통제 결핍이 소비자 창의성에 미치는 영향

국문 초록 (Abstract)

주변 상황을 제대로 통제하지 못하고 있다고 느끼는 소비자들은 소비활동을 통해 이를 보상받고 싶어 한다. 기존의 보상소비 문헌에 따르면 서로 반대되는 의미인 자유를 상징하는 제품과 한계를 상징하는 제품이 공통적으로 통제 결핍을 보상해주는 상징으로 선호된다. 이에 본 연구는 자유를 상징하는 보상을 획득한 소비자들은 이후 실제로 통제감을 회복하지만 한계를 상징하는 보상을 획득한 소비자들의 통제감은 회복되지 못한다고 주장하고 이를 창의성 성과를 통해 실증하였다.
창의성은 새로운 아이디어와 통찰력을 생각해 내는 능력을 말한다. 창의성을 발휘하는 방법은 두 가지로 기존의 지식 체계와의 연결 관계를 통해 새로운 개념을 찾는 고착방식과 기존의 지식 체계와는 전혀 다른 새로운 개념을 창출하는 확장방식으로 나눌 수 있다. 고착방식은 정해진 인식의 경계선 안에서 창의성을 발휘하는 방식으로 인지적 확실성을 추구하는 보상통제와 가까운 개념이다. 반면 확장방식은 인지적 자유를 상징한다.
94명의 대학생을 대상으로 창의성 과제를 시행한 결과, 자신의 통제감을 낮게(vs. 높게) 느낀 참가자들의 창의적 성과는 고착방식 과제에서는 현저히 낮았으나 확장방식 과제에서 유사한 정도로 회복됨을 확인하였다. 그러나 두 조건의 참가자들이 창의적 과제 해결에 들이는 노력은 과제 종류와 상관없이 동일하였다. 이러한 결과는 심리적 자유를 상징하는 1차적 통제보상은 실제로 통제력을 회복시키지만, 인지적 확실성을 추구하는 2차적 통제보상은 그렇지 못함을 의미한다. 이 결과가 심리학적 차원의 보상통제 문헌과 마케팅 차원의 보상소비 문헌에 이론적으로 공헌하는 바와 그 실무적 적용에 대해 논의하였다.

다국어 초록 (Multilingual Abstract)

Feeling unable to control their environment, consumers seek for compensatory consumption. The literature found that two contradictory symbolic meanings of freedom as well as boundary in products equally compensate for control deprivation. The current research proposed and verified that the symbolic meaning of freedom actually restores the deprived control but the symbolic meaning of boundary does not.
Being an ability to think new ideas and insights, creativity could be a compensation for a loss of personal control regardless of its validity or justification. There are two types of creativity: withinthe-box or out-of-box. Within-the-box(fixed) creativity extends the existing knowledge structure which is analogous to the secondary control seeking a cognitive certainty. Out-of-box(expansion) creativity creates new concepts distinct from the existing knowledge structure, comparable with the primary control of psychological freedom.
A total of ninety-four college students participated in the creativity tasks. The results revealed that control deprivation did not affect the participants motivation but did their performances depends on the creativity type: control-deprived individuals could perform out-of-box creativity as good as high control individuals. This result manifested that the primary control actually compensate the control deprivation but the secondary control could not. Additionally, the theoretical as well as managerial contributions of the current study were discussed.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구가설 수립
• Ⅳ. 연구
• Ⅴ. 결론 및 논의
• 참고문헌

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