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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 46, No. 4, pp.985-1015
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2017
Received 22 Feb 2017 Revised 30 May 2017 Accepted 14 Jun 2017
DOI: https://doi.org/10.17287/kmr.2017.46.4.985

부드러움 vs. 거침의 경험이 친사회적 행동에 미치는 영향: 터치 욕구와 사회적 조정 수준을 중심으로

안아림* ; 민동원**
*(주저자) 단국대학교 일반대학원 경영학과 마케팅 전공 박사과정 ahreem@dankook.ac.kr
**(교신저자) 단국대학교 상경대학 경영학부 교수 dwmin@dankook.ac.kr
The Effect of Smoothness vs. Roughness Haptic Experience on Prosocial Behavior: Focusing on Need for Touch and Social Coordination Quality
Ahreem Ahn* ; Dongwon Min**
*Doctoral Student, Dankook University, First Author
**Associate Professor, Dankook University, Corresponding Author

초록

오감을 통한 감각적 경험은 해당 경험이 내포하고 있는 은유적 의미인 ‘메타포’를 통해 사고나 행위에 영향을 미친다. 본 연구는 특히 촉각과 관련하여, 부드러운 촉각적 경험을 할 때 활성화되는 메타포의 역할에 주목하고, 이것이 정보 처리에 미치는 영향을 살펴보았다. 사람들이 부드러움을 지각할 때, 부드러운 촉각이 내포하고 있는 ‘원만함’, ‘쉬움’ 등과 같은 긍정적 의미의 메타포가 정신적 영역 내에서 활성화 되는데, 이 메타포는 사회적 관계 맥락에서 타인과의 관계를 순조롭고 원활하게 맺을 수 있도록 도움을 준다. 이를 기반으로 본 연구는 부드러운 촉각이 사회적 조정 수준을 더 높게 평가하도록 유도함으로써, 공공의 이익을 위한 친사회적 활동 참여에까지 긍정적인 영향을 미칠 것으로 예측하였다. 한편 부드러움 경험이 친사회적 활동 참여의도에 미치는 긍정적 효과는 터치 욕구에 의해 조절될 것으로 예상하였다. 터치 욕구란 물건을 만지는 것에 대한 선호와 동기를 의미하는데, 이 욕구가 낮은 사람들은 촉각적 경험을 하더라도 촉각 메타포를 포함한 촉각 관련 정보들을 인출하는 데 어려움을 겪기 때문에, 이들에게서는 부드러움 촉각 경험의 긍정적 효과가 나타나지 않을 것으로 보았다. 연구 결과, 부드러움 촉각 경험을 한 피험자들은 평범한 촉각 경험을 하거나 거침 촉각 경험을 한 피험자들보다 친사회적 활동에 대해 더 높은 참여의도를 가졌으며, 사회적 조정 수준을 통한 터치 욕구의 매개된 조절효과가 유의하게 나타났다. 구체적으로, 터치 욕구가 높거나 중간 정도의 수준을 가진 사람들에게서는 부드러움(vs. 거침) 경험이 사회적 조정 수준에 긍정적인 영향을 줌으로써 친사회적 활동에 대한 더 높은 참여의도를 유도하였지만, 터치 욕구가 낮은 사람들에게서는 사회적 조정 수준을 통한 친사회적 활동 참여의도에 미치는 영향이 유의하지 않았다.

Abstract

Present paper concentrates on haptic sensation-related metaphor and examines the role of smoothness-related metaphor in the influence of haptic sensation on prosocial behavior. The activation of smoothness metaphor allows people to evaluate social coordination quality positively, because smoothness which is metaphorically associated with concept of ‘easiness’ is activated in mental area while people touch smooth object, therefore prosocial behavior intention is increased in this situation. Our results show that participants who touch smooth object have higher prosocial behavior intention than those who touch both neutral and rough object do and social coordination quality mediate the effect of haptic experience on prosocial behavior intention. The authors predict that the positive effect of smoothness-related metaphor on prosocial behavior intention will be moderated by need for touch (NFT) which is defined as person’s motivation or preference for touch. Results show that the positive effect of smoothness-related metaphor is disappeared when participants have low NFT, because they have low accessibility to haptic-related information including haptic-related metaphor.

Keywords:

Smoothness, Roughness, Prosocial behavior, Need for touch, Social coordination quality

키워드:

부드러움, 거침, 친사회적 행동, 터치 욕구, 사회적 조정 수준

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• 저자 안아림은 현재 단국대학교 일반대학원 경영학과 마케팅 전공 박사과정에 재학 중이다. 단국대학교를 수석 입학하였고 상경대학 수석 및 조기 졸업을 하였다. 이후, 동 대학교 일반대학원 경영학과에서 석사학위를 취득하였다(마케팅 전공). 주요 연구분야는 소비자 심리며, 체화된 메타포(embodied metaphor), 공익 마케팅, 나이듦(aging), 아츠 마케팅, 공감(empathy)을 중점적으로 연구하고 있다.

• 저자 민동원은 현재 단국대학교 상경대학 경영학부 부교수로 재직 중이다. 서울대학교 음악대학 작곡과 및 연세대학교 대학원 경영학과를 졸업하였으며, 한국과학기술원 경영공학과에서 공학박사를 취득하였다. 삼성경제연구소에서 마케팅전략, 컨텐츠 비즈니스 전략, 브랜딩 관련 연구를 수행하였으며, Pre-doc으로 노스웨스턴대학교 켈로그경영대학원에서 연구를 진행하였다. 주요 연구분야는 소비자 심리로, 세부 분야에 심리적 파워, 나이듦(aging), 체화된 인지, 럭셔리 마케팅 등이 있다.