사회적 이슈의 표현방식은 소비자의 암묵적 태도에 영향을 주는가? - 대형마트와 골목상권의 주제에 관해 - (Does the representation style of social issues affect consumer attitudes? - focused on large retailors vs. street shops)

서지정보

· 발행기관 : 한국소비자학회
· 수록지 정보 : 소비자학연구 / 24권 / 2호 / 285 ~ 301페이지
· 저자명 : 김구성, 신홍임, 김주영

초록

본 연구에서는 사회적으로 민감할 수 있는 대형마트와 골목상권에 대한 신문기사에 소비자가 노출되었을 때, 규제를 직접적으로 표현하는 기사와 어려움을 부각시키며 규제의 필요성을 간접적으로 표현하는 기사를 읽은 후 소비자의 대형마트에 대한 명시적 및 암묵적 태도가 어떻게 달라지는지를 중립적 기사를 읽은 조건과 비교하였다. 연구 1을 통하여 대형마트와 골목상권에 대한 명시적인 태도를 조사하여서, 대형마트에 대한 태도가 골목상권에 대한 태도보다 더 긍정적으로 나타난 것을 알아내었다. 연구 2에서는 대형마트와 골목상권에 대한 명시적인 태도 및 암묵적인 태도가 대형마트 규제정책의 제시방식에 따라 차이가 나타나는지를 비교하였다. 결과로, 규제를 직접적으로 표현하는 방식은 소비자의 태도변화를 가져오지 못했던데 비해 간접적으로 인식시켰던 조건은 연구 참가자의 암묵적 태도에 변화를 가져옴을 보여주었다. 또한 사회적으로 정책을 표방할 때 소비자의 성별에 따라 정책의 표현방식에 민감하게 반응하는 정도가 달라질 수 있음을 보여주었다. 남성참가자는 간접적으로 동기화시키는 시나리오 조건에서 암묵적 태도의 변화를 보였던데 비해 여성참가자에게서는 표현방식에 따라 유의한 차이가 나타나지 않았다. 마지막으로 대형마트에 대해 의식적으로 표출하는 명시적 태도가 무의식적인 암묵적 태도와 유의한 상관관계가 나타나지 않았으며, 정책의 표현방식의 효과는 연구참가자가 의식적으로 자신의 반응을 조절하지 못하는 암묵적 태도에서만 나타났다. 소비자가 진정으로 좋아하는 정책을 효과적으로 제시하기 위해 다양한 측정기법을 활용하여야 할 것이다.

영어초록

Consumers live in the sea of information. After hearing news about social issues or experience of friends, he may change purchase behavior and he may pass it to his relatives or friends, too. However, its effect could be different, depending on the nature of the news or experience. Social issues that are not directly related to himself can be passed to friends quickly but don’t change his behavior. Some news that is related to him, may change his behavior, but is not passed to friends.
Sometimes, news can change inherent attitude while some news just change his opinion publically expressed to his friends. Especially socially desirable news may change his public opinion but doesn’t change his thought.
These various effects of outside information on my behavior are partially reflected to ways how we express our idea and how we think. In other words, our explicit attitude and implicit attitude are different. Explicit attitude is expressed under full consciousness and implicit attitude is not expressed and stored in unconsciousness, usually not controllable intentionally. In general, the explicit attitude is measured by a self-report questionnaire, but implicit attitude is measured by IAT (implicit association test).
In this paper, we want to compare implicit attitude and explicit attitude under different expression styles of socially sensitive issue, such as the regulation on large scale markets or hyper market in favor of small markets or traditional commercial district shops. We prepare three versions of expression style. The first one is strict and direct expression on the regulation and the second one is emotional soft and indirect expression. The third on is in fact not related to the regulation, that is the other issue on yellow dust in weather situation.
Explicit attitudes were assessed in Studies 1. We collect total 63 (male 41.1%, age 20.7) subjects from college students. The results showed that hypermarkets have more positive explicit attitude than traditional commercial district shops from subjects. Explicit attitude was measured by 14 pairs of adjective from existing literature. Total mean of 14 evaluations for hypermarkets (M = 5.23) was higher than for traditional commercial district shops (M = 3.63) significantly t(62) = 5.18, p < .01.
In Study 2, explicit attitudes and implicit attitudes about hypermarkets and traditional commercial district shops are compared after showing subjects direct strong expression, indirect soft expression, and irrelevant expression about regulation on hypermarkets in favor of traditional commercial district shops.
We collect data from 35 college students (male 12, age 24.4). Implicit attitude was measured by difference of subject’s response time between two different pair of concepts appeared on computer screen, which is typical procedure of IAT. Explicit attitude was measured by questionnaire after finishing IAT.
Results showed that direct strong expression didn’t make explicit attitudes change but indirect soft expression made implicit attitudes change. The detail attitude score is shown below.
[표]Hypermarket attitude score depending on three types of expression

And for socially desirable issue like hypermarket regulation, attitude change was different for different sex. As shown above, male subjects changed their implicit attitude under indirect soft expression while female subjects didn’t change their both implicit and explicit attitude.
Finally, implicit attitude and explicit attitude had no significant correlation. And expression style make different impact to attitude only on implicit measure. So in order to make policy show the effect intended, policy maker should consider proper method of measurement before final decision.

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