본 연구는 꾸준하게 다중목표의 갈등을 조절하는 노력이 요구되는 장기적 목표행동에서, 소비자들이 겪는 자기조절의 한계를 극복할 수 있는 전략을 제시하고자 한다. 특히 최근 많은 사람들에게 공유되는 목표인 ‘다이어트 행동’을 중심으로, 동기가 ‘고갈효과’를 감소시키는 역할을 할 수 있음을 가정하였다. 연구 1에서는 목표 표상방식을 통해 활성화된 동기가 자기조절자원의 소진을 극복할 수 있는지를 검증하였다. 현재 상태와 자신이 바라는 최종 상태와의 불일치에 초점을 맞추는 ‘과정 표상’과, 목표 달성시의 가치에 대해 떠올리는 ‘몰입 표상’을 통제집단과 비교하여, 동기가 고갈효과에 미치는 영향을 확인하였다. 연구 1의 결과에 따르면, ‘몰입 표상’집단은 통제 집단과의 차이가 유의하지 않았으며 고갈효과의 감소 역시 나타나지 않았으나, ‘과정 표상’집단은 다른 집단에 비해 자기통제 의도가 증가하여 고갈효과가 감소되는 것으로 나타나 가설 1이 지지되었다. 이러한 결과를 바탕으로, 연구 2에서는 유혹 대안에 많은 영향을 받는 다이어트 행동에서, 목표 표상을 통해 활성화된 동기가 유지될 수 있는 방법을 ‘대안 처리체계’를 통해 확인하였다. 2(목표 표상방식: 과정 표상 / 몰입표상) x 2(대안 처리체계: 감정적 체계 / 인지적 체계)의 연구 설계를 통해, 자기통제 행동 및 의도를 측정하였다. 실험 결과에 따르면, 다이어트라는 목표를 추구하며 경험하게 되는 자기조절의 한계를 극복하기 위해서는, 목표를 ‘과정’으로 표상할 때는 유혹 대안을 ‘인지적 체계’로 처리하고, ‘몰입’하여 표상할 때는 ‘감정적 체계’로 처리하는 것이 자기통제 행동을 유지하는데 효과적일 수 있음을 제안 할 수 있다. 이러한 관점에서 본 연구는 장기적 목표를 달성하는 과정에서 발생하는 ‘고갈효과’를 감소시키는 방법으로, 심리적인 요인인 동기의 효과를 확인하였다는 점, 그리고 이에서 더 나아가 ‘목표 표상방식’과 ‘대안 처리체계’의 조절을 통하여 고갈현상을 억제하고 다이어트 목표를 이룰 수 있는 실질적인 방법을 제안하였다는 점에서 의의가 있다.
Individuals who pursuit lont-term goal, especially diet, experience self-regulation resource depletion. This study is suggest that depleted regulation resource may be compensated by motivation. Study 1 is found that motivation activated by goal progress can block depletion effect, but goal commitment can not decrease self-regulation depletion. This result suggest that reduced self-control on long-term goal may influenced by motivation from goal progress. Study 2 addressed questions about mechanism of goal shielding when regulation resource depleted. Therefore, this study designed 2(goal progress/goal commitment) x 2(hot system/cool system) and all participant experience self-regulation depletion. We found that Hot-cool system keep motivation of focal goal activated by goal progress and goal commitment. This findings are suggest that Dieters who are depleted regulation resource may be compensated by goal progress activate motivation and prevented goal shielding by Hot-cool system.
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