시청자의 정서적 각성이 팝업(pop-up) 프로모션에 대한 태도 및 기억에 미치는 영향
The Effects of Emotional Arousal in TV Viewers on Memory of and Attitudes Towards Pop-up Program Promotion
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초록
본 연구는 프로그램 프로모션의 한 종류인 팝업 프로모션의 효과가 시청자의 각성 수준에 따라 어떻게 변화하는지를 고찰한다. 팝업 프로모션은 시청자가 시청하고 있는 방송 프로그램의 화면 위에 겹쳐져서 등장하는 배너 형식의 방송 예고를 말한다. 본 연구는 방송 프로그램이 유발하는 정서적 각성의 수준에 따라 팝업 프로모션의 기억과 태도 차원의 효과가 달라지는지를 살펴보았다. 연구의 결과는 낮은 정서적 각성을 경험하고 있는 순간에 제시된 팝업 프로모션이 중간 수준 혹은 높은 수준의 각성을 경험하고 있는 순간에 제시된 것들보다 훨씬 더 잘 기억된다는 것을 보여준다. 하지만 각성 수준이 높을 때 등장한 팝업 프로모션이 각성 수준이 낮을 때 등장한 팝업 프로모션에 비해 부정적인 태도를 형성할 것이라는 예측은 지지되지 않았다. 본 연구는 팝업 프로모션을 방송 프로그램에 배치할 때 시청자의 정서적 각성 수준을 고려한다면 더욱 효과적일 수 있다는 점을 보여줌으로써 프로모션을 운영하는 방송 사업자에 실무적인 도움을 줄 수 있을 것이다.
Abstract
This study investigated how the level of emotional arousal elicited by the program content influences the effects of pop-up program promotion. Pop-up program promotion refers to the banner-type promotion that suddenly appears on the corner of the television screen that an audience watches. This study hypothesized that the higher the level of emotional arousal that an audience experiences, the more detrimental the effects of pop-up promotion become. As expected, the results of the study showed that the pop-up promotion appearing when an audience felt more aroused decrease the audience's performance on recall and recognition memory compared to when an audience felt less aroused. However, the different levels of emotional arousal produced no sizable differences in the attitudes towards the pop-up promotion. This study provides the practitioners of the broadcasting industry with the useful guidelines about the placement of pop-up promotion.
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