소비자의 조절적 동기와 광고의 제시유형이 제품태도에 미치는 영향

목차 (Table of Contents)

• 1. 서론
• 2. 이론적 배경
• 1) 조절적 동기
• 2) 긍정적 vs. 부정적 메시지 프레이밍 효과
• 3) 공통적 vs. 차별적 속성정보
• 3. 가설의 설정
• 1) 조절적 동기와 광고 메시지 프레이밍의 상호작용
• 2) 조절적 동기와 속성소구 유형의 상호작용
• 4. 실험
• 1) 사전조사
• 2) 실험의 설계 및 절차
• 3) 변수의 조작 및 측정
• 5. 실험결과
• 1) 조작 점검
• 2) 가설의 검증
• 6. 결론 및 논의
• 1) 연구의 의의 및 시사점
• 2) 연구의 한계점 및 향후 연구방향
• 참고문헌
• Abstract

참고문헌 (Reference)

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