반려동물 소유와 애착이 육류제품의 태도와 구매의도에 미치는 영향: 광고맥락의 조절효과
The Effects of Pet Ownership and Attachment on Attitude and Purchase Intention to Meat: The Moderating Effect of Ad Contex
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초록
오랜 기간 동물은 인간과 함께 생활해왔지만 반려(companion)의 대상으로서의 동물의 역할과 의미에 대한 연구들은 지난 30여 년 전부터 진행되기 시작했다. 이들 연구는 주로 반려동물의 소유와 동물과의 우정이 주는 심리적, 교육적, 그리고 의학적 영향을 다루고 있다. 하지만 그 동안 마케팅 분야에서는 반려동물로 인한 심리적 경향과 이의 영향에 많은 관심을 가지지 못하였다. 본 연구는 육류광고를 대상으로 마케팅 실무의 관점에서 반려동물에 대한 소유 및 애착이 광고의 맥락에 따라 제품에 대한 반응에 어떠한 영향을 미치는 지 살펴본다. ‘소 안면 중심’ 또는 ‘육질 중심’의 소고기 광고를 이용한 실험 결과, 반려동물의 소유여부, 반려동물에 대한 애착도, 그리고 광고맥락 모두 광고 소고기에 대한 태도와 구매의도에 유의한 변수들임이 확인되었다. 소유여부와 광고맥락 간 상호작용 역시 유의하였는데, 반려동물을 소유한 경우와 애착도가 높은 경우 모두 피험자는 ‘소 안면 중심’광고에 노출되었을 때에 ‘소고기 육질 중심’ 광고에 노출되었을 때 보다 더 부정적인 태도와 구매의도를 보였다. 하지만 반려동물을 소유하지 않은 경우와 애착도가 낮을 때는 이 같은 맥락에 따른 차이가 나타나지 않았다. 반려동물을 키우는 인구가 증가하고 관련 산업의 규모도 팽창하고 있는 현대 사회에서 반려동물과의 교감이나 애착과 같은 심리적 경향의 효과는 다양한 모습으로 현장에서 발견될 수 있을 것으로 보이며, 본 연구에서 제시하는 광고의 맥락은 유통 매장이나 광고 유인물 등 실생활에서 매우 쉽고 빈번하게 접할 수 있기 때문에, 본 연구의 결과는 실제 육류 마케팅 현장에서 매우 유용하게 사용될 것으로 예상된다.
Abstract
The purpose of current research is to investigate the effects of pet ownership and attachment on attitude and purchase intention in relation to meat ad. First, this paper discusses companion animals as they symbolically represent the social identity of the owner. Next, this paper discusses pet ownership and attachment in the perspective of physiological, psychological, and social benefits. Guided by such theorizing, this paper proposes the negative effect of pet ownership and attachment on persuasion of meat ad focused on the animal(cow) face because the ad leads to high likelihood that pet owners and high pet attachment individuals perceive the advertised animal as the animal itself, not the food resource. Self-reported attachment to the animal is measured using the Lexington Attachment to Pets Scale which is the most thoroughly tested instrument in use today. In the study, participants are exposed to a beef ad focused on the cow face or the texture of meat. The results reveal that the extents to which participants’ attitude and purchase intention are influenced by ad context are moderated by their pet ownership and attachment. Findings show that both participants who are/were a pet owner and participants who have a strong pet attachment evaluate the advertised beef less favorably and showed lower purchase intention when they are exposed to the beef ad focused on the cow face versus those exposed to the beef ad focused on the texture of meat. These effects are not observed among the both participants who have never had any pet and participants who have a weak pet attachment. Building on this knowledge, several directions for future research on companion animals are discussed.
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