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광고의 색상-스키마 일치와 제품 혜택 속성의 구체성이 제품태도에 미치는 영향: 소비자 혁신성의 조절효과를 중심으로

The Effect of Color-Schema Congruity and Attributes’ Concreteness in Advertisement on Product Attitude: Focusing on Moderating Role of Consumers’ Innovativeness

이지현|김한구
한국전략마케팅학회 (Korean Strategic Marketing Association)|2021.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제29권 제4호|pp. 33-50|DOI http://dx.doi.org/10.22736/jms.29.4.03

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참고문헌

키워드

소비자 혁신성제품태도Product Attitude색상-스키마속성 구체성Color-Schema CongruityAttributes ConcretenessConsumer Innovativeness

초록

본 연구의 목적은 광고에서 표현된 제품의 색상-스키마의 일치성과 제품 속성의 구체성 수준이 제품태도에 미치는 영향을 검증하고 혁신성의 조절역할을 확인하는 것이었다. 본 실험에 사용될 자극물을 조작하기 위해 사전조사 결과에 기반하여 소비자의 스키마와 일치하는 색상으로는 갈색, 일치하지 않는 색상으로는 빨간색을 선정하였다. 또한 건강을 강조하는 추상적인 메시지를 사용해 상위수준의 해석을 유도하고 맛을 강조한 구체적인 메시지를 사용해 하위수준의 해석을 유도하였다. 또한 혁신성 측정치의 중앙값을 기준으로 소비자를 두 집단으로 구분하였다. 분석 결과, 추상적인 속성이 제시된 경우, 기존 스키마와 일치하는 색상보다 일치하지 않는 색상의 제품에 대한 태도가 더 호의적으로 나타난 반면, 구체적인 속성이 제시될 경우, 스키마와 일치하지 않는 색상보다 일치하는 색상의 제품에 대한 태도가 더 호의적으로 나타났다. 또한 혁신성이 높은 집단의 경우, 제품 속성의 구체성과 관계없이 스키마와 일치하지 않는 색상에 대한 태도가 더 호의적이었다. 본 연구의 결과를 바탕으로 기업들이 소비자들의 흥미를 끌 수 있는 참신한 콘텐츠를 제작하는 데 보다 효과적인 지침을 제공할 수 있다.

Abstract

The purpose of this study is to verify the impacts of products’ color-schema congruity and concreteness level of product attributes in advertisement on product attitude and identify the moderating role of innovativeness. To manipulate the stimuli to be used in the experiment, we selected brown color as a congruous color and red color as an incongruous color with schema. In addition, we induced high construal level by using health-focused abstract message and induced low construal level by using taste-focused concrete message based on results of pretest. Moreover, we subdivide consumers into two groups based on the median value of innovativeness’ measures. The results showed that when presenting an abstract attributes, an incongruous (vs. congruous) color leads to more favorable product attitude, whereas when presenting a concrete attributes, a congruous (vs. incongruous) color leads to more favorable product attitude. Additionally, in a group of high innovativeness, incongruous (vs. congruous) color leads to more favorable product attitude regardless of concreteness level of product attributes. Based on the result, we provide practical guidelines for companies to develop novel contents that can attract consumers’ attention.

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