Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
권호 표지
DOI QR코드

DOI QR Code

Sources of Evoking Frustration, Actions to Overcome the Frustration and Preference of Design Aesthetic Principle in Product Choice

좌절감정의 원인 및 극복행동과 제품선택에서 디자인의 심미성 선호

  • Lim, Ah Young (Department of Business Administration, Chonbuk National University) ;
  • Choi, Nak Hwan (Department of Business Administration, Chonbuk National University)
  • Received : 2014.09.25
  • Accepted : 2014.12.31
  • Published : 2014.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The present study focused on frustration emotion investigated the variables evoking frustration and the process in which sense of frustration would be overcome, and explored the principle of aesthetics the consumers under the frustration might prefer in choosing goods. The results of this study are as follows. First, consumers usually felt frustration rather than anger when it became obvious that their objectives could not be met and that they failed to achieve their objectives due to uncontrollable cause. Second, consumers who felt frustration wanted to receive emotional support and comfort from close acquaintances rather than to cope actively with the unsuccessful situation by renewed challenges. Third, consumers, once frustrated, preferred harmony principle rather than emphasis principle in terms of esthetics in choosing design of goods. Therefore, marketing managers are advised to approach to the consumers who felt frustration on the basis of harmony principle in design of goods.

이 연구는 부정감정인 좌절에 주목하고, 좌절감정을 유발시키는 원인을 탐색하였으며, 좌절한 소비자가 좌절을 극복하는 과정을 식별하고, 또 제품을 선택하는 경우에 디자인의 심미성 선호도의 제품선택에 대한 영향을 살펴보았다. 연구의 결과는 다음과 같다. 첫째, 좌절은, 실패의 원인이 소비자가 통제할 수 있을 때 느껴지는 분노와 다르게, 목적달성의 실패가 확실하고 실패의 원인이 소비자가 통제할 수 없는 환경요인에 있을 때 느끼는 것으로 탐색되었다. 둘째, 좌절을 느낀 소비자는, 재도전을 통해 실패상황을 적극적으로 극복하기 보다는, 자신의 실패상황에 대한 감정적 지지와 위로를 가까운 지인으로부터 받아서 실패상황을 감정적으로 극복하려 한다. 셋째, 좌절을 느낀 소비자는 제품의 선택에서 제품의 디자인이 강조심미성 보다는 조화 심미성을 느끼게 할 때에 더 선호한다. 따라서 마케팅관리자가 좌절을 느낀 소비자에게 자신의 제품을 소구할 때에 제품 디자인에서 강조원리보다 조화의 원리에 의한 접근이 필요하다.

Keywords

References

  1. Berkowitz, L. & Harmon-Jones E. (2004), Toward and Understanding of the Determinants of Anger, Emotion, 4, 107-130. https://doi.org/10.1037/1528-3542.4.2.107
  2. Bloch, P. (1995). Seeking the Ideal Form: Product Design and Consumer Respose, Journal of Marketing, 59(July), 16-29.
  3. Bloch, P., Brunel, F., & Arnold, T. J. (2003). Individual Differences in the Centrality of Visual Product Aesthetic: Concept and Measurement, Journal of Consumer Research, 29(March), 551-565. https://doi.org/10.1086/346250
  4. Carver, C. & Scheier, M. (1994). Situational Coping and Coping Dispositions in a Stressful Transaction, Journal of Personality and Social Psychology, 66(1), 184-195. https://doi.org/10.1037/0022-3514.66.1.184
  5. Duhachek, A. (2005). Coping: A Multidimensional, Hierarchical Framework of Responses to Stressful Consumption Episodes, Journal of Consumer Research, 32(June), 41-53. https://doi.org/10.1086/426612
  6. Dutton, D. (2002). Aesthetic Universals, in The Routledge Companion to Aesthetics, Berys Gaut and Dominic McIver Lopes, eds. London: Routledge, 279-292.
  7. Ellis, S. (1993). A Psychometric Investigation of a Scale for the Evaluation of the Aesthetic element in Consumer Durable Goods, the University of Arizona Doctorial Thesis.
  8. Folkman, S. and Lazarus R. S. (1988). Coping as A Mediator of Emotion, Journal of Personality and Social Psychology, 54(3), 466-475. https://doi.org/10.1037/0022-3514.54.3.466
  9. Garg, N. Inman, J., & Mittal V. (2005). Incidental and Task-Related affect: A Re-inquiry and Extension of the Influence of Affect on Choice, Journal of Consumer Research, 32(1), 154-159. https://doi.org/10.1086/426624
  10. Gelbrich, K. (2010). Anger, Frustration, and Helplessness after Service Failure: Coping Strategies and Effective Informational Support, Journal of the Academy of Marketing, 38, 567-585. https://doi.org/10.1007/s11747-009-0169-6
  11. Ha Y. W & Lee Y. I (2008). The Effect of Cognitive and Emotional Responses to Compensation for Consumer, Complaints on the Recovery of Behavioral Intentions (소비자의 불평 보상에 따른 인지와 감정반응이 재구매 및 구전 의도 회복에 미치는 영향), Korean Management Review, 37(1), 225-246.
  12. Han B. C. (2010), Mudigkeitsgesellschaft (피로 사회), Seoul: Moonji Publishing.
  13. Hullett, C. (2005). The Impact of Mood on Persuasion, Communication Research, 32(4), 423-442. https://doi.org/10.1177/0093650205277317
  14. Inman, J. (2007). Regret Regulation: Disentangling Self-Reproach from Learing, Journal of Consumer Psychology, 17(1), 19-24. https://doi.org/10.1207/s15327663jcp1701_4
  15. Izard, C. (1977). Human Emotions, NY: Plenum Press.
  16. Johnson, A. & Stewart D. (2005). Reappraisal of the role of emotion in consumer behavior, In N. K. Malhotra(Ed.), Review of Marketing Research(pp. 3-33), Armonk: ME Sharpe.
  17. Kim E. K & Lee J. J(2003), A Study on the Expression of Emphasis in Contemporary Fashion-Focused on the womenswear Pret-a-Porter since 1999 (현대패션에 나타난 Emphasis 표현에 관한 연구), Journal of The Korean Society of Fashion Design, 3(2), 49-65.
  18. Kumar, M. & Garg N. (2010). Aesthetic principles and cognitive emotion appraisals : How much of the beauty lies in the eye of the beholder?, Journal of Consumer Psychology, 20, 458-494.
  19. Laros, F. & Steenkamp J. (2005) Emotions in Consumer Behavior: A Hierarchical Approach, Journal of Business Research, 58, 1437-1445. https://doi.org/10.1016/j.jbusres.2003.09.013
  20. Lazarus, R. (1991). Emotion and Adaptation, New York: Oxford University Press.
  21. Lerner, J. S. & Keltner D. (2001). Fear, anger, and risk, Journal of Personality and Social Psychology, 81(1), 146-159. https://doi.org/10.1037/0022-3514.81.1.146
  22. Luomala, H. & Laaksonen, M. (2000). Contribution from Mood Research, Psychology and Marketing, 17(3), 195-233. https://doi.org/10.1002/(SICI)1520-6793(200003)17:3<195::AID-MAR2>3.0.CO;2-#
  23. Mano, H. & Oliver, R. (1993). Assessing The Dimensionality and Structure of The Consumptions Experience: Evaluation, Feeling, and Satisfaction, Journal of Consumer Research, 20(December), 451-466. https://doi.org/10.1086/209361
  24. Mehrabian, A. & Russell, J. (1974). An Approach to Environmental Psychology, Cambridge, MA: MIT Press.
  25. Plutchik, R. (1980). Emotion: A Psychoevolutionary Synthesis, NY: Harper & Row.
  26. Raghunathan, R. & Pham M. T. (1999). All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness on Decision-Making, Organizational Behavior and Human Decision Processes, 79(1), 56-77. https://doi.org/10.1006/obhd.1999.2838
  27. Richins, M. (1997). Measuring Emotions in Consumption Experience, Journal of Consumer Research, 24(september), 127-146. https://doi.org/10.1086/209499
  28. Roseman, I. (1991). Appraisal Determinants of Discrete Emotions, Cognition and Emotion, 5, 161-200. https://doi.org/10.1080/02699939108411034
  29. Smith C. & Ellsworth, P. (1985). Pattern of Cognitive Appraisal in Emotion, Journal of Personality and Social Psychology, 48, 813-813. https://doi.org/10.1037/0022-3514.48.4.813
  30. Smith S. & Wheeler J. (2003) Managing the Customer Experience-turning customers into adocates (브랜드 가치를 높이는 고객경험), Seoul: Dari Media.
  31. Watson, D., Clark L., & Tellegen, A. (1988). Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales, Journal of Personality and Social Psychology, 54(6), 1063-1070. https://doi.org/10.1037/0022-3514.54.6.1063
  32. Witherington, D. & Crichton, J. (2007). Frameworks for Understanding Emotion and Their Development: Functionalist and Dynamic System Approaches, Emotion, 7(3), 628-637. https://doi.org/10.1037/1528-3542.7.3.628
  33. Yi, S. & Baumgartner H. (2004). Coping with Negative Emotions in Purchase-Related Situation, Journal of Consumer Psychology, 14, 303-317. https://doi.org/10.1207/s15327663jcp1403_11
  34. Zajonc, R. & Markus, H. (1982). Affective and Cognitive Factors in Preference, Journal of Consumer Research, 9, 123-131. https://doi.org/10.1086/208905