제품 관여도가 티저광고에 대한 소비자 반응에 미치는 영향
Effect of Product Involvement on Consumers' Response to Teaser Ad.
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초록
그 동안 티저광고의 효과성에 대한 논의는 지속적으로 이루어져 왔지만, 기존의 티저광고 연구를 살펴보면 일반광고와 티저광고 간의 효과 차이에 대한 의견은 혼재되어 있으며, 그러한 혼재 이유에 대해 명확한 설명을 해주는 연구가 많지 않다. 이에 본 연구는 일반광고와 티저광고에 대한 반응에 있어 조절적 영향을 미치는 요인을 찾기 위해 그 동안 사회 심리학과 소비자 심리학에서 가장 중요한 변수 중 하나로 인식되어져 온 제품 관여도를 적용 하였다. 2(광고 유형: 일반광고/티저광고) × 2(제품 유형: 고관여/저관여) 집단 간 디자인의 실험 결과, 대부분의 결과가 가설과 일치되는 방향성을 보였다. 구체적으로 살펴보면, 광고 유형과 제품 유형 간의 상호 작용 가설의 경우, 고관여 제품에는 중심 경로를 통한 태도 형성을 하기 때문에 티저광고 보다 일반광고에 노출되었을 때 소비자 반응이 더 좋게 나타났으며, 저관여 제품에는 주변 경로를 통해 태도 형성이 이루어지기 때문에 일반광고 보다 티저광고에 노출되었을 때 소비자 반응이 더 좋게 나타났다.
Abstract
Although many researches addressed the effectiveness of Teaser advertising, the results of teaser ad. effects compared to non Teaser ad. were mixed and the researches on the reason of this complexity were little. Thus, this research applied product involvement that researcher in field of social and consumer psychology have considered it as one of important variable for a long time to explore the moderating role on teaser ad.. 2(type of ad.: non-teaser ad./teaser ad.) × 2(type of product: high involvement /low involvement) between subjects ANOVA demonstrated supports for our predictions. In case of the interaction hypothesis between type of ad and type of product, subjects in high involvement product condition may elaborate advertising and product through central route, so the attitude after exposed to non-teaser ad. more positive than teaser ad.. However, subjects in low involvement product condition may elaborate advertising and product through peripheral route, so the attitude after exposed to teaser ad. more positive than non-teaser ad..
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