보건 관련 공익광고에서 정교화가능성과 해석수준이 광고태도에 미치는 영향
Public Service Good Health Advertising: Effects of Elaboration Likelihood and Construal Level on Consumer Attitudes
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Purpose - This study aims to accomplish three major researchgoals. First, it strives to change consumers’ focus fromperipheral routes to a central route of public service advertisingrelated to the good health policy, without problematic effects, byinfluencing consumers’ knowledge or involvement. Second, thisstudy examines the elaboration likelihood model (ELM) and construallevel theory (CLT). Specifically, we consider that the centralroute of ELM might correspond with the focal goal of CLT. Third, this study analyzes ELM through CLT. That is, ELM predictedthat low involvement would take the peripheral route, andhigh involvement would take the central route. Research design, data, and methodology - This study consistedof three experiments. The first experiment had a 2×2 between-subject design. The subjects were university students andthe research period was approximately one year. The first independentvariable was the involvement of the overweight issue;this variable was measured and split by the median. The secondindependent variable was the temporal distance (near vs. distant future); this variable was manipulated. The second experimentalso had a 2×2 between-subject design. The first variablewas the involvement of cervical adenocarcinoma prevention,and was considered already manipulated by sex. Specifically,males had a low involvement of the disease, but females hadhigh involvement. The second independent variable was priming(power vs. submissive). Power priming would induce abstractthinking, but submissive priming would take concrete processing. The third experiment had a 2×2×2 between-subject design. Thefirst variable was cognitive depletion, and was manipulated by memorizing 9-digit numbers. The second and third independentvariables were involvement and abstract thinking induction, suchas prior experiments. Data were collected through questionnaires,and were analyzed by an SPSS program. Major hypotheseswere tested by examining the interaction effectsthrough ANOVA. Results - Major findings are as follows. First, even for low-involvedconsumers in the overweight category, distant future manipulationinduced them to focus not on the peripheral route buton the central route of the public service advertisement. This resultdoes not correspond to the typical ELM prediction. Second,under power priming, low-involved males of the cervical adenocarcinomacategory focused on the peripheral route becauseof the induction to abstract thinking. This result replicated thefirst experiment, and confirmed the theoretical robustness. Third,high-involved females focused not on the central but on the peripheralroute under the mixed condition of cognitive depletionand near future manipulation. Depletion consumed cognitive resources,and the processing mode of consumers changed fromsystematic to heuristic. Conclusions - ELM needs to be complemented through CLTin context of public service good health advertising. Specifically,the involvement of ELM may impact consumers’ thinking mode(abstract vs. concrete), and the interaction effects may influenceconsumers’ focus on advertising (central vs. peripheral route). This study’s limitations were bounded subjects, limited stimuli,and somewhat weak external validity.
Abstract
Purpose - This study aims to accomplish three major researchgoals. First, it strives to change consumers’ focus fromperipheral routes to a central route of public service advertisingrelated to the good health policy, without problematic effects, byinfluencing consumers’ knowledge or involvement. Second, thisstudy examines the elaboration likelihood model (ELM) and construallevel theory (CLT). Specifically, we consider that the centralroute of ELM might correspond with the focal goal of CLT. Third, this study analyzes ELM through CLT. That is, ELM predictedthat low involvement would take the peripheral route, andhigh involvement would take the central route. Research design, data, and methodology - This study consistedof three experiments. The first experiment had a 2×2 between-subject design. The subjects were university students andthe research period was approximately one year. The first independentvariable was the involvement of the overweight issue;this variable was measured and split by the median. The secondindependent variable was the temporal distance (near vs. distant future); this variable was manipulated. The second experimentalso had a 2×2 between-subject design. The first variablewas the involvement of cervical adenocarcinoma prevention,and was considered already manipulated by sex. Specifically,males had a low involvement of the disease, but females hadhigh involvement. The second independent variable was priming(power vs. submissive). Power priming would induce abstractthinking, but submissive priming would take concrete processing. The third experiment had a 2×2×2 between-subject design. Thefirst variable was cognitive depletion, and was manipulated by memorizing 9-digit numbers. The second and third independentvariables were involvement and abstract thinking induction, suchas prior experiments. Data were collected through questionnaires,and were analyzed by an SPSS program. Major hypotheseswere tested by examining the interaction effectsthrough ANOVA. Results - Major findings are as follows. First, even for low-involvedconsumers in the overweight category, distant future manipulationinduced them to focus not on the peripheral route buton the central route of the public service advertisement. This resultdoes not correspond to the typical ELM prediction. Second,under power priming, low-involved males of the cervical adenocarcinomacategory focused on the peripheral route becauseof the induction to abstract thinking. This result replicated thefirst experiment, and confirmed the theoretical robustness. Third,high-involved females focused not on the central but on the peripheralroute under the mixed condition of cognitive depletionand near future manipulation. Depletion consumed cognitive resources,and the processing mode of consumers changed fromsystematic to heuristic. Conclusions - ELM needs to be complemented through CLTin context of public service good health advertising. Specifically,the involvement of ELM may impact consumers’ thinking mode(abstract vs. concrete), and the interaction effects may influenceconsumers’ focus on advertising (central vs. peripheral route). This study’s limitations were bounded subjects, limited stimuli,and somewhat weak external validity.
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