기애와 내면화된 수치심의 관계에서 자기불일치의 매개효과박 정 은**ㆍ장 재 홍*** 요약: 본 연구의 목적은 취약성 자기애와 수치심 간의 관계에서 자기불일치의 매개효과를 검증하는 것이다. 이를 위해 만 18세 이상의 성인 남녀 330명을 대상으로 병리적 자기애 척도, 통합적 자기불일치 지수, 내면화된 수치심 척도를 실시하였다. 연구 결과, 이상적 자기불일치와 원하지 않는 자기불일치는 내면화된 수치심을 유의하게 설명하였다. 그리고 취약성 자기애와 내면화된 수치심 간 관계를 이상적 자기불일치와 원하지 않는 자기불일치가 병렬적으로 매개하는 구조모형에서, 이상적 자기불일치의 매개효과는 유의하지 않았고 원하지 않는 자기불일치의 매개효과만 유의하였다. 본 연구를 통해, 취약성 자기애의 수치심을 감소시키기 위해서는 원하지 않는 자기와 실제 자기 간 불일치를 높이는 치료적 개입이 필요함을 확인하였다. 핵심어: 취약성 자기애, 내면화된 수치심, 자기불일치, 이상적 자기, 원하지 않는 자기 □ 접수일: 2022년 1월 6일, 수정일: 2022년 1월 26일, 게재확정일: 2022년 2월 20일* 이 논문은 주저자의 2019년 석사학위 청구논문을 일부 발췌, 수정한 것임. ** 주저자, 서강대학교 심리학과 석사(First Author, Master, Sogang Univ., Email: jecounsel2@gmail.com)*** 교신저자, 서강대학교 심리학과 교수(Corresponding Author, Professor, Sogang Univ., Email: jangjh@sogang.ac.kr)

실제적 자아일치성과 이상적 자아일치성이 정서적 브랜드애착에 미치는 영향: 소비가치의 조절효과

심향동,배병렬,최춘조,김윤옥 전북대학교 산업경제연구소 2018 아태경상저널 Vol.10 No.3

This study examined the effect of self-congruence on emotional brand attachment. Self-congruence is divided into actual self-congruence and ideal self-congruence. The components of emotional brand attachment are classified as affection, passion, and connection. In order to verify the relationship between them, the product is classified into hedonic product (perfume) and utilitarian product (smartphone). Consumption value is divided into hedonic consumption value and utilitarian consumption value. As a result of the study, actual self-congruence and ideal self-congruence affected the components of emotional brand attachment. Actual self-congruence has more influence on emotional brand attachment than ideal self-congruence. Hedonic consumption value have moderating effects to the influentials relationships of effects of actual self-congruence and ideal self-congruence on emotional brand attachment. However, utilitarian consumption value showed only limited moderating effects of actual self-congruence and ideal self-congruence on emotional brand attachment. Based on these results, theoretical and managerial implications are described.

Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies

Kaur Harsandaldeep,Anand Sahiba 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.2

With growing awareness about the self, consumers are increasingly becoming conscious of the role of fashion clothing in enhancing and communicating their self-image. They seek to portray their self-image through an outward display of fashion style that is congruent to their concept of self. Consumer’s congruity however can be formed with both actual and ideal self. Recognizing this fact, the present study investigates the comparative impact of actual and ideal-fashion selfcongruity on fashion consciousness and status consumption tendencies of millennials in India. The study also probes into the mediating role of fashion consciousness between the relationship of actual/ideal fashion self-congruity and status consumption. Using a sample of 751 millennials, the study confirms that ideal fashion self-congruity is a stronger predictor of fashion consciousness and status consumption in comparison to actual fashion self-congruity. In fact, actual fashion self-congruity did not have any significant impact on the two dependent variables. Additionally, the results of the study also point towards the mediating role of fashion consciousness between the relation of ideal fashion self-congruity and status consumption. The study points towards some notable implications for marketers of branded fashion wear by signifying the importance of the ideal-self in consumer decision- making process.

중국어 학습자들의 동기화된 행동에 영향을 미치는 제2언어 학습동기의 영향에 관한 연구

한정은 ( Han Jeongeun ) 중국어문연구회 2018 中國語文論叢 Vol.0 No.89

This paper investigates Korean university students’ Chinese learning motivation and motivated behavior. This study, therefore, investigates how learners’ L2 learning motivation (ideal L2 self, ought-to L2 self, instrumentality and integrative orientation) and L2 experience predicts intended L2 learning effort. A questionnaire was completed by 277 Korean university students. The results indicated that ideal L2 self played a crucial role in predicting the intended effort. Ought-to L2 self had a negative impact on intended effort for the university students. It indicated that the students’ ideal L2 self is the most stable factor for predicting their motivated behavior. The findings imply that ideal self L2 self important role, and Dörnyei’s L2 motivational self-system can be expanded by incorporating various types of participants. Crucially, the study finds that the ideal L2 self is the strongest motivator, whether it is a learner who is trying hard to learn Chinese or not, and also indicates that It is possible that female students will make more efforts to learn Chinese compared to male students. The stronger the ideal self and the integration motivation factor, the more likely it is that they will study Chinese more actively and perform successful learning. This suggests that motivational forces originating students are willing to invest in language learning, and highlights the importance of motivational teaching practice.

딥러닝 네트워크 기반의 투명 객체 특징 추출 및 깊이 추정

김진욱(Jin-Uk Kim),조동현(Dong-Hyeon Cho) 대한전자공학회 2022 대한전자공학회 학술대회 Vol.2022 No.11