open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
‘Small indulgence’ refers to the indulgence did within a range that is not economically burdensome. For example, dessert is more expensive than lunch. This study focused on verifying the effects of continuous self-regulatory on small indulgence. First, Study 1 consists of Experiment 1 and Experiment 2, and how the justification clue to the preference of small indulgence(Experiment 1) and unfamiliar alternative(Experiment 2) according to the self-regulatory type(spontaneous vs. non-spontaneous). Specifically, Experiment 1 measured the preference of small indulgence in four conditions of self-control type(voluntary vs. non-voluntary) and justification clue(yes vs. no) for 111 college students. as a result of Experiment 1, when a justification clue was given, a small indulgence selection ratio was high. In addition, when there is no justification clue, there was no difference in the selection of small indulgence according to the type of self-regulatory, but when the justification clue was given, the spontaneous self-regulatory condition showed a small indulgence selection ratio higher than the non-spontaneous self-regulatory condition. Thus, the justification clue is a trigger for increasing the small indulgence of spontaneous self-regulatory consumers. Next, Experiment 2 measures the preference of familiar and unfamiliar alternatives in the same four conditions as experiment 1 for 120 college students. as a result of Experiment 2, the justification clue influences preferring a unfamiliar alternative more than a familiar alternative. In addition, the interaction effects of the justification clue and the self-regulatory type were statistically significant. In the general situation(ie, the control group), the spontaneous self-regulatory condition prefers an unfamiliar alternative, while when the justification clue was given(treatment group), the non-spontaneous self-regulatory condition prefers the unfamiliar alternative. Based on the results of Study 1, the justification clue leads to a higher rate of small indulgence of spontaneous self-regulatory, and a higher preference for unfamiliar alternative of non-spontaneous self-regulatory. To increase practical implications, Study 2 focused on verifying the moderating effect of scarcity message type(demand vs supply). Specifically, In Study 2, 107 college students measured purchase intention in four conditions according to self-control type(voluntary vs. non-voluntary) and scarcity message type(demand vs supply). in the case of spontaneous self-regulatory, a demand-side scarcity message that is easy to justify is effective, whereas in the case of non-spontaneous self-regulatory, a supply-side scarcity message that helps relieve stress and restore self-esteem is effective.
김정숙 (2002). 한, 일 여자대학생들의 보상소비성향. 대한가정학회지 40(12), 31-48.
김재문 (2004). 새로운 소비트렌드 ‘작은 사치’. LG주간경제 28, 26-32.
김재휘, 김태훈, 전진안 (2008). 체면이 비계획적 상향소비에 미치는 영향. 한국심리학회지: 소비자, 광고, 9(2), 149-168.
김재휘, 백명진 (2014). 희소성 메시지 유형과 동일시 욕구의 충족성이 구매의도에 미치는 효과. 광고학연구, 25(3), 7-32.
김재휘, 부수현 (2007). 희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과. 한국심리학회지: 소비자․광고, 8(2), 183- 203.
박종렬 (2014). TV 홈쇼핑 방송 채널 이미지와 채널 충성도, 시청 만족도, 구매의도와의 관계. 광고학연구, 25(6), 251-268.
부수현, 한금만 (2016). 재정적 박탈감이 희소한 제품의 구매의도에 미치는 효과. 한국심리학회지: 소비자․광고, 17(4), 619- 643.
서문식, 거원원, 노태석 (2011). 소비자의 심리적 일탈, 라이선싱 효과. 소비자학연구, 22(1), 219-243.
서문식, 하승범 (2014). 충동구매 메커니즘에 관한 연구. 소비자학연구, 25(5), 29-62.
송인숙 (1993). 도시 여성소비자의 보상구매행동. 생활과학연구논집, 13(1), 5-25.
양세정, 한성희, 이은화 (2008). 남녀 대학생의 보상소비성향에 관한 연구. 한국가정관리학회지, 26(1), 1-14.
오수연 (2009). 작은 사치족을 유혹하라!, MARKETING, 43(2), 77-80.
윤상혁, 이호배, 이철성 (2014). 한정 수량 희소성 메시지와 제품유형이 구매의도에 미치는 영향: 조절초점의 조절역할과 처리유창성의 매개역할을 중심으로. 광고학연구, 25(8), 241-268.
이학식, 임지훈 (2002). 소비관련 감정척도의 개발. 마케팅연구, 17(3), 55-91.
전성률, 허종호, 김헌동 (2004). 희소성 메시지의 유형이 소비자의 구매의도에 미치는 효과에 관한 연구. 마케팅연구, 19(2), 71- 89.
한성희 (2012). 소비자 욕구 충족과 쾌락소비 후 감정형성이 삶의 만족도에 미치는 영향. 소비문화연구, 15(1), 45-72.
황혜정 (2014). 절제된 소비의 작은 탈출구 ‘작은 사치’가 늘고 있다. LG Business Insight, 10(1), 30-34.
Ahn, E., Chae, J., & Lee, H. H. (2016). Shopping for Oneself. International Journal of Costume and Fashion, 16(1), 87-107.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of consumer research, 20(4), 644-656.
Baumeister, R. F., Bratslavsky, E., Muraven, M., & Tice, D. M. (1998). Ego depletion: Is the active self a limited resource?. Journal of personality and social psychology, 74(5), 1252.
Baumeister, R. F. (2002). Ego depletion and self-control failure: An energy model of the self's executive function. Self and Identity, 1(2), 129-136.
Baumeister, R. F. (2002). Yielding to temptation: Self‐control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28(4), 670-676.
Baumeister, R. F., & Vohs, K. D. (2007). Self-Regulation, ego depletion, and motivation. Social and Personality Psychology Compass, 1(1), 115-128.
Bozzolo, A. M., & Brock, T. C. (1992). Unavailability effects on message processing: A theoretical analysis an empirical test. Basic and Applied Social Psychology, 13(1), 93-101.
Carlson, K. A., Meloy, M. G., & Miller, E. G. (2013). Goal reversion in consumer choice. Journal of Consumer Research, 39(5), 918-930.
David Clarke, P., & Mortimer, G. (2013). Self-gifting guilt: an examination of self-gifting motivations and post-purchase regret. Journal of Consumer Marketing, 30(6), 472-483.
Dhar, R., & Simonson, I. (1999). Making complementary choices in consumption episodes: Highlighting versus balancing. Journal of Marketing Research, 36(1), 29-44.
Fang, X., Singh, S., & Ahluwalia, R. (2007). An examination of different explanations for the mere exposure effect. Journal of consumer research, 34(1), 97-103.
Gillison, S., Gillison, S., Reynolds, K., & Reynolds, K. (2016). Shopping for yourself versus shopping for someone else. Journal of Consumer Marketing, 33(4), 225-234.
Herpen, E. V., Pieters, R., & Zeelenberg, M. (2005). How product scarcity impacts on choice: Snob and bandwagon effects. Advances in Consumer Research, 32(1), 623-624.
Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the deal: The role of restrictions in accentuating deal value. Journal of Consumer Research, 24(1), 68-79.
Kanfer, R., & Zeiss, A. M. (1983). Depression, interpersonal standard setting, and judgments of self-efficacy. Journal of Abnormal Psychology, 92(3), 319-329.
Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of Marketing Research, 43(2), 259-266.
Kivetz, R., & Simonson, I. (2002). Self-control for the righteous: Toward a theory of precommitment to indulgence. Journal of Consumer Research, 29(2), 199-217.
Locke, E. A. (1968). Toward a theory of task motivation and incentives. Organizational behavior and human performance, 3(2), 157-189.
Loewenstein, G. (1996). Out of control: Visceral influences on behavior. Organizational behavior and human decision processes, 65(3), 272-292.
Lynn, M. (1992). Scarcity's enhancement of desirability: The role of naive economic theories. Basic and Applied Social Psychology, 13(1), 67-78.
Martijn, C., Alberts, H., & De Vries, N. K. (2006). Maintaining self-control: The role of expectancies. Self-Regulation in Health Behavior, Wiley, 169-191.
Mouakhar-Klouz, D., d'Astous, A., & Darpy, D. (2016). I’m worth it or I need it? Self-gift giving and consumers’ self-regulatory mindset. Journal of Consumer Marketing, 33(6), 447-457.
Muraven, M., Tice, D. M., & Baumeister, R. F. (1998). Self-control as a limited resource: Regulatory depletion patterns. Journal of personality and social psychology, 74(3), 774-789.
Myreth, K. O. R., & Fishbach, A. (2009). Self-control a function of knowing when and how to exercise restraint. Current Directions in Psychological Science, 18(4), 247-252.
Patrick, V. M., & Hagtvedt, H. (2012). “I Don’t” versus “I Can’t”: When empowered refusal motivates goal-directed behavior. Journal of Consumer Research, 39(2), 371-381.
Richardson, P. S., Jain, A. K., & Dick, A. (1996). Household store brand proneness: a framework. Journal of retailing, 72(2), 159-185.
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of consumer research, 24(2), 127-146.
Schmeichel, B. J., & Baumeister, R. F. (2004). Self-regulatory strength. Handbook of self- regulation: Research, theory, and applications. New York, NY, US: Guilford Press, 84-98,
Shafir, E., Simonson, I., & Tversky, A. (1993). Reason-based choice. Cognition, 49(1), 11-36.
Sharma, E., & Alter, A. L. (2012). Financial deprivation prompts consumers to seek scarce goods. Journal of Consumer Research, 39(3), 545-560.
Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: A consumer catch-22 carousel? Basic and Applied Social Psychology, 13(1), 9-24.
Staw, B. M. (1981). The escalation of commitment to a course of action. Academy of management Review, 6(4), 577-587.
Tangney, J. P., Baumeister, R. F., & Boone, A. L. (2004). High self‐control predicts good adjustment, less pathology, better grades, and interpersonal success. Journal of Personality, 72(2), 271-324.
Taylor, S. E. (1991). Asymmetrical effects of positive and negative events: The mobilization- minimization hypothesis. Psychological Bulletin, 110(1), 67-85.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ Need for Uniqueness: Scale Development and Validation. Journal of consumer research, 28(1), 50-66.
Thomas, K. M., & Mathieu, J. E. (1994). Role of causal attributions in dynamic self-regulation and goal processes. Journal of Applied Psychology, 79(6), 812-818.
Trope, Y., & Fishbach, A. (2000). Counteractive self-control in overcoming temptation. Journal of personality and social psychology, 79(4), 493-506.
Vohs, K. D., & Faber, R. J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of Consumer Research, 33(4), 537-547.
Vohs, K. D., & Heatherton, T. F. (2000). Self-regulatory failure: A resource-depletion approach. Psychological Science, 11(3), 249-254.
Wilcox, K., Vallen, B., Block, L., & Fitzsimons, G. J. (2009). Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision. Journal of Consumer Research, 36(3), 380-393.
Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906-914.