.png){kind=logo}
ISSN : 1229-8778
With the recent acceleration of the deepening of social competition, aging population and the spread of the individualistic disposition, the number of people who feel socially neglected has increased. The preceding studies argued that this experience of social exclusion could reduce their ability of altruistic action, and this study insists that additionally providing a symbolic gift that can visually show the fact of donation though it does not have any monetary, practical value would increase the ability of altruistic action. In addition, this study argues that this interaction effect between social exclusion and a symbolic gift is because propensity of conspicuous consumption propensity generated by the experience of social exclusion mediates this. As a result of an analysis of Experiment 1, people in a social exclusion group had a higher purchase intention when provided a donation bracelet that could symbolically prove the fact of donation additionally than in the condition where no gift was provided concerning donation-related goods of sneakers. In contrast, there was no difference in purchase intention of people in the social inclusion group between the condition in which a donation bracelet was provided and the condition in which it was not. In addition, as a result of an analysis of Experiment 2 to prove the mediation effect of propensity of conspicuous consumption, it turned out that the interaction effect of social exclusion and symbolic gift on the donation-related goods was mediated by propensity of conspicuous consumption. This study has academic and practical significance in that it demonstrated that the social exclusion group has an egoistic inclination like propensity of conspicuous consumption, however, providing people in the group with a symbolic gift can induce this egoistic inclination to an altruistic behavior of helping others consequently.
김기옥, 윤원아 (2000). 소비자의 집단주의 - 개인주의 성향에 관한 척도개발. 소비자학연구. 11 (3). 1-14.
김주원, 김용준 (2008). 자선단체기부자의 기부동기와 기부행동에 관한 실증연구. 경영학연구, 37(3), 629-658.
김하예, 김종흠 (2016). 자기해석과 자기감시가 브랜드 가시성에 따라 제품 선호에 미치는 영향. 한국의류학회지, 40(3), 539-553.
박진영, 최혜원, 서은국 (2012), 물질주의와 인간관계 경시의 심리적 원인: 낮은 일반적 신뢰. 한국심리학회지: 사회 및 성격, 26 (1), 23-36.
성영신, 민승기, 강정석 (2013). 이타적 소비의 이면. 한국심리학회지: 소비자․광고, 14 (4), 681- 703.
오민정, 황윤용 (2014). 사회적 배제는 윤리적 소비행동을 감소시키는가? 소비자학연구, 25(4), 181-203.
이상균, 이한근, 지성구 (2017). 비영리조직의 기부공개 전략이 기부의도에 미치는 영향. 상품학연구, 35, 159-170.
이승조 (2017). 국제구호 캠페인의 전달에서 보상 유형과 이타적 성향 (공감적 관심) 이 만족감, 저항, 태도에 미치는 영향. 한국언론학보, 61(2), 251-276.
이승희 (2000). 과시소비성향과 정장 수입브랜드 선호에 따른 의복구매행동에 관한 연구, 한국의류학회지, 26(1), 3-14.
이승연, 이루리 (2012). 제품-보상물 속성일치성에 따른 보상프로그램의 효과에 관한 연구: 브랜드 충성도의 조절효과 중심으로. 대한경영학회지. 25(5). 2485-2507.
정선호, 서동기 (2016). 회귀분석을 이용한 매개된 조절효과와 조절된 매개효과 검증. 한국심리학회지: 일반, 35(1), 257-282.
정지원, 정순희, 차경욱 (2003). 물질주의 성향과 과시소비 성향이 수입명품선호도에 미치는 영향: 대학생 소비자를 중심으로. 한국가정관리학회지, 21(5), 1-12.
주지혁 (2012). 성별에 따른 명품브랜드 구매행동의 차이. 광고연구. 94, 70-93.
한승희, 김혜지 (2014). 가격할인 대 기부와 연계된 가격할인이 소비자의 구매의도에 미치는 차별적 효과에 관한 연구. 마케팅 연구, 29(4), 121-144.
황윤용, 오민정, 박종철 (2013). 도덕적인 소비자들이 모두 공정무역제품을 선호하는가? 마케팅연구, 28(6), 137-160.
Batson, C. D. (1990). How Social an Animal? The Human Capacity for Caring. American Psychologist, 45(3), 336-346.
Baron, R. M., & Kenny, D. A. (1986). The Moderator–Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of personality and social psychology, 51(6), 1173- 1182.
Baumeister, R. F. (1982). A Self-Presentational View of Social Phenomena. Psychological Bulletin, 91(1), 3-26.
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.
Baumeister, R. F., Twenge, J. M., & Nuss, C. K. (2002). Effect of Social Exclusion on Cognitive Processes: Anticipated Aloneness Reduces Intelligent Thought. Journal of Personality and Social Psychology, 83(4), 817-827.
Brockner, J. (1984). Low Self-Esteem and Behavioral Plasticity: Some Implications. In Review of Personality and Social Psychology. 4. 237-271.
Carter-Sowell, A., Chen, Z., & Williams, K. D. (2008). Ostracism Increases Social Susceptibility. Social Inflience, 3(3), 143-153.
Case, C. R., Conlon, K. E., & Maner, J. K. (2015). Affiliation‐Seeking Among the Powerless: Lacking Power Increases Social Affiliative Motivation. European Journal of Social Psychology, 45(3), 378-385.
Chandhuri, A., & Holbrook, B. (2001). The Chain of Effects from Brand Trustand Band Affects to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Charles, K. K., Hurst, E., & Roussanov, N. (2009). Conspicuous Consumption and Race. The Quarterly Journal of Economics, 124(2), 425-467.
Chen, R. P., Wan, E. W., & Levy, E. (2017). The Effect of Social Exclusion on Consumer Preference for Anthropomorphized Brands. Journal of Consumer Psychology, 27(1), 23-34.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-339.
DeWall, C. N., & Baumeister, R. F. (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), 1-15.
Dhar, R., & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing, 37(2). 60-71.
Dubois, D., Rucker, D. D., & Galinsky, A. D. (2012). Super Size me: Product Size as a Signal of Status. Journal of Consumer Research, 38(6), 1047-1062.
Duclos, R., Wan, E. W., & Jiang, Y. (2012). Show Me the Honey! Effects of Social Exclusion on Financial Risk-taking. Journal of Consumer Research, 40(1), 122- 135.
Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (1999). Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7(3), 41-52.
European Urban Knowledge Network (2015). The Inclusive City: Approaches to Combat Urban Poverty and Social Exclusion in Europe. http://www.dps.gov.it/it/politiche_e_attivita/programmazione_2014-2020/Evento_4_luglio_2014/3_1_EUKN_report_InclusiveCity_Final.pdf.
Frey, B. S., & Jegen, R. (2001). Motivation Crowding Theory. Journal of economic surveys, 15(5), 589- 611.
Gardner, W. L., Pickett, C. L., & Brewer, M. B. (2000). Social Exclusion and Selective Memory: How the Need to Belong Influences Memory for Social Events. Personality and Social Psychology Bulletin, 26(4), 486-496.
Galinsky, A. D., Magee, J. C., Gruenfeld, D. H., Whitson, J. A., & Liljenquist, K. A. (2008). Power Reduces the Press of the Situation: Implications for Creativity, Conformity, and Dissonance. Journal of Personality and Social Psychology, 95, 1450-1466.
Griskevicius, V., Tybur, J. M., Sundie, J. M., Cialdini, R. B., Miller, G. F., & Kenrick, D. T. (2007). Blatant Benevolence and Conspicuous Consumption: When Romantic Motives Elicit Strategic Costly Signals. Journal of Personality and Social Psychology, 93(1), 85-102.
Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going Green to be Seen: Status, Reputation, and Conspicuous Conservation. Journal of personality and social psychology, 98(3), 392-404.
Haley, K. J., & Fessler, D. M. (2005). Nobody's Watching?: Subtle Cues Affect Generosity in an Anonymous Economic Game. Evolution and Human behavior, 26(3), 245-256.
Han, Y. J., Nunes, J. C., & Drze, X. (2010). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing, 74(4), 15-30.
Hung, S. Y., Durcikova, A., Lai, H. M., & Lin, W. M. (2011). The Influence of Intrinsic and Extrinsic Motivation on Individuals' Knowledge Sharing Behavior. International Journal of Human-Computer Studies, 69(6), 415-427.
Kim, H., & Markus, H. R. (1999). Deviance or Uniqueness, Harmony or Conformity? A Cultural Analysis. Journal of Personality and Social Psychology, 77(4), 785-800.
Lasaleta, J. D., Sedikides, C., & Vohs, K. D. (2014). Nostalgia Weakens the Desire for Money. Journal of Consumer Research, 41(3), 713-729.
Lastovicka, J. L., & Sirianni, N. J. (2011). Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love. Journal of Consumer Research, 38(2), 323-342.
Leary, M. R., Tambor, E. S., Terdal, S. K., & Downs, D. L. (1995). Self-esteem as an Interpersonal Monitor: The Sociometer Hypothesis. Journal of Personality and Social Psychology, 68(3), 518-530.
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.
Loken, B., & Ward, J. (1990). Alternative Approaches to Understanding The Determinants of Typicality. Journal of Consumer Research, 17(2), 111−126.
Loveland, K. E., Smeesters, D., & Mandel, N. (2010). Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products. Journal of Consumer Research, 37(3), 393-408.
MacDonald, G., & Leary, M. R. (2005). Why does Social Exclusion Hurt? The Relationship Between Social and Physical Pain. Psychological Bulletin, 131(2), 202-223.
Maner, J. K., DeWall, C. N., Baumeister, R. F., & Schaller, M. (2007). Does Social Exclusion Motivate Interpersonal Reconnection? Resolving the "Porcupine Problem.". Journal of Personality and Social Psychology, 92(1), 42-55.
Mead, N. L., Baumeister, R. F., Stillman, T. F., Rawn, C. D., & Vohs, K. D. (2011). Social Exclusion Causes People to Spend and Consume Strategically in the Service of Affiliation. Journal of Consumer Research, 37(5), 902-919.
Mikulincer, M., Shaver, P. R., Gillath, O., & Nitzberg, R. A. (2005). Attachment, Caregiving, and Altruism: Boosting Attachment Security Increases Compassion and Helping. Journal of Personality and Social Psychology, 89(5), 817-839.
Molden, D. C., Lucas, G. M., Gardner, W. L., Dean, K., & Knowles, M. L. (2009). Motivations for Prevention or Promotion Following Social Exclusion: Being Rejected Versus Being Ignored. Journal of Personality and Social Psychology, 96(2), 415-431.
Muller, D., Tudd, C. M., & Yzerbyt, V. Y. (2005). When Moderation is mediated and mediation is moderated. Journal of Personality and Social Psycholgy, 89, 852-863.
Nunnally, J. C. (1978). Psychometic Theory, 2nd ED., NY; McGrew-Hill.
Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing Moderated Mediation Hypotheses: Theory, Methods, and Mrescriptions. Multivariate Behavioral Research, 42(1), 185-227.
Primack, B. A., Shensa, A., Sidani, J. E., Whaite, E. O., yi Lin, L., Rosen, D., Coldith, J. B., Radovic, A., & Miller, E. (2017). Social Media Use and Perceived Social Isolation Among Young Adults in the US. American Journal of Preventive Medicine.
Rucker, D. D., & Galinsky, A. D. (2009). Conspicuous Consumption versus Utilitarian Ideals: How Different Levels of Power Shape Consumer Behavior. Journal of Experimental Social Psychology, 45(3), 549-555.
Ryan, R. M., & Deci, E. L. (2000). Self- determination Theory and the Facilitation of Intrinsic ,Motivation, Social Development, and Well-being. American Psychologist, 55(1), 68-78.
Su, L., Jiang, Y., Chen, Z., & Dewall, C. N. (2016). Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism. Journal of Consumer Research, 44(1), 99-117.
Twenge, J. M., Baumeister, R. F., DeWall, C. N., Ciarocco, N. J., & Bartels, J. M. (2007). Social Exclusion Decreases Prosocial Behavior. Journal of Personality and Social Psychology, 92(1), 56-66
Veblen, T. (1899/1994). The Theory of the Leisure Class. New York: Penguin
Williams, K. D., Cheung, C. K., & Choi, W. (2000). Cyberostracism: Effects of Being Ignored over the Internet. Journal of Personality and Social Psychology, 79(5), 748-762
Zahavi, A., & Zahavi, A. (1997). The Handicap Principle: A Missing Piece of Darwin’s Puzzle. New York: Oxford University Press.
Zhou, X., Vohs, K. D., & Baumeister, R. F. (2009). The Symbolic Power of Money: Reminders of Money Alter Social Distress and Physical Pain. Psychological Science, 20(6), 700-706.