은유메시지가 수단의 유용성 인식에 미치는 영향: 단일 vs. 다중 목표 상황 비교를 중심으로
The Effect of Metaphoric Message on Perceived Instrumentality in the Means-Goal Relationship
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초록
본 연구는 수단-목표 관계에서 수단의 유용성 인식에 대한 영향을 조절하는 은유 메시지의 노출 효과를 살펴보고자 하였다. 기존 연구에 의하면, 단일 수단으로 단일 목표만 달성하는 조건에서는 수단이 목표를 달성하는데 효과적이라고 인식한 반면, 단일 수단을 통해 두 가지 이상의 목표를 달성하는 상황에서는 수단의 유용성이 감소하는 희석 효과가 발생하며, 이 효과는 수단과 목표 간의 연상 강도에 의해 매개된다고 하였다(Zhang, Fishbach, and Kruglanski, 2007). 본 연구는 이러한 연구결과를 제품 광고 상황에 적용하여 수단(제품)을 통해 달성할 수 있는 목표(제품의 효과)의 개수를 조작하고 목표 개수의 효과를 고찰해 보고자 한다. 특히 그 영향력이 언제나 일관되게 나타나는 것이 아니라 은유 메시지의 노출 여부에 의해서 달라질 수 있음을 살펴보고자 하였다. 본 연구의 가설은 평서문에 의해 프라이밍 된 조건에서는 단일 수단-다중 목표일 때, 단일 수단-단일 목표일 때 보다 수단의 유용성을 더 낮게 인식하여 희석효과가 나타나는 반면, 은유 메시지에 의해 프라이밍 된 조건에서는 희석효과가 사라진다는 것이다. 실험 1에서 피트니스 프로그램을 자극물로 사용하여 목표의 개수와 은유메시지(vs. 평서문) 노출여부의 상호작용을 검증함으로써 가설을 지지하는 결과를 얻었다. 또한 실험 2에서는 실험 1에서 보고한 결과의 연장선상에서 종속 변수를 지불의사 금액(WTP)으로 확대하고, 유사한 패턴의 결과를 확인하였으며, 이러한 영향력이 지각된 수단의 유용성에 의해 매개된다는 것을 확인하였다. 본 연구는 수단-목표의 관계에서 중요하게 연구되어 온 목표의 개수가 수단의 유용성에 미치는 영향력을 마케팅 커뮤니케이션 상황에 적용하고, 기존 연구 결과에서 더 나아가 은유 메시지의 노출 여부에 따른 조절 효과를 확인하였다는데 학문적인 의의가 있다. 또한 세부 전략으로써 은유를 활용한 광고 메시지는 관리자가 통제하기 용이한 요소이므로 실무적으로 유용하게 이용될 수 있을 것으로 기대한다.
Abstract
This study examined how metaphoric expression moderates the effect of means-goal relationship on perceived instrumentality. According to previous studies, a single means to pursue a single goal is perceived to be more effective to achieve the goal, while a means to pursue multiple goals is perceived to be less effective. This is called the dilution effect, and it is mediated by the association strength between means and goals (Zhang, Fishbach, and Kruglanski, 2007). This study applies this idea to a marketing communication such as print ad. We manipulated the number of goals (outcome of product) achieved by a single means (product), then investigated the effect of the goal number on perceived instrumentality. In particular, we focus on how influence may vary by exposure to the metaphorical message. We hypothesize that, consistent with the dilution effect, when a metaphorical sentence is presented before ad evaluation, consumers feel that unifinal means are more effective than multifinal means due to perceived relational similarity, while when a declarative sentence is presented before ad evaluation, the effect is reversed. In Experiment 1, using a print ad for a fitness program as a stimulus, we explored the interaction effect between metaphoric message and number of goals. The results supported hypothesis 1. Study 2 replicates the results of study 1 using a different stimulus (i.e., print ad for a ball-point pen) and a different dependent variable (i.e., willingness to pay). Further, the results show that the observed effect is mediated by the increase in perceived instrumentality of the means. This research contributes to the means-goal literature by providing novel evidence for the moderating role of metaphorical message on instrumentality perception in a unifinal vs. multifinal means situation. Further, our research offers practitioners important insights into designing the details of effective marketing communication.
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