.png){kind=logo}
ISSN : 1229-8778
This study was designed to examine whether the social exclusion experiences would impact on the evaluation of different types of Corporate Social Responsibility(CSR) activities. Drawing on the Steriotype Contents Model(SCM) suggesting warmth and competence as fundamental dimensions for judging others, we defined two types of CSR activities as philanthropic CSR(warmth-focused CSR) and financial value-creating CSR(competence-focused CSR). We hypothesized that participants who experienced social exclusion would prefer the CSR activities conveyed warmth rather than competence due to their needs to belong and needs to reconnected to the world. The results from two studies supported our hypotheses. Participants who were induced to experience social exclusion evaluated the firm practicing philanthropic CSR more favorably than the firm carrying out financial value-creating CSR(Study 1). Furthermore, participants who experienced social exclusion exhibited more positive attitudes towards the philanthropic CSR firm as well as the products of the firm compared to those who experienced social acceptance. Social exclusion, however, did not impact on the evaluations of financial value-creating CSR activities(Study 2) Based on the findings of the current study, implications, limitations and possible future studies were discussed.
김현식 (2015), CSR 수행의 기업가치 제고에 대한 실증 연구. 한국외국어대학교 대학원 박사학위논문.
뉴시스 (2019년 8월 11일). 15~34세 韓 청년 56% “불행하다”…학업․취업 스트레스 탓인 듯. http://www.newsis.com/view/?id= NISX20190808_0000735666&cID=10201&pID=10200
데일리팝 (2019.08.01). [솔로소사이어티] 늘어나는 ‘1인가구’, 현 시기 주목해야 할 문제는 없을까?. http://www.dailypop.kr/news/ articleView.html?idxno=40202
마켓뉴스 (2019.07.10.). 미코노미 세대를 위한 기업의 이색 CSR 활동 활발. http:// www.marketnews.co.kr/news/articleView.html?ud=20190710111345575875a4196163_24
박지혜, 양 윤 (2017). 단수가격, 쾌락재, 가격의식, 구매정당화에 따른 구매의도. 한국심리학회지: 소비자․광고, 18, 417-440.
박진영, 최혜원, 서은국 (2012), 물질주의와 인간관계 경시의 심리적 원인: 낮은 일반적 신뢰. 한국심리학회지: 사회 및 성격, 26, 23-36.
오민정, 황윤용 (2014). 사회적 배제는 윤리적 소비행동을 감소시키는가? 소비자학연구, 25, 181-203.
윤 각, 서상희 (2003). 인터랙티브 TV 광고와 일반 광고에서 인센티브와 관여도가 광고 인지반응에 미치는 영향에 관한 연구. 광고학연구, 16, 7-26.
이미영, 최현철 (2012). CSR 활동의 진정성이 기업태도에 미치는 영향에 관한 연구. 한국언론학보, 56, 58-83.
최운열, 이호성, 홍찬성 (2009). 기업의 사회공헌 활동이 기업 가치에 미치는 영향: 기부금 지출을 중심으로. 경영학연구, 38, 407-432.
최자영, 최윤식 (2011). 자기조절초점에 따른 공익연계 마케팅(CRM) 광고가 제품태도에 미치는 영향에 관한 연구. 한국심리학회지: 소비자․광고, 12, 1-25.
통계청 (2018). 인구총조사. http://meta.narastat.kr/ metasvc/svc/SvcMetaDcDtaPopup.do?orgId=101&confmNo=101001&kosisYn=Y
Aaker, D. (1997), Brand portfolio strategy. New York, The Free Press, 2004, p 268~269.
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31, 1-18.
Aaker, J., Vohs, K. D., & Mogilner, C. (2010). Non-profits are seen as warm and for-profits as competent: First stereotypes matter. Journal of Consumer Research, 37, 277-291.
Baumeister, R. F., & Leary, M. R. (1995). The need to belong: desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117, 497-529.
Bernstein, M., Sacco, D., Brown, C., Young, S., & Claypool, H. (2010). A preference for genuine smiles following social exclusion. Journal of Experimental Social Psychology, 46, 196-199.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61, 68-84.
Buckley, K. E., Winkel, R. E., & Leary, M. R. (2004). Reactions to acceptance and rejection: effects of level and sequence of relational evaluation. Journal of experimental social psychology, 40, 14-28.
Charles, K. K., Hurst, E., & Roussanov, N. (2009). Conspicuous Consumption and Race. The Quarterly Journal of Economics, 124, 425-467.
Carroll, A. B. (1991). The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business horizons, 34, 39-48.
Creyer, E. H., & Ross, W. T. (1997). Tradeoffs between price and quality: how a value index affects. Journal of Consumer Affairs, 31, 280-302.
Cuddy, A. J. C., Fiske, S. T., & Glick, P. (2007). The BIAS map: behaviors from intergroup affect and stereotypes. Journal of Personality and Social Psychology, 92, 631-648.
Cuddy, A. J., Fiske, S. T., & Glick, P. (2008). Warmth and competence as universal dimensions of social perception: the stereotype content model and the BIAS map. Advances in experimental social psychology, 40, 61-149.
DeWall, C., & Baumeister, R. (2006). Alone but feeling no pain: effects of social exclusion on physical pain tolerance and pain threshold, affective forecasting, and interpersonal empathy. Journal of personality and social psychology, 91, 1-15.
Dubois, D., Rucker, D. D., & Galinsky, A. D. (2012). Super size me: product size as a signal of status. Journal of Consumer Research, 38, 1047-1062.
Duclos, R., Wan, E. W., & Jiang, Y. (2012). Show me the honey! effects of social exclusion on financial risk-taking. Journal of Consumer Research, 40, 122- 135.
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: do they mix?. Journal of Retailing, 76, 393-406.
Fiske, S. T., Cuddy, A. J. C., Glick, P., & Xu, J. (2002). A model of (often mixed) stereotype content: competence and warmth respectively follow from the perceived status and competition. Journal of Personality and Social Psychology, 82, 878-902.
Fiske, S. T, Xu, J., Cuddy, A. J. C., & Glick, P. (1999). (Dis)respecting versus (dis)liking: status and interdependence predict ambivalent stereotypes of competence and warmth. Journal of Social Issues, 55, 473-489.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24, 343-373.
Fournier, S. (2009). Lessons learned about consumers’ relationships with their brands. In J. Priester, D. MacInnis, & C. W. Park (Eds.), Handbook of brand relationships (pp. 5–23). N.Y: Society for Consumer Psychology and M. E. Sharp.
Frederick, W. C. (1986). Toward csr[sub3]: why ethical analysis is indispensable and unavoidable in corporate affairs. California Management Review, 28, 126-141.
Galinsky, A. D., Magee, J. C., Gruenfeld, D. H., Whitson, J. A., & Liljenquist, K. A. (2008). Power reduces the press of the situation: implications for creativity, conformity, and dissonance. Journal of Personality and Social Psychology, 95, 1450-1466.
Galinsky, Adam D., Deborah H. Gruenfeld, & Joe C. Magee (2003), From power to action, Journal of Personality and Social Psychology, 85, 453–466.
Grandey, A. A., Fisk, G. M., Mattila, A. S., Jansen, K. J., & Sideman, L. A. (2005). Is “service with a smile” enough? authenticity of positive displays during service encounters. Organizational Behavior and Human Decision Processes, 96, 38-55.
Gardner, W. L., Pickett, C. L., & Brewer, M. B. (2000). Social exclusion and selective memory: how the need to belong influences memory for social events. Personality and Social Psychology Bulletin, 26, 486-496.
Judd, C. M., James-Hawkins, L., Yzerbyt, V., & Kashima, Y. (2005). Fundamental dimensions of social judgment: understanding the relations between judgments of competence and warmth. Journal of Personality and Social Psychology, 89, 899-913.
Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research In Marketing, 21, 203-217.
Lakin, J. L., Chartrand, T. L., & Arkin, R. M. (2008). I am too just like you nonconscious mimicry as an automatic behavioral response to social exclusion. Psychological science, 19, 816-822.
Lee, J., & Shrum, L. J. (2012), Conspicuous consumption versus charitable behavior in response to social exclusion: a differential needs explanation, Journal of Comsumer research, 39, 530-544.
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68, 16-32.
Lin, C., Chen, S., Chiu, C., & Lee, W. (2011). Understanding purchase intention during product-harm crises: moderating effects of perceived corporate ability and corporate social responsibility. Journal of Business Ethics, 102, 455-471.
Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70, 1-18.
MacDonald, G., & Leary, M. R. (2005). Why does social exclusion hurt? the relationship between social and physical pain. Psychological Bulletin, 131, 202-223.
Maner, J. K., DeWall, C. N., Baumeister, R. F., & Schaller, M. (2007). Does social exclusion motivate interpersonal reconnection? resolving the “porcupine problem.”. Journal of Personality and Social Psychology, 92, 42-55.
McKinsey (2010), “How companies manage sustainability: mckinsey global survey results,” Accessed on March 31, 2010, available at https://www. mckinseyquarterly.com/.
Mead, N. L., Baumeister, R. F., Stillman, T. F., Rawn, C. D., & Vohs, K. D. (2011). Social exclusion causes people to spend and consume strategically in the service of affiliation. Journal of Consumer Research, 37, 902-919.
Molden, D., Lucas, G., Gardner, W., Dean, K., & Knowles, M. (2009). Motivations for prevention or promotion following social exclusion: being rejected versus being ignored. Journal of personality and social psychology, 96, 415-431.
Murray, K. B., & Vogel, C. M. (1997). Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts. Journal of Business Research, 38, 141-159.
Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: how perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22, 166-176.
Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23, 77-91.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? consumer reactions to corporate social responsibility. Journal of Marketing Research, 38, 225-243.
Smith, S. M., & Alcorn, D. S. (1991). Cause marketing: a new direction in the marketing of corporate responsibility. Journal of Consumer Marketing, 8, 19-35.
Twenge, J., Baumeister, R., Tice, D., & Stucke, T. (2001). If you can’t join them, beat them: effects of social exclusion on aggressive behavior. Journal of personality and social psychology, 81, 1058-1069.
Van Orden, K., & Joiner, T. (2013). Depression and suicide: transactional relations with rejection. In C. N. DeWall (Eds.), The oxford handbook of social exclusion. New York: Oxford University Press.
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52, 58-74.
Williams, K. (2007). Ostracism, Annual Review of Psychology, 58, 425-452.
Wojciszke, B., Bazinska, R., & Jaworski, M. (1998). On the dominance of moral categories in impression formation. Personality and Social Psychology Bulletin, 24, 1251-1263.
Yzerbyt, V., Provost, V., & Corneille, O. (2005). Not competent but warm... really? compensatory stereotypes in the french- speaking world. Group Processes & Intergroup Relations, 8, 291-308.