광고 효과 연구에서 문화적 가치와 개인적인 성격 유형의 역할 = The Role of Cultural Values and Personality Traits in Advertising Effectiveness Research

국문 초록 (Abstract)

본 연구의 목적은 광고 소구의 종류에 따른 소비자 태도에서 문화적 차원과 개인적인 성격 유형의 효과를 통합적으로 알아보는 것이다. 구체적으로, 본 연구자는 홉스테드의 문화 차원을 측정하는 도구(VSM94)와 성격 유형을 측정하는 IPIP(International Personality Item Pool) 성격 척도를 이용하여 이 문제를 조사하였다. 홉스테드의 설문 도구는 내적일관성이나 항목의 타당성을 확보하지 못했기 때문에, 본 연구 에서는 이들 항목들을 개별적인 직무 관련 가치로만 본 분석에 사용하였다. 400명의 대학생들로부터 수집된 자료를 위계적 회귀분석을 통해 분석하였다. 개인적인 성격 유형은 광고 소구에 대한 태도를 검증하는 유의한 변인이었지만, 그 효과 크기는 크지 않은 것으로 나타났다. 광고 소구의 종류에 따라 소비자태도에 영향을 미치는 성격 유형별 중요성이 달라졌다. 예를 들어, 친화적인 성격을 가지고 있는 사람들일수록 정보형 광고와 유머 소구 광고를 좋아하는 것으로 나타났다. 마지막으로, 본 연구의 함의와 한계점에 대해 논의하였다.

다국어 초록 (Multilingual Abstract)

The purpose of the study was to investigate the effect of cultural values and personality traits concurrently in consumer attitude towards different advertising appeals. Specifically, the researcher examined this subject using Hofstede`s instrument (VSM94) to measure cultural dimension and the IPIP (International Personality Item Pool) scale to measure a person`s personality traits. In the current study, each survey item of work-related values in Hofstede`s instrument was individually analyzed as an independent variable because Hofstede`s survey instrument was failed to satisfy the validity of the intended factor structure and internal consistency. The data collected from 400 survey participants were analyzed with hierarchical regressions. Although personality traits were significant variables to investigate consumer attitude towards different advertising appeals, the effect size was not large. Depending on the advertising appeal, it was changed how a specific personality trait affected people`s attitude towards an advertising appeal. For instance, those who had agreeable personality liked informational and humor appeal advertising. Finally, the implications and limitations of the study were discussed.

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