출연진에 대한 태도가 프로그램 시청률에 미치는 효과에 대한 연구

다국어 초록 (Multilingual Abstract)

Usually, the audience demonstrates positive or negative attitude toward specific celebrities who appear in media products. This attitude can persuade the audience to decide whether to consume this media product such as a television program, a newspaper, movie, and etc. This research proposes that the attitude toward a media product is a function of audience appeal of celebrities appearing in a media product. That is to say, the prior attitude of the audience to media celebrities determines the attitude toward a media product, controlling for other factors. In case of two celebrities, the audience who likes both celebrities tends to consume the media product, while the audience who hate both celebrities does not. However, the audience who like just one celebrity but hate the other celebrity demonstrates cogniti! ve dissonance and strives for cognitive consonance toward the media product which both celebrities appear. This research demonstrates that this kind of cognitive dissonance can affect the audiences' attitude toward a media product.

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