조절적 적합성과 광고의 반복 노출이 광고평가에 미치는 영향
The Effect of the Regulatory Fit and Ad Repetition on Advertisement Evaluation
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일반적으로 광고는 다른 기업이나 경쟁자의 제품광고와 동시에 혹은 연속적으로 소비자에게 노출된다. 그러므로 자사 광고의 앞뒤에 노출되는 광고가 무엇이냐에 따라서 본래의 광고의도나 목적과는 다른 반응이 유발될 수 있다. 처리 수월성 관련 연구에 따르면 예열광고와 타겟 광고간의 조절적 적합성이 높을수록 타겟광고에 대해 더 호의적인 평가를 한다고 하였다. 하지만 광고가 일회성이 아닌 반복 노출되는 현실적인 상황에서도 두 광고의 조절적 적합성이 높을수록 긍정적인 광고평가를 유발할 수 있을까? 본 연구는 이러한 물음에서 시작하여 두 광고에 의해 유발되는 조절적 적합성과 광고의 반복 노출이 광고평가에 미치는 영향을 살펴보고자 하였다. 두 개의 실험을 통해 타겟 광고가 단일 노출되는 조건에서는 조절적 적합성이 높은 조건이 낮은 조건보다 더 높은 광고태도를 보인 반면, 광고가 반복 노출되는 조건에서는 조절적 적합성이 높은 조건이 낮은 조건에 비해 광고태도가 오히려 낮아짐을 밝혔다. 이 결과는 조절적 적합성이 높고 타겟 광고가 반복 노출되는 경우 과도한 처리 수월성에 의해 부정적 광고태도를 형성할 수 있음을 검증했다는 면에서 이론적인 의의를 지닌다. 더불어 본 연구 결과를 통해 자사광고와 타사 광고와의 노출 위치 선정과 광고의 반복에 대한 구체적인 전략이 수립 가능하다는 측면에서 실무적으로 유용하게 이용될 수 있을 것으로 기대한다.
Abstract
Advertising is generally continuously exposed to the consumer, along with other advertising. Therefore, according to what the advertisement is exposed on the front and the back of its advertising, the original advertising purposes, can cause a different reaction to the consumer. According to the processing fluency research, higher regulatory fit of primed ad and target ad that was more favorable evaluation of targeted advertising. If the ad is targeted repeated exposure to the consumer, we can expect the same response as previous studies for the evaluation of targeted ads? The purpose of this study was to investigate the effects of repeated exposure to regulatory fit and advertising on advertising evaluation. Two experiments were conducted to verify the proposed hypothesis. In the control condition, the subject of high regulatory fit condition is evaluated higher than low fit for the target ads. On the other hand, under the condition that the ad is repeated exposure, the subject of high regulatory fit condition is less evaluated for targeted advertising than low fit conditions. These results have the theoretical significance in terms of verifying that the too-much fluency could cause a negative attitude toward advertising. In addition to this study, it could be useful in practical use for a specific strategy for the location of the advertising exposure and repetition of the ads.
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