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본 연구는 최근 비건강식 제품 선택요인에 대한 관심이 증가하면서, 연속적 소비상황에서 선(先)행동이 (비)도덕적 행동인지에 따라 비건강 식품에 대한 소비에 어떠한 영향을 미치는지를 고찰하였다. 비건강 식품 소비에 대한 여러 연구가 존재함에도 불구하고, 라이센싱 효과와 클린징 효과에 있어 소비자의 자기통제가 비건강 식품소비에 어떠한 영향을 미치는지에 대한 심리적 메커니즘을 밝히는 연구는 다소 부족하였다. 특히, 기존 연구에서는 소비의 합리성을 지향하는 방향으로 연구가 진행되어 왔다면, 본 연구에서는 비합리적 성향 역시 소비자들의 의사결정에 영향을 미칠 수 있는 중요한 요인이 되며, 기존 소비 에피소드와는 달리 연속된 소비상황이 각각 독립적인 경우 라이센싱 효과와 클린징 효과를 확인하고 있다는데 그 의의가 있다. 분석결과, 먼저 기부행동과 같은 선(先)행동을 한 집단의 경우 그렇지 않은 집단보다 비건강 식품의 구매의도가 높게 나타나는 라이센싱 효과를 확인하였으며, 그 반대로 컨닝을 하는 비도덕적인 선(先)행동을 한 집단의 경우 앞서 기부행동을 했던 집단보다 비합리적 소비가 감소하는 클린징 효과를 확인할 수 있었다. 그리고 도덕적 선(先)행동을 한 집단의 소비자들이 그렇지 않은 집단의 소비자들보다 높은 자아존중감을 보이고 있었으며, 자기통제수준이 높을수록 라이센싱 효과보다는 클린징 효과가 더 강화됨을 확인하였다. 그리고 새로운 조절변수인 섭식절제수준의 조절효과를 분석한 결과, 흥미롭게도 섭식절제수준이 높은 집단에게서 라이센싱 효과가 다소 약화되는 것을 확인할 수 있었다.
With growing interest in the influencing factors on indulgence products, this research examined whether a prior (im)moral behavior has an effect on indulgence behavior in a sequential choice context(the licensing effect vs. cleansing effect). Despite a long tradition of research on indulgence products, little is known about the mechanism of self-control in the licensing effect and cleansing effect. To fill this gap in the literature, the research further examines the theoretical precondition and the mechanism underlying the licensing effect. According to the results, as we predicted, participants rated purchase intention toward indulgence product more high in the license condition(moral behavior group) than in the control condition and in the immoral condition. Also, we proposed that the licensing effect was operated by providing a boost in the self-esteem. These results suggests that if the prior task does not generate the licence, the increased preference for a indulgence product should not be observed. So, consistent with the previous studied, our results data replicated the licensing effect. In addition, in contrast to the licensing effect, preference for a indulgence product was reduced when the previous behaviour was immoral. Finally, the higher the level of self control was, the stronger licensing effect and cleansing effect were.
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