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감성과학 = Science of emotion & sensibility, v.23 no.2, 2020년, pp.89 - 102
임혜빈 (광운대학교 산업심리학과) , 김승환 (광운대학교 산업심리학과) , 도은영 (광운대학교 산업심리학과) , 이병관 (광운대학교 산업심리학과)
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Consumers purchase gifts for themselves and for others. This research examined whether one's preferred purchase type (material or experiential) would depend on the gift recipient (self or others). A total of 200 participants took part in online studies via Amazon Mechanical-Turk. Based on the constr...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 자신을 위한 선물은 어떠한 기능을 하는가? | 반면, 자신을 위한 선물은 개인의 긍정적인 감정 상태를 유도하거나 유지하는 기능을 수행한다(Luomala & Laaksonen, 1999). Mortimer et al. | |
| 선물이란? | 선물이란 자발적으로 다른 누군가에게 재화나 용역을 주는 행위이다. 동시에 복잡한 사회활동이자 감정, 감사, 친밀감 등을 관계 속에서 전달하기 위한 표현적 행동 형태이며, 사회적 유대 창출, 유지 등의 목적으로 돌려받을 생각 없이 제공하는 모든 재화나 용역이라고도 한다(Belk & Coon, 1993; Caillé, 2000; Sherry, 1983). | |
| 자신을 위한 선물 구매와 타인을 위한 선물 구매 간의 차이점이 생기는 이유는 무엇인가? | 그러나 자신을 위한 선물 구매와 타인을 위한 선물 구매 간의 가장 직접적이고도 현저한 차이점은 선물을 받는 대상일 것이다. 판단과 의사결정 행동에 대한 최근의 심리학 연구에 따르면 사람들은 나를 위한 선택을 내릴 때와 타인을 위한 선택을 내릴 때 제품의 다른 속성에 주목하여 결정을 내리고(Polman, 2012), 선택 후의 결과에 대해서도 다르게 평가한다(Pollman et al., 2014). 의사결정 행동에 있어서 이러한 자기-타인 차이 (self-other discrepancy)는 해석수준(Construal level)의 차이 때문에 발생한다. 해석수준은 대상에 대한 심리적 거리 차이에 의해서 발생하는 사고체계의 차이로 (Polman & Emich, 2011), 이때의 심리적 거리는 자기중심성을 가진다(Trope & Liberman, 2010). |
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