COVID-19 위협이 즉각보상 추구 행동에 미치는 신경심리학 연구

국문 초록 (Abstract)

COVID-19는 인간의 육안으로 확인 불가능한 바이러스로서, 2019년에 발병된 이래로 지금까지 전 세계 인구에게 수많은 생명과 질병의 위협을 초래하고 있다. 발병 이전을 기준으로 현재와 비교했을 때, 한 치 앞을 모르는 현재 시점에서 불안정한 생활에 편습해진 현대인들은 COVID-19와 더불어 경제가 봉쇄된 상황임에도 불구하고 현재 지향적 성향을 띄는 소비 형태를 보이고 있다. 특히 델타 변이바이러스의 확산으로 인해 럭셔리 소비의 수요와 비계획적 소비율이 동시에 급등하게 되어, 정체되지 않은 활발한 소비현상을 관측하는 것이 가능하지만, 한편으로 불안정한 경제 상황 속에서 인플레이션(물가상승)을 넘어서 스태그플레이션(저성장속 물가상승)의 현실화 가능성이 높아진 것을 경제전문가는 불가피한 문제점으로 표명하고 있다. COVID-19의 커져가는 위험성을 줄이고 피해 확산이 되는 것을 막기 위해 사회적 거리두기를 시행하며 일상적인 삶을 억압받는 현 상황에서, 본 연구는 죽음을 초래하는 바이러스인 COVID-19가 예기치 못한 소비 활동을 유도하는 현재의 소비 현상의 의의를 밝히는 것에 목적을 둔다. 뇌파 측정의 한 방법인 사건유발 전위기법(Event-Related Potential: ERP)을 사용하여 COVID-19의 위협이 피험자 전두엽에 발생시키는 초기음전위 피크(Early Frontal Negativity: EFN)를 관측하였으며, 추후 주어진 소비 결정 상황에서, COVID-19의 위협에 노출된 소비자들이 통제 조건의 소비자들에 비해 즉각적인 보상의 선택을 하는 경향이 유의하게 높아지는 것을 발견하였다. 결과적으로, 즉각적인 보상을 선호하는 행동은 COVID-19에서 비롯된 위협이 원인으로 작용하여 보상의 지연과 관련된 전두엽의 조절 활동에 부정적인 심리 영향을 끼친 것으로 판단할 수 있다. 또한 소비자의 미래자아와의 연결성이라는 성격특성이 위협에 해당하는 COVID-19에 영향을 받아, 즉각 소비 효과를 조절하는 것으로 나타났다. 보상에 대한 지연은 미래의 자아를 위한 투자로 인식되기 때문에 미래 자아가 위협을 받을 경우 즉각적인 보상 선택 행동이 증가하게 되는 점을 착안하여, 본 연구는 현재 시장에서 관측되는 보복소비의 신경심리학적 기제를 밝힌 것으로 그 의의를 찾을 수 있다. 즉, 질병과 사망의 위협을 감지한 전두엽에서 자원의 소비 시점을 미래에서 현재로 앞당겨, 생명을 보존하고자 하는 생존과 적응(natural selection and adaptation)본능을 소비 맥락에서의 소비자 행동 표출과 함께 신경심리학적 방법으로 연구 결과를 해석하고 있다.

다국어 초록 (Multilingual Abstract)

Covid 19 is a virus that cannot be seen with naked human eyes, but it has posed life-threatening impacts on the global population since its outbreak in 2019. In spite of the Covid 19 and the economy lockdown, retaliatory luxury consumption is simultaneously rising. Using event-related potential methodology, we observe early negative potential peaks that the threat of Covid 19 can cause in the consumers’ frontal brain, which is a negative peak that occurs at around 200-400 ms after the onset of stimulus called early frontal negativity (EFN). Behavioral results show that consumers who are exposed to the threat of Covid 19 are significantly more likely to choose immediate rewards instead of delaying rewards for greater future benefits, compared to those consumers who were not exposed to the Covid 19 threat. This immediate reward seeking behavior can reflect the fact that the frontal brain’s executive regulation activity is modulated with the threat of virus as evidenced by the early frontal negativity brain waves. In addition, we found that perceived connectedness with their future-selves moderated this effect of Covid 19 threat on immediate reward-seeking behavior. The delay in compensation is an investment for one’s future self, hence, delaying rewards for the future is unnecessary where the future-self may not exist due to the heightened threat. This study can explain the neuropsychological mechanism of retaliatory consumption that is currently observable in global marketplace. The principle of survival instincts of evolutionary psychology appears to be in operation via the mechanism of advancing the realization of rewards from unforeseeable future to the present time.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 가설 설정
• Ⅲ. 사전 행동실험
• Ⅳ. 뇌파실험
• Ⅴ. 결론
• 참고문헌

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