본문 바로가기
KERD
논문KCI 등재

상품광고의 논증유형이 메시지의 타당성 평가에 미치는 영향

The Influence of Argument Structure of Product Advertisement on the Evaluation of Message Validity

한웅희
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2011.11|상품학연구 (Journal of Product Research)|제29권 제6호|pp. 161-172|DOI 10.36345/kacst.2011.29.6.015

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

논증구조argument structure사전지식생략삼단논법enthymeme삼단논법syllogismprior knowledge메시지의 타당성validity of message
주제분류경영학

초록

본 연구는 논증유형에 따라 상품광고 메시지의 타당성 평가가 어떻게 달라지는지 탐구하였다. 특히 삼단논법과 생략삼단논법을 중심으로 광고 메시지의 타당성 평가에 미치는 영향을 살펴보았다. 그리고 사전지식 수준에 따른 효과도 고찰하였다. 연구결과에 따르면 광고의 논증유형에 있어서 자료와 주장이 어떻게 관련되는지를 설명하는 명제인 조건규칙이 명시적으로 제시되지 않고 암묵적으로 제시된 생략삼단논법 형태의 메시지에 대한 타당성 평가가 조건규칙이 명시적으로 제시된 삼단논법 형태의 메시지에 대한 타당성 평가보다 낮게 나타났다. 또한 관련 제품에 대한 사전지식 수준이 높은 소비자의 경우에는 조건규칙이 명시적으로 제시되지 않고 암묵적으로 제시된 생략삼단논법 형태의 메시지에 대한 타당성 평가가 사전지식 수준이 낮은 소비자에 비해 높게 나타났다. 연구결과를 바탕으로 한 시사점과 향후 연구방향이 논의되고 제시되었다.

Abstract

This study investigated the influences of argument structure types of product advertisement on the evaluation of message validity. Especially, current study focused on enthymeme and syllogism as types of argument structure and the effect of prior knowledge level. The results are as follows. First, the level of evaluation of message validity was low when the message had an argument structure of enthymeme which omitted the conditional rules that showed the relationship between data and claims in argument, than when the message had an argument structure of syllogism which expressed the conditional rules explicitly. Second, in the case of enthymeme, the level of message validity was high when the level of prior knowledge of consumers was high than when the level of prior knowledge was low. On the basis of results, the implications and future research was discussed and suggested.

참고문헌 (49)

  1. 한웅희, "소비자의 신념편향에 대한 연구", 소비자학연구, 20(3), pp.27~60 (2009), 한국소비자학회
  2. 한웅희, "사전지식 및 관여도가 소비자의 신념불일치에 미치는 효과", 마케팅연구, 24(1), pp.51~76 (2009), 한국마케팅학회
  3. Allan, Lorraine G, "A Note on the Measurement of Contingency Between Two Binary Variables in Judgement Tasks", Bulletin of the Psychometric Society, 10, pp.237~242 (1980)
  4. Areni, Charles S, "The Proposition-Probability Model of Argument Structure and Message Acceptance", Journal of Consumer Research, 29, pp.168~187 (2002)
  5. Areni, Charles S, "The Effects of Structural and Grammatical Variables on Persuasion: An Elaboration Likelihood Model Perspective", Psychology and Marketing, 20(4), pp.349~375 (2003)
  6. Areni, Charles S, "The Role of Argument Quality in the Elaboration Likelihood Model", Advances in Consumer Research, 15, pp.197~202 (1988)
  7. Beatty, Sharon E, "Adolescent Influence in Family Decision Making: A Replication with Extension", Journal of Consumer Research, 21, pp.332~341 (1994)
  8. Biek, Michael, "Working Knowledge, Cognitive Processing, and Attitudes: on the Determinants of Bias", Personality and Social Psychology Bulletin, 22(6), pp.547~556 (1996)
  9. Brucks, Merrie, "The Effects of Product Class Knowledge on Information Search Behavior", Journal of Consumer Research, 12(1), pp.1~16 (1985)
  10. Cheng, Patricia W, "From Covariation to Causation: A Causal Power Theory", Psychological Review, 104(2), pp.367~405 (1997)
  11. Cheng, Patricia W, "Covariation in Natural Causal Induction", Psychological Review, 99, pp.365~382 (1992)
  12. Corbett, Edward P. J, "Classical Rhetoric for the Modern Student, 4th ed" (1999), Oxford University Press
  13. Evans, Jonathan St. B. T, "If" (2004), Oxford University Press
  14. Fishbein, Martin, "Beliefs, Attitudes, Intentions, and Behavior: An introduction to Theory and Research" (1975), Addison-Wesley
  15. Fugelsang, Jonathan A, "Examining the Representation of Causal Knowledge", Thinking and Reasoning, 12(1), pp.1~30 (2006)
  16. Giere, Ronald N, "Understanding Scientific Reasoning. 4th ed" (1997), Harcourt Brace College Publishers
  17. Hastie, Reid, "Social inference", Annual Review of Psychology, 34, pp.511~542 (1983)
  18. Hilton, Denis J, "Knowledge-based Causal Attribution: The Abnormal Conditions Focus Model", Psychological Review, 93, pp.75~88 (1986)
  19. Huber, Joel, "The Impact of Inferential Beliefs on Product Evaluations", Journal of Marketing Research, 19, pp.324~333 (1982)
  20. Hunt, Shelby D, "Modern marketing theory: Critical Issues in the Philosophy of Marketing Science" (1991), Ohio: South-Western
  21. Jaccard, James, "Toward Theories of Persuasion and Belief Change", Journal of Personality and Social Psychology, 40, pp.260~269 (1980)
  22. Johnson, Richard D, "More Than Meets the Eye: The Effect of Missing Information on Purchase Evaluations", Journal of Consumer Research, 12(2), pp.169~177 (1985)
  23. Johnson, Eric, "Product Familiarity and Learning New Information", Journal of Consumer Research, 11, pp.542~550 (1984)
  24. Kardes, Frank R, "Down the Garden Path: The Role of Conditional Inference Processes in Self-Persuasion", Journal of Consumer Psychology, 11(3), pp.159~168 (2001)
  25. Kardes, Frank R, "Moderating Effects of Prior Knowledge on Perceived Diagnosticity of Beliefs Derived Implicit versus Explicit Product Claims", Journal of Business Research, 29, pp.219~224 (1994)
  26. Kardes, Frank R, "Debiasing omission neglect", Journal of Business Research, 59, pp.786~792 (2006)
  27. Kelly, Harold H, "The process of causal attribution", American Psychologist, 28, pp.107~128 (1973)
  28. Kruglanski, Arie W, "Motivated Resistance and Openness to Persuasion in the Presence or Absence of Prior Information", Journal of Personality and Social Psychology, 65(5), pp.861~876 (1993)
  29. Lewis, David, "Causal Decision Theory", Australian Journal of Philosophy, 59(1), pp.5~30 (1981)
  30. McGuire, Williams J, "A Syllogistic Analysis of Cognitive Relationship, In Attitude Organization and Change" (1960), Yale University Press
  31. McGuire, Williams J, "The Probabilogical Model of Cognitive Structure and Attitude Change, In Cognitive Responses in Persuasion" (1981), Lawrence Erlbaum Associates
  32. Munch, James M, "The Effects of Argument Structure and Affective Tagging on Product Attitude Formation", Journal of Consumer Research, 20, pp.294~302 (1993)
  33. Muthukrishnan, A. V, "Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission–Detection Framework", Journal of Consumer Research, 26, pp.70~84 (1999)
  34. Novick, Laura R, "Assessing Interactive Causal Inference", Psychological Review, 111, pp.455~485 (2004)
  35. Oberauer, Klaus, "What Makes us Believe a Conditional?: The Role of Covariation and Causality", Thinking & Reasoning, 13(4), pp.340~369 (2007)
  36. Petty, Richard E, "Attitudes and Persuasion: Classic and Contemporary Approaches" (1981), Iowa: WCB
  37. Richards, Thomas J, "The Language of Reason" (1978), New York: Pergamon
  38. Ross, William T, "Making Inferences about Missing Information: The Effects of Existing Information", Journal of Consumer Research, 19, pp.14~25 (1992)
  39. Sanbonmatsu, David M, "Contextual Influences on Judgment Based on Limited Information", Organizational Behavior and Human Decision Processes, 69(3), pp.251~264 (1997)
  40. Sanbonmatsu, David M, "Overestimating the Importance of the Given Information in Multiattribute Consumer Judgment", Journal of Consumer Psychology, 13, pp.289~300 (2003)
  41. Shanks, David R, "Judging Covariation and Causation In Blackwell Handbook on Judgement and Decision Making" (2004), Oxford: Blackwell
  42. Skipper, Robert, "Evaluating and Improving Argument-Centered Works in Marketing", Journal of Marketing, 51, pp.60~75 (1987)
  43. Toulmin, Stephen E, "The Uses of Argument" (2003), New York: Cambridge University Press
  44. Wood, Wendy, "Retrieval of Attitude-Relevant Information From Memory: Effects on Susceptibility to Persuasion and on Intrinsic Motivation", Journal of Personality and Social Psychology, 42(5), pp.798~810 (1982)
  45. Wood, Wendy, "Communicator Attributes and Persuasion: Recipients' Access to Attitude-Relevant Information in Memory", Personality and Social Psychology Bulletin, 14(1), pp.172~182 (1988)
  46. Wyer, Roberts S, "The Quantitative Prediction of Belief and Opinion Change: A Further Test of A Subjective Probability Model", Journal of Personality and Social Psychology, 16, pp.550~571 (1970)
  47. Wyer, Roberts S, "Cognitive Organization and Change: An Information-Processing Approach" (1974), Lawrence Erlbaum Associates
  48. Wyer, Roberts S, "A Probabilistic Analysis of the Relationships among Beliefs and Attitudes", Psychological Review, 77, pp.100~120 (1970)
  49. Wyer, Roberts S, "Memory and Cognition in its Social Context" (1989), Lawrence Erlbaum Associates

관련 논문AI추천

사전지식, 광고맥락, 처리목적이 광고정보처리에 미치는 영향양윤한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2004 · 제5권 제3호브랜드 관련정보에 대한 사전지식이 광고메시지 타당성 평가에 미치는 영향김현숙, 한상필한국광고PR실학회 · 광고PR실학연구2012 · 제5권 제2호신제품 속성의 불일치성과 메시지 주장이 신제품 평가에 미치는 영향박기완, 장지나한국상품학회 · 상품학연구2010 · 제28권 제1호제품 구매 예상 시점과 제품군 분류에 따른 효과적인 광고 메시지: 시기추론이론을 중심으로손영우, 윤용식, 윤해원, 임성준한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2009 · 제10권 제2호비교광고의 메시지 유형에 따른 광고효과 분석문재학대한경영정보학회 · 경영과 정보연구2012 · 제31권 제4호효익 메시지의 위계성에 따른 광고 효과 -제품 관여도의 조절효과를 중심으로-김미나, 김숙진, 성영신한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2007 · 제8권 제1호

이 간행물의 다른 논문 (14건)

상품구색에 따른 선택어려움과 예상된 후회감이 구매연기의도에 미치는 영향이영일, 하환호pp. 1-10Maximizing Tendency, Purchase Involvement, and Perceptions of Online Bookstores이재은, 김장현, 이규동pp. 11-16상품 판매시 인지적 공감과 정서적 공감이 레포에 미치는 영향: 조직관점편해수pp. 17-24경쟁브랜드간의 온라인 제품정보가 브랜드평가에 미치는 영향: 정보유형과 시장지위에 따른 차이를 중심으로현소은, 유창조pp. 25-36인출 용이성이 구매후 부조화에 미치는 영향: 태도 확신성의 조절효과전승우, 이영화pp. 37-49
원문 보기