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주목 유창성이 브랜드 연상과 평가에 미치는 영향: 소비자 지식의 조절효과

The Effects of Attentional Fluency on Brand Associations and Evaluations: The Moderating Role of Consumer Knowledge

박기경|류강석|풍부현
한국소비문화학회|2024.09|소비문화연구 (Journal of Consumption Culture)|제27권 제3호|pp. 133-148|DOI 10.17053/jcc.2024.27.3.007

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참고문헌

키워드

소비자 지식브랜드 연상brand evaluation브랜드 평가brand associationsconsumer knowledge주목 유창성순진한 이론attentional fluencynaïve theory

초록

본 연구는 소비자 정보처리의 첫 단계인 주목에서 발생하는 처리 유창성이 브랜드 연상과 평가에 어떤 영향을 미치는지를 탐구했다. 특히, 소비자들은 지식수준에 따라 주목 유창성을 경험할 때 서로 다른 순진한 이론을 활성화할 것이며, 이 과정에서 소비자의 지식이 조절변수로 작용할 수 있다고 제안한다. 즉, 지식수준이 높은 소비자들은 이미 많은 정보를 가지고 있고, 정보처리 능력이 뛰어나며, 체계적인 정보처리 방식을 사용하기 때문에 새로운 정보가 주목을 쉽게 끌 것이다. 반면, 지식수준이 낮은 소비자들은 보유한 정보가 적고, 정보를 찾는 능력도 부족하며, 휴리스틱 방식의 정보처리를 하므로 익숙한 정보에 더욱 쉽게 주목하는 것이다. 그 결과, 주목이 유창할 때, 전문가 소비자들은 ‘새로운 정보’라는 순진한 이론을, 초심자 소비자들은 ‘익숙한 정보’라는 순진한 이론을 활성화할 가능성이 높게 된다. 또한, 주목 유창성이 다르게 유발한 브랜드 연상과 긍정 감정의 전이 효과는 브랜드에 대한 호의적인 평가로 이어질 것으로 예상할 수 있다. 가설검증 결과에 따르면, 지식수준이 높은 참가자들은 주목이 유창할 때 브랜드가 더욱 새로울 것으로 지각한 반면, 지식수준이 낮은 참가자들은 주목이 유창할 때 브랜드가 덜 새로울(더 익숙할) 것으로 해석했다. 또한, 통계적 유의성은 다소 낮았지만, 주목이 유창할 때 브랜드 평가가 더욱 긍정적인 것으로 나타났다. 본 연구의 결과는 주목과 정보처리 유창성 문헌에 새로운 통찰을 제공하며, 마케팅 관리자들에게도 마케팅 활동의 주목 효과와 관련하여 새로운 시사점을 제시한다.

Abstract

We investigated how attentional fluency influences consumers’ brand associations and evaluations. Our research suggests that consumers may activate different naive theories based on their knowledge levels when they experience attentional fluency. Consumers with higher knowledge levels, who possess more information and better processing skills, tend to use systematic processing styles, making them more likely to focus on new information. In contrast, consumers with lower knowledge levels, who have less information and weaker information- seeking abilities, are more inclined to notice familiar information, relying on heuristic processing. As a result, when attention is fluent, expert consumers are likely to activate the naive theory of “new information,” while novice consumers are more likely to activate the theory of “familiar information.” We also hypothesized that these differences in brand associations and positive affect transfer effects would lead to more favorable brand evaluations. The experimental results supported our hypotheses. Participants with higher knowledge levels perceived brands as more novel when attention was fluent. Conversely, participants with lower knowledge levels perceived brands as less novel (more familiar) under the same conditions. Additionally, while brand evaluations were generally more positive when attention was fluent, this effect was only marginally significant. These findings offer new insights into the literature on attention and processing fluency and provide valuable perspectives for marketing managers on the impact of attention in marketing activities.

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