비도덕성이 광고에 대한 태도에 미치는 영향 : 도덕성 - 깨끗함의 관계를 중심으로
The Impact of Immorality on Attitudes toward the Advertisement : Focused on a Morality - Cleanliness Relationship
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참고문헌
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초록
본 연구의 목적은 비도덕적 상황에 노출된 소비자들이 깨끗함과 관련된 광고에 어떤 태도를 보이는지 규명하는 것이다. ‘도덕적 순결함’이라는 은유적 표현의 사용은 도덕성과 깨끗함이라는 두 개념을 상호활성화 시킨다. 따라서 비도덕적 상황을 접한 소비자는 더럽혀진 도덕적 가치를 복구하기 위해 깨끗함과 관련된 광고에 대해 더 긍정적인 태도를 보일 것이라고 예측하였다. 실험 1은 비도덕성 조작 후 신체 외부를 깨끗하게 해주는 제품을 포함한 광고(치약 vs. 초콜릿)에 대한 태도를 측정하였으며, 실험 2는 신체 내부를 깨끗하게 해주는 제품을 포함한 광고를 대상으로 삼았다(디톡스 주스 vs. 초코 음료). 실험 3은 같은 제품군을 대상으로 광고 문구(세척 작용 vs. 잇몸 보호)만 다르게 설정하여 비도덕성이 광고 태도에 미치는 영향을 알아보았다. 세 가지 실험 모두 비도덕적 행위를 경험한 참가자들이 그렇지 않은 참여자들보다 깨끗함과 관련된 광고에 대해 더 긍정적인 태도를 보였다. 마지막으로 조사결과를 바탕으로 이론적 및 실무적 시사점과 한계점에 따른 미래 연구방향을 제시하였다.
Abstract
The purpose of this study is to examine whether immorality influences attitudes toward the advertisements related to cleanliness. Using a metaphoric expression ‘moral purity’ co-activates two concepts: morality and cleanliness. We predicted that consumers who experienced immoral situation will show positive attitudes toward the cleanliness-related advertisements to cleanse their moral disgust and to reaffirm their violated moral values. Experiment 1 manipulated immorality and measured attitudes toward the two advertisements(toothpaste vs. chocolate). Experiment 2 included a product that cleanses inner parts of the body(detox beverage vs. chocolate beverage). Experiment 3 advertised the same product with two different messages(washing action vs. gum protection). Participants primed with immorality showed more positive attitudes toward the cleanliness-related advertisement than those who are not. The theoretical and practical implications are discussed. The limitations of this study are suggested for the future research.
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