자기조절초점과 제품유형이 비교 광고 노출에 따른 소비자 반응에 미치는 영향 = Effects of Self-Regulatory Focus and Product Type on Consumers' Response to Comparative Ad.

다국어 초록 (Multilingual Abstract)

Although many researches addressed the effectiveness of comparative advertising, the results of comparative ad. effects compared to non-comparative ad. were mixed and the researches on the reason of this complexity were little. Thus, this research applied self-regulatory focus and hedonic-utilitarian framework which are discussed frequently in recent years to explore the moderating role on comparative ad. effects, and predicted that persuasion knowledge would play roles as a potential mediator.
2(type of ad.: non-comparative/comparative) × 2(regulatory focus: promotion/prevention) × 2(type of product: hedonic/utilitarian) between subjects ANOVA demonstrated supports for our predictions. In case of the interaction hypothesis between ad. type and regulatory focus, subjects in promotion focus condition activated little persuasion knowledge about comparative ad., so the difference of post-exposure attitude between non-comparative ad. and comparative ad. was little. However, subjects in prevention focus condition activated much persuasion knowledge about comparative ad., so the attitude after exposed to non-comparative ad. was more positive than comparative ad.. In case of the interaction hypothesis between ad. type and product type, subjects in hedonic product condition activated little persuasion knowledge about comparative ad., so the difference of post-exposure attitude between non-comparative ad. and comparative ad. was little. However, subjects in utilitarian product condition activated much persuasion knowledge about comparative ad., so the attitude after exposed to non-comparative ad. was more positive than comparative ad..

국문 초록 (Abstract)

비교 광고의 효과성에 대한 논의는 지속적으로 이루어져 왔지만 기존의 비교 광고 연구를 살펴보면 일반 광고와 비교 광고 간의 효과 차이에 대한 의견이 혼재되어 있으며, 그러한 혼재 이유에 대해 명확한 설명을 해주는 연구가 많지 않다. 이에 본 연구는 일반 광고와 비교 광고에 대한 반응에 있어 조절적 영향을 미치는 요인을 찾기 위해 최근 사회 심리학과 소비자 행동에서 많이 논의되고 있는‘자기조절초점(self-regulatory focus)’과‘쾌락(hedonic)-실용(utilitarian) 제품유형’을 적용하였으며, 결과를 설명해주는 잠재적 매개 변수로‘설득지식(persuasionknowledge: 상술지각)’을 예상하였다.
2(광고유형: 일반 광고/비교 광고) × 2(조절초점: 촉진/방어) × 2(제품유형: 실용/쾌락) 집단 간 디자인의 실험 결과, 대부분의 결과가 가설과 일치되는 방향성을 보였다. 구체적으로 살펴보면, 우선 광고유형과 조절초점 간 상호작용 가설의 경우, 촉진초점에서는 비교 광고에 대한 설득지식 활성화가 약하여 일반-비교 광고 간 소비자 반응(광고태도, 브랜드 태도)에 차이가 없으나 방어초점에서는 비교 광고에 대한 설득지식 활성화가 강하여 비교 광고에 비해 일반 광고 노출 후 소비자 반응이 더 좋게 나타났다. 그 다음으로 광고유형과 제품유형간 상호작용 가설의 경우, 쾌락적 제품에서는 비교 광고에 대한 설득지식 활성화가 약해 일반-비교 광고 간 소비자 반응에 유의한 차이가 없으나 실용적 제품에서는 비교 광고에 대한 설득지식 활성화가 강해 비교 광고에 비해 일반 광고에 노출되었을 때 소비자 반응이 더 좋게 나타났다.

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