단언적 메시지가 제품 태도에 미치는 영향에 있어 경쟁적 상황의 역할
The Role of Competitive Context in the Influence of Assertive Message on Product Attitude
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지금까지 단언적 메시지에 관해서 다양한 연구들이 진행되었다. 기존 연구에 따르면 단언적 메시지가 특정 행동에 대한 요구를 강요하는 듯이 보이기 때문에 메시지에 대한 반발을 일으킬 수 있어 부정적인 효과를 낳을 수 있다고 한다. 하지만 또 다른 연구에서는 단언적 메시지가 더 효과적이다는 사실을 보여주고 있다. 이처럼, 단언적 메시지에 관한 연구들에서 긍정적인 효과와 부정적 효과의 상반된 결과를 보여주고 있다. 따라서 본 연구에서는 단언적 메시지에 대한 상반된 효과를 해결하기 위해 경쟁이라는 조절 변수를 제시하고자 한다. 구체적으로 본 연구의 목적은 스포츠 경기를 통한 경쟁적 상황에 따라 단언적 메시지 효과의 차이가 있는지를 살펴보고자 하였다. 이를 위해 본 연구는 2(상황: 경쟁 vs. 비경쟁) x2 집단 간 디자인을 채택하였다. 연구 결과, 경쟁적 상황 조건에서는 비 단언적 메시지보다 단언적 메시지가 메시지 설득에 더 효과적이었다. 하지만 비경쟁적 상황 조건에서는 메시지 간 메시지 설득 효과의 차이는 없었다. 또한 경쟁적 상황 조건에서는 비 단언적 메시지보다 단언적 메시지가 제시되었을 때 제품 태도가 더 높았다. 하지만 비경쟁적 상황 조건에서는 단언적 메시지와 비 단언적 메시지 간 제품 태도의 차이는 없었다. 이러한 결과를 바탕으로 경쟁적 상황의 활성화를 통해 단언적 메시지에 대한 긍정적인 효과를 유도할 수 있다는 점을 제시하였다.
Abstract
Studies on assertive messages have been conducted in various fields. According to prior research, the assertive messages are forceful such that the negative effect of the messages could occur. However, some studies demonstrated the positive effect of the assertive messages. To reconcile these inconsistent findings, this research suggests a competition context as a moderating factor that might influence the effectiveness of the assertive messages. Specifically, the research examines the effect of a sports competition context on the effectiveness of the assertive messages. As a result, the persuasiveness of the assertive message vs. non-assertive message was increased in the competition context, whereas in the non-competition context, no difference was found on the persuasiveness of the assertive message vs. non-assertive message. Furthermore, participants in the competitive context showed the higher attitude toward the product when they were given the assertive message vs. non-assertive message, whereas participants in the non-competitive context showed no difference of the product attitudes when they were given the assertive message vs. non-assertive message. Thus, by activating sports competitive contexts, the positive effect of the assertive message may be induced.
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