건강보조제의 색상이 소비자 태도에 미치는 영향: 메시지 프레이밍의 조절효과를 중심으로
The Effect of Color of Dietary Supplements on Customer Attitude: The Moderating Role of Message Framing
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본 연구는 건강보조제의 색상이 소비자의 섭취 의도에 미치는 영향을 살펴보았다. 기존 식품 연구에서는 파란색 계열 대비 빨간색 계열이 식욕을 억제하는 것으로 나타났으나 본 논문은 오히려 빨간색이 소비자의 섭취 욕구를 높일 수 있음을 보이고 있다. 이러한 반전 효과는 메시지 프레이밍의 조절효과로 인해 나타난다. 건강보조제의 효과를 이익(gain) 프레이밍으로 설명한 경우 기존 연구와 마찬가지로 건강보조제의 색상이 파란색일 때 섭취의도가 상승한다. 그러나 손실(loss) 프레이밍으로 건강보조제의 효과를 설명한 경우 반전효과, 즉 파란색보다는 빨간색일 때 섭취의도가 상승하는 것으로 나타났다. 이러한 결과는 파란색이 연상시키는 이미지와 이익 프레이밍이 일치(fit)하고 빨간색이 연상시키는 이미지와 손실 프레이밍이 일치하여 그로 인해 정보처리의 수월성(fluency)이 발생, 건강보조제에 대해 긍정적인 태도가 형성되기 때문이다. 실증연구를 통해 메시지 프레이밍의 조절효과와 정보처리 수월성의 매개효과를 검증하였다.
Abstract
This study tests the influence of the color of dietary supplements on consumers intention to take. The previous research show that the color red suppresses food intake in comparison with the color blue, but we attempts to show that red can increase food intake. This reverse effect is induced by the moderating effect of message framing. When the benefits of dietary supplements are explained in gain framing, the intention to take increases when the color of the dietary supplements is blue compared to red, which is consistent with the previous findings. However, when the benefit of dietary supplements are described in loss framing, the reverse effect occurs that intention to intake is higher when the color is red than blue. This result is attributed to the processing fluency, which is caused by the high fit between the concepts associated with blue(red) and gain(loss) framing. The processing fluency elicits positive feelings about the dietary supplements, and consequently leads to strong consumption intention.
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