관여도가 메시지 측면성 효과에 미치는 영향
Effect of Involvement and Message Sidedness on Persuasion
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초록
관여도와 메시지 측면성은 사회심리학에서 오래 동안 다루어져 온 주제들이다. 각각의 개별적인 연구는 많았으나, 상호간의 관계에 대해서는 아직까지 특별히 밝혀진 바가 없다. 이점에 유의하여, 본 연구는 관여도가 양면 메시지의 설득효과에 어떠한 영향을 끼치는지에 대해 알아보았다. 실험참가자들(N = 270)은 여섯 개의 실험그룹에 할당되었다: 2 (관여도: 고 vs. 저) x 3 (메시지 측면성: 단면 메시지 vs. '장점과 단점의 상호관련성이 낮은 양면 메시지' vs. '장점과 단점의 상호관련성이 높은 양면 메시지'). 고관여 상황에서만, 1) 양면 메시지가 단면 메시지보다 호의적인 태도형성에 더 효과적일 것이고, 2) ‘장점과 단점의 상호관련성이 높은 양면 메시지’에 노출된 사람들이 ‘장점과 단점의 상호관련성이 낮은 양면 메시지’에 노출된 사람들보다 주요 장점(음식의 맛)에 대해 더 긍정적인 예상평가를 할 것이고, 3) 양면 메시지에 노출된 사람들이 단면 메시지에 노출된 사람들보다 ‘정보원의 신뢰도(Source Credibility)’를 높게 평가할 것이라고, 예상했다. 결과적으로, 본 연구의 가설들은 모두 지지되었고, 마지막으로 향후 연구를 위한 제언을 하였다.
Abstract
Both message sidedness (one vs. two-sided message) and involvement have a long history in social psychology. While a vast amount of research exists on message sidedness and involvement, no known research has studied the effect of involvement on message sidedness. This study examined the moderating effect of involvement on message sidedness. Participants (N=270) were split up into six groups: 2(involvement: high or low) X 3(message sidedness: one-sided or two-sided unrelated or two-sided related). The researcher predicted that under a high involvement situation only, 1) two-sided (vs. one-sided) advertisements lead to more favorable attitudes, 2) the logical relation between negative and positive attributes mentioned in the two-sided ad (pricy, tasty food) facilitates favorable inferences about the positive attribute, and 3) two-sided (vs. one-sided) advertisements increase source credibility. Results supported these predictions, and recommendations were offered for the future research.
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