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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 48, No. 5, pp.1221-1252
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2019
Received 07 Jan 2019 Revised 04 Jul 2019 Accepted 31 Jul 2019
DOI: https://doi.org/10.17287/kmr.2019.48.5.1221

질투가 눈에 띄는 제품과 럭셔리 제품 선호에 미치는 영향 : 금전 점화의 조절효과와 관심을 얻고 싶은 동기, 우월 욕구의 매개효과

서린나* ; 이진용**
*(제1저자) 중앙대학교 대학원 석사 rnseo1226@gmail.com
**(교신저자) 중앙대학교 경영학과 교수 leejy@cau.ac.kr
How to Manage the Green-Eyed Monster: Money Priming May Modify the Effects of Jealousy on the Preferences for Attention-Grabbing and Luxury Products
Rinnah Seo* ; Jinyong Lee**
*Master of Science in Marketing, Chung-Ang University, First Author rnseo1226@gmail.com
**Professor, Chung-Ang University, Corresponding Author leejy@cau.ac.kr

초록

본 연구는 질투 감정이 시각적으로 눈에 띄는 제품과 럭셔리 제품 선호도에 미치는 영향을 금전 점화 유무에 따라서 살펴보고자 하였다. 금전 점화 상황에서 질투에 대처하기 위하여 우월 욕구가 증가하면서 럭셔리 제품을 선호하는 ‘적극적 대처 방법’을 채택하는지에 초점을 맞추었다. 질투심을 극복하기 위하여 취하는 적극적인 대처 방법은 금전 비점화 상황에서 타인의 관심을 얻고자 하는 욕구를 만족하기 위하여 눈에 띄는 제품을 선호하는 ‘소극적 대처 방법’과 차이가 있다. 실험 1은 금전 점화에 따라 질투에 대한 대처 방법이 달라지는지 알아보고자 하였다. 분석 결과, 금전 점화를 하지 않을 경우 질투 상태의 피험자들은 ‘관심을 얻고 싶은 동기’가 높아지면서 매개변수로 작동하여 눈에 띄는 제품을 더 선호하였고, 금전 점화를 했을 경우에 질투 상태에서 ‘우월해 보이고 싶은 욕구’를 매개하여 럭셔리 제품을 더 선호하였다. 금전 점화 여부에 따라 서로 다른 동기가 유발되고 이로 인해 제품 선호 차이가 발생하였다. 실험 2는 로고 크기가 다른 두 개의 럭셔리 제품을 자극물로 구성하여 매개변인의 효과를 검증하였다. 예측한 바와 같이 금전 점화를 하지 않을 경우 질투는 관심을 얻고 싶은 동기를 통해 큰 로고 제품을 선호하였지만, 금전 점화를 했을 때에 질투와 중립 감정 조건에서 선호 차이가 없었다. 실험 2는 금전 점화 상태에서 질투 조건이라고 하더라도 관심을 얻고 싶은 동기가 사라지고 로고 크기가 큰 제품(눈에 띄는 제품)에 대한 선호도가 증가하지 않는다는 것을 보여주고 있다. 본 연구는 사회 심리학에서 주로 다루었던 질투 감정을 금전 점화를 포함하여 마케팅 영역에서 살펴보았다는 것에 의의가 있다. 럭셔리 제품 또는 눈에 띄는 제품이라는 특성에 따라, 질투 감정과 돈에 대한 생각을 효과적으로 유도할 전략을 제공할 수 있을 것이다.

Abstract

This research investigates how jealousy affects preferences for attention-grabbing and luxury products in money priming vs. no money priming conditions. We focus on the interaction of money priming and jealousy, and also mediation effects of ‘motivation to get attention’ and ‘desire to be superior’. We conducted two experiments of 2 (emotion state: jealousy state vs. neutral state) x 2 (money priming: money vs. no money) design. In Study 1, we measured preferences of 2 products (luxury or attention-grabbing) and 2 mediators. Under conditions of non-money-priming, ‘motivation to get attention’ mediated the effect of jealousy on the preference for the attention-grabbing product. In contrast, jealous individuals under the conditions of money priming preferred the luxury product to the attention-grabbing product and ‘desire to be superior’ mediated the effect of jealousy on preferences. In Study 2, we conducted an experiment using a big or a small logo luxury handbag. Jealousy states without money priming led to the preference of the big logo handbag. In conditions of money priming, jealousy states, compared with no jealousy states, did not show any different ‘motivation to get attention’ or preferences for the big logo product. From the two studies, we may draw a conclusion that thinking of money can significantly modify coping strategies in jealousy states from ‘other-oriented and passive manners’ (under no money priming conditions) to ‘self-dependent and active manner’ (under money priming conditions). This article discusses shifts of product preferences under jealousy states in money priming conditions.

Keywords:

jealousy, money priming, luxury product, attention-grabbing product, eye-catching product, motivation to get attention, desire to be superior

키워드:

질투, 금전 점화, 럭셔리 제품, 눈에 띄는 제품, 관심을 얻고 싶은 동기, 우월해 보이고 싶은 욕구

Acknowledgments

이 논문은 2016년도 중앙대학교 연구 장학기금 지원에 의하여 작성되었음.This research was supported by the Chung-Ang University Research Scholarship Grants in 2016.

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• 저자 서린나는 중앙대학교 경영학 마케팅전공을 졸업하고, 석사학위를 취득하였다.

• 저자 이진용은 현재 중앙대학교 경영경제대학 마케팅 전공 정교수로 재직 중이다. 미국 UC버클리 경영학 박사를 취득하였고 박사 학위 취득 이후에 한화유통경제연구소, 정보통신정책연구원, 서울과학기술대학교에 근무하였고 현재 중앙대학교에서 근무하고 있다. 주요 연구 분야는 소비자 행동, 행동경제학, 브랜드관리 등이다.