감정편익 일치성, 감정강도 및 제품 범주가 광고태도와 상표태도에 미치는 영향 = The Effects of affective Benefit Congruity, Affect Intensity, and Product Category on Advertising Attitude and Brand Attitude

다국어 초록 (Multilingual Abstract)

The purpose of this research is to examine the effect of affective benefit congruity, affect intensity, and product category on advertising attitude and brand attitude. The results showed that in the case of ad attitude, firstly consumer with high affect intensity had a more favorable ad attitude when the affective benefits from the ad were congruent. Secondly, according to product category, the effect of affective benefit congruity on ad attitude was not significant. In the case of brand attitude, firstly, consumer with high affect intensity had a more favorable brand attitude when the affective benefits from the ad were congruent. Secondly, for utilitarian goods the effect of affective benefit congruity was not significant, however, for hedonic goods, the brand attitude when affective benefits were congruent was more favorable than when the affective benefits were not congruent. The results imply that ad marketers have to consider the affective benefit congruity, the individual difference of affect intensity, and product category for an affective advertising.

국문 초록 (Abstract)

본 연구는 인간의 감정을 중심으로 감정편익일치성, 감정강도, 제품범주 등이 광고태도와 상표태도에 미치는 영향을 살펴보았다. 감정편익이란 제품과 함께 연상되고 기대되는 감정적 경험 또는 소비자가 제품을 구매하거나 사용할 때 소비자가 감정적으로 느낄 수 있는 기대편익을 말한다. 실험결과, 광고태도의 경우 감정강도가 높은 소비자들은 낮은 소비자들에 비해 광고에서 주어지는 감정편익이 일치할 때 광고태도가 호의적이었다. 상표태도의 경우 감정강도가 높은 소비자들은 낮은 소비자들에 비해 감정편익이 일치할 때 상표태도가 호의적이었다. 그리고 실용재의 경우 감정편익일치성에 따른 유의한 효과는 없었지만, 쾌락재의 경우 감정편익이 불일치할 때보다 일치할 때 상표태도가 호의적이었다. 연구결과들은 감정광고에서 감정편익일치성, 감정강도, 제품범주에 따라 광고효과가 달리 나타남을 보여주었다.

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