Asia Marketing Journal

  • 제17권4호
  • /
  • Pages.21-42
  • /
  • 2016
  • /
  • 1598-7868(pISSN)
  • /
  • 2765-6500(eISSN)
한국마케팅학회 (Korean Marketing Association)
권호 표지
DOI QR코드

DOI QR Code

Can Threatened Moral Self Make People Prefer Ecological Product? - An Eye Tracking Research based on Chinese Face Consciousness

  • 투고 : 2015.11.19
  • 심사 : 2016.01.20
  • 발행 : 2016.01.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

키워드

과제정보

This work is supported by the National Science Foundation of China (No. 71572205).

참고문헌

  1. Bandura, Albert, Claudio Barbaranelli, Gian Vittorio Caprara, and Concetta Pastorelli (1996), "Mechanisms of Moral Disengagement in the Exercise of Moral Agency," Journal of Personality and Social Psychology, 71(2), 364-374.
  2. Barkan Rachel, Ayal Shahar, Gino Francesca, Ariely Dan (2012), "The Pot Calling the Kettle Black: Distancing Response to Ethical Dissonance," Journal of Experimental Psychology: General, 141(4), 757-773.
  3. Baumeister, Roy and Todd Heatherton (1996), "Self-Regulation Failure: An Overview," Psychological Inquiry, 7(1), 1-15.
  4. Bradley, Margaret M., Laura Miccoli, Miguel A. Escrig, and Peter J. Lang (2008), "The Pupil as a Measure of Emotional Arousal and Autonomic Activation," Psychophysiology, 45(4), 602-607.
  5. Brown, P. and S. C. Levinson (1978), Universals in Language Usage: Politeness Phenomena. England: Cambridge University Press.
  6. Carrington, Michal J., Benjamin A. Neville, and Gregory J. Whitwell (2010), "Why Ethical Consumers Don't Walk Their Talk: Towards a Framework for Understanding the Gap between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers," Journal of Business Ethics, 97(1), 139-158
  7. Cavanagh, James F., Thomas V. Wiecki, Angad Kochar, and Michael Frank (2014), "Eye Tracking and Pupillometry Are Indicators of Dissociable Latent Decision Processes," Journal of Experimental Psychology: General, 143(4), 1476-1488.
  8. Chen, Zhizhao and Guoshu Yang (2006), Theoretical Analysis and the Actual Research of Face Psychology. In Chinese Social Psychological Review (Vol. 2) (pp. 107-160). Beijing: Social Sciences Academic Press.
  9. Chou, Meiling (1999), "Protective and Acquisitive Face Orientation: A Person by Situation Approach to Face Dynamics in Social Interaction," Child Development, 43, 1135-1160.
  10. Conway, Paul and Johanna Peetz (2012), "When Does Feeling Moral Actually Make You a Better Person? Conceptual Abstraction Moderates whether Past Moral Deeds Motivate Consistency or Compensatory Behavior," Personality and Social Psychology Bulletin, 38(7): 907-919
  11. Critchley, Hugo D., Joey Tang, Daniel Glaser, Brian Butterworth, and Raymond J. Dolan (2005), "Anterior Cingulate Activity during Error and Autonomic Response," NeuroImage, 27(4), 885-895.
  12. Cupach, William R. and Christine L. Carson (2002), "Characteristics and Consequences of Interpersonal Complaints Associated with Perceived Face Threat," Journal of Social and Personal Relationships, 19(4), 443-462.
  13. Duchowski, Andrew T. (2002), "A BreadthFirst Survey of Eye-Tracking Applications. Behavior Research Methods," Instruments and Computers, 34(4), 455-470.
  14. Dunning, David (2007), "Self-Image Motives and Consumer Behavior: How Sacrosanct Self-Beliefs Sway Preferences in the Marketplace," Journal of Consumer Psychology, 17(4), 237-249.
  15. Effron Daniel, Miller Dale and Monin Benoit. (2012), "Inventing Racist Roads Not Taken: The Licensing Effect of Immoral Counterfactual Behaviors," Journal of Personality and Social Psychology, 103(6), 916-922.
  16. Eldar, Eran, Jonathan D. Cohen, and Yael Niv (2013), "The Effects of Neural Gain on Attention and Learning," Nature Neuroscience, 16(8), 1146-1153.
  17. Festinger, Leone (1999), Cognitive Dissonance Theory. Zhejiang: Zhejiang People's Publishing House.
  18. Haidt, Jonathan, Evan Rosenberg, and Holly Hom (2003), "Differentiating Diversities: Moral Diversity Is Not like Other Kinds," Journal of Applied Social Psychology, 33(1), 1-36.
  19. Hardy, Walker, Olsen, Woodbury and Hickman (2014), "Moral Identity as Moral Ideal Self: Links to Adolescent Outcomes," Development Psychology, 50(1), 45-57.
  20. Heiskanen, Eva and Mika Pantzar (1997), "Toward Sustainable Consumption: Two New Perspectives," Journal of consumer policy, 20(4), 409-442.
  21. Henderson, John M. and Andrew Hollingworth (1999), "The Effects of Semantic Consistency on Eye Movements during Complex Scene Viewing," Journal of Experimental Psychology: Human Perception and Performance, 25(1), 210-228.
  22. Hertwich, Edgar G. (2005), "Life Cycle Approaches to Sustainable Consumption: A Critical Review," Environmental Science and Technology, 39(13), 4673-4684.
  23. Ho, David Yau-fai (1976), "On the Concept of Face," American Journal of Sociology, 81(4), 867-884.
  24. Hofstede, Geert (1991), Cultures and Organizations: Software of the Mind. UK London: McGraw-Hill.
  25. Hu, Hsien Chin (1944), "The Chinese Concept of Face," American Anthropologist, 46(1), 45-64.
  26. Hwang, Kwang-kuo (1987), "Face and Favor: The Chinese Power Game," American Journal of Sociology, 92(4), 944-974.
  27. Jap, Warveni (2010), "Confucius Face Culture on Chinese Consumer Consumption Values toward Global Brands," Journal of International Management Studies, 5(1), 183.
  28. Jiang, Bo and Jinghua Zhang (2011), "A Bibliometric Analysis on Eye Movement Research in China from 1980 to 2009" (in Chinese), Psychological Science, 34 (1), 235-239.
  29. Jin, Yaoji and Guoshu Yang (2006), "Mian", "Chi" and the Analysis of Chinese People Behavior, In Chinese Social Psychological Review (Vol. 2) (pp. 107-160). Beijing: Social Sciences Academic Press.
  30. Joosten, Anne, Marius Dijke, Alain Hiel, and David Cremer (2014), "Feel Good, Do-Good? On Consistency and Compensation in Moral Self-Regulation," Journal of Business Ethics, 123(1), 71-84.
  31. Jordan, Jennifer, Elizabeth Mullen, and J. Keith Murnighan (2011), "Striving for the Moral Self: The Effects of Recalling Past Moral Actions on Future Moral Behavior," Personality and Social Psychology Bulletin, 2011, 37(5), 701-713.
  32. Just, Marcel Adam and Patricia A. Carpenter (1976), "Eye Fixations and Cognitive Processes," Cognitive Psychology, 8(4), 441-480.
  33. Kant, Immanuel (2002), Groundwork for the Metaphysics of Morals/ Immanuel Kant, translated by Arnulf Zweig and edited by Thomas E. Hill, Jr. and Arnulf Zweig. Oxford ; New York : Oxford University Press.
  34. King, A. Yeo-ehi and John T. Myers (1977), Shame as an Incomplete Conception of Chinese Culture: A Study of Face. Hong Kong: Chinese University of Hong Kong, Social Research Center.
  35. Kohlberg, Lawrence (1971), From Is to Ought: How to Commit the Naturalistic Fallacy and Get away with It in the Study of Moral Development. In T. Mischel (Ed.), Cognitive Development and Epistemology. New York: Academic Press.
  36. Laeng, Bruno, Sylvain Sirois, and Gustaf Gredeback (2012), "Pupillometry: A Window to the Preconscious?" Perspectives on Psychological Science, 7(1), 18-27.
  37. Li, Honghan and Yu, Juan (2013), "Moral Self Threats and Corresponding Coping Mechanisms" (in Chinese), Journal of Guangxi Normal University : Philosophy and Social Sciences Edition, 49(01), 147-153.
  38. Lin, Yutang (1994), Chinese People. Shanghai: Xuelin Press.
  39. Liu, Han-Chin, Meng-Lung Lai, and HsuehHua Chuang (2011), "Using Eye-Tracking Technology to Investigate the Redundant Effect of Multimedia Web Pages on Viewers' Cognitive Processes," Computers in Human Behavior, 27(6), 2410-2417.
  40. Lowell, Jonathan (2012), "Managers and Moral Dissonance: Self Justification as a Big Threat to Ethical Management," Journal of Business Ethics, 105(1), 17-25.
  41. Lu, Taihong (2005), Chinese Consumer Behavior Report. Beijing: China Social Sciences Press.
  42. Lu, Xun (2005), Said the 'Face'. Beijing: China Renmin University Press.
  43. Luchs, Michael G., Rebecca Walker Naylor, Julie R. Irwin, and Rajagopal Raghunathan (2010), "The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference," Journal of marketing, 74(5), 18-31.
  44. Mehta, Ravi, Zhu Rui (Juliet), and Amar Cheema (2012), "Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition," Journal of Consumer Research, 39(4), 784-799
  45. Myers, David (2006), Social Psychology. Beijing: Posts and Telecom Press.
  46. Nassar, Matthew R., Katherine M. Rumsey, Robert C. Wilson, Kinjan Parikh, Benjamin Heasly, and Joshua I. Gold (2012), "Rational Regulation of Learning Dynamics by Pupil-Linked Arousal Systems," Nature Neuroscience, 15(7), 1040-1046.
  47. Peloza, John, Katherine White, and Shang, Jingzhi (2013), "Good and Guilt-Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes," Journal of marketing, 77(1), 104-119.
  48. Peng, Kaiping and Yu, Feng. (2012), "The Psychophysics of Morality: Phenomena, Mechanism and Meaning" (in Chinese), Social Sciences in China (12), 28-45.
  49. Preacher, Kristopher J. and Andrew F. Hayes (2004), "SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models," Behavior Research Methods, Instruments and Computers, 36(4), 717-731.
  50. Preuschoff, Kerstin, Bernard Marius't Hart, and Wolfgang Einhauser (2011), "Pupil Dilation Signals Surprise: Evidence for Noradrenaline's Role in Decision Making," Frontiers In Neuroscience, 5, 115.
  51. Ratner, Rebecca K. and Barbara E. Kahn (2002), "The Impact of Private versus Public Consumption on Variety-Seeking Behavior," Journal of Consumer Research, 29(2), 246-257.
  52. Rayner, Keith (1998), "Eye Movements in Reading and Information Processing: 20 Years of Research," Psychological Bulletin, 124(3), 372-422.
  53. Sachdeva, Sonya, Rumen Iliev, and Douglas L. Medin (2009), "Sinning Saints and Saintly Sinners: the Paradox of Moral Self-Regulation," Psychological Science, 20(4), 523-528.
  54. Sherman, David K. and Geoffrey L. Cohen (2006), The Psychology of Self-Defense: SelfAffirmation Theory, In (Vol. 118, pp. 1-103): Media Source.
  55. Shi, Zhuomin, Lijie Fan, and Jinfeng Ye (2012), "An Empirical Study on Chinese Face and Its Effect on Consumer's Attitude toward Advertising of Luxury" (in Chinese), Nankai Business Review, 15(1), 151-160.
  56. Shi, Zhuomin, Lufang Wu, and Zaoying Kuang (2014), "How Face Consciousness Reverse Pro-Self Behavior? A Study on Sustainable Consumption from the Perspective of Social Value Orientation" (in Chinese), Journal of Marketing Science, 10(2), 59-81.
  57. Shi, Zhuomin, Ichiro Furukawa, and ChunJi Jin (2011), "Cognitive Discrepancy in Chinese "Face": Mian and Lian, and Their Impact on Cognition of Country-of-Origin Image," Frontiers of Business Research in China. 5(2), 163-178.
  58. Smith, Arthur H. (1984), The Chinese Characteristics. New York: FH Revell Co.
  59. Ting-toomey, Stella and Atsuko Kurogi (1998), "Facework Competence in Intercultural Conflict: An Updated Face-Negotiation Theory," International Journal of Intercultural Relations, 22(2), 187-225.
  60. Triandis, Harry C. (1989), "The Self and Social Behavior in Differing Cultural Contexts," Psychological Review, 96(3), 506-520.
  61. Tun, Patricia A., Jonathan Benichov, and Arthur Wingfield (2010), "Response latencies in Auditory Sentence Comprehension: Effects of Linguistic versus Perceptual Challenge," Psychology and Aging, 25(3), 730-735.
  62. Underwood, Geoffrey and Ralph Radach (1998), "Eye Guidance and Visual Information Processing: Reading, Visual Search, Picture Perception and Driving," Eye guidance in reading and scene perception, 1-28.
  63. Wan, Echo Wen and Derek D. Rucker (2013), "Confidence and Construal Framing: When Confidence Increases versus Decreases Information Processing," Journal of Consumer Research, 39(5), 977-992.
  64. Wanke, Michaela, Henning Plessner, Tatjana Gartner, and Wade Malte Friese (2002), "Measuring Implicit Consumer Attitudes and Predicting Brand Choice," Advances in Consumer Research, 29(1), 222.
  65. Wang, Jianming (2010), Resource Conservation and Environmental Protection Behavior and Its Effect Mechanism. Beijing: China Social Sciences Press.
  66. Wedel, Michel and Rik Pieters (2002), "A Review of Eye-Tracking Research in Marketing," Review of Marketing Research, 4(March), 123-147.
  67. Yan, Guoli (2004), The Application of Eye Movement Analysis Method in Psychological Research, Tianjin: Tianjin Education Press.
  68. Yan, Guoli and Xuejun Bai (2004), "Eye Movement Analyses in Advertisement Psychology and Its Research Trend" (in Chinese), Psychological Science, 27(2), 459-461.
  69. Zahn, Theodore P., Markus J. P. Kruesi, Susan E. Swedo, Henrietta L. Leonard, and Judith L. Rapoport (1996), "Autonomic Activity in Relation to Cerebrospinal Fluid Neurochemistry in Obsessive and Disruptive Children and Adolescents," Psychophysiology, 33(6), 731-739.
  70. Zaltman, Gerald (2003), How Customers Think: Essential Insights into the Mind of the Market. America: Harvard Business School Press.
  71. Zhang, Xin'an (2012), "Consciousness of Social Face and Conspicuous Consumption of Luxury Products in the Chinese Society" (in Chinese), Journal of Marketing Science, 8(1), 76-94.
  72. Zhang, Zhenglin and Zhuang, Guijun (2008), "A Study of Consumer Impulsive Buying Based on the View of Social Influence and Mianzi" (in Chinese), Journal of Management Sciences, 21(6), 66-72.
  73. Zhou, Nan and Russell W. Belk (2004), "Chinese Consumer Readings of Global and Local Advertising Appeals," Journal of Advertising, 33(3), 63-76.
  74. Zhu, Zhixian (1989), Dictionary of Psychology. Beijing: Beijing Normal University Press.