DOI QR코드

DOI QR Code

미(美)의 암묵적 이론과 외모지향성이 다목적 제품에 대한 소비자 인식에 미치는 영향

The Role of Implicit Theory of Beauty and Appearance Orientation on Consumers' Perceptions of Multi-Purpose Products

  • 투고 : 2024.01.18
  • 심사 : 2024.02.27
  • 발행 : 2024.03.31

초록

다양한 업계에서 한 번에 여러 가지 기능을 수행하는 '다목적' 제품을 출시하는 브랜드들이 늘고 있다. 그러나 소비자들이 다목적 제품과 이를 제공하는 브랜드에 대한 인식 관련 연구는 아직 많이 이루어지지 않았다. 본 연구에서는 소비자들이 미(美) 에 대해 갖고 있는 암묵적 이론이 다목적 제품 관련 지식과 브랜드 지식에 미치는 영향을 연구한다. 외모 지향성이 높은 소비자들 사이에서, 미(美)에 대한 증가(vs. 실체) 이론(즉, 본인의 아름다움은 타고난 것이 아닌, 노력에 의해 변화시킬 수 있는 것이라는 믿음)이 강할 수록 다목적 제품에 대한 선호도가 감소한다는 것을 발견하였다. 또한, 이는 전반적인 브랜드 평가에도 부정적인 영향을 미치는 것으로 나타났다. 이 연구 결과는 제품/브랜드 관련 지식경영에 있어, 소비자들의 암묵적 이론과 그에 따른 선호도를 고려해야 한다는 것을 시사한다.

Cosmetics brands are increasingly offering "multi-purpose" products that serve multiple functions at once, such as an eye cream that could also be used as a lip moisturizer. Yet, there is little research on consumers' perceptions of multi-purpose products and the brands that offer these products. This research examines the impact of consumers' own theory of beauty. We find that endorsing a strong incremental (vs. entity) theory of beauty (i.e., believing that one's beauty is changeable through one's effort rather than innate and unchangeable) reduces consumers' preferences for multi-purpose products, particularly among those who are highly appearance oriented. These consumers' reduced evaluation of multi-purpose products also spills over to their overall brand evaluation. The findings suggest that brand managers should consider consumers' implicit theory of beauty and product preferences when managing product knowledge.

키워드

과제정보

This research was supported by the Yonsei University Research Fund of 2022 (2023-22-0210).

참고문헌

  1. Al-Samydai, A., Hajleh, M. N., Othman, M. A., Marie, D., Altatar, E., Taher, H., Hamdan, R., Alharaiary, R., Yousif, R., & Al-Samydai, M. (2021). Make-up effects: Psychological and sociological perspective. International Journal of Pharmaceutical Research (09752366), 13(1), 3166-3175.
  2. Akerlof, G. A. (1970). The Market for "Lemons": Quality Uncertainty and the Market Mechanism. The Quarterly Journal of Economics, 84(3), 488-500. https://doi.org/ 10.2307/1879431
  3. Blackwell, L. S., Trzesniewski, K. H., & Dweck, C. S. (2007). Implicit theories of intelligence predict achievement across an adolescent transition: A longitudinal study and an intervention. Child Development, 78(1), 246-263.
  4. Bullard, O., Penner, S., & Main, K. J. (2019). Can implicit theory influence construal level? Journal of Consumer Psychology, 29(4), 662-670.
  5. Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Journal of Marketing Research, 31(3), 339-350.
  6. Cash, T. F. (2000). The Multidimensional Body-Self Relations Questionnaire (3rd ed.) (Available from the author at www.body-images.com)
  7. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  8. Davis, C., Dionne, M., & Shuster, B. (2001). Physical and psychological correlates of appearance orientation. Personality and Individual Differences, 30(1), 21-30.
  9. Dixon, J. B., Dixon, E., & O'Brien, P. E. (2002). Body image: Appearance orientation and evaluation in the severely obese. Changes with weight loss. Obesity surgery, 12(1), 65-71.
  10. Dweck, C. S., Chiu, C. Y., & Hong, Y. Y. (1995). Implicit theories and their role in judgments and reactions: A world from two perspectives. Psychological Inquiry, 6(4), 267-285.
  11. Dweck C. S., Leggett E. L. (1988). A social-cognitive approach to motivation and personality. Psychological Review, 95, 256-273. https://doi.org/10.1037/0033-295X.95.2.256
  12. Dweck, C. S., Hong, Y. Y., & Chiu, C. Y. (1993). Implicit theories individual differences in the likelihood and meaning of dispositional inference. Personality and Social Psychology Bulletin, 19(5), 644-656.
  13. Dweck, C. S. (1999). Self-theories: Their role in motivation, personality and development. Philadelphia: Taylor and Francis/Psychology Press.
  14. Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: A general analytical framework using moderated path analysis. Psychological Methods, 12(1), 1-22.
  15. Engle, R. W. (2002). Working memory capacity as executive attention. Current Directions in Psychological Science, 11(1), 19-23. https://doi.org/10.1111/1467-8721.00160
  16. Erdley, C. A., Loomis, C. C., Cain, K. M., & Dumas-Hines, F. (1997). Relations among children's social goals, implicit personality theories, and responses to social failure. Developmental Psychology, 33(2), 263.
  17. Erdley, C. A., & Dweck, C. S. (1993). Children's implicit personality theories as predictors of their social judgments. Child Development, 64(3), 863-878.
  18. Etkin, J., & Sela, A. (2016). How experience variety shapes postpurchase product evaluation. Journal of Marketing Research, 53(1), 77-90.
  19. Evans, E. D., Rutberg, J., Sather, C., & Turner, C. (1991). Content analysis of contemporary teen magazines for adolescent females. Youth & Society, 23(1), 99-120.
  20. Faust, N. T., Hong, Y. Y., Gains, N., & Christopoulos, G. I. (2022). The effect of implicit theories of human beauty and perceived pressure on cosmetic consumption. Psychology of Aesthetics, Creativity, and the Arts, 18(1), 43-58.
  21. Fredrickson, B. L., & Roberts, T. A. (1997). Objectification theory: Toward understanding women's lived experiences and mental health risks. Psychology of Women Quarterly, 21(2), 173-206.
  22. Gerpott, F. H., Balliet, D., Columbus, S., Molho, C., & de Vries, R. E. (2018). How do people think about interdependence? A multidimensional model of subjective outcome interdependence. Journal of Personality and Social Psychology, 115(4), 716.
  23. Horn, M. J., & Gurel, L. M. (1981). The second skin: An interdisciplinary study of clothing. Boston, US: Houghton Mifflin School.
  24. Hong, Y. Y., Chiu, C. Y., Dweck, C. S., & Sacks, R. (1997). Implicit theories and evaluative processes in person cognition. Journal of Experimental Social Psychology, 33(3), 296-323.
  25. Hong, Y. Y., Chiu, C. Y., Dweck, C. S., Lin, D. M. S., & Wan, W. (1999). Implicit theories, attributions, and coping: A meaning system approach. Journal of Personality and Social Psychology, 77(3), 588.
  26. Jeong, K. S., & Suh, K. H. (2009). The Relationship between the Attitude toward Hairdressing and Well-being among Female College Students. Journal of Korean Beauty Society, 15(2), 534-543.
  27. Ju, X. (2015). Consumers' variety seeking: From an information perspective. International Business Research, 8(3), 42.
  28. Kahn, B. E. (1995). Consumer variety-seeking among goods and services: An integrative review. Journal of Retailing and Consumer Services, 2(3), 139-148. https://doi.org/10.1016/0969-6989(95)00038-0
  29. Kang, S. (2007). Nike gets back to basics, reinventing the T-shirt. Wall Street Journal, April 2, B1.
  30. Kara, M., & Ozgur, F. F. (2023). Perception of beauty in different cultures. In Beauty, Aging, and AntiAging (pp.11-19). Academic Press.
  31. Kim, M. J. (2015). Effect of Appearance Satisfaction of Women in their 20s and 30s on Psychological Well-being and Happiness. Master's thesis, Graduate School of Engineering Konkuk University, Seoul.
  32. Kim, M. S. (2013, January 21). ULOS, wins the Most Trusted Brand Award. Cosinkorea.com (Retrieved from: https://cosinkorea.com/news/article.html?no=2636).
  33. Kim, S., & Lee, Y. (2018). Why do women want to be beautiful? A qualitative study proposing a new "human beauty values" concept. PLoS One, 13(8), e0201347.
  34. Kruse, E., & Sy, T. (2011, January). Manipulating implicit theories by inducing affect. In Academy of Management Proceedings (Vol. 2011, No. 1, pp.1-6). Briarcliff Manor, NY 10510: Academy of Management.
  35. Lee, H. N. (2016). A study on the effect of men's values by age on beauty care behavior and appearance satisfaction. Unpublished doctoral dissertation, Kyungsung University, Busan.
  36. Lee, H., Kang, W., Lee, H., & Kang, W. (2021). Effects of makeup motivation and implicit self-theory on beauty product use and purchase. Asian Journal of Beauty and Cosmetology, 19(2), 209-221.
  37. Leith, S. A., Ward, C. L., Giacomin, M., Landau, E. S., Ehrlinger, J., & Wilson, A. E. (2014). Changing theories of change: Strategic shifting in implicit theory endorsement. Journal of Personality and Social Psychology, 107(4), 597.
  38. Levy, S. R., Stroessner, S. J., & Dweck, C. S. (1998). Stereotype formation and endorsement: The role of implicit theories. Journal of Personality and Social Psychology, 74(6), 1421.
  39. Licata, R. J. (2021, July 15). Beauty industry: Cosmetic market share, trends, and statistics. Terakeet. Retrieved February 9, 2023, from https://terakeet.com/blog/ beautyindustry/
  40. Madan, S., Basu, S., Ng, S., & Ching Lim, E. A. (2018). Impact of culture on the pursuit of beauty: Evidence from five countries. Journal of International Marketing, 26(4), 54-68.
  41. Mafra, A. L., Silva, C. S., Varella, M. A., & Valentova, J. V. (2022). The contrasting effects of body image and self-esteem in the makeup usage. PLoS One, 17(3), e0265197.
  42. Markert, J. (2004). Demographics of age: Generational and cohort confusion. Journal of Current Issues & Research in Advertising (CTC Press), 26(2).
  43. Markus, H. R., & Kitayama, S. (2014). Culture and the self: Implications for cognition, emotion, and motivation. In College Student Development and Academic Life (pp.264-293). Routledge.
  44. Mathur, P., Chun, H. H., & Maheswaran, D. (2016). Consumer mindsets and self-enhancement: Signaling versus learning. Journal of Consumer Psychology, 26(1), 142-152. 
  45. McAlister, L., & Pessemier, E. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research, 9(3), 311-322.
  46. McConnell, A. R. (2001). Implicit theories: Consequences for social judgments of individuals. Journal of Experimental Social Psychology, 37(3), 215-227. https://doi.org/10.1006/jesp.2000.1445
  47. McKinley, N. M., & Hyde, J. S. (1996). The objectified body consciousness scale: Development and validation. Psychology of Women Quarterly, 20(2), 181-215.
  48. Molden, D. C., & Dweck, C. S. (2000). Meaning and motivation. In Intrinsic and extrinsic motivation (pp. 131-159). Academic Press.
  49. Mueller, C. M., & Dweck, C. S. (1998). Praise for intelligence can undermine children's motivation and performance. Journal of Personality and Social Psychology, 75(1), 33.
  50. Murphy, M. C., & Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), 127-136.
  51. Nielsen, J. (1993). Usability Engineering. San Diego: Academic Press.
  52. Ophir, E., Nass, C., & Wagner, A. D. (2009). From the cover: Cognitive control in media multitaskers. Proceedings of the national academy of sciences of the United States of America, 106(37), 15583.
  53. Ozcan, T., & Sheinin, D. A. (2015). The effects of changing attribute composition on judgments about multifunctional products. Journal of Marketing Theory and Practice, 23(1), 107-118.
  54. Park, J. K., & John, D. R. (2010). Got to get you into my life: Do brand personalities rub off on consumers? Journal of Consumer Research, 37(4), 655-669.
  55. Park, J. K., & John, D. R. (2012). Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness. Journal of Consumer Psychology, 22(3), 424-432.
  56. Plaks, J. E., Grant, H., & Dweck, C. S. (2005). Violations of implicit theories and the sense of prediction and control: Implications for motivated person perception. Journal of Personality and Social Psychology, 88(2), 245.
  57. Purohit, S., & Radia, K. N. (2022). Conceptualizing masstige buying behavior: A mixed-method approach. Journal of Business Research, 142, 886-898.
  58. Richins, M. L. (1991). Social comparison and the idealized images of advertising. Journal of Consumer Research, 18(1), 71-83. https://doi.org/10.1086/209242
  59. Robertson, J., Fieldman, G., & Hussey, T. (2008). "Who wears cosmetics?" individual differences and their relationship with cosmetic usage. Individual Differences Research, 6(1).
  60. Rose, S. (2014). Millennials and beauty: Serving the eye of a new generation of beholders.
  61. Rudd, N. A., & Lennon, S. J. (2001). Body image: Linking aesthetics and social psychology of appearance. Clothing and Textiles Research Journal, 19(3), 120-133.
  62. Samper, A., Yang, L. W., & Daniels, M. E. (2018). Beauty, effort, and misrepresentation: How beauty work affects judgments of moral character and consumer preferences. Journal of Consumer Research, 45(1), 126-147.
  63. Sanbonmatsu, D. M., Strayer, D. L., Medeiros-Ward, N., & Watson, J. M. (2013). Who multi-tasks and why? Multi-tasking ability, perceived multi-tasking ability, impulsivity, and sensation seeking. PloS one, 8(1), e54402.
  64. Suh, M. J., Hwang, S. J., & Yeo, J. S. (2016). Differences in Preference Depending on Signal Explicitness when Selecting Fashion Luxury Brand-The Moderating Effects of Self-Construal and Implicit Theory. Journal of the Korean Society of Costume, 66(1), 13-27.
  65. Surucu, O., Ozturk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124.
  66. Tessler, R. C., & Schwartz, S. H. (1972). Help seeking, self-esteem, and achievement motivation: An attributional analysis. Journal of Personality and Social Psychology, 21(3), 318.
  67. Thompson, D. V., & Norton, M. I. (2011). The social utility of feature creep. Journal of Marketing Research, 48(3), 555-565.
  68. Townsend, C., Neal, D. T., & Morgan, C. (2019). The impact of the mere presence of social media share icons on product interest and valuation. Journal of Business Research, 100, 245-254.
  69. Valentova, J. V., Mafra, A. L., & Varella, M. A. C. (2022). Enhancing the evolutionary science of self-presentation modification. Archives of Sexual Behavior, 51(1), 79-84.
  70. Yip, J., Chan, H. H., Kwan, B., & Law, D. (2011). Influence of appearance orientation, BI and purchase intention on customer expectations of service quality in Hong Kong intimate apparel retailing. Total Quality Management & Business Excellence, 22(10), 1105-1118.
  71. You, Y., Pan, J., Yang, X., & Fei, X. (2022). From functional efficiency to temporal efficiency: Multifunctional products increase consumer impatience. Journal of Consumer Psychology, 32(3), 509-516.
  72. Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348.