질투가 눈에 띄는 제품과 럭셔리 제품 선호에 미치는 영향 - 금전 점화의 조절효과와 관심을 얻고 싶은 동기, 우월 욕구의 매개효과

This research investigates how jealousy affects preferences for attention-grabbing and luxury products in money priming vs. no money priming conditions. We focus on the interaction of money priming and jealousy, and also mediation effects of ‘motivation to get attention’ and ‘desire to be superior’. We conducted two experiments of 2 (emotion state: jealousy state vs. neutral state) x 2 (money priming: money vs. no money) design. In Study 1, we measured preferences of 2 products (luxury or attention-grabbing) and 2 mediators. Under conditions of non-money-priming, ‘motivation to get attention’ mediated the effect of jealousy on the preference for the attention-grabbing product. In contrast, jealous individuals under the conditions of money priming preferred the luxury product to the attention-grabbing product and ‘desire to be superior’ mediated the effect of jealousy on preferences. In Study 2, we conducted an experiment using a big or a small logo luxury handbag. Jealousy states without money priming led to the preference of the big logo handbag. In conditions of money priming, jealousy states, compared with no jealousy states, did not show any different ‘motivation to get attention’ or preferences for the big logo product. From the two studies, we may draw a conclusion that thinking of money can significantly modify coping strategies in jealousy states from ‘other-oriented and passive manners’ (under no money priming conditions) to ‘self-dependent and active manner’ (under money priming conditions). This article discusses shifts of product preferences under jealousy states in money priming conditions.