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국문제목

소비욕망의 개념에 관한 연구

부제목

영문제목

A Study on the Concept of Consumption Desire

발행기관	한국소비자학회	고유번호	1280452664
학회지명	소비자학연구	발행연도	2010
수록페이지	367 ~ 393 : page	권	21
저자	이준영, 김난도	호	2

국 문 초 록

본 연구는 욕망에 대한 다양한 학문 분야의 이론과 최근의 소비욕망에 대한 논의를 바탕으로 ‘소비욕망(Consumption Desire)’을 개념화하였다. 소비욕망을 정의하면 “인간의 욕망이 투사되어, 결핍을 채우거나 쾌락을 추구하기 위해 특정물의 소비를 갈망하는 상태” 이다. 소비자조사에서는 이러한 소비욕망의 개념화를 토대로 27명의 소비자를 대상으로 은유추출, 심리드로잉 등의 투사기법을 적용한 심층면접을 수행하였다. 먼저 이론분석을 통해 분류한 인간의 네 가지 주요욕망을 중심으로 소비욕망에 인간욕망이 어떠한 형태로 투사되는지 분석하였다. 존재욕망은 존재유지와 존재고양이라는 두 측면으로, 성적욕망은 섹스에 대한 접적 욕망과 페티시즘의 형태로, 권력욕망은 소비물에 ‘대한’ 권력과 소비물을 ‘통한’ 권력으로, 승인욕망은 불승인을 회피하거나 적극적으로 승인을 구하는 과시의 형태로 투사되고 있었다. 결핍 해소의 요소에는 수요적 결핍, 상대적 결핍, 보상적 결핍이 있었고, 쾌락 추구에는 환상성, 체험성, 순환성의 요소가 나타났다.연결망 분석 결과, 투사된 욕망에 대한 연결망에서는 존재욕망에 가장 많은 소비자들이 연결되어 있었다. 성적 욕망이나 권력 욕망은 소비와 직접적 관계성이 희박함에도 불구하고 여성들보다 특히 남성들에게 두드러지게 투사되
는 욕망으로 나타났다. 이에 반해 여성들은 주로 존재욕망과 승인욕망이 투사되는 경우가 많았다. 다음으로 욕망의 형성원인에 대한 연결망 분석에서 쾌락 추구의 요소에서는 체험성 노드에 가장 많은 소비자들이 연결되었다. 결핍해소의 요소에서는 수요적 결핍의 노드에 연결된 소비자들이 가장 적은 반면, 오히려 보상적 결핍의 노드에 가장 많은 소비자들이 연결되어 있었다.

영 문 초 록

The Producer-centered market economy is becoming consumer-centered one. This situation
increases the interests in the causes or motivations of consumption. This study searches for
the fundamental causes of consumption in order to conceptualize and analyze consumption
desire both theoretically and substantially.
This study conceptualized ‘Consumption Desire’ based on various theories and recent
discussions about it. Consumption Desire is defined as “a state that a consumer longs for
specific things to make up for a deficiency or to pursue his/her pleasure, which is a projection
of human desire.”
Based on this conceptualization of consumption desire, I conducted an actual research on 27
consumers through in-depth interviews. I analyzed the interviews by means of projective
techniques such as metaphor elicitation technique and psycho-drawing.
The result shows that there are two causes that form consumption desire; ① the fulfillment
of deficiency and ② the pursuit of pleasure.
First, there are three types of a deficiency of consumption desire includes ①demanding
deficiency, ② relative deficiency, and ③ compensational deficiency. Demanding deficiency is
caused by an individual’s physical necessity or psychological repugnance. On the other hand,
Relative deficiency is produced by ‘envy’ in social relationship such as comparison of oneself to
others. And, Compensational deficiency results from internal and psychological causes such as
mental depression or complex, rather than from the want to consume goods itself or relationship
with others.
Second, the pursuit of pleasure includes three factors: fantasy, experience, and circulation. Fantasy refers to a state that a consumer puts his/her emotions into consumption goods or
imagines transformation or escape through daydreaming. On the other hand, experience refers
to the formation of consumption desire through direct experience of consumption object. And,
circulation reflects the characteristics of consumers that pursue addictive pleasure through
cathexis and adherence.
The analysis of deficiency fulfillment showed the reason why a human being, especially a
consumer, comes to have deficiency and how this deficiency leads to consumption. In particular,
the result of network analysis showed that compensational deficiency was the strongest factor
in all the deficiencies. This result indicates that it is highly possible for consumption desire to
be originated from psychological deficiency of an individual or a sense of emptiness rather than
wanting to consume goods or the relationship with other consumers. Among the factors of
pursuit of pleasure, experience was the strongest element that displayed the significance of
embodiment of desire as a physical-mental monistic concept.
In the following chapters of this paper, I examined the way in which a human desire is
projected into the consumption desire by focusing on four major human desires.
First, a consumer’s desire for existence contains two perspectives: one of the perspectives is
to maintain the consumer’s own identity by means of consumption objects and to reconfirm
his/her value through those objects the other is the consumer’s desire for the enhancement of
existence that is to sublime into an ideal being beyond him/herself by means of consumption
objects.
Second, a consumer’s sexual desire has also two perspectives: one is fetishism , that is to say
that a consumption object becomes an object of sexual desire. The other is sex, that is to say
that a consumption goods act as a means of having sexual relationship with others.
Third, the consumption desire for power is to control or govern others. This desire can be
divided into two types: one is the authority ‘on’ the consumption object , i.e., the authority to
directly control and govern the object the other is the authority ‘through’ the consumption
object, i.e., the authority to have power over others through the consumption object.
Finally, the consumption desire for recognitions, which is a desire to be recognized by others.
It can be divided into two types: passive and active desires. Passive desire is a desire to avoid
not being recognized in order not to be embarrassed or ignored. Active desire is a desire to
show off one’s superiority.
Although sexual desire and the desire for power have little direct relationship to consumption,
the result of the network analysis in this research showed that those desires were significantly
projected to men rather than women. The consumption desire for existence and recognition were more likely to be projected to women. This result shows that men and women basically
have different structures of desire.
The significance of this study is that it analyzed the essential causes that drive consumption,
starting from fundamental and philosophical questions about consumer as a human being,
by adopting the concept of consumption desire and applying it into consumer studies. This
study explained the fundamental of desire toward consumption behavior based on in-depth
investigation and research on human desire. This study also adopted various consumer research
techniques that can investigate deep psychology, that could provide basis for future researches
on the motivations of consumption. Finally, this study will contribute to researches on consumer
studies to find out consumption motivations and to widen consumer study methodologies and
subjects as it tried to objectively conceptualize and analyze the abstract concept of consumption
desire.
Key words: consumption desire, the fulfillment of deficiency, the pursuit of pleasure,
projection of human desire, projective technique, network analysis

목 차

Ⅰ. 서 론
Ⅱ. 소비욕망의 개념화
Ⅲ. 소비욕망 분석
Ⅳ. 연구의 의의 및 제언
참고문헌

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