아츠 마케팅 효과에서 멘탈 시뮬레이션의 영향 = 기업-예술 적합도와 관점 수용의 조절효과를 중심으로

국문 초록 (Abstract)

아츠 마케팅은 예술과 기업의 활동을 연계해 이미지 제고와 수익 증진 등의 마케팅 성과 향상을 목적으로 한다. 본 연구는 이러한 아츠 마케팅의 효과와 관련되는 변수로 멘탈 시뮬레이션, 기업-예술 적합도, 그리고 관점 수용에 주목하고, 실제 및 가상 고객을 대상으로 이들의 영향을 검증하였다. 실험 1에서는 멘탈 시뮬레이션의 유형 중 과정 시뮬레이션을 할 때에 결과 시뮬레이션을 할 때보다 아츠 마케팅에 대한 반응이 더 호의적으로 나타남을 밝혔다. 실험 2는 실재 기업의 고객들을 대상으로 진행되었는데, 그 결과 해당 기업이 자사의 이미지와 적합도가 높은 예술을 활용할 때는 과정(vs. 결과) 시뮬레이션을 유도하는 것이 아츠 마케팅 효과에 더 긍정적인 영향을 주었지만, 기업-예술 적합도가 낮을 때는 오히려 과정 시뮬레이션보다 결과 시뮬레이션을 유도하는 것이 아츠 마케팅에 더 긍정적인 효과를 주었다. 실험 3에서는 실험 2의 결과가 관점 수용에 의해 조절됨을 보였다. 구체적으로, 관점 수용 정도가 높은 피험자는 기업-예술 적합도가 높을 경우에는 과정(vs. 결과) 시뮬레이션을 할 때에 아츠 마케팅에 대해 더 호의적으로 반응한 반면, 기업-예술 적합도가 낮을 경우에는 멘탈 시뮬레이션 유형에 따른 차이를 보이지 않았다. 하지만 관점 수용 정도가 낮은 피험자에게는 기업-예술 적합도가 높을 때에 멘탈 시뮬레이션의 유형에 따라 아츠 마케팅 행사 참여 의도에 차이가 나타나지 않았고, 결과(vs. 과정) 시뮬레이션을 할 때에 아츠 마케팅 제품 구매 의도가 더 높게 나타났다. 이와 달리, 기업-예술 적합도가 낮을 때는 결과(vs. 과정) 시뮬레이션을 하는 경우에 아츠 마케팅 행사 참여 의도가 더 높았고, 멘탈 시뮬레이션 유형에 따른 아츠 마케팅 제품 구매 의도에는 차이가 나타나지 않았다. 본 연구는 실험 결과들을 기반으로 아츠 마케팅 전략 수립을 위한 실무적 시사점을 논의하고, 향후 연구 방향을 제시하였다.

다국어 초록 (Multilingual Abstract)

Corporations have attention to various properties of arts in their marketing activity. This paper focuses on the influence of mental simulation (e.g., process simulation, outcome simulation) on arts marketing, where individuals associate arts with the marketing activity. Specifically, we are interested in corporation-arts fit and perspective taking as moderators. The results of study 1 show that arts marketing effectiveness is higher when participants do process (vs. outcome) simulation. In the next study conducted in the field, we find the effect of mental simulation is moderated by corporation-arts fit. In detail, process (vs. outcome) simulation is more effective in the high corporation-arts fit condition, whereas outcome (vs. process) simulation is more effective in the low corporation-arts fit condition. In the final study, the results present that perspective taking moderates the effect of mental simulation and corporation-arts fit on arts marketing effectiveness. We discuss the implications of these findings for effective arts marketing strategies.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 실험
• Ⅳ. 전반적 토의 및 시사점
• 참고문헌

참고문헌 (Reference)

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