의인화 소구가 기부의도에 미치는 영향: 사후가정사고의 역할
The Effect of Anthropomorphised Appeals on Donation Intention: The Role of Counterfactual Thinking
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마케팅에서 의인화에 대한 연구는 다양하게 진행되어 왔는데 그동안의 연구들은 주로 인간의 감성적 측면을 자극하여 그 효과를 검증하는데 초점이 맞춰졌다. 하지만 본 연구는 의인화의 이성적 측면을 도입하여 그 효과를 알아보고자 하였으며, 이 과정에서 조절적인 역할을 할 수 있는 사후가정사고 이론을 도입하여 의인화 소구가 기부의도에 어떠한 영향을 미치는지 살펴보고자 하였다. 실험1에서 의인화 소구가 기부의도에 미치는 영향에 있어서 상향적 사후가정사고의 역할을 살펴본 결과, 상향적 사후가정사고를 점화시킨 조건에서 감성적 의인화 소구가 제시된 집단보다 이성적 의인화 소구가 제시된 집단에서 기부의도가 더 높게 나타났다. 실험2에서는 의인화 소구가 기부의도에 미치는 영향에 있어서 하향적 사후가정사고의 역할을 살펴보았다. 그 결과, 하향적 사후가정사고를 점화시킨 조건에서 이성적 의인화 소구가 제시된 집단보다 감성적 의인화 소구가 제시된 집단에서 기부의도가 더 높게 나타났다. 본 연구는 의인화 소구를 이성적 의인화 소구와 감성적 의인화 소구로 구분하여 의인화 연구의 폭을 확장하였다는 점에서 학문적인 의의가 있으며 기존의 의인화 광고는 주로 감성적 소구로 제시되었지만 본 연구에 따르면 상황에 따라 이성적인 의인화 소구 역시 효과적일 수 있다는 데 그 의의가 있다.
Abstract
Anthropomorphism has been studied in various ways in marketing. However, many studies on anthropomorphism have focused on emotional aspects that transfer to products. Thus, this study adopted both emotional and rational aspects of anthropomorphism. In addition, this study investigated the role of counterfactual thinking in the effect of anthropomorphised appeal. Experiment 1 examined the role of upward counterfactual thinking in the effect of anthropomorphised appeal on donation intention. The result showed that in the upward counterfactual thinking condition, participants with the rational anthropomorphised appeal expressed higher donation intentions than those with the emotional anthropomorphised appeal. Experiment 2 examined the role of downward counterfactual thinking in the effect of anthropomorphised appeals on donation intentions. As a result, participants with the emotional anthropomorphised appeal expressed higher donation intentions than those with the rational anthropomorphised appeal. Based on the results of this study, some potential implications should be noted. This study was to broaden the research on anthropomorphism by adopting both rational anthropomorphised appeal and emotional anthropomorphised appeal. In addition, most of anthropomorphised ads adopted emotional anthropomorphised appeals, but this study showed that rational anthropomorphised appeals might be effective in some circumstances.
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