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담뱃갑 경고의 생생함이 흡연자의 금연의도에 미치는 영향: 부정적 정서와 인지적 반응의 매개효과

The Effects of the Vividness of Cigarette Package Warnings on Smokers’ Intention to Quit Smoking: The Mediating Roles of Fear, Disgust, and Cognitive Responses

박준호|박준우|전승우|김주현
한국소비문화학회|2017.09|소비문화연구 (Journal of Consumption Culture)|제20권 제3호|pp. 77-95|DOI 10.17053/jcc.2017.20.3.005

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참고문헌

키워드

혐오담뱃갑 경고그림fear공포vividness생생함disgust인지적 반응cognitive responsecigarette package warning

초록

본 연구는 담뱃갑 경고의 생생함(vividness)이 흡연자의 공포와 혐오 정서에 미치는 영향을 검토하고, 공포와 혐오가 흡연자의 인지적 반응(cognitive response)에 미치는 영향을 처음으로 실증하였다. 그리고 경고에 대한 지지주장과 반박주장으로 구분된 인지적 주장이 흡연자의 금연의도에 미치는 영향도 조사하였다. 더불어 경고 효과에 대한 정서와 인지적 반응의 이중매개 효과를 실증하였다. 이를 위해 20-30대 흡연자 312명(남성: 153명, 여성: 159명)을 대상으로 온라인 실험을 실시하여, 이들에게 생생함이 차이가 나는 3개의 담뱃갑 이미지 가운데 하나를 무작위로 노출하였다. 실험 결과, 경고의 시각적 생생함은 공포와 혐오 정서를 모두 증가시켰고, 공포는 지지주장과 긍정적으로, 반박주장과는 부정적으로 연관되었다. 혐오의 경우, 지지주장과의 연관성은 통계적으로 유의하지 않았지만, 반박주장과는 긍정적으로 연관된 것으로 나타났다. 흡연자의 지지주장이 증가할수록, 반박주장이 감소할수록 금연의도는 상승하였다. 또한 혐오 → 지지주장을 포함한 경로를 제외하면 부정적 정서와 인지적 반응이 경고그림 효과를 이중매개 하는 모든 경로가 유의한 것으로 나타났다. 이 결과는 공포가 흡연자의 금연 권고 수용에 긍정적으로 작용하는 반면 혐오는 흡연자의 금연 권고 수용에 부정적 영향을 미친다는 것을 의미한다. 이러한 결과를 바탕으로 이론적 실무적 함의를 논의하였다.

Abstract

This study investigated how the vividness of cigarette package warnings influenced on smokers' perceived fear and disgust and tested for the first time how the negative emotions were related to smokers' cognitive responses to the warning. It also analyzed how cognitive responses, categorized into support arguments or counterarguments, influenced on smokers' intentions to quit smoking. In addition, this study tested the double-mediation effects of emotions and cognitive responses on the warning labels’ effects. An online experiment was conducted with 312 smokers in 20-30s (male 153, female 159) who were randomly assigned to one of the three images of cigarette package warnings with different levels of vividness. The results showed that more vividness of cigarette package warnings increased both of perceived fear and disgust and fear was positively related to support arguments and negatively to counterarguments. Whereas the relationship between disgust and support arguments was not significant, disgust was found to be positively related to counterarguments. The more support arguments and the less counterarguments smokers generated, the more intention to quit smoking they had. In addition, it was found that the perceived negative emotions and cognitive responses acted as double- mediators on cigarette package warnings’ effects except the path including from disgust to support arguments. The results imply that fear play a positive role in increasing smokers' intention to quit smoking but disgust negatively functions in persuading smokers to quit smoking. We discussed theoretical and practical implications based on these results.

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