The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Is meaning-oriented consumption possible in the consumer society? : The case study of women's narratives on their cosmetic experiences

소비 중심 사회에서 의미 추구 소비는 가능한가? : 여성 소비자의 화장품 소비 경험에 관한 내러티브 사례분석을 중심으로

  • 김봉현 (동국학교 광고홍보학과)
  • Received : 2023.10.03
  • Accepted : 2023.11.10
  • Published : 2023.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

This article aims to find meaning-oriented consumption in the consumer society based on the female consumers' narratives of makeup consumption experiences. The case study of consumer narratives identified various meaning-oriented consumption behaviors among the female informants. The study also exemplifies the outcomes of meaning-oriented consumption and suggests a hypothetical framework that shows the process to get those outcomes from functional consumption to meaning-oriented consumption.

본 연구는 화장 경험에 관한 여성 소비자의 내러티브 사례를 토대로 소비 중심 사회에서 개인에게 '의미 추구 소비'가 가능한지, 가능하다면 개개인은 이를 어떻게 지각하고 획득하는지 심층적으로 밝혀보고자 하였다. 내러티브 사례분석 결과, 여성들은 기본적으로 화장품의 기능적 소비 및 쾌락적 소비과정을 통해 신체적 외모 관리 및 사회적 변모를 달성할 목적으로 화장을 전략적으로 활용하고 있었지만, 여성에게 화장이 일상의 의례적 소비의 반복적이고 지속적인 실천 행위가 되면서 자기 삶의 과정에서 나름의 주관적 우선순위에 따라 사회 세계와 생활세계에서의 다양한 이슈와 변화를 이해하고 자기의 존재론적 가치를 확신하기 위해 독특한 방식으로 의미 추구 소비가 이루어지고 있음을 확인할 수 있었다.

Keywords

Acknowledgement

이 논문은 2023년도 동국대학교 연구년 지원에 의해 이루어졌음.

References

  1. https://v.daum.net/v/20230730070134577, retrieved 2023.08.01.
  2. Jean-Paul Sartre, "Paris Under the Occupation," Sartre Studies International, Vol. 4, No. 2, pp. 1-15, 1998. https://doi.org/10.3167/135715598783623836
  3. R. T. Howell and G. Hill, "The Mediators of Experiential Purchases: Determining the Impact of Psychological Needs Satisfaction and Social Comparison," Journal of Positive Psychology, Vol. 4, pp. 511-522, 2009). https://doi.org/10.1080/17439760903270993
  4. S. Jain, R. Banerjee, R. & R. W. Sharma, "Meaning-oriented Consumption: A Systematic Review and Research Agenda," International Journal of Consumer studies, pp. 1-30. DOI: 10.1111/ijcs.12927.
  5. J. Baudrillard, The Consumer Society: Myths and Structures. Theory, Culture & Society, New York: Nottingham University, 1970.
  6. R. Elliott. "Existential Consumption and Irrational Desire," European Journal of Marketing, Vol. 3, No, 3/4, pp. 285-296, 1997. https://doi.org/10.1108/03090569710162371
  7. C. Thompson, "Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Tests of Consumer's Consumption Stories, Journal of Marketing Research, Vol. 34, pp. 438-455, 1997. https://doi.org/10.1177/002224379703400403
  8. R. W. Belk, "Possessions and the Extended Self, Journal of Consumer Research, Vol. 15, No. 2, pp. 139-168, 1988. https://doi.org/10.1086/209154
  9. E. Izberk-Bilgin, "An Interdisciplinary Review of Resistance to Consumption, Some Marketing Interpretations, and Future Research Suggestions," Consumption Market and Culture, Vol. 13, No. 3, pp. 299-323, 2010. https://doi.org/10.1080/10253861003787031
  10. T. B. Kashdan and W. E. Breen, "Materialismand Diminished Well-Being: Experiential Avoidances as a Mediating Mechanism, Journal of Social and clinical Psychology, Vol. 26, No. 5, https://doi.org/10.1521/jscp.2007.265.521, 2007.
  11. J. W. Alba and E. F. Williams, "Pleasure Principles: A Review of Research on Hedonic Consumption, Journal of Consumer Psychology, Vol. 23, pp. 2-18, 2013. https://doi.org/10.1016/j.jcps.2012.07.003
  12. E. J. Arnould and C. J. Thompson, "Consumer Culture Theory: Twenty Years of Research. Journal of Consumer Research, Vol. 31, No. 4, pp. 868-882, 2005. https://doi.org/10.1086/426626
  13. Rajesh Lyer and James A. Muncy, "Purpose and Object of Anti-consumption," Journal of Business Research, Vol. 62, No. 2, pp. 160-168, 2009. https://doi.org/10.1016/j.jbusres.2008.01.023
  14. Stephen Zavestoski, "The Social-psychological Bases of Anticonsumption Attitudes, Psychology & Marketing, Vol. 19, No. 2, pp. 149-165, 2002. doi:10.1002/mar.10007.
  15. Vlad Costin and V. L. Vignoles, "Meaning is About Mattering: Evaluating Coherence, Purpose, and Existential Mattering as Precursors of Meaning in Life Judgments, Journal of Personality and Social Psychology, Vol. 118, No, 4, 2019. DOI:10.1037/pspp0000225.
  16. C. D. Lanier and C. S. Rader, "Consumption Experiences: An Expanded View, Marketing Theory, Vol. 15, No. 4, 2017. https://doi.org/10.1177/1470593115581721.]
  17. K. J. Gergen, The Saturated Self: Dilemmas of Identity in Contemporary Life, New York: Basic.
  18. X. Wang, Y. Sun, and T. Kramer, "Ritualistic Consumption Decreases Loneliness by Increasing Meaning, Journal of Marketing Research, Vol. 58, No. 2, pp. 282-298, 2021. https://doi.org/10.1177/0022243721993426
  19. M. Rudd, R. Catapano, and J. Aaker, "Making Time Matter: A Review of Research on Time and Meaning, Consumer Psychology, Vol. 2, No. 4, pp. 680-702, 2018. https://doi.org/10.1002/jcpy.1087
  20. V. Huta and A. S. Waterman, "Eudaimonia and Its Distinction from Hedonia: Developing a Classification and Terminology for Understanding Conceptual and Operational Definitions," Journal of Happiness Studies, Vol. 15, pp. 1425-1456, 2014. DOI: 10.1007/s10902-013-9485-0.
  21. M. F. Steger and J. Y. Shin, "Happiness and Meaning in a Technological Age: A Psychological Approach," In P. Brey, A. Briggle, and Spence(Eds.), The Good Life in a Technological Age(pp. 92-108). New York: Routledge.
  22. R. J. Schlegel, J. A. Hicks, J. Arndt, and L. A. King, "Thine Own Self: True Self-concept Accessibility and Meaning in Life, Journal of Personality and Social Psychology, Vol. 96, No. 2, pp. 473-490, 2009. https://doi.org/10.1037/a0014060.
  23. G. Zauberman, K. R. Rebecca, and B. K. Kim, "Memories as Assets: Strategic Memory Protection in Choice over Time, Journal of Consumer Research, Vol. 35, No. 5, pp. 715-728, 2009. https://doi.org/10.1086/592943.
  24. L. S. George and C. L. Park, "The Multidimensional Existential Meaning Scale: A Tripartite Approach to Measuring Meaning in Life," The Journal of Positive Psychology, Vol. 12, No. 6, pp. 613-627, 2016. https//doi.org/10.1080/17439760.2016.1209546.
  25. L. A. King, J. A. Kicks, J. L. Krull, and A. K. Del Gaiso, "Positive Affect and the Experience of Meaning in Life," Journal of Personality and Social Psychology, Vol. 90, No. 1, pp. 179-196, 2006. https://doi.org/10.1037/0022-3514.90.1.179.
  26. R. F. Baumeister, K. D. Vohs, J. L. Aaker, and E. N. Garbinsky, "Some Key Differences Between a Happy Life and a Meaningful Life," The Journal of Positive Psychology, Vol. 8, No 6, pp. 505-516, 2013. http://dx.doi.org/10.1080/17439760.2013.830764.
  27. D. G. ]Mick and C. Buhl "A Meaning-based Model of Advertising Experiences, Journal of Consumer Research, Vol. 19, No. 3, pp. 317-338, 1992. https://doi.org/10.1086/209305
  28. M. Csikszentmihalyi, Beyond Boredom and Anxiety, San Francisco: Jossy-Bass, 1975.
  29. E. Durkheim, The Elementary Forms of The Religious Life, NY: Collier, 1961.
  30. J. Bruner, Acts of Meaning. Cambridge, MA: Harvard Business School Press, 2006.
  31. M. B. Oliver and A. A. Raney, "Entertainment as Pleasurable and Meaningful: Identifying Hedonic and Eudaimonic Motivations for Entertainment Consumption," Vol. 61, No. 5, pp. 984-1004, 2011. https://doi.org/10.1111/j.1460-2466.2011.01585.x.
  32. A. Shankar, R. Elliott, and C. Goulding, "Understanding Consumption: Contributions froma Narrative Perspective," Journal of Marketing Management, Vo. 17, No. 3/4, pp. 429-453.
  33. J. Bauer and D. P. McAdams, "Personal Growth in Adults' Stories of Life Transitions," Journal of Personality, Vol. 72, No. 3, pp. 573-602, 2004. https://doi.org/10.1111/j.0022-3506.2004.00273.x.