.png){kind=logo}
ISSN : 1229-8778
This study was performed to explore the effects of social exclusion and facial expression on consumer responses to public service advertisement. Participants were primed with social exclusion(social inclusion) and evaluated public service advertisement which includes recipient’s facial . Results indicate that social exclusion group showed nonsignificant difference in attitude toward the ad, attitude toward the public organization and donate behavior between duchenne smile and sad face conditions. However, social inclusion group reported more positive attitude toward the ad and attitude toward the public organization in sad face condition than in the duchenne smile condition. Finding show that in public service advertisement context, reconnection motivation of social exclusion may lead to diminishing effect in facial expression. Future research and implications of this study in social exclusion and recipient’s facial expression are discussed.
김현희, 신황용, 이희선 (2012). 사회적 배제가 행복에 미치는 영향에 대한 연구. 사회복지연구, 43, 99-123.
성영신, 김지연, 민승기 (2011). 수혜자의 표정과 기부 목적에 따른 기부 설득 효과. 한국 심리학회지: 소비자․광고, 12, 639-657.
이현희, 김은정, 이민규 (2003). 한국판 정적 정서 및 부적 정서 척도의 타당화 연구. 한국심리학회지: 임상, 22, 935-946.
차동필, 한균태 (2003). 공익광고와 제 3자 효과. 한국언론학보, 47, 38-59.
Alvey, S. (2000). Social exclusion and public sector housing policy in scotland. Journal of Sociology and Social Policy, 20, 72-94.
Bagozzi, R., & Moore, D. (1994). Public service advertisements: Emotions and empathy guide prosocial behavior. The Journal of Marketing, 58, 56-70.
Baumeister, R., DeWall, C., Ciarocco, N., & Twenge, J. (2005). Social exclusion impairs self-regulation. Journal of personality and social psychology, 88, 589-604.
Baumeister, R, & Leary, M. (1995). The need to belong: desire for interpersonal attachments as a fundamental human motivation. Psychological bulletin, 117, 497-529.
Baumeister, R., Twenge, J., & Nuss, C. (2002). Effects of social exclusion on cognitive processes: anticipated aloneness reduces intelligent thought. Journal of personality and social psychology, 83, 817-827.
Bernstein, M., Sacco, D., Brown, C., Young, S., & Claypool, H. (2010). A preference for genuine smiles following social exclusion. Journal of Experimental Social Psychology, 46, 196-199.
Bernstein, M., Young, S., Brown, C., Sacco, D., & Claypool, H. (2008). Adaptive responses to social exclusion and social rejection improves detection of real and fake smiles. Psychological Science, 19, 981-983.
Brown, W., Palameta, B., & Moore, C. (2003) Are there non-verbal cues to commitment? An exploratory study using the zero-acquaintance video presentation paradigm. Evolutionary Psychology, 1, 42-69.
Cacioppo, J., & Patrick, W. (2008). Loneliness: Human nature and the need for social connection. New York: WW Norton & Company.
Cohn, J., Ambadar, Z., & Ekman, P. (2007). Observer-based measurement of facial expression with the Facial Action Coding System. In J. A. Coan & J. J. Allen (Eds.), The handbook of emotion elicitation and assessment. New York: Oxford University Press.
DeWall, C., & Baumeister, R. (2006). Alone but feeling no pain: Effects of social exclusion on physical pain tolerance and pain threshold, affective forecasting, and interpersonal empathy. Journal of personality and social psychology, 91, 1-15.
DeWall, C., Deckman, T., Pond, R., & Bonser, I. (2011). Belongingness as a core personality trait: How social exclusion influences social functioning and personality expression. Journal of personality, 79, 1281-1314.
DeWall, C., Maner, J., & Rouby, D. (2009). Social exclusion and early-stage interpersonal perception: selective attention to signs of acceptance. Journal of personality and social psychology, 96, 729-741.
Duclos, R., Wan, E. W., & Jiang, Y. (2013). Show me the honey! Effects of social exclusion on financial risk-taking. Journal of Consumer Research, 40, 122-135.
Ekman, P. (2007). Emotions revealed: Recognizing faces and feelings to improve communication and emotional life. New York: Macmillan.
Ekman, P., Davidson, R., & Friesen, W. (1990). The Duchenne smile: Emotional expression and brain physiology: II. Journal of personality and social psychology, 58, 342-353.
Ekman, P., & Friesen, W. (1978). Manual for the facial action coding system. Palo Alto, CA: Consulting Psychologists Press.
Ekman, P., Friesen, W., & Ellsworth, P. (1972). Emotion in the human face: Guidelines for research and an integration of findings. New York: Pergamon Press.
Ekman, P., Friesen, W., & O'Sullivan, M. (1988). Smiles when lying. Journal of personality and social psychology, 54, 414-420.
Friesen, W.; Ekman, P. (1983). EMFACS-7: Emotional Facial Action Coding System. Unpublished manual, University of California, California.
Gardner, W., Pickett, C., & Brewer, M. (2000). Social exclusion and selective memory: How the need to belong influences memory for social events. Personality and Social Psychology Bulletin, 26, 486-496.
Hatfield, E., Cacioppo, J., & Rapson, R. (1994). Emotional contagion. Cambridge university press.
Isen, A. (1987). Positive affect, cognitive processes, and social behavior, Advanced in Experimental Social Psychology, 20, 203-253.
Lakin, J., Chartrand, T., & Arkin, R. (2008). I am too just like you nonconscious mimicry as an automatic behavioral response to social exclusion. Psychological science, 19, 816-822.
Leary, M., & Cottrell, C. (2013). Evolutionary perspective on interpersonal acceptance and rejection, In C. N. DeWall (Eds.), The Oxford handbook of social exclusion. New York: Oxford University Press.
Lee, J., & Shrum, L. (2012). Conspicuous consumption versus charitable behavior in response to social exclusion: A differential needs explanation. Journal of Consumer Research, 39, 530-544.
Maner, J., DeWall, C., Baumeister, R., & Schaller, M. (2007). Does social exclusion motivate interpersonal reconnection? Resolving the “porcupine problem”. Journal of personality and social psychology, 92, 42-55.
Mead, N., Baumeister, R., Stillman, T., Rawn, C., & Vohs, K. (2011). Social exclusion causes people to spend and consume strategically in the service of affiliation. Journal of Consumer Research, 37, 902-919.
Molden, D., Lucas, G., Gardner, W., Dean, K., & Knowles, M. (2009). Motivations for prevention or promotion following social exclusion: being rejected versus being ignored. Journal of personality and social psychology, 96, 415-431.
Molden, D., & Maner, J. (2013). How and When Exclusion Motivates Social Reconnection. In C. N. DeWall (Eds.), The Oxford handbook of social exclusion (pp. 121-131). New York: Oxford University Press.
Pickett, C., Gardner, W., & Knowles, M. (2004). Getting a cue: The need to belong and enhanced sensitivity to social cues. Personality and Social Psychology Bulletin, 30, 1095-1107.
Small, D., & Verrochi, N. (2009). The face of need: Facial emotion expression on charity advertisements. Journal of Marketing Research, 46, 777-787.
Son, J., & Lee, B. (2015). The impact of social exclusion on consumer response: The moderating effect of embodied cognition, Science of Emotion & Sensibility, 18, 107-114.
Taylor, K., & Knibb, J. (2013). Cry, laugh, or fight: The impact of the advertising image and disease target match on consumers’ evaluations of cancer advertising. Psychology & Marketing, 30, 318-331.
Twenge, J., Baumeister, R., DeWall, C., Ciarocco, N., & Bartels, J. (2007). Social exclusion decreases prosocial behavior. Journal of personality and social psychology, 92, 56-66.
Twenge, J., Baumeister, R., Tice, D., & Stucke, T. (2001). If you can't join them, beat them: effects of social exclusion on aggressive behavior. Journal of personality and social psychology, 81, 1058-1069.
Twenge, J., & Cacho, J. (2003). When does social rejection lead to aggression?: Exploring situation and target effect. Unpublished manuscript, San Diego State University, San Diego, CA.
Twenge, J., Catanese, K., & Baumeister, R. (2002). Social exclusion causes self-defeating behavior. Journal of personality and social psychology, 83, 606-615.
Van Orden, K., & Joiner, T. (2013). Depression and suicide: transactional relations with rejection. In C. N. DeWall (Eds.), The Oxford handbook of social exclusion. New York: Oxford University Press.
Watson, D., Clark, L., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: the PANAS scales. Journal of personality and social psychology, 54, 1063-1070.
Williams, K. (2001). Ostracism: The Power of Silence, New York: Guilford.
Williams, K. (2007). Ostracism, Annual Review of Psychology, 58, 425-452.
Zadro, L., Williams, K., & Richardson, R. (2004). How low can you go? Ostracism by a computer is sufficient to lower self-reported levels of belonging, control, self-esteem, and meaningful existence. Journal of Experimental Social Psychology, 40, 560-567.