지금까지 선행연구에서는 아동기에 대한 자서전적 기억이 한 개인의 자기개념에 영향을 끼침을 보고하였다. 반면, 아동기 경험의 회상방식이 성인기의 친사회적 행동에 어떻게 영향을 끼치는지에 대한 연구는 거의 수행되지 않았다. 이에 따라 본 연구에서는 아동기에 대한 자서전적 기억과 친사회적 행동의 관계를 해석수준에 따라 분석하려 한다. 연구 1에서는 대학생들을 대상으로 아동기 또는 최근 일상의 경험을 회상하는 조건에서 다양한 친사회적 행동에 대한 동기화가 달라지는지를 비교하였다. 연구 2에서는 아동기 경험을 추상적 또는 구체적으로 회상하는 방식이 해석수준의 차이를 통해 친사회적 행동에 영향을 끼치는지를 검증하였다. 그 결과 연구 1에서는 아동기의 경험을 회상 하는 조건에서 친사회적 행동의 동기화정도가 높게 나타났다. 또한 연구참가자들은 아동기의 경험을 회상하는 조건에서 최근 일상을 회상하는 조건보다 자신의 도덕적 순수함에 대해 더 높게 평정하였다. 연구 2에서는 아동기의 도움행동을 구체적으로 회상하는 조건에서 아동기의 경험을 추상적으로 회상하는 조건보다 향후 친사회적 행동의 동기화가 감소됨을 보여주었다. 이 결과는 아동기의 경험에 대한 해석수준(추상적 vs. 구체적)과 도덕적 면허의 감정이 친사회적 행동의 동기화에 영향을 끼칠 가능성을 보여준다. 본 연구는 한 개인의 친사회적 행동과 연관된 인지과정 의 변인을 탐색하여 선행연구를 확장했다는데 의의가 있다.

This research aimed to examine the effect of emotional dissonance and emotional intelligence on the prosocial behavior of fashion salespeople in department stores, and whether emotional intelligence mediates the relationship between emotional dissonance and prosocial behavior. Moreover, we aimed to suggest a method to improve the prosocial behavior of salespeople as a strategy to obtain a continuous competitive advantage in an increasingly competitive fashion distribution environment. This research was conducted through a questionnaire survey, and 345 responses were collected from department store salespeople for the final analysis. First, the analysis results showed that the emotional dissonance of salespeople arose from their dealings with their organization and with customers. Prosocial behavior was deduced to be a factor of the cooperation with coworker and extra-role customer service. The emotional intelligence was deduced to be a factor of the use of emotion, regulation of emotion, self-emotion appraisal, and others'emotion appraisal. Second, with a higher level of emotional dissonance against the organization, there was less cooperation with coworker, while a higher emotional dissonance against customers resulted in increased cooperation with coworker. Third, it appeared that with a higher level of emotional dissonance against the organization, there was a higher utilization of use of emotion, self-emotion appraisal, and others'emotion appraisal of emotional intelligence. Fourth, as the regulation of emotion, self-emotion appraisal, and use of emotion were higher, there was more cooperation with coworker, whereas an increase in the utilization of one's own emotion and emotional control resulted in a higher level of extra-role customer service. Finally, emotional intelligence has a significant mediating effect between emotional dissonance and prosocial behavior. The above results suggest that for department stores to improve the prosocial behavior of their sales staff requires the establishment of a method to enhance the emotional intelligence of the staff. The results also indicate that there is a need for department stores to prepare a systemic tool to enable them to select people with a high degree of emotional intelligence when recruiting salespeople.

Will information from astroturf organizations affect people’s trust toward overall nonprofit organizations and willingness to engage in prosocial behaviors? Astroturf organizations are defined as “fake grassroots organizations animated by a clever public relations campaign and a huge budget” (Hoggan and Littlemore 2009). In other words, an astroturf organization hides its true identity by using rhetorical language to convince the public. It can be inferred that large corporations sponsor astroturf organizations to employ deceptive and fraudulent tactics as propaganda. Prior research on astroturf organizations for climate change shows that people exposed to information from astroturf organizations denying global warming tend to become more uncertain about climate issues (e.g., causes of global warming or the existence of global warming) than people exposed to information from grassroots organizations (Cho et al. 2011). We propose that information from astroturf organizations may affect not only relevant issues or organizations, but also nonprofit organizations in general, which can then lower people's willingness to engage in prosocial behaviors (e.g., donations and volunteering). Darke and Ritchie (2007) found that deceptive advertisements engender distrust and undermine the trustworthiness of subsequent advertising. The process of defensive stereotyping can explain how initial deception activates general skepticism regarding advertising. Based on such an explanation, we suggest that exposure to astroturf organizations can make consumers more logically defensive and can decrease their trust toward messages from other nonprofit organizations. Therefore, we hypothesize that people who read messages from astroturf organizations will be more distrustful toward nonprofit organizations and will display lower willingness to engage in prosocial behaviors than people who read messages from grassroots organizations. To test this hypothesis, we conducted an experiment. We used a one-factor design with two levels of organization types (astroturf vs. grassroots). Participants (N = 72) were randomly assigned to one of the two conditions. Participants were told that they would read a message captured from a website of an organization (astroturf vs. grassroots) working on global warming. After viewing the advertisement, participants completed a questionnaire measuring their trust toward nonprofit organizations in general and willingness to engage in prosocial behaviors. We assessed whether viewing the advertisement from the astroturf organization had an impact on participants' trust toward nonprofit organizations and their willingness to engage in prosocial behaviors. An analysis of variance (ANOVA), with trust toward nonprofit organizations as the dependent variable and the type of organization as the independent variable, yielded a significant effect (F = 4.38, p < .05). The results showed that participants who viewed the advertisement from the astroturf organization were more likely to be distrustful of nonprofit organizations than those who viewed the advertisement from the grassroots organization (Mastroturf = 4.14, SD = 1.48 vs. Mgrassroots = 4.80, SD = 1.16). Thus, astroturf organizations may not only confuse people about a specific issue that the respective astroturf organizations aimed to attack, but they can also significantly weaken people's trust toward nonprofit organizations in general, which suggests severe detriment for the entire society. In addition, exposure to the message from an astroturf organization appeared to have an impact on people's willingness to engage in prosocial behaviors (F = 4.77, p < .05). To be specific, people who viewed the advertisement from the astroturf organization indicated that they were less likely to engage in prosocial behaviors, compared to those who viewed the advertisement from the grassroots organization (Mastroturf = 3.11, SD = .63 vs. Mgrassroots = 3.48, SD = .77). Taken as a whole, this research suggests that messages from astroturf organizations can frequently engender people’s distrust toward nonprofit organizations and can lower their willingness to engage in prosocial behaviors. Our results extend prior research demonstrating that information from astroturf organizations affects people’s trust and certainty levels regarding one specific issue (Cho et al. 2011) and suggest that the effects of exposure to astroturf messages are not limited to a specific issue. Rather, the effects can be far-reaching and diverse, since such messages can evoke skepticism toward benign intentions and programs of nonprofit organizations. Given that the insidious use of astroturf organizations is growing in popularity, this research provides meaningful insights into the influence of fake grassroots organizations and can forewarn the public of their undesirable effects on the community.

본 연구는 교사가 지각하고 있는 교사-유아 관계와 유아의 친사회적 행동이 어떻게 나타나며, 교사-유아 관계의 각 하위 척도에서 교사의 지각 정도에 따른 유아의 친사회적 행동이 어떻게 나타나는지에 대하여 그 경향성과 성차를 알아보는데 목적이 있다. 연구 대상은 대전광역시에 소재하고 있는 사립 유치원에 재 원 중인 만 5세 유아 281명이었다. 연구 결과 첫째, 교사는 교사-유아 관계에 대해 비교적 원만하고 긍정적 으로 지각하고 있으며, 유아의 성별에 따라 다르게 지각하고 있는 것으로 나타났다. 둘째, 유아의 친사회적 행동은 보통 수준 이상이며, 성별에 따라 유의한 차이가 있는 것으로 나타났다. 셋째, 교사-유아 관계의 하 위 척도에서 교사의 갈등 지각 정도에 따라 친사회적 행동 전체와 하위 요소인 사회생활 기본 능력, 기관 적응 능력, 친구관계 기술, 감정 다루기, 비공격적으로 대처하기, 스트레스 다루기 모두에서 유의한 차이가 있는 것으로 나타났다. 교사의 친밀감 지각 정도에 따라 친사회적 행동 전체와 하위 요소인 사회생활 기본 능력, 기관 적응 능력, 친구관계 기술, 감정 다루기, 비공격적으로 대처하기, 스트레스 다루기 모두에서 유 의한 차이가 있는 것으로 나타났다. 교사의 의존 지각 정도에 따라 친사회적 행동 전체와 하위 요소인 사 회생활 기본 능력, 기관 적응 능력, 친구관계 기술, 감정 다루기, 비공격적으로 대처하기, 스트레스 다루기 모두에서 유의한 차이가 없는 것으로 나타났다.