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ISSN : 1229-0653

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Vol.32 No.2
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지각된 부(富)는 어떻게 행복에 기여하는가? 경험 구매에 대한 선호 증가

How does self-perceived wealth contribute to happiness? Increased preference for experiential purchase

한국심리학회지: 사회 및 성격 / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2018, v.32 no.2, pp.47-66
https://doi.org/10.21193/kjspp.2018.32.2.003
신지은 (서울대학교)
장대익 (서울대학교)
신지은, & 장대익. (2018). 지각된 부(富)는 어떻게 행복에 기여하는가? 경험 구매에 대한 선호 증가. 한국심리학회지: 사회 및 성격, 32(2), 47-66, https://doi.org/10.21193/kjspp.2018.32.2.003
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초록

돈을 소비하는 ‘방법’은 돈의 ‘양’ 못지않게 행복에 중요한 영향을 미친다. 소유할 수 있는 물질(예, 옷, 신발)보다 무형의 활동이나 경험(예, 식사, 여행)을 구매하는 것이 행복에 더 유리하기 때문이다. 본 연구는 그동안 잘 알려진 부와 행복의 관계가 구매 유형에 대한 선호에 기인할 가능성을 검토하였다. 그 결과, 주관적 경제 수준이 높은 대학생일수록 돈을 상대적으로 물질보다 경험에 투자하는 모습을 보였으며, 이로 인해 더 행복한 경향이 있었다(연구 1). 이러한 경험 구매의 매개효과는 다양한 경제 상황, 인종, 나이로 구성된 미국인 집단에서도 동일하게 나타났다(연구 2). 마지막으로, 실험을 통해 경제 수준에 대한 지각을 조작함으로써 앞서 나타난 결과의 인과성과 메커니즘을 살펴보았다. 예상대로 높은(vs. 낮은) 경제 수준이 점화된 사람일수록 물질보다 경험을 더 선호하는 경향을 보였으며, 이는 전반적인 위협에 대한 지각이 감소함에서 비롯되었다(연구 3). 이상의 결과는 물질적 풍요가 경험 구매에 대한 선호를 높임으로써 행복에 기여할 가능성을 제안한다. 본 연구는 풍요로운 사람이 행복한 비결 중 하나가 돈을 행복에 더 유리한 방식으로 소비하는 데 있음을 보여준다.

keywords
Financial status, material purchase, experiential purchase, happiness, life satisfaction, 경제 수준, 물질 구매, 경험 구매, 행복, 삶의 만족도

Abstract

How money is spent, aside from amount, affects well-being. In terms of happiness, spending money on intangible experiences (e.g., dining, travel), rather than material possessions (e.g., clothes, shoes) is known to be more beneficial. This study examined the possibility that the person's perceived wealth plays a role in this purchase decision. As expected, college students with high self-perceived socioeconomic status (SES) preferred to spend more on experiential than material goods (Study 1). This pattern was replicated in an adult US sample, more diversified in terms of economic standing, ethnicity, and age (Study 2). Study 3 experimentally manipulated perceived financial standing to examine whether wealth shapes the preference for purchase type. Those primed with high (versus low) financial status showed a decreased sense of threat in life, which led to a greater preference for experiential over material purchase. Overall, the current data suggest that perceived wealth partly increases happiness by directing the person to allocate her resources more towards experiences than goods. This study suggests that affluence encourages the person to purchase something that is saturated with more happiness in life-experience, rather than material good.

keywords
Financial status, material purchase, experiential purchase, happiness, life satisfaction, 경제 수준, 물질 구매, 경험 구매, 행복, 삶의 만족도

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