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TV 프로그램의 무드극성과 각성수준이 광고 인지적 반응에 미치는 영향 : 감성강도의 조절효과를 중심으로

The Effects of the Mood Valence and Arousal Level of TV Programs on Ad Cognitive Response: Focusing on the Moderating Effects of Affect Intensity

이희욱|김성규
한국전략마케팅학회 (Korean Strategic Marketing Association)|2009.04|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제17권 제1호|pp. 1-30

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참고문헌

키워드

Arousal각성수준Affect IntensityTV 프로그램 무드광고 인지적 반응무드극성감성강도TV Program MoodAd Cognitive ResponseMood Valence

초록

본 연구는 프로그램의 무드 차원(무드극성과 각성수준)이 광고 인지적 반응에 어떠한 영향을 미치는가를 알아보기 위한 것으로서 개인특성변수인 감성강도의 조절효과를 바탕으로 이루어졌다. 연구 결과, 광고 인지적 반응에 대한 무드극성(긍/부정성)과 각성수준의 효과가 유의한 것으로 나타났다. 즉, 프로그램 무드가 긍정적일 때보다 부정적일 때 더욱 많은 광고 인지적 반응이 일어났고, 고각성일 때보다 저각성 프로그램에 노출되었을 때 더 많은 광고 인지적 반응을 하였다. 무드극성과 각성차원의 상호작용효과의 경우, 고각성/부정적 무드의 프로그램에 노출된 집단이 다른 집단에 비해 가장 많은 광고 인지적 반응을 하고, 고각성/긍정적 무드의 프로그램에 노출된 집단이 가장 적은 광고 인지적 반응을 하는 것으로 나타났다. 광고 인지적 반응에 대한 무드극성, 각성수준, 감성강도의 상호작용효과도 검증하였다. 감성강도가 높을 경우, 고각성/긍정적 무드 집단과 저각성/긍정적 무드 집단, 고각성/긍정적 무드 집단과 저각성/부정적 무드 집단에서만 서로 차이가 있는 것으로 나타났다. 감성강도가 낮을 경우에는, 저각성/긍정적 무드의 프로그램을 본 집단과 고각성/긍정적 무드의 프로그램을 본 집단간의 광고 인지적 반응은 차이가 없었고, 저각성/부정적 무드의 프로그램을 본 집단과 고각성/부정적 무드의 프로그램을 본 집단도 광고 인지적 반응의 차이가 나타나지 않았다. 이러한 결과들은 현재 광고노출빈도와 도달률에 주된 초점을 맞추고 있는 광고실무자들에게 프로그램 무드효과에 대한 시사점을 제공할 것으로 기대하고, 표적청중들의 개인적 특성에 대한 고려도 필요하다는 것을 보여주고 있다.

Abstract

This study purports to examine the effect of mood dimension--mood valence(positive/negative) and arousal level(high/low)--of the TV programs on advertising cognitive response, based on the moderating effect of affect intensity as a personal trait variable. The findings support hypotheses 1, 2 and 3 which tested effects of mood valence and arousal levels on ad cognitive response. That is, the negative-mood programs induce more ad cognitive response than the positive-mood programs, and a low level of arousal yields more ad cognitive response than a high level of arousal. As for the effect of the interaction between mood valence and arousal level, a group exposed to the high arousal/negative mood program showed most ad cognitive response, while the one exposed to the high arousal/positive mood program demonstrated minimal ad cognitive response. In addition, the effects of the interaction between mood valence, arousal level and affect intensity were tested. When affect intensity is high, differences emerged only between the groups with high arousal/positive mood and low arousal/positive mood and also the groups with high arousal/positive mood and low arousal/negative mood. When affect intensity is low, there is no difference in ad cognitive response between the groups watching the low arousal/positive mood program and the high arousal/positive mood prograrm, nor between the groups watching the low arousal/negative mood program and the high arousal/negative mood program. These findings are expected to demonstrate the effects of program mood to ad practitioners who mainly focus on exposure frequency and reach and that personal traits of target audiences need to be considered.

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