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소비자 마음가짐과 메시지 구체성의 일치성이 광고메시지의 효과성에 미치는 영향

Show Me The Way: Examining Congruence Effect between Consumer Mind-set and Message Concreteness

김진영|신동우|임현빈
한국소비자학회 (Korean Society Of Consumer Studies)|2014.04|소비자학연구 (Journal of Consumer Studies)|제25권 제2호|pp. 143-165

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참고문헌

키워드

Perceived Risk지각된 위험Service Evaluation서비스 평가해석수준Construal Level마음가짐목적이론Goal Theory일치성효과Mind-SetCongruence Effect
주제분류경제학

초록

본 연구는 서비스 상품에 대한 마케팅 메시지의 구체성(추상 vs. 구체)과 소비자 마음가짐(i.e., mind-sets: 신중 vs. 실행) 사이의 일치성이 소비자가 인식하는 메시지의 효과성에 어떤 영향을 미치는지를 알아보는데 그 목적이 있다. 해석 수준 이론(Construal Level Theory)과 목적 추구 과정(goal striving process)에 대한 이론들을 활용하여 소비자의 마음가짐과 메시지 구체성 사이에서 발생할 수 있는 일치성(신중-추상 또는 실행-구체) 효과에 대한 가설을 도출하고 소비자가 느끼는 지각된 위험이 일치성효과를 매개할 것이라고 예측하였다. 금융 및 교육서비스 상품을 활용한 실험 자료를 일련의 분산분석과 회귀분석을 통해 분석한 결과 전반적으로 제시된 가설을 지지하는 패턴을 보였다. 실행 마음가짐을 보유한 소비자들은 구체적인 메시지를 추상적인 메시지보다 더욱 효과적인 것으로 평가하였으며 구체적인 메시지를 접했을 때 더 낮은 수준의 지각된 위험을 인식하였다. 신중 마음가짐을 보유한 소비자들은 구체적 메시지와 추상적 메시지는 서비스 평가와 지각된 위험에 있어서 유의적인 차이를 보이지 않았으나 제시된 가설과 일치하는 패턴을 보였다. 또한 회귀분석을 통한 매개된 조절효과 검정결과 지각된 위험은 메시지 설득성에 대해서는 일치성 효과의 일부를 전이하는 부분매개효과를 서비스 태도에 대해서는 전체를 전이 하는 완전매개효과를 보였다.

Abstract

To develop more effective communication messages, service providers often implement different framing strategies to achieve a desirable level of persuasion. While marketing researchers have invested significant amount of efforts to identify effective framing strategies(e.g., Bettman and Sujan 1987; Grewal et al. 1994; Ward and Ostrom 2006), there has been little attempts to examine the impact of message concreteness on communication effectiveness. Creative personnel have strived to develop an abstract communication message that can emphasize consumers’ fundamental needs and marginalized concrete information often required to complete service deliveries. In this manuscript, we demonstrate that, depending on consumer’s mind-set in goal striving process, the concrete communication messages can be more effective in inducing positive perceptions about servics. Based on Construal Level Theory(Trope and Liberman 2010) and goal striving process (Gollwitzer and Bayer 1999), we developed a series of hypotheses that describe how the congruence between message concreteness and consumer mind-set influences consumers’ evaluation of marketing communication. While consumers with implemental mind-set will prefer concrete messages to abstract ones, consumers with deliberative mind-set will evaluate abstract messages more persuasive than concrete ones. Because consumers would perceive messages congruent with their mind-set necessary and useful for achieving their desirable goals/plans, they will experience a high level of uncertainty when they receive incongruent messages Therefore, we further propose that consumers’ perceived risk will mediate the congruence effect between message concreteness and consumer mind-set to message evaluation. Experiment 1 examines the congruence between consumer mind-set and message concreteness in a financial service context. Experiment 2 replicates the congruence effect found in experiment 1 and tests the mediating effect of perceived risk in an educational service context. We analyzed data obtained from these experiments using a series of ANOVA and regression analyses and found the following results. First, consistent with our hypotheses, consumers with deliberative mind-set evaluated the abstract message more favorably than the concrete message while consumers with implemental mind-set evaluated the concrete message more favorably than the abstract message. Second, the interaction between consumer mind-set and message concreteness also influences consumers’ risk perceptions. Consumers with deliberative mind-set showed a higher level of perceived risk for the concrete message than the abstract message. On the other hand, consumers with implemental mind-set showed a higher level of perceived risk for the abstract message than the concrete message. Third, the test of mediated moderation(Muller et al. 2005) revealed that perceived risk mediates the interaction between the two independent variables – a partial mediation for message persuasiveness and a full mediation for attitude toward the service. Many of the services involving value co-creation processes require consumers’ active participation (Curran, Meuter, and Surprenant 2003), and service providers often try to stimulate a consumer’s implemental mind-set to increase consumers’ participation in service process. Our findings demonstrate that a communication messages focused on concrete and detailed information about service delivery, which often have been neglected by marketing practitioners, can be an effective communication strategy for generating active consumer participation in such a service context.

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