.png){kind=logo}
ISSN : 1229-8778
Modern society is characterized by its limited economic mobility and polarization. Recently, in the consumer behavior, there are various trends for extraordinary consumption such as ugly fashion, dirty shoes, extraordinary collaborations, B-class commercials, mud event, tattoo, punk-look, and hipsterism. This study examines how the perception of economic mobility affects extraordinary consumption behavior. To understand the mechanism, the author focused on the mediating role of reactance motive. In study 1, we showed the full mediation of reactance motive in the effect of the perception of economic mobility on extraordinary consumption behavior(punk-look). As expected, subjects with low perception of economic mobility expressed the higher reactance motive, thereby raising the attitude toward extraordinary consumption behavior. With the attitude measure as study 1 we also demonstrated the same results for different stimulus-transparent beverage in study 2. When we used the choice set(infrequency vs. frequency in athletic shoes purchase scenario) as an alternative measure of dependent variable, we found some different consequences. There is only the direct effect of perceived economic mobility on extraordinary consumption behavior without any indirect effect such as the mediation of reactance motive. Implication of this study is to examine the influence of subjective factors such as the perception of economic mobility on ‘extraordinary consumption behavior’ that is recent new consumption trend.
강태중 (2010). 극장 관객의 심리적 반발 수준에 따른 극장 광고 태도에 대한 연구, Journal of Outdoor Advertising Reasearch, 7(1), 5-24.
박성희 (2014), 트렌드 리포트-사토리세대, 한국소비자 보호원 소비자시대
신혜선, 허희진, 추호정 (2015). 온라인 패션점포의 품절에 대한 소비자 반응:심리적 반발심과 감정의 매개효과를 중심으로, 한국의류산업학회지, 17(5),770-780.
오미영 (2011). TV드라마 PPL에대한 심리적 반발에 관한 연구, Korean Journal of Journalisom & Communication studies, 55(6),384-409.
이준협, 이용화, 백다미 (2015), 현안과 과제: 계층상승 사다리에 대한 국민인식 설문조사-노력해도 계층상승 어렵다는 응답이 81%로 6%p 상승, 현대경제연구원 이슈리포트
이한근, 이준영, 이경미, 김학균 (2013). 소비자의 외로움 정도가 소셜 커머스 채널 선호에 미치는 영향, 마케팅연구, 28(3), 193-207.
한 준 (2016). 한국의 사회이동: 현황과 배경, The Korean Journal of Humanities and the Social Sciences, 40(4), 45-74.
한혜주, 이경미 (2017), 소비자의 사회계층 이동성 인식이 자기표현동기와 상징적 제품 선호에 미치는 효과에 관한 연구, 소비자학연구, 제28권 제3호, 1-20.
홍성묵, 김선주, 이만영 (1994). 청개구리 심보: 심리적 반발심을 어떻게 측정할 것인가”, 한국심리학회지, 13(1), 153-166.
황산영, 윤나라 (2016), 패션이 창의성에 미치는 행동점화효과를 조절하는 심리적반발심과 사적자의식의 영향, 소비자학연구, 27(4), 1-33.
Bhattacharjee, A., Mogilner, C. (2014). Happiness from Ordinary and Extraordinary Experiences, Journal of Consumer Research, 41(1),1-17.
Bjørnskov, C., Dreher, A., Fischer, J.A.V., Jan, S., Kai, G.(2013), In Equality and happiness: When perceived social mobility and economic reality do not match, Journal of Economic Behavior & Organization, 91, 75-92
Brehm, J, W.(1966), A theory of psychological reactance. Oxford, England: Academoc Press.
Burgoon, M., Alvaro, E., Grandpre, J., & Voulodakis, M. (2002). Revisiting the theory of psychological reactance. In J. P. Dillard & M. Pfau(Eds.). The persuasion handbook (pp.213～232). Thousand Oaks, CA: Sage.
Campbell, Colin (1987), The Romantic Ethic and the Spirit of Modern Consumerism, Cambridge, MA: Blackwell
Davidai, Shai, Gilovich, T. (2015), Building a More Mobile America One Income Quintile at a Time, Perspectives on Psychological Science, 10(1), 60–71.
Eric J. Arnould; Kinda L,. Price(1993), River Magic: Extraordinary Experience and the Extended Service Encounter, Journal of Consumer Research, Vol. 20, No. 1, 24-45.
Heilman, M. D & Toffler, B. L.(1976). Reacting to reactance: An interpersonal interpretation of the need for freedom. Journal of Experimental Social psychology, 12, 519∼ 529.
Holbrook, MB., EC Hirschman(1982), The experiential aspects of consumption: Consumer fantasies, feeling, and fun, Journal of consumer research. Vol. 9, No.w, pp.132-140
Hong, S.M., Ostini,R.(1989), Further evaluation of Merz’ spsychologycal reactance scale, Psychological Reports, 64, 707-710.
Levav, J., Zhu, R. (2009), Seeking Freedom through Variety, Journal of Consumer Research, 36(4), 600-610.
Petty, R. E., Rinol, P., & Priester, J. R. (2009). Mass media attitude change: Implications of the elaboration likelihood model of persuasion. In J. Bryant & M. B. Oliver(Eds.). Media effects (pp. 125～164). NY: Routledge
Sussman, A bigail B., Adam Alter(2012), The Exception Is the Rule: Understanding and Overspending on Exceptional Expenses, Journal of Consumer Research, 39, 800-814
Tumbat, G., Belk R, W. (2011). Marketplace Tensions in Extraordinary Experiences., Journal of consumer research, 38(1),42–61.
Turner, Victor W. (1969), The Ritual Process: Structure and Antistructure, Ithaca, NY: Cornell University Press
Wan, E., Xu, J., Ding, Y.(2013), To Be or Not to Be Unique? The Effect of Social Exclusion on Consumer Choice”, Journal of Consumer Research , 40(6), 1109-1122.
Yoon, S., Kim, H, C. (2016), Keeping the American Dream Alive: The Interactive Effect of Perceived Economic Mobility and Materialism on Impulsive Spending, Journal of Marketing Research, 53(5), 759–772.
Xie, Yu and Kimberly Goyette (2003), Social Mobility and the Educational Choices of Asian Americans, Social Science Research, 32(3), 467-498.