Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Perceived Health-Related Physical Risk and Negative Social Image of Smokers on Smokers' Feelings of Guilt Related to Smoking

건강 위험 지각과 흡연자의 부정적 이미지가 흡연 관련 죄책감에 미치는 영향

  • Park, Hayeon (Department of Psychology, Korea University) ;
  • Kang, Jungsuk (Department of Psychology, Chonbuk National University)
  • Received : 2015.10.12
  • Accepted : 2015.12.04
  • Published : 2015.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

A majority of past studies have tried to investigate cigarette consumption in terms of smoker's cognitive aspects. However, smokers may experience feelings of guilt as a negative emotion while satisfying hedonic and social motive via cigarette consumption. Particularly, feelings of guilt associated with smoking may be induced when smokers' cigarette consumption contradicts their ideal self-concept or social self-concept. The research thus studied smoker's psychological mechanism, focusing on feelings of guilt associated with cigarette consumption. The results indicated that as smokers perceived physical harm associated with their cigarette consumption more than hedonic benefits from the cigarette consumption, they were more likely to experience feelings of guilt related to themselves and others. As smokers perceived social images of smoker as more negative, they were more likely to experience feelings of guilt related to others. Lastly, smokers' experiencing feelings of guilt related to themselves and others had a positive effect on smoking cessation intent. The research findings suggest that the anti-smoking campaign inducing guilt related to smokers' themselves (e.g., raising the price of cigarettes) and others (e.g., anti-smoking ads displaying physical damage of secondhand smoke on family members) can increase smokers' cessation intent.

기존의 많은 흡연 연구는 담배 소비 경험을 흡연자의 인지적 측면을 중심으로 이해하고자 하였다. 그러나 흡연자는 담배 소비를 통해서 쾌락적 동기나 사회적 동기를 충족하는 과정에서 자신과 타인에 대한 죄책감이라는 부정적인 정서를 경험할 수 있다. 구체적으로, 흡연자의 담배소비 행동이 흡연자의 이상적 자기개념이나 사회적 자기개념이라는 기준에 부합하지 않을 때 죄책감이 발생할 수 있다. 이와 관련해서 본 연구는 담배를 소비하는 과정에서 발생하는 죄책감이라는 부정적 정서 경험을 중심으로 흡연자의 심리적 기제를 이해하고자 하였다. 연구 결과, 흡연자는 담배소비가 제공하는 쾌락적 혜택보다 신체적 피해를 더 크게 지각할수록 자신에 대한 죄책감과 타인에 대한 죄책감을 더 강하게 경험하는 것으로 나타났다. 한편, 흡연자에 대한 사회적 이미지를 부정적으로 지각할수록 타인에 대한 죄책감을 더 강하게 경험하였다. 또한 자신에 대한 죄책감과 타인에 대한 죄책감은 금연 의향을 높이는 것으로 밝혀졌다. 이와 같은 연구 결과는 흡연자 자신에 대한 죄책감(예. 담배가격 인상)과 타인에 대한 죄책감(예. 간접흡연이 가족의 건강에 미치는 피해를 보여주는 금연 광고)을 유발하는 금연 캠페인이 흡연자의 금연 의향을 높일 수 있다는 점을 제안한다.

Keywords

References

  1. Baker, T. B., Brandon, T. H., & Chassin, L. (2004). Motivational influences on cigarette smoking. Annual Review of Psychology, 55, 463-491. https://doi.org/10.1146/annurev.psych.55.090902.142054
  2. Baumeister, R. F., Stillwell, A. M., & Heatherton, T. F. (1994). Guilt: an interpersonal approach. Psychological Bulletin, 115(2), 243-267. https://doi.org/10.1037/0033-2909.115.2.243
  3. Berlin, I., Singleton, E. G., Pedarriosse, A. M., Lancrenon, S., Rames, A., Aubin, H. J., & Niaura, R. (2003). The modified reasons for smoking scale: factorial structure, gender effects and relationship with nicotine dependence and smoking cessation in French smokers. Addiction, 98(11), 1575-1583. https://doi.org/10.1046/j.1360-0443.2003.00523.x
  4. Burnett, M. & Lunsford, D. A. (1994). Conceptualizing guilt in the consumer decision-making process. Journal of Consumer Marketing, 11(3), 33-43. https://doi.org/10.1108/07363769410065454
  5. Cho, H. (2006). Investigating structural changes competing smoking types and their advertising responses through the progress of anti-smoking campaign: a case analysis of the 2005-2006 anti-smoking campaign. Korean Journal of Advertising and Public Relations, 8(4), 232-266.
  6. Choi, N., Ahn, R., & Na, K. (2011). A study of thinking style and consumption behavior in comsumer's decision making. Korean Journal of the Science of Emotion & Sensibility, 14(2), 279-292.
  7. Dahl, D. W., Honea, H., & Manchanda, R. V. (2003). The nature of self-reported guilt in consumption contexts. Marketing Letters, 14(3), 159-171. https://doi.org/10.1023/A:1027492516677
  8. De Hooge, I. E., Zeelenberg, M., & Breugelmans, S. M. (2007). Moral sentiments and cooperation: differential influences of shame and guilt. Cognition and Emotion, 21(5), 1025-1042. https://doi.org/10.1080/02699930600980874
  9. Dillard, A. J., McCaul, K. D., & Klein, W. M. (2006). Unrealistic optimism in smokers: implications for smoking myth endorsement and self-protective motivation. Journal of Health Communication, 11(supplement 1), 93-102.
  10. Evans, W. D., Price, S., Blahut, S., Hersey, J., Niederdeppe, J., & Ray, S. (2004). Social imagery, tobacco independence, and the truth(R) campaign. Journal of Health Communication, 9(5), 425-441. https://doi.org/10.1080/1081073049050413
  11. Fisher, M. (October 19, 2012). Who smokes most: a surprising map of smoking rates by country. The Washington Post. Retrieved from https://www.washingtonpost.com/news/worldviews/wp/2012/10/19/who-smokes-most-a-surprising-map-of-smoking-rates-by-country/
  12. Goldsmith, K., Cho, E. K., & Dhar, R. (2012). When guilt begets pleasure: the positive effect of a negative emotion. Journal of Marketing Research, 49(6), 872-881. https://doi.org/10.1509/jmr.09.0421
  13. Halpern, M. T. (1994). Effect of smoking characteristics on cognitive dissonance in current and former smokers. Addictive Behaviors, 19(2), 209-217. https://doi.org/10.1016/0306-4603(94)90044-2
  14. Herbert, R. J., Gagnon, A. J., Rennick, J. E., & O'Loughlin, J. L. (2011). 'Do it for the kids':barriers and facilitators to smoke-free homes and vehicles. Pediatric Nursing, 37(1), 23.
  15. Hofstede, G. (1984). Culture's Consequences: International Differences in Work-related Values, Newbury, CA: SAGE Publications.
  16. Kang, J. & Lin, C. A. (2015). Effects of message framing and visual-fear appeals on smoker responses to antismoking ads. Journal of Health Communication, 20(6), 647-655. https://doi.org/10.1080/10810730.2015.1012242
  17. Lascu, D. N. (1991). Consumer guilt: examining the potential of a new marketing construct. Advances in Consumer Research, 18(1), 290-295.
  18. McKenna, F. P., Warburton, D. M., & Winwood, M. (1993). Exploring the limits of optimism: the case of smokers' decision making. British Journal of Psychology, 84(3), 389-394. https://doi.org/10.1111/j.2044-8295.1993.tb02490.x
  19. McMaster, C. & Lee, C. (1991). Cognitive dissonance in tobacco smokers. Addictive Behaviors, 16(5), 349-353. https://doi.org/10.1016/0306-4603(91)90028-G
  20. Mishra, A. & Mishra, H. (2011). The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of Marketing Research, 48(1), 196-206. https://doi.org/10.1509/jmkr.48.1.196
  21. Ministry of Health and Welfare. (2014). Ministry of Health and Welfare Statistical Year Book 2014 (2014년 보건복지통계연보), Seoul, Republic of Korea: Ministry of Health and Welfare.
  22. Moorman, M. & Van den Putte, B. (2008). The influence of message framing, intention to quit smoking, and nicotine dependence on the persuasiveness of smoking cessation messages. Addictive Behaviors, 33(10), 1267-1275. https://doi.org/10.1016/j.addbeh.2008.05.010
  23. Nelissen, R. & Zeelenberg, M. (2009). When guilt evokes self-punishment: evidence for the existence of a dobby effect. Emotion, 9(1), 118. https://doi.org/10.1037/a0014540
  24. Pechmann, C. & Knight, S. J. (2002). An experimental investigation of the joint effects of advertising and peers on adolescents' beliefs and intentions about cigarette consumption. Journal of Consumer Research, 29(1), 5-19. https://doi.org/10.1086/339918
  25. Peterson, R. A. (1994). A meta-analysis of Cronbach's coefficient alpha. Journal of Consumer Research, 21(2), 381-391. https://doi.org/10.1086/209405
  26. Robinson, J. & Kirkcaldy, A. J. (2007). 'You think that I'm smoking and they're not': why mothers still smoke in the home. Social Science & Medicine, 65(4), 641-652. https://doi.org/10.1016/j.socscimed.2007.03.048
  27. Schmader, T. & Lickel, B. (2006). The approach and avoidance function of guilt and shame emotions: comparing reactions to self-caused and other-caused wrongdoing. Motivation and Emotion, 30(1), 42-55. https://doi.org/10.1007/s11031-006-9006-0
  28. Sirgy, M. J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9(3), 287-300. https://doi.org/10.1086/208924
  29. Strahilevitz, M. A. & Myers, J. (1998). Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446. https://doi.org/10.1086/209519
  30. Stuteville, J. R. (1970). Psychic defenses against high fear appeals: a key marketing variable. Journal of Marketing, 34(2), 39-45. https://doi.org/10.2307/1250833
  31. Tangney, J. P., Miller, R. S., Flicker, L., & Barlow, D. H. (1996). Are shame, guilt and embarrassment distinct emotions? Journal of Personality and Social Psychology, 70(6), 1256-1269. https://doi.org/10.1037/0022-3514.70.6.1256
  32. Topa, G. & Moriano, J. A. (2010). Theory of planned behavior and smoking: meta-analysis and SEM model. Substance Abuse and Rehabilitation, 1, 23-33.
  33. Tyas, S. L. & Pederson, L. L. (1998). Psychosocial factors related to adolescent smoking: a critical review of the literature. Tobacco Control, 7(4), 409-420. https://doi.org/10.1136/tc.7.4.409
  34. Wallendorf, M. & Belk, R. W. (1989). Assessing trustworthiness in consumer research. In: E. Hirschman (Ed.), Interpretive Consumer Research, Provo, UT: Association for Consumer Research, 69-84.
  35. Westbrook, R. A. & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. https://doi.org/10.1086/209243
  36. Wewers, M. E., Ahijevych, K. L., Chen, M. S., Dresbach, S., Kihm, K. E., & Kuun, P. A. (2000). Tobacco use characteristics among rural Ohio Appalachians. Journal of Community Health, 25(5), 377-388. https://doi.org/10.1023/A:1005127917122
  37. Woo, S. (2010). Brand Psychology (브랜드 심리학), Seoul: Hakjisa.
  38. Yeoun, M. (2010). Cross-cultural comparison of individualism among Chinese, Japanese, Netherlander and Korean. Korean Journal of the Science of Emotion & Sensibility, 13(1), 11-20.