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광고모델 친숙도의 효과에 관한 고찰: 중복 출연 친숙도와 일상 친숙도를 중심으로

Effects of Endorser Familiarity on Advertising Effectiveness: Focusing on Multiple Endorsement and Ordinary Familiarity

김문용|황인석
한국소비자학회 (Korean Society Of Consumer Studies)|2011.09|소비자학연구 (Journal of Consumer Studies)|제22권 제3호|pp. 207-231

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참고문헌

키워드

광고효과광고모델클러터ClutterEndorserAd Effectiveness중복 출연 친숙도일상 친숙도Multiple Endorsement FamiliarityOrdinary Familiarity
주제분류경제학

초록

본 연구는 광고모델 친숙도를 중복 출연 친숙도와 일상 친숙도로 나누고 이들 친숙도가 광고효과에 미치는 영향을 실증적으로 고찰하고 있다. 여기서 중복 출연 친숙도란 인위적인 클러터 상황에서 동일 모델의 (다른 광고에)반복 출연으로 인해 생겨나는 친숙도를 말하며, 일상 친숙도란 일상생활에서 자연스러운 접촉 혹은 직·간접적인 경험 등으로 인해 형성된 친숙도를 의미한다. 실험은 대학생 180명을 대상으로 모의 상황에서 실시되었다. 연구 결과 일상 친숙도가 낮은 광고모델의 경우 중복 출연 친숙도가 높을 때보다 낮을 경우에 메시지 기억이 더 높은 것으로 나타났다. 그러나 일상 친숙도가 높은광고모델의 경우 중복 출연 친숙도 고/저에 따라 분명한 차이가 나타나지 않았다. 또한 본 연구에서는 중복 출연친숙도와 광고태도의 관계는 ∩ 형태로 나타났으며, 이러한 ∩ 형태의 정점은 일상 친숙도가 높은 모델보다 낮은모델에서 더 늦게 나타났다. 본 연구는 광고모델 친숙도를 세분화하고, 그 영향을 광고효과 측면에서 실증 고찰하고 있다는 점에서 의의를 지닌다고 할 수 있다.

Abstract

This study investigates effects of endorser familiarity on ad effectiveness, suggesting that the familiarity can have two dimensions, multiple endorsement and ordinary familiarity. The multiple endorsement familiarity refers to the familiarity formed by repetitive exposures to the same endorser in various ads in an ad-clutter. The familiarity may be formed on a short-term basis. For example, if a person watched a lot of ads with the same endorser, but in the different product category, in a clutter, the person could have the relatively high multiple endorsement familiarity with the endorser. While the ordinary familiarity is a long-term based concept,formed by natural contact or direct or indirect experience with something in a real life. Based on the past studies, a total of five hypotheses are addressed in the study; The memory performance for ad messages will be higher in the condition of the low multiple endorsement familiarity of an endorser than in the condition of the high(H1-1). The H1-1 will be more evident in the condition of the low ordinary familiarity of an endorser than in the condition of the high(H1-2). Theses hypothesis are based on the assumption that the decrease of interest in the ad or the distraction of attention to the ad can be higher in the condition of the high multiple endorsement familiarity or the high ordinary familiarity. The H2-1 asserts that the relationship between the multiple endorsement familiarity and the ad attitude will be a ∩shape. The mere exposure theory and the wear-out effect are adopted for the theoretical background for the hypothesis. The peak of that shape is expected to come later in the condition of the low ordinary familiarity compared to in the condition of the high(H2-2), which can be explained by the assumption for the H1 and the wear-out effect. In addition, this study predicts, referring to earlier works, that the ad attitude will have more influences on the ad effectiveness than the memory performance(H3). To test the hypotheses, the experiment took place at a regular undergraduate class time. One hundred and eighty-six undergraduate students at the college of one of authors participated in the study. Their ages ranged from 20to 29 with an average of 24.4. The sample was 62.2 percent male. Before the experiment, all participants were told that the purpose of the study was to analyze consumers’ responses to TV ads and they would watch twenty print ads as a clutter on the screen, for fifteen seconds per each. The target ad were placed at the end of the clutter. All participants were randomly assigned to one of six independent experimental groups. After showing the ads in the clutter to participants, we let them take a distraction task such as watching pictures of beautiful landscape on the screen for one minute. Then, they were given the message recall and recognition tasks for one minute per each. The recognition task was done after the recall task. After the memory tasks were finished, participants filled out items measuring attitudes, behavior intention, likeability of an endorser, and fit between an endorser and the ad. They also answered to the items for the manipulation check and were given a debriefing questionnaire that asked them in an open-ended format to report what they believed to be the purpose of the study at the end of the experiment. It was found that our manipulation was successful and no participants had noticed the purpose of the study. Also,there was no significant difference of the likeability of an endorser or the fit between the endorser and the ad among groups in each ordinary familiar condition. But because six participants were found to have watched some ads in the clutter, they were excluded from the further analyses. Results showed that the memory performance was higher in the condition of the low multiple endorsement familiar group than in the condition of the high in the low ordinary familiar condition. However, there was no statistical difference between them in the high ordinary familiar condition. As noted, this study assumed that the group of the high multiple endorsement familiarity could have a limitation of the interest or attention-gaining compared to that of the low in the low ordinary familiar condition. But such effects are thought to be disappear in the high ordinary familiar condition. It was also found that there was a ∩ shape between the multiple endorsement familiarity and the ad attitude, that is, as the multiple endorsement familarity increased, the slope of the ad attitude decreased. The degree of the decreasing was more greater in the high ordinary familiar condition than in the low. The ad attitude was found to play a more role on the persuasion than the memory performance. This finding is in line with the previous empirical findings that suggest the memory performance has no or little effect on the persuasion. Consistent with this suggestion, we also found that the relationship between the familiarity of the endorser and the persuasion was more closer to the relationship between the familiarity of that and the ad attitude than to the relationship between the familiarity and the memory performance. This study has limitations related to the generalization of results in several ways. First,there is the possibility that the findings could appear only when consumers are in the high involvement condition. If consumers were in the extremely low involvement condition, they would not pay attention to the endorser, even the noble or unfamiliar endorser, which subsequently could affect on the memory performance negatively. Second, being performed in a simulated and one-time situation using non-professional print ads with the exposure on a screen, the study would have the limitation of external validity. Further study is necessary to examine effects of the familiarity of an endorser in a real situation using professional ads with the natural exposure. Third, our sample was limited to one population group such as college students. This also decrease the generality of the study's results. Further research should explore the effect by including other population groups and get the confirming results. In spite of the limitations, the findings in the study are expected to contribute to the existing theory and marketing communication practices.

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