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자기조절초점에 따른 공익연계 마케팅(CRM) 광고가 제품태도에 미치는 영향에 관한 연구

Effects of Cause-Related Marketing Message on Product Evaluation: Moderating effects of Ad Appeals and regularly focus

최윤식|최자영
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2011.02|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제12권 제1호|pp. 1-25|DOI 10.21074/kjlcap.2011.12.1.1

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attitude제품 태도구매의도purchase intentionCause-Related Marketing(CRM)공익연계 마케팅(Cause-Related Marketing)조절초점성향광고소구 유형types of regularly focustypes of advertising appeal
주제분류심리과학

초록

오늘날 많은 기업들은 공익연계 마케팅을 이윤추구와 사회적 책임활동 측면에서 매우 중요한 것으로 인식하고 있기 때문에 기업들은 좀 더 효과적으로 공익연계 마케팅을 활용하기 위해 많은 비용과 노력을 기울이고 있다. 하지만 이러한 중요성에 불구하고 공익연계 마케팅에 대한 연구들을 지극히 제한적이다. 기업입장에서 단지 공익연계 마케팅을 하고 있다는 것만으로 제품의 태도가 더 좋아지기도 한다는 선행 연구가 있지만, 공익연계 마케팅의 효과에 대한 영향력은 여러 상황에 의해 달라진다는 사실을 전제로 한 연구는 거의 실시되고 있지 않다. 즉 어떻게 공익연계 마케팅 메시지를 제시하느냐에 따라서 그 효과가 다르게 나타나는가에 대해서는 연구가 부족하다. 따라서 본 연구에서는 광고 소구 유형에 따라 조절초점유형을 고려하여 공익연계마케팅의 메시지가 어떠한 상황에서 효과적인가를 밝혀보고자 한다. 따라서 본 연구에서는 조절초점유형(방어적/향상적), 광고소구유형(이성적/감성적), 공익연계 마케팅 메시지 여부가 제품 태도 평가에 미치는 영향력을 살펴보았다. 본 연구에서는 2×2×2 혼합요인 실험설계(mixed factorial experiment)를 하였다. 연구결과, 소비자는 이성적 광고소구보다는 감성적 광고소구에서 공익연계 마케팅 메시지가 제시될 경우, 제품에 대해 호의적인 태도를 형성하였다. 또한 향상적 초점성향을 가진 소비자는 방어적 초점성향의 소비자보다 공익연계 마케팅 메시지를 포함한 광고의 제품에 대해 더 긍정적인 태도를 보였다. 공익연계 마케팅 메시지의 영향력은 방어적 초점성향의 소비자가 이성적 광고소구를 접했을 때보다 향상적 초점성향의 소비자가 감성적 광고소구에 노출되었을 때 더 큰 영향력을 보였다. 따라서 공익연계 마케팅 메시지, 초절초점성향, 그리고 광고소구유형의 세 변수 간에 삼원상호작용효과가 존재함을 알 수 있었다. 본 연구에서는 이러한 결과를 바탕으로 실무적인 시사점과 향후의 연구 방향에 대하여 언급하였다.

Abstract

In today's competitive market environment, many companies adopt cause-related marketing(CRM) as a strategic marketing activity in order to increase sales profits and fulfill social responsibility activities. In addition, a lot of efforts has been put into developing the effective CRM planning. Although this stream of research has contributed a great deal of insight for companies to plan a CRM activity, there is still a limited understanding of how to develop CRM campaigns or assess their impacts on both consumers and their organizations. Many previous studies have showed positive aspects of which a CRM could influence consumers' beliefs and attitudes toward both products and companies, however, the effects of CRM on sales of product or brand images are not consistent and seem to be complicated. Much extant study showed that the effectiveness of a CRM could be affected by the nature of consumers' psychological and context in which a CRM is presented. In this study, following hypotheses are tested through a 2(types of advertising appeals: rational vs. emotional) × 2(types of regularly focus: prevention-focused vs. promotion-focused) × 2(CRM message present: ◯ vs. ×) mixed factorial experiment. Hypothesis 1 is about the interaction effects between CRM message and types of advertising appeals. It tests the effect of a CRM on consumers' attitude formation will be more positive in emotional advertising appeal situation than in rational advertising appeals due to the affect confirmation effects. Hypothesis 2 explores the interaction effects between CRM message and types of regularly focus on a product evaluation. We assumed that there might be differences in the effect of a CRM message on an attitude toward a product between prevention-focused and promotion-focused consumers. Finally, Hypothesis 3 explores the three-ways interaction effects of a CRM message, types of regularly focus, and types of advertising appeal. The results show that a CRM message has a positive effect on consumers' attitude only for promotion-focused consumers not prevention-focused. When promotion-focused consumers see a CRM message on a product ad, a CRM itself increases an attitude toward product. However, a CRM itself does not affect an attitude and purchase intention when prevention-focused consumers are exposed to a CRM message. Additionally, a consumers' attitude and purchase toward a hedonic product are more favorable in an emotional advertising appeal with a CRM than a rational appeal with a CRM. This finding demonstrates three-ways interaction effects between CRM message, types of regularly focus, and advertising appeals. This study shows that prevention-focused consumers are not affected by a CRM message regarding their attitude formation, however, the effect of a CRM on consumers' attitude toward products is positive only when promotion-focused consumers see a CRM message with emotional advertising appeal. Based on the findings, the theoretical and managerial implication are then discussed.

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