알고 싶지는 않지만 궁금한 ‘블레임 룩’: 근거이론방법을 통한 소비자 반응의 탐색적 접근

In this study, we have investigated consumers’ responses towards the “blame look” phenomenon. The incidence of the “blame look” phenomenon has increased in recent years and has caused increasing social interest, however, very few studies have been conducted on this phenomenon. The main purpose of this study was to understand consumer behavior related to the “blame look” phenomenon and to new theories to explain it. To achieve this goal, consumers’ responses to certain products advertised by celebrities involved in cases wherein they were criticized by the public were investigated. Consequently, three research questions were set up to provide instructions for systematic theorizing of consumer behavior. Data were collected to answer these research questions, using the grounded theory method, by interviewing undergraduate and graduate students whom we refer to as the Focus Group Interview (FGI), and then data were analyzed. The main results are as follows: First, the main factors inducing the "blame look" phenomenon were identified as “reality,” a concept contrary to the commercial purpose of general advertising, and “stimulation” in a negative context. Second, factors such as “need for status,"” “need for interest,” “media influence,” and “characteristics of information source” were the key factors influencing the consumers’ “blame look” responses. Third, from the results of the study, two theoretical hypotheses; (1) “social status pursuit behavior” and (2) “temporary interest responses by external stimulation” were proposed to explain the consumers’ behavior in relation to the “blame look” phenomenon. Academic discussions and managerial implications from these results are provided in the conclusion of this study. Additionally, we also propose ideas for future research.