• 한국식생활문화학회지
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• 제28권6호
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• pp.631-639
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• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

• 대중서사연구
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• 제27권1호
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• pp.227-264
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• 2021

본고는 본격적인 게임 비평의 영역에서 발생한 루도내러티브 부조화의 개념을 정리하고 최근작 <더 라스트 오브 어스 파트2>를 대상으로 이를 구체화한다. 그 과정에서 이 게임이 루도내러티브 부조화를 적극적으로 활용하여 그동안의 게임성에 대한 정의를 넘어서는 인지적 경험을 플레이어에게 전달하고 있음을 살핀다. AAA급 게임의 전방위적인 발달과 함께 루도내러티브 부조화는 각각의 게임들이 극복해야 하는 중요한 과제로 나타나고 있는 중이다. 그러나 <더 라스트 오브 어스 파트2>는 루도내러티브 부조화를 극복하는 것보다는 더욱 드러내는 방식으로 새로운 효과를 발생시키고 있음에 주목해야 한다. <더 라스트 오브 어스 2>가 전달하는 루도내러티브 부조화에는 아이러니한 해석적 가능성의 효과들이 있다. 본고는 크게 두 가지 차원에서 부조화를 살피는데, 첫 번째는 게임 내부의 플레이-서사 구조 사이의 부조화다. <더 라스트 오브 어스 파트2>는 두 구조 사이에서 발생하는 부조화를 플레이어에게 환기시킴으로써, 플레이어가 그러한 부조화를 인지하고 전체 게임의 의미를 능동적으로 재구성할 수 있도록 유도한다. 두 번째로 게임의 내적 구조를 넘어서 게임을 플레이하는 플레이어 내부에 존재하는 인지적 부조화를 자극한다. 바로 게임성이라는 개념을 확장하여, 게임이 편의적인 자기효능감을 위한 도구 이상의 기능을 할 수 있는 가능성을 환기하는 것이다. 이처럼 루도내러티브 부조화는 게임성에 대한 더 근본적인 재정의 및 변화 가능성에 대한 문제의식의 표현이 될 수 있다.

• 간호행정학회지
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• 제19권5호
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• pp.647-657
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• 2013

Purpose: This study was done to identify the mediating effect of emotional dissonance in the relationship between emotional labor and burnout among clinical nurses. Methods: A cross-sectional survey design was used. The participants were 257 nurses working at three general hospitals located in Seoul and Gyeonggi Province. Data were collected by convenience sampling using self-report questionnaires that consisted of general characteristics, and measures of emotional labor, emotional dissonance and burnout. Data were analyzed with descriptive statistics, t-test, ANOVA, correlation, and multiple regression. Results: The findings of the multiple regression were as follows. First, surface acting of emotional labor showed significant positive effects on emotional dissonance and burnout. Second, when surface acting and emotional dissonance were entered into the regression model at the same time, surface acting showed an insignificant effect on burnout, however, emotional dissonance showed a significant effect. Finally, emotional dissonance had a mediating effect only between surface acting of emotional labor and burnout, not between deep acting and burnout. Conclusion: Results of the study suggest that as a way to reduce burnout, nursing administrators should develop educational programs for nurses to perform deep acting of emotional labor instead of surface acting at the moment of truth.

• 대한안전경영과학회지
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• 제11권4호
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• pp.127-137
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• 2009

The purpose of this study were to examine the effects of emotional dissonance on customer orientation and service delivery level, and to examine the mediating effects of the customer orientation. In order to verify the relationships and mediating effect, data were obtained from 199 nurses working in a general hospital in Changwon City were analyzed by using SPSS 12.0. and AMOS 5.0. The findings are as follows: Firstly, there was a negative relationship between emotional dissonance and customer orientation. Secondly, there was also a positive relationship between customer orientation and service delivery level. Thirdly, there was also a negative relationship between emotional dissonance and service delivery level. Finally, the customer orientation was a partial mediating effect on the relationship between emotional dissonance and service delivery level. Based on these findings, the implications and the limitations of the study were presented including some directions for future studies.

• 한국산업정보학회논문지
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• 제22권5호
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• pp.113-128
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• 2017

본 연구에서는 고객 불량행동이 서비스 종사원의 감정부조화에 미치는 영향을 살펴보고 감정부조화가 감정고갈에 미치는 영향과 감정고갈이 이직의도와 고객지향성에 미치는 영향을 살펴보고자 한다. 또한 고객 불량행동과 감정부조화 간의 관계에서 감정노동전략(표면행동, 내면행동)의 조절 효과를 살펴보고자 한다. 병원에 종사하는 종사원들을 대상으로 설문조사를 실시하였으며 그 결과는 다음과 같다. 첫째, 불량행동은 감정부조화에 정(+)의 유의적인 영향을 미치는 것으로 나타났다. 둘째, 감정부조화는 감정고갈에 정(+)의 유의적인 영향을 미치며 셋째, 감정고갈은 이직의도에 정(+)의 유의적인 영향, 고객지향성에는 부(-)의 유의적인 영향을 미치는 것으로 나타났다. 끝으로 위계적 회귀분석을 통해 종속변수인 감정부조화에 대해서, 불량행동과 조절변수인 표면행동의 상호작용효과는 유의한 것으로 나타났으나 불량행동과 조절변수인 내면행동의 상호작용효과는 유의하지 않은 것으로 나타났다.

• 한국사회복지학
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• 제65권4호
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• pp.137-163
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• 2013

본 연구는 사회복지사를 대상으로 그들의 감성노동이 비과업행동(조직시민행동, 반생산적 행동)에 미치는 영향을 살펴보았다. 감성노동에 관한 기존의 연구들은 감성노동이 서비스 종사자들의 과업행동 및 성과에 긍정적인 영향을 미친다는 연구와 부정적인 영향을 미친다는 연구가 혼재되어 있다. 본 연구는 Hochschild가 정의한 감성노동의 두 가지 관리행위인 내면행위와 표면행위를 중심으로 사회복지사의 내면행위는 그들의 비과업행동에 긍정적인 영향을 미치고, 사회복지사의 표면행위는 그들의 비과업행동에 부정적인 영향을 미치게 될 것이라는 가설을 세우고 이를 실증하였다. 또한 사회복지사의 표면행위가 그들의 비과업행동에 부정적인 영향을 미치는 과정에서는 사회복지사의 감정부조화가 매개역할을 하는지, 그리고 직속상사의 감성적 리더십이 표면행위의 부정적인 효과를 감소시키도록 조절하는지를 살펴보았다.

• 한국조리학회지
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• 제17권3호
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• pp.104-116
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• 2011

본 연구에서는 조리종사자의 감정노동이 감정부조화와 이직의도 및 소진에 어떠한 영향을 미치고 있는지를 파악하고, 이러한 감정노동과 감정부조화가 이직 의도와 소진에 어떠한 영향을 미치는가를 규명하여 외식업 및 호텔에 유용한 정보와 시사점을 제공하고자 하였다. 분석결과, 첫째 조리종사자의 감정노동이 높아질수록 감정대한 지각수준이 높아질 것이라는 연구 가설은 감정노동의 하위차원 즉 표현행위, 심층행위, 감정일탈이 높아질수록 감정부조화에 대한 지각수준이 높아지는 것으로 나타났다. 그러나 자발적 행위가 높아질수록 감정부조화는 낮아지는 것으로 나타났다. 감정부조화에 대한 소진의 영향관계를 검증한 결과 조리 종사자들은 감정부조화를 높게 지각할수록 소진은 심화되는 것으로 나타났다. 마지막으로 조리종사자들의 감정부조화에 대한 이직의도의 영향관계를 검증한 결과 감정부조화가 커지면 커질수록 이직에 대한 의도가 높아지는 것으로 나타났다.

• 복식문화연구
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• 제23권6호
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• pp.940-954
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• 2015

The purpose of this study is to identify the antecedents of repurchase intention toward fast fashion brands. Perceived quality, perceived price, deindividuation, and overly trendy styles, which are product characteristic variables, and fashion innovativeness, which is a consumer characteristic variable, were considered as antecedents. It was hypothesized that product and consumer characteristics influence repurchase intention toward fast fashion brands not only directly, but also indirectly through cognitive dissonance. Data were gathered by surveying university students in Seoul using convenience sampling. Three hundred and fifty-two questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of product characteristics revealed four dimensions: "perceived quality", "perceived price", "deindividuation", and "overly trendy styles", and the factor analysis of consumer characteristics revealed one dimension. The factor analysis of cognitive dissonance revealed two dimensions, "regrets" and "perceived uncertainty." The hypothesized path test proved that perceived quality, deindividuation, overly trendy styles, and fashion innovativeness influence repurchase intention directly. Perceived price and deindividuation influence repurchase intention indirectly through the factor of cognitive dissonance, which is the perceived uncertainty, indicating the importance of cognitive dissonance. The results indicate effective marketing strategies should be used to decrease consumers' cognitive dissonance, and suggestions for future study are provided.

• 유통과학연구
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• 제15권6호
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• pp.65-76
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• 2017

Purpose - The quality of customer service has been importantly considered as a way of retaining current customers. Recent development of service industry which based on Information & Communication Technology allows firms to utilize different employees for their businesses. Although it is regarded as important to consider emotional labor of employees working for customers in ICT service industry, little was known the role of emotional dissonance. Thus, current paper focused on emotional labor and tried to identify the factors which influence on employees' intrinsic motivation for married women working in call centers. This study highlighted the influence of the emotional dissonance on the employees' intrinsic motivation, and the moderating influences of work-family conflict on the relationship between emotional dissonance and intrinsic motivation. Research design, data, and methodology - The research samples were gathered from seven call centers of Korean financial institutions located in South Korea. The model of emotional dissonance was developed, which emphasizes the influence of emotional dissonance as a predictor on intrinsic motivation, and then the other model was also introduced to explain how employees' intrinsic motivation were aggravated by work-family conflict. To examine these research models, samples were collected from 468 married women working in call centers of Korean financial institutions located in Seoul. A total of 468 samples were used in the analysis after deleting data of missing value. SPSS 22.0 were utilized for data analysis. Results - The results of current study showed that emotional dissonance is negatively related to intrinsic motivation, and there are significant differences in work-family conflict. Those results generally support the proposed hypotheses. Conclusions - These results suggest that the relationship of intrinsic motivation of married women working in call center for customers' service were influenced by emotional dissonance, which outcomes were interacted not by face-to-face contact with their customers, but by emotional contacts. Managerially, these findings suggest the one who emphasize the quality of customer's service of call center need to introduce the programs for minimizing both of emotional dissonance and work-family conflict. These findings also suggest that the service quality via intrinsic motivation of married women working in call center is hard to be accomplished without considering the factors of emotional dissonance and work-family conflict.

• 지식경영연구
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• 제15권2호
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• pp.89-106
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• 2014

As an empirical study on the psychological side effects of using Social Networking Services (SNS), this study aims to identify the reality of negative emotion of using SNS and to predict its consequences. To this end, a measurement tool was developed through literature review, in-depth interview with users and expert review to induce negative emotional factors that can arise while using SNS. An exploratory factor analysis was performed for a total of 24 measurement items, which then were divided into the following 6 factors: 'concern over privacy,' 'burden from undesired connection,' 'relative deprivation,' 'a sense of alienation,' 'concern over reputation' and 'negative feeling about simple relationship.' Also, the relationship between the 6 negative emotional factors and psychological dissonance was analyzed. The results indicate that all the factors, except relative deprivation and a sense of alienation, affect psychological dissonance. It was also found that psychological dissonance, which implies a conflicting condition from using SNS, significantly affects the behavior that possibly reduces and limits the use of SNS. In other words, the users who have experienced psychological dissonance respond passively by avoiding the use of SNS to resolve the dissonance. The results of this study provide the base for explaining the psychological side effects of using SNS, which have been understood at a phenomenal level, such as 'Facebook depression' or 'SNS stress.' In addition, this study is of significance as it helps understand the psychological mechanism by identifying the relationship between negative emotion and use behavior with the theory of cognitive dissonance.