언제 여성의 아름다움은 소비자 설득에 효과적인가?: 모델 유형의 조절효과를 중심으로
Effect of the Physical Attractiveness of Advertising Models on Consumer Persuasion: Moderating Effect of Model Types
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초록
광고모델의 신체적 매력성을 다룬 기존의 선행연구들에서는 아름다움이 설득에 긍정적 영향을 미칠 수 있음에 주목하였다. 그러나 최근에 들어 광고모델의 지나친 날씬함이 소비자 설득에 미치는 부정적 효과를 다룬 연구들이 이루어졌다. 이에, 본 연구에서는 광고모델의 신체적 매력성이나 외적 특성과 관련된 선행연구를 확장하여 전문가 광고모델의 경우에도 이러한 신체적 아름다움이 설득에 긍정적인 영향을 미치게 될 것인가를 규명하고자 하였다. 구체적으로, 광고모델이 연예인일 경우에는 평범한 외모보다는 아름다운 외모일 때 설득에 효과적이지만, 광고모델이 전문가일 경우에는 오히려 평범한 외모일 때 설득에 더 효과적일 것이라는 가설을 제안하였다. 제안한 일련의 가설을 검정하기 위하여 온라인 실험을 진행하였다. 가설 검정 결과, 연예인 광고모델의 경우 외모가 평범한 조건과 아름다운 조건 간에 광고태도와 구매의도의 차이가 유의하게 나타나지 않았다. 반면에, 의사 광고모델의 경우 외모가 아름다운 조건보다는 평범한 조건일 때 광고태도와 구매의도가 더 높게 나타났다. 이러한 연구 결과는 여성의 아름다움이 반드시 긍정적 설득효과를 나타내는 것은 아니며, 특히 매력적인 외모의 전문가 광고모델일 경우 소비자들은 이에 대해 부정적으로 반응할 수 있음을 시사한다. 본 연구는 아름다움과 관련된 선행연구를 이론적으로 확장하였으며, 광고 실무자에게 광고모델의 선정과 관련된 실질적 지침을 제공하였다.
Abstract
This research study aims to expand prior research on the physical attractiveness of advertising models and seeks to determine whether physical beauty has a positive effect on consumer persuasion, particularly when the model is being presented as an “expert” in a certain field. In order to test the hypotheses, the researcher of this study conducted an online experiment. The results showed that, in the case of celebrity advertising models whose physical attractiveness were deemed “ordinary” and “beautiful,” there was no significant difference in consumer advertising attitudes and purchase intentions. However, the study found that when the advertising model was presented as an expert (i.e. as a doctor), consumers exhibited a more positive advertising attitude and a stronger purchase intention, but only when the model was deemed “ordinary” in appearance rather than “beautiful.” This study contributes to existing research on model attractiveness and provides practical guidance for advertising practitioners.
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