광고메시지에서 추상성과 구체성 유형별 여성설득효과와 준거유형의 조절작용
Roles of Referencing Types and Types of Advertising Messages on Woman’s Product Evaluation
1
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
이 연구는 여성이 추상적이고 탈 맥락적인 광고 메시지보다 구체적이고 맥락적인 광고 메시지에 더욱 잘 설득될 것이라는 데 초점을 맞추고, 여성소비자에게 광고 메시지가 자기준거 보다 타인 소비자 준거를 유도하면 구체적인 광고 메시지의 설득효과가 커지는지 탐색하였다. 실증연구에서 실험제품으로 썬크림을 선정하였으며, 자료의 수집을 위해 2(준거유형: 자기준거, 소비자준거) × 2(메시지 유형: 구체, 추상)의 집단 간 실험설계를 하고 여자 대학생을 대상으로 자료를 수집하였다. 그리고 가설의 검증을 위해 SPSS18.0의 분산분석(ANOVA) 방법을 사용하였다. 분석 결과 여성소비자 집단에서 추상적인 메시지보다 구체적인 메시지가 설득효과(제품평가치)가 높게 나타났다. 또한 소비자준거가 구체적인 메시지의 설득효과를 높게 하여, 준거유형의 조절작용이 통계적으로 검증되었다. 즉 여성에게 추상적인 메시지보다 구체적인 메시지의 설득효과가 크고, 개인 여성소비자가 추상적인 메시지보다 구체적인 메시지에 대하여 타인소비자를 준거하면 더욱 설득되는 것으로 탐색되었다.
Abstract
The present study is aimed at investigating if women could be persuaded more by a concrete and contextualized advertisement message than by an abstract decontextualized advertisement message. And attempts were made in this study to find out whether female consumers would be more persuaded when the concrete advertisement message induces consumer-referencing to be connected with other consumers than when it induces self-referencing to be connected with themselves. For this study, sun cream was selected as an object to be substantiated, and questionnaires for experiment were developed on the basis of 2 (types of reference: self- and consumer-reference) × 2 (types of message: concrete and abstract one) between group design. SPSS 18.0 ANOVA was employed to verify the hypotheses. The analysis found that concrete message turned out to be more persuasive (product evaluation) than abstract one, and consumer-reference was found to increase effect of persuasion (product evaluation values) higher in case of concrete message than in case of abstract one. The moderating role of consumer-referencing was statistically significant, resulting in adoption of all hypotheses related to the women.
참고문헌 (29)
- 이승자, "연령과 성별에 따른 자외선 차단제품 사용에 관한 인식도와 제품 이용 실태에 관한 연구", 대한미용학회지, 9(2), pp.129~136 (2013), 대한미용학회
- 최낙환, "소구속성유형별로 유발되는 감정과 마음가짐의 제품평가효과", 소비자학연구, 22(2), pp.23~59 (2011), 한국소비자학회
- Bakan, David, "The Duality of Human Existence" (1966), Rand
- Bodenhausen. Galen V., "Affect. Cognition, and Stereotyping" (1993), Academic Press
- Bower, Gordon H., "Remembering Information Related to One's Self", Journal of Research in Personality, 13 (1979)
- Carlson, Rae, "Sex Differences in Ego Functioning: Exploratory Studies of Agency and Communion", Journal of Consulting and Clinical Psychology, 37(2) (1971)
- Cousins, Steven D., "Culture and Self-Perception in Japan the United States", Journal of Personality and Social Psychology, 56 (1989)
- Debevec. Kathleen, "Self-Referent Processing in Perceptions of Verbal and Visual Commercial Information", Journal of Consumer Psychology, 1 (1992)
- English, Tammy, "Culture and Self-Concept Stability: Consistency across and within Contexts among Asian Americans and European Americans", Journal of Personality and Social Psychology, 93(3) (2007)
- Hoban, Charles F., "The Literature of the Cinema" (1970), Arno
- Holt, Douglas B., "Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption", Journal of Consumer Research, 31 (2004)
- Jacoby, Jacob, "Brand Loyalty: Measurement and Management" (1978), John Wiley & Sons
- Kendzierski, Deborah, "Self-Schetnata and Scripts: The Recall of Self-Referent and Scriptal Information", Personality and Social Psychology Bulletin, 6 (1980)
- Klein, Stanley B., "The Nature of Self-Referent Encoding: The Contributions of Elaborative and Organizational Processes", Journal of Personality and Social Psychology, 55 (1988)
- Krishnamurthy, Parthasarathy, "Retrospection versus Anticipation: The Role of the Ad Under Retrospective and Anticipatory Self-Referencing", Journal of Consumer Research, 26 (1999)
- Markus, Hazel R., "Culture and the Self: Implications for Cognition, Emotion, and Motivation", Psychological Review, 98 (1991)
- Meyers-Levy, J., "Moderators of the Impact of Self-Reference on Persuasion", Journal of Consumer Research, 22 (1996)
- Nussbaum, Shiri, "Creeping Disponitionism: The Temporal Dynamics of Behavioral Prediction", Journal of Personality and Social Psychology, 84(3) (2003)
- Petty, Richard E, "Positive Mood and Persuasion: Different Roles for Affect under High- and Low-Elaboration Conditions", Journal of Personality and Social Psychology, 64 (1993)
- Sandage, C. H.., "Advertising Theory and Practice" (1979), Irwin
- Smith, Timonthy M., "Men’s and Women’s Responses to Sex Role Portrayals in Advertisements", Journal of Marketing Research (2004)
- Sujan, Mita, "In fluencing Consumer Judgments Using Autobiographical Memories: A Self-Referencing Perspective", Journal of Marketing Research, 30 (1993)
- Suh, Eun Jung, "Gender and Relationships: Influences on Agentic and Communal Behaviors", Personal Relationships, 11(1) (2004)
- Trope, Yaacov, "Construal Leve Theory and Consumer Behavior", Journal of Consumer Psychology, 17(2) (2007)
- Vallacher, Robin R., "A Theory of Action Identification" (1985), Erlbaum
- Vallacher, Robin R., "What Do People Think They Are Doing? Action Identification and Human Behavior", Psychological Review, 94 (1987)
- Yee, Chen May, "High-Tech Lift for India’s Women", Wall Street Journal, 1(November), B1~B4 (2000)
- Winterich, Karen Page, "Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity", Journal of Consumer Research, 36(2) (2009)
- Zarbatany, Lynne, "Personality and Gender Differences in Friendship Needs and Experiences in Preadolescence and Young Adulthood", International Journal of Behavioral Development, 28(4) (2004)