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제품 희소성 메시지와 메시지 색상이 소비자 제품태도에 미치는 영향

The Effects of Product Scarcity Message and Message Color on Consumer Product Evaluation

윤성아|정예지
한국소비자학회 (Korean Society Of Consumer Studies)|2023.12|소비자학연구 (Journal of Consumer Studies)|제34권 제6호|pp. 55-74

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참고문헌

키워드

조절초점Regulatory Focus광고 메시지광고 색상수량 희소성공급 희소성Ad messageAd ColorsDemand-based ScarcitySupply-based Scarcity
주제분류경제학

초록

본 논문에서는 제품의 희소성을 알리는 메시지와 메시지를 표현하는 색상의 적합성이 소비자 제품태도에 미치는영향에 대하여 연구한다. 본 논문에서는 제품의 수량 희소성을 제품에 대한 초과 수요에 의해 발생하는 “수요 희소성”과 부족한 공급 때문에 발생하는 “공급 희소성”으로 구분하고, 각 희소성은 소비자로 하여금 각기 다른 욕구를 활성화시킴을 제안하다, 구체적으로, 수요 희소성(예: Best Seller)의 경우, 제품 품질에 대한 보장으로 인해 “안전성”의 욕구를 활성화 시키는 반면, 공급 희소성(예: limited edition)의 경우, 개인의 “차별성”을 표현하고 싶은 욕구를 자극한다. 한편, 색상은 다른 조절초점을 발현시키는데, 빨간색은 회피동기(avoidance motivation)를, 파란색은 접근동기(approach motivation)을 활성화 시킨다. 우리는 이들 제품 희소성 연구들과 색상연구들에 근거하여, 각 희소성 메시지의 효과는 희소성 유형과 색상과의 상호작용에 의해 영향을 받음을 보여준다. 구체적으로, 수요 희소성 메시지의 경우, 소극적이고 안전을 위한 회피동기를 자극하는 빨간색으로 표현되었을 때 소비자들은 더욱 긍정적인 제품태도를 보일 것이다. 반면, 공급 희소성의 경우, 보다 진취적이고 보상에 접근하는 동기를 활성화하는 파란색상으로 표현되었을 때 제품태도가 증가함을 보여준다. 본 연구는 마케팅 상황에서 빈번하게 사용되는두 요소인, 제품 희소성 메시지와 메시지 색상 간의 상호작용이 소비자 제품평가에 미치는 영향을 검증한 초기 연구라는 점에서 중요한 이론적, 실무적 시사점을 제공한다.

Abstract

This study examines the impact of product scarcity and the appropriateness of advertising message colors on consumer product attitudes. In this study, scarcity is distinguished between scarcity due to insufficient supply (supply scarcity) and scarcity caused by excessive demand (demand scarcity). It is proposed that each type of scarcity evokes different concepts in consumers' minds, and when expressed in colors that match these concepts, it can lead to more favorable consumer responses. Specifically, in the case of supply scarcity (e.g., limited edition), when expressed in a blue color that induces an approach motivation by stimulating the desire for individual “uniqueness” or “distinctiveness,” consumers' product attitudes are expected to be more positive. On the contrary, in the case of demand scarcity arising from excess demand (e.g., Best Seller), when expressed in a red color that emphasizes the concept of “safety” due to the assurance of product quality, consumers are expected to show a more positive attitude as it triggers an avoidance motivation emphasizing “safety.” To test these hypotheses, the study conducted experimental research, and the results confirmed significant interaction effects between the type of scarcity and the color of the advertising message on consumer product attitudes. This study provides theoretically and practically important implications by exploring the interaction between the frequently used scarcity message of limited quantity in marketing situations and colors on consumer product attitudes.

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