사회적 배제맥락이 개인주의적 메시지와 집단주의적 메시지에 대한 소비자 반응에 미치는 상대적 효과

초록

This study explored how different social exclusion contexts impact the effectiveness of individualistic and collectivistic messages, and identified the psychological factors behind such effects. An online experiment involved 240 adults in their 20s exposed to a fictitious event emphasizing either individualistic or collectivistic messages on an online video service platform(OTT). Results revealed that in a context of rejection, the collectivistic message increased willingness to participate more than the individualistic one, while in a context of being ignored, the individualistic message led to higher participation willingness than the collectivistic one. Additionally, threats to meaningful existence and self-esteem played a key role in mediating the relative effectiveness of collectivistic versus individualistic messages in the social exclusion context. Subjects perceived more threats to meaningful existence and self-esteem when ignored than when rejected, strengthening willingness to participate in the individualistic event and decreasing willingness to participate in the collectivistic event. These findings suggest that the subjective perception of social exclusion context, specifically the explicitness of the context, drives individual’s behavioral motivation and, consequently, determines their reaction to a message emphasizing individualistic or collectivistic benefits.

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