Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
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The Differences of Self-Validation, Regulatory Focus and Information Distortion Between Happiness and Sadness

행복감정과 슬픔감정 간의 자기타당화와 규제초점 및 정보왜곡의 차이

  • Choi, Nak-Hwan (Division of Business Administration, Chonbuk National University) ;
  • Chen, Fei (Division of Business Administration, Chonbuk National University) ;
  • Kim, Min-Ji (Division of Business Administration, Chonbuk National University)
  • 최낙환 (전북대학교 상과대학 경영학부) ;
  • 진비 (전북대학교 상과대학 경영학부) ;
  • 김민지 (전북대학교 상과대학 경영학부)
  • Received : 2017.01.12
  • Accepted : 2017.06.26
  • Published : 2017.09.30
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Abstract

This paper compared self-validation and regulatory focus between consumers who felt happy vs. sad prior to decision and explored the effects of self-validation on regulatory focus and information distortion. The results of empirical analysis are as follows. First, consumers who felt happy beforehand revealed larger self-validation and stronger promotion focus than those who felt sad in advance. Second, compared to sadness, just-felt happiness was found to have partially positive impact on promotion focus by means of self-validation and exercise entirely positive impact on information distortion through mediation of self-validation. This study has made theoretic contributions by identifying the differences in the extent of self-validation and promotion focus between happiness and sadness as ambient emotion felt prior to the impending decision making as well as by investigating the effects of self-validation upon information distortion.

연구는 의사결정 전에 행복을 느끼는 소비자와 슬픔을 느끼는 소비자 간에 자기타당화 정도의 차이와 규제초점의 차이 그리고 자기타당화 정도의 차이가 규제초점과 정보왜곡에 미치는 영향을 탐색하였다. 연구 결과, 첫째, 사전에 행복을 느낀 소비자는 사전에 슬픔을 느낀 소비자보다 자기타당화 정도가 크고, 촉진초점을 강하게 갖는다. 둘째, 사전에 느낀 슬픔감정과 비교하여 사전에 느낀 행복감정이 자기타당화를 매개로 촉진초점에 부분적으로 정적인 영향을 미치고, 자기타당화를 매개로 정보왜곡에 완전히 정적인 영향을 미친다. 본 연구는 현재의 의사결정시점 이전에 느낀 행복감정과 슬픔감정 간에 촉진초점 정도와 자기타당화 정도의 차이, 자기타당화의 정보왜곡 효과를 탐색하여 이론적으로 기여하고 있다. 이에 따라 마케팅 관리자는 소비자의 자사의 제품에 대한 사고 확신성을 높여 소비자의 자기타당화를 촉진하고, 또 촉진초점을 유도하기 위해 사전에 소비자가 행복감정을 느끼도록 해야 함을 관리적 시사점으로 제시하였다.

Keywords

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