자기가치확인 점화가 담뱃갑광고의 경고그림에 대한 흡연자의 반응에 미치는 효과 연구: 흡연자의 흡연량과 담뱃갑광고 소구 유형에 따른 차이 검증
A Study on the Priming Effect of Self-Affirmation on Smoker’s Response to Warning Graphics in Cigarette Packs: Moderating Roles of Smoking Amount and Appeal Type of Warning Graphic
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본 연구는 자기가치확인 점화가 담뱃갑광고의 경고그림에 대한 흡연자의 메시지 수용도 (흡연에 대한 평가)와 금연의도에 미치는 영향을 확인하고자 수행되었다. 이를 위해 본 연구에서는 흡연자의 흡연량과 담뱃갑광고 소구 유형에 따라 자기가치 점화의 효과에 차이가 있는지를 확인하고자 삼원 상호작용 검증을 실시하였다. 흡연량에 따라 고흡연자와 저흡연자로 나뉜 참가자들은 자기가치확인 점화 조건 (점화 대 통제)과 담뱃갑광고 소구 유형 조건 (신체위협 대 관계위협)에 무선 할당되었다. 참가자들은 담뱃갑광고 노출후 메시지 수용도와 금연의도를 묻는 설문에 답하였다. 분석 결과, 자기가치 점화, 참가자의 흡연량, 담뱃갑광고 소구 유형의 삼원 상호작용 효과가 한계적으로 유의미하였다. 구체적으로, 신체위협 광고의 경우 고흡연자가 통제 조건보다 자기가치 점화 조건에서 메시지를 더 높게 수용하는 자기가치 점화 효과가 확인되었다. 반면에, 관계위협 광고의 경우는 저흡연자에게서 자기가치 점화의 효과가 발견되었다. 한편, 참가자의 흡연량과 담뱃갑광고 소구 유형에 따른 자기가치의 점화가 금연의도에 미치는 효과가 메시지 수용도에 의해 부분적으로 매개된다는 것이 확인되었다. 본 연구는 국내 피험자를 대상으로 자기가치 확인이 메시지 수용도에 미치는 영향을 확인하였을 뿐 아니라, 흡연자의 유형과 경고그림의 유형에 따른 차이를 확인한데 의의가 있다. 이어서 연구의 시사점과 한계점, 후속연구에 방향성에 대해 논의하였다.
Abstract
This study was performed to examine the priming effect of self-affirmation on smoker’s acceptance of message from a warning graphic in cigarette packs. For this purpose, three way interaction of smoking amount, appeal type of warning graphic in cigarette packs, and priming effect of self-affirmation was evaluated. Participants who are heavy or light smokers were randomly assigned to self-affirmation priming condition (priming vs. control) and appeal type condition (threat to body vs. threat to relationship). After exposed to a warning graphic in cigarette packs, participants answered questionnaires on message acceptance (evaluation on smoking) and intention to quit smoking. Results show that three way interaction of smoking amount, appeal type of warning graphic in cigarette packs, and priming effect of self-affirmation was marginally significant. Specifically, for the warning graphic with threat to body appeal, priming effect of self-affirmation was found in such a way heavy smokers showed higher message acceptance in priming condition than control condition. On the other hand, for the warning graphic with threat to relationship appeal, priming effect of self-affirmation was found with light smokers. Meanwhile, the three way interaction effect on intention to quit smoking was moderated by message acceptance. Findings from this research confirm that self-affirmation affects message acceptance by Korean smokers with different smoking amounts and in different appeal types. Implications and limitations of the study and future research are discussed.
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