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감정 상태와 조절 초점의 적합성이 태도와 행위 의도에 미치는 영향: 아동 후원 광고 상황에서

The Interplay of Emotional States and Regulatory Foci on Consumer Evaluation of Donation Advertising

권오윤
한국OOH광고학회 (KOREAN ACADEMY OF OOH ADVERTISING)|2022.02|OOH광고학연구 (Journal of OOH Advertising Research)|제19권 제1호|pp. 103-122

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참고문헌

키워드

감정DonationEmotion광고Regulatory Focus기부조절 초점조절 적합성Regulatory FitAdvertising
주제분류신문방송학

초록

본 연구는 향상 또는 예방 목표에 초점을 맞춘 광고 메시지와 감정 상태의 적합성 일치 여부가 설득 및 행동 의도에 미치는 영향을 아동 후원 광고 상황에서 조사한다. 본 연구의 결과는 분노를 경험하는 개인은 예방에 초점을 맞춘 아동 후원 광고보다 향상 초점에 맞춘 아동 후원 광고를 더 호의적으로 평가한다는 것을 제시한다. 이러한 호의적인 광고 평가는 후원 행위에 대한 태도 및 후원 의도를 높이며, 슬픔을 경험하는 개인에게 반대 패턴이 유의하게 나타났다. 이 연구 결과는 접근 지향적 감정인 분노는 개인은 향상 초점과 연관되어 있고, 회피 지향적 감정은 슬픔은 예방에 초점을 맞춘 광고 메시지가 효과적이라는 것을 시사한다.

Abstract

The objective of this current research is to account for the effects on persuasion and behavioral intention from matching emotional states and advertising messages focusing on either a promotion goal or a prevention goal. Toward this end, this research study empirically investigated the matching effect in a charity donation context. Results clearly indicate that individuals induced with anger evaluate more favorably a charity ad focused on promotion than a charity ad focused on prevention. Such favorable evaluations increase donation intentions. The reverse pattern holds true for an individuals induced with sadness. These findings suggest that anger as an approach-oriented emotion makes an individual become to be more promotion-focused while the feeling of sadness as an avoidance-oriented emotion let him or her become to be more prevention-focused.

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