청년세대의 집단주의 성향과 호감 및 행동 평가의 관계에 미치는 세대의 조절효과

Abstract

Assuming the stereotypes attached to younger and older generation employees regarding their individualistic and collectivistic traits in organizations, this study draws from expectancy-violation theory to examine how organizational members showing counter-stereotypical behaviors are perceived and reacted to in organizational contexts. In the preliminary study, a questionnaire completed by 277 panelists confirmed the assumed stereotypes that respondents believed the younger generation has stronger individualistic traits (compared to the older generation). In the main study, an experiment was conducted with an additional 280 panelists. Each participant read a scenario describing a younger or older protagonist with individualistic or collectivistic traits and was asked to respond to the questionnaire imagining the protagonist as a co-worker. Our findings showed that the protagonist's collectivistic traits are positively related to respondents' liking of the protagonist, higher expectations of the protagonist's in-role behaviors, and helping behaviors. In addition, these positive effects of collectivistic traits were stronger when the protagonist in the scenario belonged to the younger generation, thus showing counter-stereotypical traits, than in the case of the older generation showing stereotype-confirming traits. These results contribute to the stereotype literature in the field of organizational behavior and provide meaningful implications for managers interacting with others from different social categories.