비교 소구 방식과 제품 유형이 소비자태도에 미치는 영향
Effects of Mode of Comparative Appeal and Type of Product to Consumers' Attitude
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초록
그 동안 비교 소구의 효과성에 대한 논의는 지속적으로 이루어져 왔지만, 기존의 비교 소구 연구를 살펴보면 일반 광고와 비교 소구 광고 간의 효과 차이에 대한 의견이 혼재되어 있으며, 그러한 혼재 이유에 대해 명확한 설명을 해주는 연구가 많지 않다. 이에 본 연구에서는 비교 소구 효과를 조절하는 요인을 찾기 위해 두 가지를 제안하고 있다. 첫 번째는 제품 유형이며, 두 번째는 비교 소구 광고에 포함되는 경쟁사 브랜드 비주얼의 삽입 유무이다. 2(비교 소구 방식: 경쟁사 브랜드 비주얼을 포함한 직접 비교 소구/ 경쟁사 브랜드 비주얼을 포함하지 않은 직접 비교 소구) 𐌢 2(제품 유형: 실용적/ 쾌락적) 집단 간 디자인의 실험 결과, 대부분의 결과가 가설과 일치되는 방향성을 보였다. 구체적으로 살펴보면, 비교 소구 방식과 제품 유형 간의 상호 작용 가설의 경우, 실용적 제품은 경쟁사 브랜드 비주얼을 포함한직접 비교 소구가 경쟁사 브랜드 비주얼을 포함하지 않는 직접 비교 소구 보다 효과적인 것으로 나타났으며, 쾌락적 제품은 경쟁사 브랜드 비주얼을 포함하지 않는 직접 비교 소구가 경쟁사 브랜드 비주얼을 포함한 직접 비교 소구 보다 효과적인 것으로 나타났다.
Abstract
Many Researchers have argued about the effects of comparative appeals, which are more favorable or less favorable than non-comparative. However, many studies have not found the underlying mechanism to explain whether effects of comparative appeals are positive or negative. In other words, results of comparative appeals are mixed. Our research addressed on the boundary conditions of comparative effect with the possibility of moderating roles of product type or comparative mode(type of visuality). 2(mode of comparative appeal: comparative appeal not including competitor brand's visual/comparative appeal including competitor brand's visual) by 2(type of product: utilitarian/hedonic) between subjects ANOVA demonstrated supports for our predictions. We found that under a utilitarian product, an advertising including competitor brand's visual had a greater positive effect on product evaluation, while under a hedonic product, an advertising not including competitor brand's visual had a more positive effect on product evaluation.
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