- 권한신청
- P-ISSN1229-0661
- E-ISSN1229-0661
- KCI
평판의 위력: 사회적 평판이 호감과 신뢰 및 선호도에 영향을 미치는가?
The Power of Reputation: Can Socal Reputation Effect on Likability, Trust and Preference of Interpersonal Relationship?
- 다운로드 수
- 조회수
초록
본 연구에서는 사회적 평판을 정의하고 대인관계에서 호감, 신뢰도 및 관계형성 선호도에 미치는 영향을 알아보고자 하였다. 이를 위해 예비 연구에서는 남녀 6명씩 12명의 자원한 인물 사진을 제시하고 60명의 평정자로 하여금 외모 매력도를 평가하게 한 후, 척도의 중간값에 가장 가까운 평가를 받은 남녀 인물 사진 1명씩을 선정하였다. 본 연구에서는 선정된 인물 사진 및 그 인물에 대한 녹음된 긍정적, 부정적 평판 시나리오를 제시한 후 260명의 평정자로 하여금 호감, 신뢰도 및 관계형성 선호도를 평정하게 하였다. 연구 결과, 외모의 매력도 역시 호감도, 신뢰수준 및 관계형성 선호도에 영향을 미치는 변인이었으나 사회적 평판이 미치는 효과가 유의하였다. 즉 긍정적 평판을 받은 인물은 부정적 평판을 받은 인물에 비해 호감도, 신뢰수준 및 관계형성 선호도가 매우 높았다. 또한 긍정-부정 평판, 사진의 성별, 평정자의 성별에 따른 차이가 있는지 삼원변량분석을 실시한 결과 긍정-부정 평판과 사진의 성별, 그리고 평정자의 성별 간에 상호작용 효과를 보이고 있었는데, 평판이 좋을 때는 평가대상이 여성이거나 평정자가 여성인 경우 남성에 비해 높은 호감이나 신뢰도 및 선호도를 나타내었지만 이와 달리 평판이 나쁠 때는 평가 대상이나 평정자가 여성인 경우 모두 남성에 비해 호감도나 신뢰도 및 선호도가 오히려 낮아지고 있었다. 이와 관련된 본 연구의 의미 및 한계점에 대해 논하였다.
- keywords
- social reputation, likability, trust, interpersonal preference, facial attractiveness, 사회적 평판, 호감, 신뢰, 관계형성 선호도, 외모 매력도
Abstract
In our studies, We defined the concept of social reputation and aimed to estimate the effect of social reputation on likability, trust, preference of interpersonal relationship. To accomplish these goal, photographs of 12 persons(six young unmarried man, six young unmarried women) volunteered were shown to 60 raters, and the one male and one female pictures of scores of facial attractiveness are nearest to median were selected as experimental figures in preliminary study. After this, We asked 260 raters to assess likability, trust, preference of interpersonal relationship after showing raters the chosen pictures of man and woman and telling scenario of positive, negative reputation about these two persons. The outcomes showed that in both men and women, likability, trust, preference of persons who gained positive reputation were significantly higher than persons gained negative reputation. Facial attractiveness was effect on likability, trust, and preference, but effect size of reputation was much higher on likability, interpersonal preference, especially trust level. Also, in three-way ANCOVA results, Woman has showed higher likability and trust than man under the condition of good reputation in both woman was rater and object to be assessed, but on the contrary, likability, trust, and preference of woman were lower than man in either woman was rater or object to be judged under the bad reputation,. Lastly, this study's implications and limitations were discussed.
- keywords
- social reputation, likability, trust, interpersonal preference, facial attractiveness, 사회적 평판, 호감, 신뢰, 관계형성 선호도, 외모 매력도
참고문헌
권이종 (2000). 학교내에서의 집단따돌림의 발생원인과 해결방안에 관한 연구-학교내의 폭력을 중심으로. 청소년학연구, 7(2), 1-37.
김용희 (2007). 공감능력과 관련된 성격특성 및 성차. 한국심리학회지: 건강, 12(3), 573- 585.
양병화 (1998). 다변량 자료분석의 이해와 활용. 서울: 학지사.
이흥표, 이홍석 (2006). 지각된 사회적 평판이 심리적 안녕감과 자아존중감에 미치는 영향 및 성차. 한국심리학회지: 건강, 11(2), 329-344.
이흥표, 한성열 (2006). 지각된 사회적 평판의 구성요소: 진화심리학적 추론. 한국심리학회지: 사회 및 성격, 20(3), 1-16.
이흥표, 김수지, 김교헌 (2008). 지각된 사회적 평판의 사회적, 진화적 유용성: 교재 성공 및 성적 전략의 차이. 한국심리학회지: 건강, 13(3), 645-669.
장휘숙 (1996). 성폭력의 실태. 인간발달연구, 3(3), 110-130.
Albarracín, D., Johnson, B. T., & Zanna, M. P. (2005). The handbook of attitude. New Jersey: Lawrence Erlbaum Associates, Inc.
Alexander, R. D. (1987). The biology of moral systems. New York: Aldine de Gruyter.
Barclay, P. (2006). Reputational benefits for altruistic punishment. Evolution and Human Behavior, 27, 325-344.
Berg, A., & Engseld, P. (2005). The problem of cooperation and reputation based choice. Annual Meeting of the American Choice Society, New Orleans, March 19-13.
Burnham, T., & Hare, B. (2007). Engineering human cooperation: Does involutionary neural activation increase public goods contributions? Human Nature, 18, 88-108.
Conrnelissen, J., & Thorope, R. (2002) Measuring a business school's reputation: Perspective, problems and prospects. European Management Journal, 20(2), 172-178.
Cosmides, L., & Tooby, J. (1992). Cognitive adaptations for social exchange. In J. Barkow, L. Cosmides, & J. Tooby(Eds). The adapted mind(pp.163-228). New York: Oxford University Press.
Cramer, S., & Ruefili, T. (1994). Corporate reputation dynamic: Reputation inertian, reputation risk, and reputation prospect. Paper presented at the National Academy of Management Meeting, Dallas.
Davis, B. M., & Daly, M. (1997). Evolutionary theory and the human family. The Quartely Review of Biology. 72, 407-435.
De Jong, P, J., Peters, M., De Cramer, D., & Vranken, C. (2002). Brushing after a moral transgression in a prisoner's dilemma game: appeasing or revealing?. European Journal of Social Psychology, 32, 627-644.
Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24, 285-290.
Dunbar, R. (1996). Glooming, Gossip, and the Evolution of Language. Cambrigde, Massachusetts: Harvard University Press.
Dunbar, R. I. M., Marriot, A., & Duncan, N. D. C. (1997). Human conversational behavior. Human Nature, 83(3), 231-246.
Eagly, A. H. & Makhijani, M. G. (1991). What is beautiful is good, but? A meta-analytic review of research on the physical attractiveness stereotype. Psychological Bulletin, 110, 109-129.
Fehr, E., & Rischbacher, U. (2004). Third-party punishment and social norms. Evolution and Human Behavior, 415, 137-140.
Feingold, A. (1992). Good looking people are not what we think. Psychological Bulletin, 111, 304-341.
Finlay, G. S., Lisa, M. D., Benedict, C. J., Daniel, B. K., Lisa, L. M. W., & Claire, A. C. (2009). Attractiveness qualifies the effect of observation on trusting behavior in an economic game. Evolution and Human Behavior, 30, 393-397.
Fombrun, C., & Van Riel, C. B. M. (1997). The reputational landscape. Corporational reputational Review, 1(1/2), 5-13.
Gilligan, C. (1982). In a difference voice: Psychological theory and women's development. Cambridge, MA: Harvard University Press
Gruning, J. E. (1993). Image and substance: from symbolic to behavioral relationships..Public Relations Review, 19(2), 121-139.
Haley, K. J., & Fessler, D. M. T. (2005). Nobody's watching? Subtle cues affect generosity in an anonymous economic game. Evolution and Human Behavior, 26, 245-256.
Johnson, D. (1996). Physical attractiveness and the theory of sexual selection. Ann Arbor, MI: Museum of Anthropology, University of Michigan.
Langlois, J. H., Kalakanis, Ll, Rubenstein, A., J., Larson, A., Hallan, M., & Smoot, M. (2000). Maxims or myths of beauty? A meta-analytic and theoretical review. Psychological Bulletin, 126, 390-432.
Mohtashemi, M., & Mui, L. (2003). Evolution of indirect reciprocity by social information: The role of trust and reputation in evolution of altruism. Journal of Theoretical Biology, 223, 523-531.
Stirrat, M., & Perrett, D. I. (2010). Valid facial cues to cooperation and trust: male facial width and trustworthiness. Psychological Science: A Journal of the American Psychological Society, 21(3), 349-354.
Rosenberg, M. J., & Hovland, C. I. (1960). Cognitive, affective and behavioral component of attitudes. In C. I. Hovaland & M. J. Rosenberg(Eds.), Attitude organization and change: An analysis of consistency among attitude component(ch. 1. pp.1-14). New Haven, CT: Yale University Press.
Poiesz, T. B. C. (1989). The image concept: its place in consumer psychology. Journal of Economic Psychology, 10, 457-472.
Thomas, F. C., Phyllis, J. B., David, A. M., & Beverly, C. W. (1975). When Counselors are heard but not seen: initial impact of physical attractiveness. Journal of Counseling Psychology, 22(4), 273-279.
Thornhill, R., & Gangestad, W. (1993). Human facial beauty: averageness, symmetry and parasite resistance. Human Nature, 4, 237-269.
Thornhill, R., & Gangestad, W. (1996). The evolution of human sexuality. Trends in Ecology and Evolution, 11, 98-102.
Thurestone, L. L. (1931). The measurement of attitude. Chicago, lL: University of Chicago Press.
Trivers, R. L. (1972). Parental investment and sexual selection. In B. Campbell(Ed.), Sexual selection and in the descent of man(pp.136-179). Chicago: Aldine.
Wartick, S. L. (1992). The relationship between intense media exposure and change in corporate reputation. Business Society, 31, 33-49.
Williams, S. L., & Moffitt, M. (1997). Corporate image as an impression formation process: prioritizing personal, organizational, and environmental audience factors. Journal of Public Relations Research, 9(4), 237-258.
Wilson, R. K., & Eckel, C. C. (2006). Judging a book by its cover: Beauty and expectations in the trust game. Political Research Quartely, 59, 189-202.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수