성별 반(反)고정관념이 남성과 여성의 기부금에 미치는 영향 = The Effect of Countering Gender Stereotype on the Monetary Donation Among Men and Women

국문 초록 (Abstract)

소비자는 일상에서 고정관념과 일치하거나 고정관념에 반(反)하는 메시지에 다양한 형태로(예. 광고) 노출되고 있다. 그러나 이러한 고정관념과 반(反)고정관념이 소비자 행동에 어떻게 영향을 주는지에 대한 이해가 부족하다. 고정관념과 반(反)고정관념이 소비자에게 미치는 영향에 대한 이해를 높이기 위해, 본 연구는 성별 관련 고정관념 및 반(反)고정관념이 기부금에 어떻게 영향을 미치는지 연구한다. 실험을 통해 남성과 여성 소비자들이 성별 관련 고정관념(vs. 반(反)고정관념)에 노출되었을 때 기부금에 차이가 생기는지 조사하였다. 300명의 남성과 여성에게 전통적인 성별 고정관념을 확인하거나 반박하는 메시지를 접하게 하고, 자선단체에 얼마만큼 기부할지 답하게 하였다. 그 결과, 성별 관련 고정관념적인 메시지에 노출되었을 때 남성의 기부 금액이 여성보다 높은 것으로 나타났다. 반면, 반(反)고정관념적인 메시지를 접하게 되었을 때 남녀의 기부 금액의 차이는 역전되었다. 본 연구 결과는 자선 단체에 더 많은 기부를 유인하고자 할 때에는 남성과 여성에게 메시지가 다르게 작성되어야 한다고 제시한다. 본 연구는 고정관념과 반(反)고정관념의 영향을 자선 기부라는 컨텍스트에서 들여다 본 최초의 연구 중 하나로써, 이론적 그리고 실무적 시사점을 제공한다.

다국어 초록 (Multilingual Abstract)

Consumers are exposed to messages that are consistent or inconsistent with gender stereotypes in their daily lives (e.g. advertisements). However, there is a lack of understanding of how these stereotypes and counter-stereotypes influence consumer behavior. To improve our understanding of this area, this research examines the effect of gender-related stereotype (vs. counter-stereotype) on charitable donation among men and women. Three hundred men and women were exposed to a message that either confirmed or refuted the conventional gender stereotype, and were asked to indicate how much money they are willing to donate to charity. We found that compared to women, men donated greater amount of money to charity when they were exposed to a stereotypical message. However, when they were exposed to a counter-stereotypical message, this difference in donation amount between women and men was reversed. The results of this study suggest that firms should be cautious when using messages associated with gender stereotypes and carefully tailor their marketing messages to promote charitable donations. This study is one of the first to examine the impact of stereotypes and counter-stereotypes in the context of charitable giving, and provides theoretical and practical implications.

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