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라디오 광고에서 언어 힘의 설득 효과와 정보원 성(性)의 영향

The Effects of Power-of-Speech and Sex of Source on Persuasion, in Radio CM

리대룡|천현숙
한국마케팅과학회 (Korean Scholars of Marketing Science)|2006.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제16권 제1호|pp. 93-116

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참고문헌

키워드

지위Persuasion설득 효과언어 힘정보원 성라디오 광고Language PowerSex of sourceRadio AdvertisingStatus.
주제분류경영학

초록

본 연구의 목적은 라디오 광고에서 정보원이 사용하는 언어 힘이 설득에 효과가 있는지를 관찰하고, 그 효과를 정보원의 성 그 자체의 효과와 비교해 봤을 때 과연 어떤 것이 설득을 결정하는 더 큰 요소인지를 알아보는 데 있다. 이 문제와 관련하여 선행 연구들은 일관성 없는 결과를 보여주었다. 어떤 연구는 오디오 커뮤니케이션에서 언어 힘의 설득 효과는 화자의 성에 달려있다고 주장했고(Carli, 1990), 또 어떤 연구는 오디오 커뮤니케이션에서 언어 힘의 설득 효과는 화자의 성에 관계없이 나타나는 굳건한 효과임을 주장했다(Holtgraves & Lasky, 1999; Erickson, Lind, Johnson, & O'Barr, 1978). 이에 본 연구는 라디오 광고에서 언어 힘과 정보원 성의 상호작용을 관찰함으로써 언어 힘의 설득 효과에 정보원의 성이 어떤 영향을 미치는지에 대한 실험적 증거를 제시하고자 했다. 실험 결과, 라디오 광고에서 정보원이 사용하는 언어 힘은 설득에 강한 효과가 있으며, 그 효과는 정보원 성의 영향을 받지 않는다는 것이 밝혀졌다. 이는 언어 힘의 지위 효과가 성의 지위 효과보다 더 강력하다는 것을 함축한다.

Abstract

The main purpose of this study is to examine whether power-of-speech have an impact on persuasion in radio CM and to determine what is stronger variable either power-of-speech or sex of source. Previous research showed confused result about this issue. Some research supposed the effect of power-of-speech depend on sex of source(Carli, 1990) but the others supposed it is not(Holtgraves & Lasky, 1999; Erickson, Lind, Johnson, & O'Barr, 1978). So present research is designed to show empirical evidence about this issue examining the interaction between effect of power-of-speech and sex of source. Result revealed that power-of-speech affects strongly on persuasion and that effect have no interaction with sex of source. This result means that the effect of power-of-speech is stronger than the effect of sex of source. But in attitude toward product exceptionally, female source using powerful speech induce more favorable attitude toward product than female source using powerless speech whereas male source using powerful and powerless speech induce same attitude toward product

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