소비자의 추상적 사고와 혼합감정으로 소구하는 광고가 제품의 혁신성 지각에 미치는 영향

국문 초록 (Abstract)

혼합감정(mixed emotion)이란 긍정적 감정과 부정적 감정을 동시에 경험하는 상태를 의미한다. 사람들은 행복 또는 슬픔의 단일감정(pure emotion) 뿐만 아니라 두가지 공존하는 혼합감정을 일상적으로 경험한다. 이에 본 연구는 혼합감정이 소비자의 의사결정과정에 어떠한 영향을 미치는지를 단일감정과의 비교를 통해 알아보았다. 특히, 본 연구는 첫째, 혼합 감정이 광고의 소구 전략으로 활용 되었을 때 제품의 지각된 혁신성과 제품 구매의 도에 미치는 영향을 파악하고, 둘째, 광고에 사용된 혼합 감정이 제품의 지각된 혁신성을 높이는 현상의 내재된 기제로서 추상적 사고(abstract thinking)의 매개역할을 살펴보며, 셋째, 혼합 감정을 활용한 광고와 제품의 지각된 혁신성의 관계에 대한 추상적 사고의 매개 효과를 조절하는 구조화 동기(need for structure)의 역할을 밝혀 마케팅 환경에서 혼합감정을 보다 효과적으로 사용할 수 있는 방법 및 시사점을 제시하고자 하였다.
본연구에서는 소비자의제품에 대한지각된 혁신성에미치는 혼합감정을활용한 광고의역할을 알아보기위해 총 3개의 연구를 진행하였다. 연구 1에서 과거에 행복, 슬픔, 혼합감정을 느낀 경험을 회상하게 한 뒤 창의성을 측정한 결과, 혼합감정을 회상한 사람들의 창의성이 보다 높게 나타났다. 또한 혼합감정과 창의성의 관계를 상위 해석수준이 매개함을 밝혀냈다. 연구 2에서는 창의적인 사람이 제품을 더 창의적으로 지각한다는 선행연구에 기반하여 제품 광고를 통해 혼합감정을 유발하고 제품의 지각된 혁신성과 구매의도를 측정하였다. 그 결과 혼합감정을 유발한 광고 속 제품에 대한 창의성 평가가 더 높게 나타났으며, 구매의도 역시 더 높았다. 연구 3에서는 제품 광고의 배경 음악으로 혼합감정을 유발하고 창의성을 측정하였으며, 해석수준의 매개효과를 재검증하였다. 또한 구조화동기의 매개적 조절효과를 함께 검증하였다. 연구 결과, 음악 역시 혼합감정을 유발하고 혼합감정은 창의성에 유의한 영향을 미치며, 이때 상위해석수준이 매개역할을 함을 검증하였다. 더불어, 구조화동기가 낮은 사람일수록 혼합감정이 추상적 사고를 더 유발해 창의성이 높아지는 것으로 나타났다.
실무적으로 본 연구는 혼합감정으로 인하여 높아진 소비자의 창의성은 제품에 귀인되어 제품의 지각된 혁신성을 높임을 보였다. 따라서, 신제품 광고 맥락에서 혼합감정을 전략적으로 활용할 수 있음을 보였다.

다국어 초록 (Multilingual Abstract)

Previous research has documented that ambiguity and distraction foster creativity (Fong 2006; Hagtvedt 2011; Mehta, Zhu, and Cheema 2012) and that disfluency might have subsequent effects on how individuals construe. When people experience cognitive disfluency, they are more likely to interpret the world abstractly than when they experience cognitive fluency (Alter and Oppenheimer 2008). Activating an abstract thinking enhances creativity (Smith, Ward, and Schumacher 1993; Mehta, Zhu, and Cheema 2012; Forster, Liberman, and Friedman 2004).
In light of the implication from the literature, we predict that mixed emotions induce abstract thinking which leads to enhanced creativity. We also investigated the moderating role of Personal Need for Structure (PNS), i.e. individual differences in the need for simple structure. Individuals who have high need for structure seek out situations that are structured and predictable, while avoiding other situations that contain ambiguity and uncertainty like mixed emotions (Neuberg and Newsom 1993).
Study 1 revealed that high construal levels mediated the effect of mixed emotions on creativity. Study 2 showed that when participants encountered mixed emotional appeals, abstract mind-sets were induced, and it led to higher perceived innovativeness of the products, which resulted in higher purchase intentions toward the products featured in the ads. Study 3 verified the moderating effect of Personal Need for Structure (PNS). We manipulated emotion types using music embedded to the ads. PROCESS Model 7 revealed that the indirect effect (mixed emotions →abstract thinking →perceived innovativeness) was significant. The Johnson-Neyman technique revealed a significant positive effect of mixed emotions on abstract thinking for participants who have low personal need for structure, but not for those who have high personal need for structure.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구 1: 혼합감정이 창의성에 미치는 영향
• Ⅳ. 연구 2: 혼합감정이 구매의도에 미치는 영향
• Ⅴ. 연구 3: 구조화동기의 매개된 조절효과
• Ⅵ. 결론
• 참고문헌

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