공익캠페인의 정서성, 자아관련성, 시각적 주의가 캠페인 태도에 미치는 영향: 디지털 뇌파(EEG) 기반 각성의 조절된 매개효과
The Effect of Affective Valence, Perceived Self-Relevance, and Visual Attention on Attitudes toward PSA’s Issues: Moderated Mediation of Digital EEG Arousal
1
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
본 연구는 조건과정모델링에 기초하여 공익광고캠페인의 정서성과 이슈에 대한 수용적 태도의 관계에서 시각적 주의와 지각된 자아관련성의 매개효과와 매개변인에 대한 EEG 각성의 조절효과를 알아보고자 했다. 이를 위해 SPSS 22.0의 Multiple Mediation 절차와 SPSS Macro(14번)를 이용하여 조절된 매개효과를 분석하였다. 본 연구결과는 첫째, 공익캠페인의 정서성은 지각된 자아관련성을 매개로 이슈에 대한 수용적 태도에 유의미한 영향을 보였다. 둘째, EEG 각성은 시각적 주의 및 지각된 자아관련성과 유의미한 상호작용효과를 나타냈다. 셋째, 정서성과 수용적 태도의 관계에서 지각된 자아관련성의 매개효과는 EEG 각성에 의해 조절되는 효과를 보였다. 본 연구결과는 공익캠페인의 부정소구보다는 긍정소구에서만 유효하였다. 이러한 결과를 바탕으로 공익광고캠페인의 정서소구를 활용하기 위해서는 공익캠페인에 대한 소비자의 지각된 자아관련성과 주의를 전략적으로 결합할 수 있음을 확인하였다.
Abstract
This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.
참고문헌 (26)
- A. O’cass, "Antecedents and consequences of social issue advertising believability", Journal of Nonprofit and Public Sector Marketing, 15(1–2), pp.87~104 (2006)
- G. Noble, "Gender and message appeal: Their influence in a pro-environmental social advertising context", Journal of Social Marketing, 4(1), pp.4~21 (2014)
- V. Cauberghe, "Fear, threat and efficacy in threat appeals: Message involvement as a key mediator to message acceptance", Accident Analysis and Prevention, 41(2), pp.276~285 (2009)
- P. M. Herr, "Affective Influences on evaluative processing", Journal of Consumer Research, 38(5), pp.833~845 (2012)
- S. Shapiro, "Understanding program-induced mood effects: Decoupling arousal from valence", Journal of Advertising, 31(4), pp.15~26 (2002)
- J. P. Forgas, "Mood and judgment : The affect infusion model (AIM)", Psychological Bulletin, 117(1), pp.39~66 (1995)
- 신일기, "스토리텔링 TV광고의 특성과 효과에 관한 연구", 디지털융복합연구, 12(10), pp.541~556 (2014), 한국디지털정책학회[DOI]
- 김귀곤, "종합적 사고자의 감성적 광고에 대한 태도 :호텔 브랜드확장광고를 중심으로", 디지털융복합연구, 10(3), pp.179~189 (2012), 한국디지털정책학회
- N. Schwarz, "Mood as information: 20 years later", Psychological Inquiry, 14(3–4), pp.296~303 (2003)
- M. T. Banich, "Cognitive neuroscience and neuropsychology" (2004), Houghton Mifflin Co.
- 김성운, "운동박탈에 따른운동중독자의 정서적 변화에 대한 뇌 생리심리적 접근: EEG 대뇌반구비대칭활성화 차이지표 적용 연구", 디지털융복합연구, 14(10), pp.521~534 (2016), 한국디지털정책학회[DOI]
- G. Gorn, "When arousal influences ad evaluation and valence does not (and vice versa)", Journal of Consumer Psychology, 11(1), pp.43~56 (2001)
- V. Venkatraman, "An overall probability of winning heuristic for complex risky decisions: Choice and eye fixation evidence", Organizational Behavior and Human Decision Processes, 125(2), pp.73~87 (2014)
- R. L. Celsi, "The role of involvement in attention and comprehension processes", Journal of Consumer Research, 15(2), pp.210~224 (1988)
- W. S. Jung, "The effects of message framing, involvement, and nicotine dependence on anti-smoking public service announcements", Health Marketing Quarterly, 28(3), pp.219~231 (2011)
- I. M. Lewis, "Response efficacy: The key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages", Accident Analysis and Prevention, 42(2), pp.459~467 (2010)
- Z. Wang, "Motivated selective attention during political ad processing: The dynamic interplay between emotional ad content and candidate evaluation", Communication Research, 41(1), pp.119~156 (2014)
- S. D. Bradley, "Psychophysiological and memory effects of negative political ads aversive, arousing, and well remembered", Journal of Advertising, 36(4), pp.115~128 (2007)
- V. C. Broach, "Television programming and its influence on viewers’ perceptions of commercials: The role of program arousal and pleasantness", Journal of Advertising, 24(4), pp.45~54 (1995)
- J. D. Jensen, "Why are tailored messages more effective? A multiple mediation analysis of a breast cancer screening intervention", Journal of Communication, 62(5), pp.851~868 (2012)
- M. Hota, "Can public-service advertising change children’s nutrition habits? The impact of relevance and familiarity", Journal of Advertising Research, 50(4), pp.460~475 (2010)
- X. Nan, "Emotional responses to televised PSAs and their influence on persuasion: An investigation of the moderating role of faith in intuition", Communication Studies, 60(5), pp.426~442 (2009)
- SMI, "iView XTM system manual (ver. 2.8)" (2011), SensoMotoric Instruments GmbH
- X. M. Cohen, "Analyzing neural time series data: theory and practice" (2014), MIT Press
- A. F. Hayes, "An index and test of linear moderated mediation", Multivariate Behavioral Research, 50(1), pp.1~22 (2015)
- S. W. Shin, "An Investigation of Social Commerce Service Quality on Consumer's Satisfaction", Journal of IT Convergence Society for SMB, 5(2), pp.27~32 (2015)