체화된 인지가 설득에 미치는 영향 = 머리움직임과 목표 관련성을 중심으로

국문 초록 (Abstract)

최근에 대두되고 있는 체화된 인지는 신체적 경험을 하나의 수단으로써 활용하여 정보를 처리 및 기억하고 표상화 하는 것이다. 이 관점에 의하면, 신체적 상태나 지각 또는 경험의 시뮬레이션이 인지적 처리에 영향을 주며, 신체-마음-두뇌는 강력하게 유기적으로 연결되어 있다. 본 연구는 체화된 인지가 설득에 미치는 영향을 살펴보고, 이 관계가 목표 관련성에 의해 조절됨을 보였다. 우선, 본 연구는 체화된 인지에 관한 선행 연구들을 통하여 다양한 맥락에서 진행되어 온 체화된 인지의 영향을 살펴본 후, 온라인 체현과 오프라인 체현으로 나누어 각각에 대해 구체적으로 고찰하였다. 이후, 온라인 체현 중 특히 머리움직임의 영향에 주목해 머리움직임과 설득의 관계를 다룬 문헌들을 살펴보았다. 그리고 머리움직임을 통한 체현이 설득에 미치는 영향을 목표 관련성이 조절할 수 있음에 주목하고, 목표와 목표 관련성이 소비자 행동에서 갖고 있는 의미를 검토하였다. 가상의 시나리오와 광고를 사용하여 머리움직임(끄덕거림 vs. 가로젓기) × 목표 관련성(높음 vs. 낮음) × 메시지 강도(강함 vs. 약함) 설계의 실험이 진행되었다. 그 결과, 머리움직임과 목표 관련성의 주 효과가 유의하였으며, 변수 간 상호 작용 효과도 나타났다. 구체적으로, 목표 관련성이 높을 경우, 끄덕거림 그룹과 가로젓기 그룹 모두 강한(vs. 약한) 메시지에 더 설득되었다. 그런데 목표 관련성이 낮을 경우에서는, 끄덕거림 그룹은 강한 메시지에서 약한 메시지보다 더 설득되었지만, 가로젓기 그룹은 오히려 강한 메시지보다 약한 메시지에 더 설득됨이 나타났다. 한편 붓스트랩핑 테스트를 통해 머리움직임이 설득에 미치는 영향에서 무드가 매개 역할을 하지 않음이 보였다. 실험 결과를 바탕으로 본 연구의 학문적 및 실무적 시사점이 논의되었다. 마지막으로, 향후 연구를 위한 아이디어와 방향성이 제시되었다.

다국어 초록 (Multilingual Abstract)

According to the perspective of embodied cognition, actual bodily state and perception and simulations of experience influence cognitive processing via brain`s modality-specific system. Current research focuses on the effect of embodiment (e.g., overt head movements) on persuasion. Specifically, this research is interested in moderating effect of goal-relevancy. The results of 2 (Overt head movements: nodding vs. shaking) × 2 (Goal-relevancy: high vs. low) × 2 (Message strength: strong vs. weak) between-subjects design show that nodding (vs. shaking) group and goal-relevant (vs. goal-irrelevant) group are more persuaded by experimental stimuli. More specifically, under goal-relevant condition, both nodding and shaking groups are more persuaded by strong (vs. weak) message. However, goal-irrelevant condition, the patterns of persuasion between nodding and shaking groups are not consistent. In this condition, nodding participants are more persuaded when they are exposed to strong (vs. weak) message, whereas shaking participants are less persuaded when they are exposed to strong (vs. weak) message. Additionally, bootstrapping tests show that mood does not underlie the effect of overt head movements on persuasion. Theoretical implications and the applications are discussed. Finally, the authors propose ideas and directions for further research.

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