사회적 배제는 문화 보편적 통제 수단이다. 최근 연구들에 의하면 어떤 유형의 배제를 경험했는가에 따라 친사회적 혹은 반사회적 행동 및 소비가 나타날 수 있음을 지적한다. 그러나 현재까지 한국인을 대상으로 실험된 연구에 따르면 무시 유형의 배제는 다소 일관된 행동 반응이 나타나지 않았다. 또한, 배제를 관찰하는 것만으로도 행동 반응이 나타날 것으로 예상할 수 있지만 관찰된 배제에서 나타나는 행동 반응을 확인한 연구가 부족하다는 점에서 한계가 있다. 따라서 본 연구는 두 가지 실험을 통해 무시 배제의 경험이 어떤 행동 반응을 가져오는지 재확인하여 한국인에게 무시 경험의 영향을 확인하고자 하였다. 또한, 추가적으로 타인의 무시를 관찰하는 것이 행동 반응까지 이끌어 낼 수 있는지 확인했다. 실험 1의 결과에 따르면, 무시를 경험한 참가자는 수용 크기가 큰 제품에 대해 선호가 나타났다. 즉, 동조 소비 경향이 나타났지만 반대로 수용 크기가 낮은 독특한 제품에 대한 선호는 감소하는 것으로 나타났다. 실험 2의 결과에 따르면, 무시를 관찰한 참가자들은 이후에 진행되는 실험이 자신에게 아무런 이득이 없음에도 불구하고 포용을 관찰한 참가자보다 수락할 가능성이 높았으며, 로지스틱 분석에 따르면 자신이 노출된 환경에서 배제를 강하게 지각할수록 거절할 가능성이 낮아지는 것을 확인할 수 있었다. 결론적으로 본 연구에서 나타난 무시 유형의 배제는 친사회적 소비 및 행동을 유발하는 것으로 보이며, 단순히 타인의 배제를 관찰하는 것만으로도 행동 반응까지 이어질 수 있다는 것을 확인하였다. 우리는 이러한 결과들을 통해 기부 광고나 마케팅 및 사내 교육에서 활용 등 실무적 시사점을 논의하고자 한다.
Social exclusion is a universal means of control. Recent studies point out that pro-social or antisocial behavior and consumption may appear depending on what type of exclusion has been experienced. However, studies that have been tested on Koreans present that exclusion of the ignoring type has not shown a somewhat consistent behavior response. In addition, while observed exclusion through the results of previous studies may also be expected to produce behavioral responses, there is a limit in that there is a lack of research to confirm behavioral responses from observed exclusion. Therefore, the study first wanted to reconfirm how the experience of ignored Koreans leads to a response of action, and further it was confirmed that observing other people’s disregard could lead to behavioral responses. According to the results of Experiment 1, ignored participants showed preference for products with high acceptance size. In other words, the trend of conformity consumption has emerged. On the contrary, however, the preference for unique products with low acceptance sizes has been shown to decrease. According to the results of Experiment 2, participants who observed ignored target were more likely to accept it than those who observed inclusion even though subsequent experiments did not benefit them.in addition, participants were able to confirm that the stronger they perceived exclusion from the environment they were exposed to, the less likely they were to refuse. Consequently, it has been confirmed that the ignoring type of exclusion shown in this study appears to cause prosocial consumption and behaviour, and simply observing the exclusion of others can lead to behavioral reactions. We also want to use these results to discuss various practical implications, such as donation advertising or use in marketing and company education.
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