본문 바로가기
KERD
논문KCI 등재

피팅 모델의 신체적 매력성 효과: 심리적 거리감과 동일시의 이중구조를 중심으로

The Effect of Physical Attractiveness of Fitting Model: Focusing on the Dual Paths of Psychological Distance and Identification

이미아|추호정|안민아
한국소비자학회 (Korean Society Of Consumer Studies)|2011.09|소비자학연구 (Journal of Consumer Studies)|제22권 제3호|pp. 57-82

1

조회

0

다운로드

17

인용

0

참고문헌

키워드

identificationpsychological distance동일시심리적 거리감physical attractiveness제품구매의도product purchase intentionfacial attractiveness얼굴 매력성피팅모델fitting model몸 매력성모델태도figure attractivenessmodel attitudes
주제분류경제학

초록

모델의 매력성이 소비자의 태도 및 행동에 미치는 영향은 광고 연구 분야의 주요 관심사로 사회비교이론 등의 다양한 이론을 바탕으로 그 효과를 실증적으로 검증하기 위한 노력이 지속되고 있다. 인터넷 의류 쇼핑몰의 피팅모델은 가상의 온라인 환경에서 소비자가 직접 경험하기 힘든 의류제품의 시각적 특성을 효과적으로 제시해 주는 역할을 수행함으로 일반적인 광고모델과 다른 특성을 나타내며 신체적 매력성이 특히 중요한 모델 속성이 된다. 또한소규모 의류 소호몰의 경우 유명인이나 전문모델이 아닌 비전문 모델을 신체 사이즈를 기준으로 고용하고 있는 상황이므로 피팅모델의 효과를 이해함에 있어 얼굴과 몸의 신체 매력성을 구분하여 논의하는 것은 중요하다. 본 연구는 모델 매력성 효과에서 각각 긍정적 효과와 부정적 효과를 설명하는 감정적 기제로 제시된 바 있는 심리적 거리감과 동일시 개념을 이용하여, 피팅모델의 얼굴과 몸 매력성에 대한 소비자의 다양한 감정적 반응이 어떠한 감정적기제를 거쳐 모델태도 및 제품태도, 제품구매의도로 연결되는지 밝히고자 한다. 실증연구를 위해 실제 의류 소호몰의 피팅모델을 대상으로 얼굴과 몸 매력성이 모두 높은 경우, 얼굴 매력성이 높고 몸 매력성이 보통인 경우와 그반대의 경우, 얼굴과 몸 매력성이 모두 보통인 경우에 해당할 수 있는 모델들을 선정한 후 이들의 사진을 480명의피험자에게 제시하고 반응을 측정하였다. 자료분석 결과, 피팅모델의 매력성이 모델 태도를 형성하게 되는 심리적거리감과 동일시의 두 경로는 유의하며, 특히 얼굴 매력성은 모델태도에 직접적으로 영향을 미치게 되며, 모델태도는 제품태도를 매개로 하여 제품에 대한 구매의도에 영향을 미치는 것으로 나타났다. 구체적으로, 얼굴 매력성은 심리적 거리감에 보통 수준의 부적 영향력을, 동일시에 높은 수준의 정적 영향력을 가지며, 몸 매력성은 심리적 거리감에 높은 정적 영향을, 동일시 감정에 보통 수준의 정적 영향력을 가지는 것으로 나타나 얼굴 매력성은 주로 소비자의 동일시 감정을 자극하는 경로로, 몸 매력성은 심리적 거리감을 높이는 경로로 하여 모델태도에 영향을 미치게되는 것으로 보인다. 특히 얼굴 매력성은 모델태도에 직접적 영향을 미칠 뿐 아니라, 모델태도에 긍정적 영향을 가지는 동일시의 유의한 선행변인이므로 피팅모델의 얼굴 매력성이 소비자의 긍정적인 모델태도 형성에 중요한 변인이 됨을 밝혔다. 마지막으로 연구결과를 바탕으로 다양한 이론적, 실무적 시사점이 논의되었다.

Abstract

The impact of the attractiveness of the models on the consumer attitude and behavior has been at the center of the advertisement research and studies these days. There have been many attempts to verify the effect based on various theories, such as social comparison theory. The effect of the models that the traditional media commercials expect is to form favorable attitudes of the consumers. These consumers take in the corporate messages toward the highly attractive models in a passive manner, thereby encouraging the consumers to have positive attitudes and behaviors in regard to products. However, some studies question the positive effect of the highly attractive models and report on the negative emotions consumers have toward the model attractiveness. Therefore, it is necessary to discuss the influence that model attractiveness has on consumers. The fitting models for internet-based clothing stores are different from the models in the conventional advertisement with generally high attractiveness in that their role is to present the visual characteristics and features of the clothing products effectively, which cannot be experienced by consumers directly in the on-line environment. The physical attractiveness of these fitting models can be an important attribute as a model. Furthermore, the SOHO shopping malls employ non-professional, not celebrities or professional models, based on their body sizes, and thus it is necessary to discuss the facial and figure attractiveness separately in order to understand the effect of the fitting models. This study utilizes the concept of psychological distance and identification, which have been presented as the emotion responses that explain both positive and negative effects of the model attractiveness, in order to shed light on what kind of mechanisms the emotional responses of consumers to the facial and figure attractiveness of the fitting models go through and how such responses are linked to model attitudes, product attitudes and intention of purchase. To maximize the effect of this empirical study, the models who are currently working as the fitting models for online shopping malls were selected and were divided into the groups of i)models whose facial and figure attractiveness are both high, ii) models whose facial attractiveness is high but figure attractiveness is moderate, and iii) models facial and figure attractiveness are both moderate, in order to secure sufficient range of deviation. Their photographs were provided in the survey. To provide the objective criteria for figure attractiveness, the “moderate”and “attractive” body sizes were provided based on the fifth Korean body size table from Size Korea as well as the sizes of the fitting models currently working for online shopping malls. The measuring tools were modified to this study, based on the studies by: Ohanian (1990);Kim Mihye and Jeon Jungok (2009); Lee Jiyeong (2008); Kim Jeongeun (2003), and others. The data collected from a total of 480 people were used in the final analysis. After confirming the reliability and validity of the constructs, the hypotheses were verified with Structural Equation Modeling by using AMOS program. The analysis found that both psychological distance and identification were significant mediator in the path from fitting models’ physical attractiveness to the model attitudes which had indirect effects on the product purchase intention through product attitudes. In particular, the facial attractiveness was found to have direct impact on the model attitudes. Facial attractiveness had an moderate level of negative effect on psychological distance and a high level of positive effect on identification,while figure attractiveness had a high level of positive effect on psychological distance and an moderate level of positive effect on identification. This shows that facial attractiveness mainly provokes identification in consumers whereas figure attractiveness increases psychological distance, thereby affecting the model attitudes. Facial attractiveness is particularly noteworthy as it is a significant antecedent variable that affects not only model attitudes directly but also identification that has positive impact on model attitudes. This indicates that facial attractiveness of the fitting models is a significant variable in forming the positive model attitudes of consumers. It also explores how the attitudes toward models do not have direct effect but indirect effect on the intention to purchase products by way of product attitudes, showing that the formation of attitudes toward products in the high-involvement situation controlled by this study was found to be a significant mediating variable. This study identifies that facial and figure attractiveness of the fitting models have impact on model attitudes via psychological distance and identification and that model attitudes affect the intention to purchase products by way of product attitudes, thereby highlighting the invisible emotional responses of consumers in regard to physical attractiveness of the fitting models. The results of this study is significant in that it presents how internet-based clothing mall owners can encourage positive model attitudes by selecting the right fitting models and promote their product and sales effectively.

참고문헌 (68)

  1. 김민자, "복식미학강의1" (2004), 교문사
  2. 김미혜, "광고모델의 매력성에 대한 소비자의 부정적 감정에 관한 연구", 한국심리학회지: 소비자·광고, 10(2), pp.183~207 (2009), 한국소비자·광고심리학회
  3. 김정은, "청소년의 영상매체 등장인물 동일시 현상과 자아개념간의 관계", 석사, pp.2003
  4. 박은아, "광고모델과 소비자간 신체 이미지 차이의 광고효과", 한국심리학회 연차학술발표대회 논문집 (2000)
  5. 박은아, "광고모델에 대한 소비자 지각이 구매의도에 미치는 영향: 신체이미지 비교를 중심으로", 한국심리학회지: 소비자·광고, 2(1), pp.87~116 (2001)
  6. 박은주, "인터넷 쇼핑 흥미도, 인터넷 쇼핑몰 특성, 감정적 요인이 인터넷 쇼핑몰에서 패션 제품 충동구매행동에 미치는 영향", 한국의류학회지, 32(1), pp.1~11 (2008), 한국의류학회
  7. 박흥수, "광고모델 선호도가 광고태도, 브랜드 태도 및 구매의도에 미치는 영향에 관한 연구", 연세경영연구, 43(1), pp.1~29 (2006), 경영연구소
  8. 박철, "온라인 소비자행동 연구의 현황과 과제", 소비자학연구, 21(2), pp.289~320 (2010), 한국소비자학회
  9. 배준한, "모델공신력이 광고효과에 미치는 영향", 석사, pp.2007
  10. "사이즈 코리아"[URL]
  11. 서문식, "인터넷 쇼핑상황에서 경험하는 소비자 감정에 관한 질적 연구", 소비자학연구, 13(2), pp.3~80 (2002), 한국소비자학회
  12. 송환웅, "유명인 광고모델 중복출연이 소비자태도에 미치는 영향:적합성의 조절효과", 광고학연구, 20(6), pp.205~221 (2009), 한국광고학회
  13. 이지영, "인터넷 패션 쇼핑몰 모델과 소비자 체형이 쇼핑 감정, 점포 만족, 점포 재방문의도에 미치는 영향-신체만족도와 신체적 외모비교의 조절효과를 중심으로", 석사, pp.2008
  14. 이지현, "모델의 매력도 차원이 모델 전형성과 의류광고 적합성에 미치는 영향", Journal of Global Scholars of Marketing Science(마케팅과학연구), 15(3), pp.49~65 (2005), 한국마케팅과학회
  15. 임성원, "청소년의 ‘미디어인물 동일시’에 관한 연구: TV 드라마 캐릭터를 중심으로", 석사, pp.2003
  16. 전달영, "유명인 광고 모델과 일반인 광고 모델의 광고 효과", 광고연구, (봄), pp.151~178 (1996)
  17. 차배근, "설득커뮤니케이션 이론" (1997), 나남
  18. "통계청"[URL]
  19. 홍종필, "잡지 속의 신체 이미지 광고에 대한 노출이 20대 여성의 기분과 신체 불만족에 미치는 영향", 미디어, 젠더 & 문화, 4, pp.72~118 (2005)
  20. Alicke, Mark D., "The Better than Myself Effect", Motivation and Emotion, 25(1), pp.7~22 (2001)
  21. Atkin, Charles, "Effectiveness of Celebrity Endorsers", Journal of Advertising Research, 23, pp.57~61 (1983)
  22. Baker, Michael J., "The Impact of Physically Attractive Models on Advertising Evaluations", Journal of Marketing Research, 14(4), pp.538~555 (1977)
  23. Bandura, Albert, "Social Learning Theory" (1977), General Learning Press
  24. Bar-Anan, Yoav, "Automatic Processing of Psychological Distance: Evidence from a Stroop Task", Journal of Experimental Psychology, 136(4), pp.610~622 (2007)
  25. Bergami, Massimo, "Self-Categorization, Affective Commitment and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization", British Journal of Social Psychology, 39(4), pp.555~577 (2000)
  26. Bower, Amanda B., "Highly Attractive Models in Advertising and the Women Who Loathe Them:The Implications of Negative Affect for Spokesperson Effectiveness", Journal of Advertising, 30(3), pp.51~63 (2001)
  27. Bower, Amanda B., "Is Beauty Best? Highly versus Normally Attractive Models in Advertising", Journal of Advertising, 30(1), pp.1~12 (2001)
  28. Caballero, Marjorie J., "Effects of Model Attractiveness on Sales Response", Journal of Advertising, 13(1), pp.17~23 (1984)
  29. Cash, Thomas F., "Mirror, Mirror, on the wall…?: Contrast Effects and Self-Evaluations of Physical Attractiveness", Personality and Social Psychology Bulletin, 9(3), pp.351~358 (1983)
  30. Cattarin, Jill A., "Body Image, Mood, and Televised Images of Attractiveness: The Role of Social Comparison", Journal of Social and Clinical Psychology, 19(2), pp.220~239 (2000)
  31. Collins, Rebecca L., "For Better or Worse: The Impact of Upward Social Comparison on Self-Evaluation", Psychological Bulletin, 119(1), pp.51~69 (1996)
  32. Dittmar, Helga, "Professional Hazards? The Impact of Models' Body Size on Advertising Effectiveness and Women's Body-Focused Anxiety in Professions that Do and Do not Emphasize the Cultural Ideal of Thinness", British Journal of Social Psychology, 43(4), pp.477~497 (2004)
  33. Dion, Karen, "What Is Beautiful Is Good", Journal of Personality and Social Psychology, 24(3), pp.285~290 (1972)
  34. Ellemers, Naomi, "Self-Categorisation, Commitment to the Group and Group Self-Esteem as Related but Distinct Aspects of Social Identity", European Journal of Social Psychology, 29(2-3), pp.371~389 (1999)
  35. Eroglu, Sevgin A., "Model 0f Online Store Atmospherics and Shopper Responses", Psychology & Marketing, 20(2), pp.139~150 (2003)
  36. Festinger, Leon, "A Theory of Social Comparison Processes", Human Relations, 7(2), pp.117~140 (1954)
  37. Hair, Joseph F. Jr., "Multivariate Data Analysis, 7thed" (2010), Prentice Hall
  38. Halliwell, Emma, "Does size matter? The Impact of Model's Body Size on Women's Body-Focused Anxiety and Advertising Effectiveness", Journal of Social and Clinic Psychology, 23(1), pp.104~122 (2004)
  39. Harrison, Kristen, "Does Interpersonal Attraction to Thin Media Personalities Promote Eating Disorders", Journal of Broadcasting and Electronic Media, 41(4), pp.478~500 (1997)
  40. Heinberg, Leslie J., "Body Image and Televised Images of Thinness and Attractiveness: A Controlled Laboratory Investigation", Journal of Social and Clinical Psychology, 14(4), pp.325~338 (1995)
  41. Heinberg, Leslie J., "Development and Validation of Sociocultural Attitudes towards Appearance Questionnaire", International Journal of Eating Disorders, 17(1), pp.81~89 (1995)
  42. Holbrook, Morris B., "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising", Journal of Consumer Research, 14(3), pp.404~420 (1987)
  43. Joseph, W. Benoy, "The Credibility of Physically Attractive Communicators: A Review", Journal of Advertising, 11(3), pp.15~24 (1982)
  44. Kahle, Lynn R., "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective", Journal of Consumer Research, 11(4), pp.954~961 (1985)
  45. Kamins, Michael A., "Celebrity and Non-Celebrity Advertising in Two Sided Context", Journal of Advertising Research, 29(3), pp.34~42 (1989)
  46. Kelman, Herbert C., "Processes of Opinion Change", Public Opinion Quarterly, 33(1), pp.57~78 (1961)
  47. Lennon, Sharron J., "Attitudes toward Social Comparison as a Function of Self-Esteem: Idealized Appearance and Body Image", Family and Consumer Science Research Journal, 27(4), pp.379~405 (1999)
  48. Lennon, Sharron J., "Linkages between Attitudes towards Gender Roles, Body Satisfaction, Self-Esteem, and Appearance-Management Behaviors in Women", Family and Consumer Sciences Research Journal, 23(2), pp.94~117 (1994)
  49. Lyubomirsky, Sonja, "Hedonic Consequences of Social Comparison: A Contrast of Happy and Unhappy People", Journal of Personality and Social Psychology, 73(6), pp.1141~1157 (1997)
  50. Mahoney, E. R., "Body-Cathexis and Self-Esteem: A Reanalysis of the Differential Contribution of Specific Body Aspects", Journal of Social Psychology, 99(2), pp.251~258 (1976)
  51. Martin, Mary C., "Stuck in the Model Trap: The Effects of Beautiful Models in Ads on Female Pre-Adolescents and Adolescents", Journal of Advertising, 26(2), pp.19~33 (1997)
  52. Myers, Philip N. Jr., "The Elastic Body Image: The Effect of Television Advertising and Programming on Body Image Distortions in Young Women", Journal of Communications, 42(3), pp.108~133 (1992)
  53. Ohanian, Roobina, "Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness", Journal of Advertising, 19(3), pp.39~52 (1990)
  54. Ohanian, Roobina, "The Impact of Celebrity Spokesperson’s Perceived Image on Consumers’ Intention to Purchase", Journal of Advertising Research, 31(1), pp.45~63 (1991)
  55. "CENTRAL AND PERIPHERAL ROUTES TO ADVERTISING EFFECTIVENESS - THE MODERATING ROLE OF INVOLVEMENT", JOURNAL OF CONSUMER RESEARCH, 10(2), pp.135~146 (1983), UNIV CHICAGO PRESS
  56. Richins, Marsha L., "Social Comparison and the Idealized Images of Advertising", Journal of Consumer Research, 18(1), pp.71~83 (1991)
  57. Salovey, Peter, "Some Antecedents and Consequences of Social Comparison Jealousy", Journal of Personality and Social Psychology, 47(4), pp.780~792 (1984)
  58. Silver, Maury, "The Social Construction of Envy", Journal for the Theory of Social Behaviour, 8(3), pp.313~332 (1978)
  59. Silverstein, Brett, "Some Correlates of the Thin Standard of Bodily Attractiveness for Women", International Journal of Eating Disorders, 5(5), pp.895~905 (1986)
  60. Solomon, Micheal R., "The Beauty Matchup Hypothesis: Congruence between Types of Beauty and Product Images in Advertising", Journal of Advertising, 21(4), pp.23~35 (1992)
  61. Stice, Eric, "Adverse Effects of the Media Portrayed Thin-Ideal on Women and Linkages to Bulimic Symptomatology", Journal of Social and Clinic Psychology, 13(3), pp.288~308 (1994)
  62. Stormer, Susan M., "Explanations of Body Image Disturbance: A Test of Maturational Status, Negative Verbal Commentary Social Comparison, and Sociocultural Hypotheses", International Journal of Eating Disorders, 19(2), pp.193~202 (1996)
  63. Striegel-Moore, Ruth H, "Toward an Understanding of Risk Factors for Bulimia", American Psychologist, 41(3), pp.246~263 (1986)
  64. Striegel-Moore, Ruth H, "Competing on All Fronts: Achievement Orientation and Disordered Eating", Sex Roles, 23(11-12), pp.697~702 (1990)
  65. Thompson, Craig J., "Understanding the Socialized Body: A Poststructuralist Analysis of Consumers' Self-Conceptions, Body Images, and Self-Care Practices", Journal of Consumer Research, 22(2), pp.139~153 (1995)
  66. Tolor, Alexander, "Psychological Distance in Disturbed and Normal Adults", Journal of Clinical Psychology, 26(2), pp.160~162 (1970)
  67. Wilson, Elizabeth J., "Source Effects in Communication and Persuasion Research: A Meta-Analysis of Effects Size", Journal of the Academy of Marketing Science, 21(2), pp.101~112 (1993)
  68. Wood, Joanne V., "Theory and Research Concerning Social Comparisons of Personal Attributes", Psychological Bulletin, 106(2), pp.231~248 (1989)

관련 논문AI추천

언제 여성의 아름다움은 소비자 설득에 효과적인가?: 모델 유형의 조절효과를 중심으로최지은한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2021 · 제29권 제1호무명 광고 모델의 신체적 매력도와 시선이 소비자의 광고 정보 처리 과정에 미치는 효과강정석한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2015 · 제16권 제2호모델의 매력도 차원이 모델 전형성과 의류광고 적합성에 미치는 영향이동일, 이지현한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2005 · 제15권 제3호시니어 의류 브랜드의 광고모델 유형에 따른 여성 소비자 반응 연구여은아, 이응석복식문화학회 · 복식문화연구2016 · 제24권 제1호모델체형, 모델제시유형, 자기신체이미지가 20대 여성의 자기위협, 광고태도 및 시각적 주의에 미치는 영향김지호, 윤원정한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2024 · 제25권 제1호매력적인 광고모델이 제품평가에 미치는 영향: 경쟁적 맥락과 제품유형의 효과김영조, 정병욱한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2014 · 제15권 제1호

이 간행물의 다른 논문 (11건)

소비자의 8대 기본권리 실현을 위한 기업의 책임 수행에 대한 소비자의 인식 및 요구 - 기업의 사회적 책임에 대한 논의를 중심으로 -김혜연, 김시월pp. 1-23이익 혹은 손실 상황에서 금융소비자들이 경험하는 감정은 모두 같은가? - 조절초점에 따른 감정 유형 간 강도 그리고 만족도 차이를 중심으로 -김영두pp. 25-55소비자가 지각한 제품사용상황이 하이테크제품 교체구매의향에 미치는 영향황미진, 이현민, 이완수, 황용희pp. 83-114공익연계 마케팅(CRM) 메시지 제시 여부가 제품평가에 미치는 영향에 관한 연구: 광고소구유형과 제품유형의 조절효과를 중심으로최윤식, 최자영pp. 115-138소비자간 정보 전달과 구전효과를 반영한 구조적 선택 모형 및 실증 적용고대영pp. 139-157
원문 보기