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신규 상표에 대한 소비자의 초기반응에 관한 비교연구: 노출 형태별 주요 지표의 추세분석

Comparative Studies on Consumer’s Initial Responses to New Brand: Trend Analyses of Key Indexes by Exposure Types

정성희|유창조
한국소비자학회 (Korean Society Of Consumer Studies)|2012.12|소비자학연구 (Journal of Consumer Studies)|제23권 제4호|pp. 193-220

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참고문헌

키워드

cognitive processing신규상표의미적 정보처리비의미적 정보처리노출횟수의미적 단어비의미적 단어new brand namenon-cognitive information processingexposure frequencieshighly descriptive brand namelowly descriptive brand name
주제분류경제학

초록

본 연구는 신규상표가 소개될 경우 초기반응을 점검하기 위한 지표를 확인하기 위한 목적으로 정보처리유형 및 노출횟수에 따른 암묵적 기억성과, 상표친숙도, 상표태도 및 상표신뢰도의 변화를 비교하였다. 또한 본 연구는 신규상표의 이름으로 사용되는 단어를 의미적인 것과 비의미적인 것으로 구분하여 이들에 대한 소비자 반응을 비교하였다. 이러한 연구 과제를 검증하기 위해 본 연구는 상표에 대한 정보를 처리하는 유형(의미적 및 비의미적 정보처리)과 정보에 노출되는 횟수(0회, 2회, 4회 및 6회)를 개체간 변수로, 상표이름의 의미적인 수준을 개체내 변수로 조작한 실험설계를 진행했다. 또한, 본 연구는 실험대상 상표를 선정하고 통제 집단에 대한 정보를 확보하기 위해 두 가지의 사전조사를 진행하였다. 연구결과, 소비자가 반복노출에 따른 암묵적 기억성과, 상표친숙도 및 상표태도의 변화는 상표 정보를 처리하는 방식에 따라 다르게 나타나고 있음이 확인되었다. 또한, 신규 상표의 이름으로 의미적 단어를 사용할 경우 비의미적인 단어를 사용할 경우보다 적은 노출로도 암묵적 기억성과, 상표친숙도 및 상표태도의 변화를 기대할 수 있음이 확인되었다. 마지막으로 본 연구는 연구의 주요결과를 요약하였고, 상표관리자에게 유용한 관리적 시사점들을 논의하였다. 또한, 본 연구는 연구의 한계점을 언급하면서 이를 극복하면서 신규상표에 대한 소비자의 초기반응과정에 대한 기존 지식을 확장해 줄 수 있는 후속연구방향을 제안하였다.

Abstract

This research analyzed the effects of information processing types and exposure frequencies on the initial responses to the newly introduced brands in the market. This research also examined these effects by categorizing new brand names into two types, high descriptive brand names vs. low descriptive brand names(by the levels of meaning in the brand name). The objective of this research is to develop indicators to measure the initial responses to the newly introduced brands in the market, For this purpose, we developed tentative hypotheses about changing patterns of the key responses such as implicit memory performance, brand familiarity, brand attitude and brand trust. To investigate the hypotheses, this study conducted two pretests and one main experiment. The purpose of the pretest 1 and 2 was to select the appropriate brand names to be used in the main study and to collect the base-line measures without exposures(control experimental group). The main study used an experimental method with 2(information processing: cognitive processing vs. non-cognitive information processing) X 3(two times exposures, four times exposures, six times exposures) between-subjects factors. We also considered two types of brand names(brand name types: highly descriptive brand name vs. lowly descriptive brand name) and employed those as within-subjects factors. More specifically, respondents were exposed to both low descriptive brand names and high descriptive brand names. We performed manipulation checks and confirmed that brand names were selected appropriately and manipulations of information processing type were successful. The results of the main experiment can be summarized by descriptive levels of brand names. First, in case of non-cognitive processing condition about low descriptive brand names, we found that implicit memory performance has been improved by exposure levels, brand familiarity has increased significantly only at six times exposure condition, and brand attitude and brand credibility has not been changed regardless of exposure levels, Second, in case of cognitive processing condition about low descriptive brand names, we found that implicit memory performance and brand familiarity has been improved by exposure levels(change of brand familiarity was followed by the change of implicit memory performance), brand attitude and brand credibility has not been changed regardless of exposure levels. Third, when respondents were exposed to informations about high descriptive brand names, they showed better performances to implicit memory and brand familiarity than when they was exposed to informations about low descriptive brand names. Also, change of brand attitude was found at six times exposure condition. These results indicated that implicit memory performance, brand familiarity can be good indicators for the initial responses to the newly introduced brands. Based on these results, we summarized the findings and discussed limitations and future research directions along with interesting managerial implications about relationships among implicit memory performance, brand familiarity, and brand attitude.

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