S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Ph.D. / Sc.D._경영학과)
How Tragedy Affects Consumer Choice: The Effects of Tragedy on Meaningful Consumption
비극적 사건의 노출이 소비자 선택에 미치는 영향: 비극이 의미지향적 소비에 미치는 영향을 중심으로
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- Keywords: tragedy; traumatic event; group identity; meaningful consumption; hedonic consumption; life reflection; eudaimonic happiness
- 학위논문 (박사)-- 서울대학교 대학원 : 경영대학 경영학과, 2018. 2. 박기완.
- This thesis attempted to explore the changes in people's consumption behavior when exposed to traumatic, tragic events. The results indicate that when people experience tragic in-group events directly, meaningful consumption increases more than when there are no tragic events. However, when people are exposed to tragic out-group events indirectly, meaningful consumption was not affected as compared with an absence of tragic events. Moreover, when people are exposed to an in-group tragedy, hedonic consumption decreases more than when the tragic event does not occur, whereas when people are exposed to an out-group tragedy, there was no significant difference in hedonic consumption as compared with the case without tragedy. The mediation analysis confirmed that this phenomenon was caused by life reflection. Additionally, when an out-group tragedy occurs, meaningful consumption increases more than the control condition only when the human factor was included in the tragedy. However, in the case of in-group tragedy, the availability of information related to the victims did not affect meaningful consumption intentions. Finally, by collecting the actual Korean music chart dates (Melon Sound chart) and analyzing the weekly music charts before and after the Sewol ferry disaster of 2014, it was confirmed that the top 10 songs after the tragic event showed slower beats per minute and more profound meaning than before the tragic event.