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암묵적 기억성과에 따른 상표 친숙도, 상표 태도 및 상표 신뢰도의 변화에 대한 분석: 노출횟수와 정보처리유형을 중심으로

Analyses on Changes of Brand Familarity, Brand Evaluations, and Brand Credibility by Implicit Memory Performance Levels: Exposure Frequencies and Information Processing Type

김희영|유창조|현소은
한국소비자학회 (Korean Society Of Consumer Studies)|2008.12|소비자학연구 (Journal of Consumer Studies)|제19권 제4호|pp. 83-108

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참고문헌

키워드

암묵적 기억Implicit Memory정보처리유형상표 친숙도반복노출Brand FamilarityInformation Processing TypeExposure Frequency
주제분류경제학

초록

본 연구의 목적은 특정 상표이름에 대한 암묵적 기억성과, 상표 친숙도, 상표 평가 및 신뢰도간의 관계를 탐색하는 것이다. 이를 위해 본 연구는 상표이름에 대한 정보처리유형과 반복노출횟수에 따른 1) 암묵적 기억성과, 2) 상표 친숙도, 3) 상표 태도와 신뢰수준을 측정하여 이 변수들의 변화를 분석하였다. 이러한 연구목적을 달성하기 위하여 본 연구는 두 가지의 사전 조사를 실시하였고, 주 실험을 진행하였다. 사전조사 1의 목적은 주 실험에서 사용할 학습시간을 결정하는 것이었고, 사전조사 2의 목적은 주 실험에서 사용할 상표이름을 선정하기 위한 것이었다. 한편, 본 연구는 실험설계를 디자인하여 주 연구를 진행했는데, 노출횟수는 개체내 변수로 설정되었고, 정보처리유형은 개체간 변수로 설정되었다. 이러한 실험 결과는 1) 암묵적 기억성과는 상표에 대한 지식이 없이 형성되는 상표 친숙도를 확인할 수 있는 측정도구로 사용될 가능성이 있고, 2) 상표 친숙도는 상표이름에 대한 무의식적인 노출만으로도 형성될 수 있으며, 3) 상표이름의 반복노출에 따른 상표 친숙도의 변화는 상표 평가 및 신뢰수준의 변화와 다르게 나타날 수 있음을 보여주고 있다. 이러한 연구결과를 바탕으로 본 연구는 암묵적 기억성과, 상표 친숙도, 상표 평가 및 신뢰도간의 흥미로운 관계에 대한 시사점들과 함께 연구의 한계점과 후속연구방향을 논의하였다.

Abstract

The purpose of this research is to investigate the relationships among implicit memory performance, brand familiarity, and brand evaluation and trust. For this purpose, this study analyzed 1) implicit memory performance, 2) brand familiarity, 3) brand attitude and trust by exposure levels and information processing type to the brand name. For this purpose, this study conducted two pretests and one main experiment. The purpose of the pretest 1 and 2 were to determine the learning time and to select the brand names to be used in the main study. This study employed experimental design method, controlling exposure levels as within-subject factors and information processing type as between-subject factors. The results of this study showed that 1) implicit memory performance can be a potential index to reveal brand familiarity without brand knowledge, 2) brand familiarity can be formed only by unconscious exposure to the brand name, and 3) the changes of brand familiarity according to the repeated exposures to the brand name were different from those of brand evaluation and brand trust. Based on these results, we discussed limitations and future research directions along with interesting managerial implications about relationships among implicit memory performance, brand familiarity, and brand evaluation.

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