Current study focused on investigating the effects of the self-dissociation as a thought in which consumers dis-identify or dissociate with the threatened in-group and the escapism as a tendency of consumers’ distracting themselves and avoiding their thoughts about the in-group under severe but adoptable criticism by turning their attention elsewhere on across-domain compensatory consumption intention. And It explored not only the positive roles of undesirability thought against the in-group in consumers’ forming the self-dissociation and the escapism, but also the effects of negative emotion to the in-group felt at the place of being exposed to the criticism against the in-group on the escapism. Research design, data, and methodology: The experiment was performed with the in-group-threatening single factor within-subject design. Questionnaire data were collected from 196 undergraduate students, and the data were used to testing research hypotheses by structural equation model of Amos 21.0. Results: First, both the self-dissociation of consumers’ dis-identifying with the in-group criticized severely by others and the escapism of their deliberately directing their thoughts and distracting their attention away from thinking the in-group positively influenced on the across-domain compensatory consumption intention. Second, the negative emotion positively influenced on the escapism. Third, the undesirability thought to the in-group under the severe criticism positively effected on the self-dissociation as well as the escapism. Putting in the nutshell, the findings of this study are consistent with the idea that consumers can overcome the negative selfdiscrepancy on one dimension of their social identity by distracting themselves and avoiding thinking about the threatened in-group to find meaning on another dimension which might lead them to the place of doing the across-domain compensatory consumption. Conclusions - Focusing on the results of this study, checking which aspects of consumers’ social identity are linked to products or brands is at issue to marketers when the consumers are faced with the criticism against the in-group. The marketers should build the messages about their products or brand not related to the checked aspects, and communicate the messages, to lead the consumers to the place of doing the across-domain compensatory consumption by their products or brands.

Abstract
1. 서론
2. 이론적 배경과 가설의 설정
    2.1. 사회적 ID 의 위협과 제품평가
    2.2. 사회적 ID 위협에서 자아 분리성과영역 외 보상소비
    2.3. 사회적 ID 위협에서 탈출성과 영역 외보상소비
    2.4. 비판 받는 사회적 집단의 비바람직성
    2.5. 비판 받는 사회적 집단에서 느끼는부정감정과 탈출성
3. 실증연구 방법
    3.1. 실험설계와 사회적 ID 위협의 유도
    3.2. 구성개념의 측정
4. 실증분석
    4.1. 자료의 수집과 기초분석
    4.2. 가설의 검증
5. 결론
    5.1. 연구의 요약
    5.2. 연구의 시사점과 한계
References

• Nak-Hwan CHOI(Department of Business Administration, Jeonbuk National University) | 최낙환