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종결욕구와 자아해석이 혼합감정 기부광고에 대한 태도에 미치는 효과

The Effects of Need for Closure and Self Construal on the Attitude towards Mixed Emotional Donation Advertising

주석정|주경희
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2017.12|상품학연구 (Journal of Product Research)|제35권 제6호|pp. 71-83|DOI 10.36345/kacst.2017.35.6.008

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참고문헌

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self-construal자아해석need for closure혼합감정종결욕구donation advertising기부 광고자선 광고mixed emotioncharity advertisement
주제분류경영학

초록

본 연구에서는 기업이 최근 들어 많이 활용하고 있는 혼합감정 기부광고의 효과를 검증하고자 한다. 실험 결과, 소비자의 개인 특성 변수인 종결욕구와 자아해석에 따라서, 혼합감정 기부광고의 효과가 다르게 나타남을 두 개의 실험을 통해 확인하였다. 구체적으로, 실험 1에서는, 종결욕구가 낮은 소비자가 종결욕구가 높은 소비자에 비해, 혼합감정 기부광고에 대해 더 호의적인 광고태도를 보임을 검증하였다. 실험 2에서는 상호의존적 자아해석 소비자가 독립적 자아해석 소비자 보다 혼합감정 기부광고에 대하여 더 호의적인 광고태도를 보임을 발견하였다. 본 연구는 소비자 본연의 내재적 특성 변수가 혼합감정 기부광고에 대한 태도에 차별적인 영향력을 미칠 수 있다는 것을 보임으로써 혼합감정 기부광고와 관련된 연구 범위를 보다 확장시켰다는 점에서 학문적 시사점이 존재한다. 또한 NGO 마케팅 실무자에게 혼합감정 기부광고가 어떤 소비자들을 타깃으로 해야 더욱 효과적일 수 있을 것인가에 대한 가이드라인을 제공하였다는 점에서 실무적 시사점이 있다.

Abstract

The purpose of this study is to investigate the effect of need for closure and self-construal on the evaluation toward a mixed emotional donation advertising. Specifically, this study verifies that mixed emotional charity advertisements utilizing both negative and positive emotion are more effective for consumers with low need for closure and interdependent self-construal than consumers with high need for closure and independent self-construal. The results of this study are as followings: First, this study reveals that people with low need for closure and interdependent self-construal have a more positive attitude toward a mixed emotional donation advertising than people with high need for closure and people with independent self-construal. This research makes some important contributions on donation advertising literature. The authors expand the scope of the donation advertising literature by verifying the effect of indirect path to persuasion. Specifically, the current research examines mixed emotions within the charity ads is more persuasive for low need for closure and interdependent self-construal. The findings of this study offer NGO marketers managerial implications. First, adopting mixed emotions within the charity ads could be an effective advertising strategy to attract potential donators. Second, NGO marketing practitioners could raise funds more efficiently by targeting some appropriate donating segments, such as consumers with low need for closure or consumers with interdependent self-construal.

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