open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
Although previous studies related to donation have mainly focused on the emotional response drawn from the donee or doner's individual differences, this paper pays attention to the effect of consumers' locus of control and their personal experiences regarding donations toward out-group. Donations toward out-group may involve uncertainty or risk in finance, time and social risk compared to donations toward in-group. Hence, locus of control is predicted to cause interaction effect with experienced events on donation behavior. Drawing upon locus of control and doner's characteristics in the donation context, hypothesis 1 posits that people in an internal control will show greater donation preference toward out-group members when they experience a positive event (vs. a negative event) because they feel control and confidence in the efficiency of their donations. Whereas people in an external control will show greater donation preferences when they experience a negative event(vs. a positive event) due to the motive of social connection. This research adopted a scenario and conducted an experiment. The experiment used a 2(locus of control: internal control vs. external control) X 2(valence of event: positive vs. negative) between subject design with the two variables as independent variables. The key dependent variable was donation choice toward out-group (vs. in-group). According to the results of this experiment, participants in an internal control showed higher preference toward African disadvantaged children (vs. Korean disadvantaged children) when they experienced a positive event, whereas those in an external control showed the opposite pattern. In conclusion, consumers' donation preferences to the out-group depend on the locus of control and valence of experienced event. Future research should explore various moderators and examine the mediation. The research findings provide knowledge for better understanding of locus of control and apply it to consumer psychology and marketing areas.
강철희 & 김미옥 (2007). 부유층의 기부과정에 관한 연구. 한국사회복지학, 59(2), 5-38.
구지윤 (2013). 기부행동의 성별 차에 관한 연구. 한국사회복지조사연구, 37(단일호), 93- 122.
김선미 & 정옥분 (1995). 아동의 내외통제소재와 사회적 능력과의 관계. Family and Environment Research, 33(3), 149- 163.
박기경 (2016). 나에게 발생한 긍정적인 일은 기부를 증가시키는가? 통제소재의 역할을 중심으로. 소비자학연구, 27(4), 35-56.
성은현 (2004). 어머니의 내외통제성과 창의적 가정환경 및 자녀의 창의적 인성과의 관계. 한국심리학회지: 발달, 17(3), 79-93.
정명희 & 김남조 (2006). 모험성 레크리에이션에서의 통제소재와 전문화 및 위험지각의 관계. 관광학연구, 30(4), 27-46.
주선희, 구동모, & 이성엽 (2012). 세 가지 차원의 무형적 속성이 소비자의 불확실성, 위험지각과 구매 후의 감정에 미치는 영향. 소비문화연구, 15, 143-169.
최병희, 오주석, 박선진, & 이순철 (2015). 교통행동 통제소재와 위험운전행동의 관계. 한국심리학회지: 산업 및 조직, 28(1), 1- 21.
황윤용, 오민정, 정진철 (2013). 젊은 세대와 시니어세대간 기부의도에 관한 비교연구. 경영학연구, 42(6), 1715-1736.
Abramson, L. Y., Seligman, M. E., & Teasdale, J. D. (1978). Learned helplessness in humans: Critique and reformulation. Journal of Abnormal Psychology, 87(1), 49-74.
Allred, K. D., & Smith, T. W. (1989). The hardy personality: Cognitive and physiological responses to evaluative threat. Journal of Personality and Social Psychology, 56(2), 257-266.
Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior. Psychology & Marketing, 30(8), 635-646.
Barasch, A., Levine, E. E., Berman, J. Z., & Small, D. A. (2014). Selfish or selfless? On the signal value of emotion in altruistic behavior. Journal of Personality and Social Psychology, 107(3), 393-413.
Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497-529.
Betancourt, H. (1990). An attribution-empathy model of helping behavior behavioral intentions and judgments of help-giving. Personality and Social Psychology Bulletin, 16(3), 573-591.
Brewer, M. B. (1979). In-group bias in the minimal intergroup situation: A cognitive- motivational analysis. Psychological Bulletin, 86(2), 307-324.
Brown, J. D., Novick, N. J., Lord, K. A., & Richards, J. M. (1992). When Gulliver travels: Social context, psychological closeness, and self-appraisals. Journal of Personality and Social Psychology, 62(5), 717-727.
Burger, J. M. (1986), Desire for control and the illusion of control: The effects of familiarity and sequence of outcomes. Journal of Research in Personality, 20(1), 66-76.
Castano, E., Yzerbyt, V., Paladino, M. P., & Sacchi, S. (2002). I belong, therefore, I exist: Ingroup identification, ingroup entitativity, and ingroup bias. Personality and Social Psychology Bulletin, 28(2), 135-143.
Chau, A. W., & Phillips, J. G. (1995). Effects of perceived control upon wagering and attributions in computer blackjack. The Journal of General Psychology, 122(3), 253-269.
Cialdini, R. B., & Kenrick, D. T. (1976). Altruism as hedonism: A social development perspective on the relationship of negative mood state and helping. Journal of Personality and Social Psychology, 34(5), 907-914.
Converse, B. A., Risen, J. L., & Carter, T. J. (2012). Investing in karma when wanting promotes helping. Psychological Science, 23(8), 923-930.
Deardorff, P. A., Kendall, P. C., Finch, A. J., & Sitarz, A. M. (1977). Empathy, locus of control and anxiety in college students. Psychological Reports, 40(3 suppl), 1236-1238.
Duclos, R., & Barasch, A. (2014). Prosocial behavior in intergroup relations: How donor self-construal and recipient group-membership shape generosity. Journal of Consumer Research, 41(1), 93-108.
Fishbach, A., & Labroo, A. A. (2007). Be better or be merry: How mood affects self-control. Journal of Personality Social Psychology, 93(3), 158-173.
Gilbert, D. T., Brown, R. P., Pinel, E. C., & Wilson, T. D. (2000). The illusion of external agency. Journal of Personality Social Psychology, 79(5), 690-700.
Goethals, G. R., & Darley, J. M. (1977). Social comparison theory: An attributional approach. Social comparison processes: Theoretical and empirical perspectives, 259-278.
Gollwitzer, P. M., & Bayer, U. (1999). Deliberative versus implemental mindsets in the control of action. Dual-process theories in social psychology, 403-422.
Hogg, M. A., & Mullin, B. A. (1999). Joining groups to reduce uncertainty: Subjective uncertainty reduction and group identification. In D. Abrams & M. A. Hogg(Eds.), Social identity and social cognition(pp.249-279). Oxford, UK: Basil Blackwell.
Johnson, J. H., & Sarason, I. G. (1978). Life stress, depression and anxiety: Internal-external control as a moderator variable. Journal of Psychosomatic Research, 22(3), 205-208.
Kramer, R. M., & Wei, J. (1999). Social uncertainty and the problem of trust in social groups: The social self in doubt (pp. 145-168). Lawrence Erlbaum Associates: London, UK.
Layton, C. (1985). The relationship between externality and E, N, P and L: An experiment and review. Personality and Individual Differences, 6(4), 505-507.
Lee, J., & Shrum, L. J. (2012). Conspicuous consumption versus charitable behavior in response to social exclusion: A differential needs explanation. Journal of Consumer Research, 39(3), 530-544.
Liberman, N., Sagristano, M. D., & Trope, Y. (2002). The effect of temporal distance on level of mental construal. Journal of Experimental Social Psychology, 38(6), 523-534.
Liverant, S., & Scodel, A. (1960). Internal and external control as determinants of decision making under conditions of risk. Psychological Reports, 7(1), 59-67.
McKenna, F. P. (1993). It won't happen to me: Unrealistic optimism or illusion of control?. British Journal of Psychology, 84(1), 39-50.
Miller, D., De Vries, M. F. K., & Toulouse, J. M. (1982). Top executive locus of control and its relationship to strategy-making, structure, and environment. Academy of Management Journal, 25(2), 237-253.
Organ, D. W., & Greene, C. N. (1974). Role ambiguity, locus of control, and work satisfaction. Journal of Applied Psychology, 59(1), 101-102.
Phillips, M. (1982). Motivation and expectation in successful volunteerism. Journal of Voluntary Action Research.
Piff, P. K., Kraus, M. W., Côté, S., Cheng, B. H., & Keltner, D. (2010). Having less, giving more: The influence of social class on prosocial behavior. Journal of Personality and Social Psychology, 99(5), 771-784.
Pryer, M. W., & Distefano Jr, M. K. (1971). Perceptions of leadership behavior, job satisfaction, and internal-external control across three nursing levels. Nursing Research, 20(6), 534-536.
Rotter, J. B. (1966). Generalized expectancies for internal versus external control of reinforcement. Psychological Monographs: General and Applied, 80(1), 1-28.
Simpson, B., & Willer, R. (2008). Altruism and indirect reciprocity: The interaction of person and situation in prosocial behavior. Social Psychology Quarterly, 71(1), 37-52.
Small, D. A., & Verrochi, N. M. (2009). The face of need: Facial emotion expression on charity advertisements. Journal of Marketing Research, 46(6), 777-787.
Small, D. A., & Simonsohn, U. (2008). Friends of victims: Personal experience and prosocial behavior. Journal of Consumer Research, 35(3), 532-542.
Smith, R. W., Faro, D., & Burson, K. A. (2013). More for the many: The influence of entitativity on charitable giving. Journal of Consumer Research, 39(2), 961-976.
Tajfel, H. (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. Academic Press.
Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations, 33-47. Monterey, CA: Brooks-Cole.
Tanck, R. H., & Robbins, P. R. (1979). Assertiveness, locus of control and coping behaviors used to diminish tension. Journal of Personality Assessment, 43(4), 396-400.
Taylor, S. E., & Brown, J. D. (1988). Illusion and well-being: A social psychological perspective on mental health. Psychological Bulletin, 103(2), 193-210.
Tesser, A. (1986). Some effects of self-evaluation maintenance on cognition and action. Handbook of motivation and cognition: Foundations of social behavior, (pp. 435-464). New York, NY, US: Guilford Press.
Weinstein, N. D. (1982). Unrealistic optimism about susceptibility to health problems. Journal of Behavioral Medicine, 5(4), 441-460.
Winterich, K. P., Mittal, V., & Aquino, K. (2013). When does recognition increase charitable behavior? Toward a moral identity-based model. Journal of Marketing, 77(3), 121-134.
Winterich, K. P., Mittal, V., & Ross, W. T. (2009). Donation behavior toward in-groups and out-groups: The role of gender and moral identity. Journal of Consumer Research, 36(2), 199-214.
Yavas, U., Riecken, G., & Babakus, E. (1993). Efficacy of perceived risk as a correlate of reported donation behavior: An empirical analysis. Journal of the Academy of Marketing Science, 21(1), 65-70.
Zhao, M., & Xie, J. (2011). Effects of social and temporal distance on consumers' responses to peer recommendations. Journal of Marketing Research, 48(3), 486-496.