내러티브 자극이 소비자 반응에 미치는 영향 = Effect of Narrative Stimulation on Consumer's Response

다국어 초록 (Multilingual Abstract)

This study was conducted to investigate the effect of narrative stimulation which is the important issue of marketing field. Prior researches on narrative effect focused on mainly advertisement itself's effect and moderating effect by narrative contents. Researches on mediation variables to the effect of narrative stimulus suggested that it reinforce to increase positive effects of narratives by emotional factor.
On the other hand, this research focused on the personal difference of character in the perspective of moderating variable. And investigated not only way of a positive process of mediating effect which make emotional feeling reinforce but also a change from negative status to positive response. This research is consist of 6 experiments.
In experiment 1-a, examined the main effect of narrative stimulation. To test the effect, we tried to manipulate type of stimulation that is divided into narrative stimulation and analytic stimulation. According to result of experiment, respondent had more positive attitude to advertisement and product to narrative stimulation than to analytical stimulation.
In experiment 1-b, to clearly re-verify result of experiment 1-a, replicated by using revised advertising stimulation. And found same result with experiment 1-a.
In experiment 2-a, investigated moderating effect by level of mental imagery capability condition among personal difference and mediating variables in the perspective of the positive process, for example, self-brand connection, sympathy ,empathy and transportation. According to result of experiment, respondents in high level of mental imagery capability condition showed more positive and prefer attitude of advertisement and product to narrative stimulus than to analytical stimulus. On the other hand, low level of mental imagery capability condition showed no difference. And found that all of used mediating variables , self-brand connection, sympathy and empathy, except transportation took a role of mediating variables.
In experiment 2-b, replicate experiment 2-a by using same advertising stimulation used in experiment 1-b , and most of result is same with experiment 2-a. And found significant back-fire of narrative effect in low mental-imagery group.
In experiment 3, investigated moderating effect by level of skepticism among personal difference and mediating variables in the perspective of reducing negative feeling and suspiciousness. According to result of the experiment, respondents in high level condition of skepticism showed more positive and prefer attitude of advertisement and product to narrative stimulation than to analytical stimulation. But low level of skepticism condition didn't show difference of attitude. And found that recognition of persuading motive took a role of mediating variables.
In experiment 4, examined narrative effect in situation of persuasion knowledge activation. I manipulated persuasion knowledge activation by using priming stimulation to respondent. Before showing advertisement, let respondents read two kinds of articles. For persuasion knowledge activation group, let them read a article which was written about motivation and harmful effect of narrative stimulus. On the other hand for persuasion knowledge non activation group, let them read a article which was written about effect of repeating advertisement.
According to result of experiment, respondents in persuasion knowledge activation group didn't show different attitude of advertisement and product between narrative and analytical stimulus. And found that recognition of persuade motive was a important mediating variable.
Finally discussed significance and limitation of this research, and direction of additional research in future.

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 제 1 절 연구배경 = 1
• 제 2 절 연구목적 = 4
• 제 3 절 연구방법 및 연구구성 = 7
• 1. 연구방법 = 7
• 2. 연구구성 = 9
• 제 2 장 이론적 배경 = 10
• 제 1 절 내러티브 개념 및 효과에 관한 선행연구 = 10
• 1. 내러티브 개념 = 10
• 2. 내러티브의 구성 요소 = 12
• 3. 내러티브 효과 = 13
• 4. 내러티브 효과의 발생원인 = 15
• 제 2 절 내러티브 효과의 조절변수에 대한 연구 = 18
• 1. 심적 형상화(mental imagery)에 관한 연구 = 18
• 2. 회의(skepticism)에 관한 연구 = 20
• 3. 설득지식(persuasion knowledge)에 관한 연구 = 23
• 제 3 절 본 연구의 내용요약 = 25
• 제 3 장 연구 = 27
• 제 1 절 연구모형의 도출 = 27
• 제 2 절 이론적 배경 및 가설설정 = 27
• 제 3 절 실험 1- = 29
• 1. 실험설계 = 29
• 가. 실험디자인 = 29
• 나. 조사대상 및 실험절차 = 29
• 2. 구성개념의 조작적 정의 = 30
• 가. 독립변수의 조작적 정의 = 30
• 나. 종속변수의 조작적 정의 = 31
• 3. 실증분석 = 32
• 가. 신뢰도 분석 = 32
• 나. 조작점검 = 32
• 다. 가설검증 = 32
• 라. 토의 및 추가 연구의 필요성 = 34
• 제 4 절 실험 1- = 36
• 1. 실험 1-2의 실시 배경 = 36
• 2. 실험설계 = 38
• 가. 실험 디자인 = 38
• 나. 조사대상 및 실험절차 = 38
• 3. 구성개념의 조작적 정의 = 39
• 가. 독립변수의 조작적 정의 = 39
• 나. 종속변수의 조작적 정의 = 40
• 4. 실증분석 = 40
• 가. 신뢰도 분석 = 40
• 나. 조작점검 = 41
• 다. 가설검증 = 41
• 5. 토의 및 추가 연구 = 43
• 제 4 장 연구 = 44
• 제 1 절 연구모형의 도출 = 44
• 제 2 절 이론적 배경 및 가설설정 = 45
• 제 3 절 실험 2- = 47
• 1. 실험설계 = 47
• 가. 실험디자인 = 47
• 나. 조사대상 및 실험절차 = 47
• 2. 구성개념의 조작적 정의 = 48
• 가. 독립변수의 조작적 정의 = 48
• 나. 종속변수의 조작적 정의 = 49
• 3. 실증분석 = 50
• 가. 신뢰도 분석 = 50
• 나. 가설검증 = 51
• 다. 메커니즘 검증 = 54
• 4. 토의 및 추가 연구의 필요성 = 58
• 제 4 절 실험 2- = 59
• 1. 실험 2-2의 실시 배경 = 59
• 2. 실험설계 = 59
• 가. 실험 디자인 = 59
• 나. 조사대상 및 실험절차 = 60
• 3. 구성개념의 조작적 정의 = 60
• 가. 독립변수의 조작적 정의 = 60
• 나. 종속변수의 조작적 정의 = 60
• 4 실증분석 = 50
• 가. 신뢰도 분석 = 61
• 나. 조작점검 = 61
• 다. 가설검증 = 62
• 라. 메커니즘 검증 = 65
• 5. 결론 및 토의 = 68
• 제 5 장 연구 = 70
• 제 1 절 연구모형의 도출 = 70
• 제 2 절 연구 3의 이론적 배경 및 가설설정 = 71
• 제 3 절 연구 3의 실험설계 = 73
• 1. 연구 3의 실험디자인 = 73
• 2. 조사대상 및 실험절차 = 73
• 제 4 절 구성개념의 조작적 정의 = 74
• 1. 독립변수의 조작적 정의 = 74
• 2. 종속변수의 조작적 정의 = 75
• 제 5 절 실증분석 = 76
• 1. 신뢰도 분석 = 76
• 2. 가설검증 = 76
• 3. 메커니즘 검증 = 79
• 4. 토의 및 추가 연구의 필요성 = 81
• 제 6 장 연구 = 83
• 제 1 절 연구 모형의 도출 = 83
• 제 2 절 연구 4의 이론적 배경 및 가설설정 = 84
• 제 3 절 연구 4의 실험설계 = 85
• 1. 연구 4의 실험디자인 = 85
• 2. 조사대상 및 실험절차 = 85
• 제 4 절 구성개념의 조작적 정의 = 86
• 1. 독립변수의 조작적 정의 = 86
• 2. 종속변수의 조작적 정의 = 86
• 제 5 절 실증분석 = 87
• 1. 신뢰도 분석 = 87
• 2. 조작점검 = 87
• 3. 가설검증 = 88
• 4. 메커니즘 검증 = 91
• 5. 결과에 대한 토의 = 92
• 제 9 장 결론 = 94
• 제 1 절 연구의 의의 및 마케팅 시사점 = 94
• 제 2 절 연구의 한계점 = 96
• 제 3 절 향후 연구방향 제안 = 97
• 참고문헌 = 99
• 부록 = 111

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