제품의 시각적 제시방법이 제품평가에 미치는 영향
The Effect of Visual Presentation on Product Evaluation
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초록
본 연구는 제품의 시각적 제시방법이 브랜드 평가에 미치는 영향에 대해 알아보고자 한다. 특히, 이 연구에서는 색상(color)에 중점을 두어, 광고에서의 흑백/컬러 이미지 사용이 소비자가 가지고 있는 제품에 대한 고정관념(stereotype)에 의거한 평가를 강화 또는 약화시킬지를 알아본다. 소비자들은 브랜드를 평가할 때 자신들이 이미 가지고 있는 고정관념인 브랜드 이미지에 의해 평가를 하기도 하고, 마케터들이 제시한 구체적인 제품정보를 사용해 평가하기도 한다. 본 연구는 해석수준이론(Construal Level Theory)에 기반하여 흑백 이미지는 소비자로 하여금 추상적인 정보처리 모드를 활성화시키고, 이는 추상적인 브랜드 이미지에 의존한 평가를 강화시킴을 예측한다. 이에 반해, 컬러이미지는 소비자로 하여금 구체적 정보처리 모드를 활성화시켜, 구체적인 제품정보에 의존한 평가를 강화시킴을 예측한다. 본 연구의 실험은 가설과 일치하는 결과를 보여주었다. 가설과 마찬가지로, 제품정보의 영향력은 이미지의 색상에 따라 다르게 나타났으며, 색상은 소비자의 정보처리 모드와 연관성이 있음을 보여주었다. 또한, 본 연구에서는 이러한 색상에 의한 제품평가의 차이가 단순히 광고에 대한 태도나 소비자의 주의력 차이에 의해 나타나는 것이 아님을 보여준다.
Abstract
In this research we examine the effect of visual presentation on brand evaluation. Particularly, we investigate whether and how the presentation of products using color versus black and white will affect consumer’s reliance on well-established brand stereotype in brand evaluation. In many product evaluation consumers rely both on brand stereotype one possesses prior to the evaluation or more specific and diagnostic product information provided on the spot (e.g., advertisement. We show that the degree to which consumer relies on brand stereotype versus specific product information depends on the color presentation of the product. Specifically, the product image in Black and White versus color will trigger an abstract construal mode, causing consumers rely heavily on abstract brand image (i.e., brand stereotype). On the contrary, when the product image is presented in colors it will promote a concrete construal mode, leading to heavier reliance on specific product information. We test these hypotheses through a lab study and we show results consistent with our hypothesis. Furthermore, the results reveal that that these effects are not attributed to different liking of, or attention toward the image.
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