외모관련 소비행동에 대한 자기해석의 영향: 자기제시의 매개와 외모강조 상황의 조절 = Influences of Self-Construals on Appearance-Related Consumption Behavior: Mediation of Self-Presentation and Moderation of Appearance Emphasis Situation

다국어 초록 (Multilingual Abstract)

People engage in consumption behavior to present their social image positively. This study examined influences of self-construals on appearance-related consumption behavior and mediating roles of self- presentations between the two variables whether interpersonal contexts emphasize appearance concerns or not. Two hundred seventy three students have read this scenarios and responded given questions. Results showed that in appearance concern emphasis condition, self-construals did not influence on purchase intention toward products and services for appearance management directly but indirectly through acquisitive self-presentation. On the other hand, in appearance concern de-emphasis condition, self- construals influenced indirectly through acquisitive and protective self-presentation on purchase intention as well as directly. However, in analyzing indirect effect, main mediating route was protective self-presentation in relationship between self-construals and appearance-related consumption behavior of de-emphasis condition. In conclusion, self- presentation motivations mediating relationship between self-construals and appearance-related consumption behaviors differ cross conditions. On the whole the study showed psychological mechanism that self-construals of interpersonal related individual difference variable induces appearance-related consumption behavior by activating different self-presentational motivation across different appearance emphasis condition. Theoretical and practical implications are discussed based on the results.

국문 초록 (Abstract)

사람들은 자신의 사회적 이미지를 긍정적으로 나타내기 위해 소비행동을 한다. 본 연구는 자신의 외모 매력에 관심을 두게 만드는 상황과 그렇지 않은 상황에서 외모관련 소비행동에 대한 자기해석의 영향과 이 두 변인 사이에서 자기제시의 매개 역할에 대해 살펴보았다. 273명의 대학생들에게 이 두 상황에 대한 시나리오를 제시한 후 응답하도록 하였다. 분석 결과를 보면, 외모관심 강조상황에서 자기해석은 구매의도에 직접적인 영향을 미치지 않고 획득적 자기제시를 통해서만 간접적인 영향을 미치고 있었다. 반면, 외모관심 중립상황에서 자기해석은 구매의도에 직접 영향을 미칠 뿐 아니라 획득적 및 방어적 자기제시를 통한 간접적 영향도 미치고 있었다. 그러나 간접효과 분석 결과를 보면, 중립상황에서 자기해석과 외모관련 소비행동의 주된 매개 경로는 방어적 자기제시였다. 결론적으로 상황에 따라 자기해석과 외모관련 소비행동을 매개하는 자기제시 동기가 달랐다. 전반적으로 본 연구는 자기해석이라는 대인관계 관련 개인차 변인은 외모강조 상황에 따라 다른 자기제시 동기를 활성화시킴으로써 외모관련 소비행동을 유발하는 심리적 과정을 제시하고 있다. 이러한 결과를 바탕으로 이론적 및 실무적 시사점을 논하였다.

참고문헌 (Reference)

1 마크 리어리, "자기표현의 힘" 더난출판 2003

2 양윤, "자기 일치성, 자기 감시 및 사용 상황이 상표 선호에 미치는 영향" 한국소비자·광고심리학회 6 (6): 43-67, 2005

3 "서울경제 (2004, 4, 1). ‘아웃도어 룩’ 멋쟁이"

4 박정현, "사람의 내-외적인 모습에 두는 상대적 비중과 행복관과의 관계" 한국사회및성격심리학회 19 (19): 19-31, 2005

5 박은아, "문화적 자기개념(self-construals)에 따른 외모중시 가치관과 외모관리행동" 한국소비자·광고심리학회 10 (10): 251-274, 2009

6 Gardner, W. L., "“I” Value Freedom, But “We” Value Relationship: Self-Construal Priming Mirrors Cultural Differences in Judgment" 10 (10): 321-326, 1999

7 Kim, H. S., "“Express Yourself!”: Culture and the Effect of Self-Expression on Choice" 92 (92): 1-11, 2007

8 Lalwani, A. K., "What Is the Relation between Cultural Orientation and Socially Desirable Responding?" 90 (90): 165-178, 2006

9 Sirgy, M. J., "Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation" 13 (13): 195-206, 1985

10 Dittmar, H., "To Have is To Be: Materialism and Person Perception in Working-Class and Middle-Class British Adolescents" 15 : 233-251, 1994

11 Holden, R. R., "Three Common Social Desirability Scales: Friends, Acquaintances, or Strangers?" 23 (23): 180-191, 1989

12 Lalwani, A. K., "The “Me” I Claim to Be: Cultural Self-Construal Elicits Self-Presentational Goal Pursuit" 97 (97): 88-102, 2009

13 Kaiser, S. B., "The Social Psychology of Clothing: Symbolic Appearance in Context(2nd ed.)" Macmillan Publishing company 157-424, 1997

14 Wegner, D. M., "The Self in Social Psychology" Oxford University Press 1980

15 Lee, A. Y., "The Pleasure and Pains of Distinct Self-Construals: The Role of Interdependence in Regulatory Focus" 78 (78): 1122-1134, 2000

16 Singelis, T. M., "The Measurement of Independent and Interdependent Self- Construals" 20 (20): 580-591, 1994

17 Aune, R. K., "The Influence of Culture, Gender, and Relational Status on Appearance Management" 25 (25): 258-272, 1994

18 Kim, M-S., "The Effect of Culture and Self-construals on Predispositions toward Verbal Communication" 27 (27): 382-412, 2003

19 Paulhus, D. L., "Socially Desirable Responding: The Evolution of a Construct. in: Role of Constructs in Psychological and Educational Measurement" Erlbaum 67-88, 2002

20 Johnson, T. P., "Social Desirability in Cross-Cultural Research. in: Cross-Cultural Survey Methods" Wiley 193-202, 2002

21 Fiske, S. T., "Social Cognition" Addison-Wesley Publication 1984

22 Schlenker, B. R., "Social Axiety and Self-Presentation: A Conceptualization and Model" 92 (92): 641-669, 1982

23 Nezlek, J. B., "Self-Presentational Success in Daily Social Interaction" 6 : 361-379, 2007

24 Arkin, R. M., "Self-Presentation Styles. in: Impression Management Theory and Social Psychology Research" Academic Press 311-333, 1981

25 Tesser, A., "Self-Evaluation Maintenance and the Perception of Friends and Strangers" 50 (50): 261-279, 1982

26 Iyengar, S. S., "Rethinking the Value of Choice: A Cultural Perspective on Intrinsic Motivation" 76 (76): 349-366, 1999

27 Yun, R. J., "Perceptions of Aging in Two Cultures: Korean and American Views on Old Age" 21 : 55-70, 2006

28 Sedikides, C., "Pancultural Self-Enhancement" 84 (84): 60-79, 2003

29 Scheier, M. F., "Optimism, Coping, and Health: Assessment and Implications of Generalized Outcom Expectancies" 4 (4): 219-247, 1985

30 Muthén, L. K., "Mplus User's Guide(5th Ed.)" Muthén & Muthén 1998

31 Paulhus, D. L., "Measurement and Control of Response Bias. in: Measures of Personality and Social Psychological Attitudes" Academic Press, Inc. 17-59, 1991

32 Christopher, A. N., "Materialism and Self-Presentational Styles" 38 (38): 137-149, 2005

33 van Baaren, R. B., "It Takes Two to Mimic: Behavioral Consequences of Self-Construal" 84 (84): 1093-1102, 2003

34 Heine, S. H., "Is There a Universal Need for Positive Self-Regard?" 106 (106): 766-794, 1999

35 Jones, E. E., "Ingratiation: An Attributional Approach" General Learning Press 1973

36 Kim, J., "Influence of Self-Construals on the Perception of Different Self-Presentation Styles in Korea" 6 (6): 89-101, 2003

37 Schlenker, B. R., "Impression Management: The Self-Concept, Social Identity, and Interpersonal Relations" Brooks/Cole 1980

38 Leary, M. R., "Impression Management: A Literature Review and Two-Component Model" 107 (107): 34-47, 1990

39 Stapel, D. A., "I, We, and the Effects of Others on Me: How Self- Construal Level Moderates Social Comparison Effects" 80 (80): 766-781, 2001

40 Holland, R. W., "Don't Stand So Close To Me: The Effects of Self-Construal in Interpersonal Closeness" 15 (15): 237-242, 2004

41 Kim, H., "Deviance or Uniqueness, Harmony or Conformity? A Cultural Analysis" 77 (77): 785-800, 1999

42 Markus, H., "Culture and the Self: Implications for Cognition, Emotion, and Motivation" 98 (98): 224-253, 1991

43 Solomon, M. R., "Consumer Behavior in Fashion" Prentice Hall 2004

44 Mick, D. G., "Are Studies of Dark Side Variable Confounded by Socially Desirable Responding? The Case of Materialism" 23 (23): 106-119, 1996

45 Johnson, T. W., "Appearance Management Behavior and the Five Factor Model of Personality" 25 (25): 230-243, 2007

46 Meleshko, K. G. A., "Anxiety and Self-Disclosure: Toward a Motivational Model" 64 (64): 1000-1006, 1993