프라이드의 유형과 광고유형의 광고제품평가에 대한 상호작용효과

최낙환 한국유통과학회 2015 유통과학연구 Vol.13 No.5

Purpose – This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology – This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion- focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results – The findings indicate that participants in the hu-bristic pride group more positively evaluate the product in selftrait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion- focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions – The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

미디어시대의 의료광고 규제, ‘전파가능성 법리’의 문제점과 개선방안 ― 대법원 2016. 6. 23. 선고 2014도16577 판결 [의료법위반]을 중심으로 ―

남윤창 ( Nam Youn Chang ) 연세대학교 법학연구원 의료·과학기술과 법센터 2018 연세 의료·과학기술과 법 Vol.9 No.2

Advertisements for medical services have been always been restricted due to the non-profitability or public character commonly associated with the medical sector, and also the fact that advertisements do increase medical service prices. However in recent years this practice has come under fire, as the consumers’ right to know or the freedom of speech for medical personnel are more prioritized. Furthermore as online media continues to feed consumers with information, the medical sector also recognizes the importance of advertising to enhancing competitive advantages by themselves. The Constitutional Court medical advertisement prior review case deciding that medical advertisement is also within the scope of freedom of expression which is protected under Article 21 (1), and censorship is absolutely prohibited under Article 21 (2). However the illegal medical advertisements spreads all over the internet and other media. There has also been criticism of these old monitoring systems that left behind by day and that government is not providing the environment necessary for regulating varieties of new types of advertisements. So the medical advertisement pre-review system has reintroduced and it will begin from September 28th 2018. So this study is focused on the problems and improvement methods of the Theory of Propagation Possibility which is applied in judging the medical advertisement. The limitations and improvement will offer the standard rule to the private sector, autonomic private organization who will be in charge of preventing false or exaggerated advertisements in the newly adapted pre-review system. The court decision on the issue of false medical advertisement using false career is reviewed in the study. Even though the court denied the medical advertisement that it does not applied to simple notice according to the theory of propagation possibility. However issues can arise in terms of disentangle false medical advertisement form formal notice or signs. At first, the fact relevance can be interpreted in many ways than one even if using the same theory. Second, the character of new media needs to be analysed in different ways compared to the old printing based media. The court made a broad or narrow interpretation of the law due to the communicability that doesn't match any other existing advertisement media. In addition, the internet based media connect information, information and media among themselves which causes unification, distortion and growth of the propagation possibility. Considering these facts, this study point out that different conclusion can be made even using the same theory. It is necessary to keep regulations more concise and understandable in order to ensure the right to know and the freedom of occupation in the medical field while protecting the health-care system of people. Overcome the limitations and problems of the theory of propagation possibility in medical advertisement decision is essential part of successful managing for the newly adapted pre-review system. It is key element to consider for the reform of medical advertising regulation in the media era. More public-private cooperation is needed to respond to the false and illegal medical advertisement.

광고의 표현 유형과 창의성, 호감도 및 신뢰도, 구매의도의 관계

박영서(Park, Young Seo),김지인(Kim, Ji In),이재익(Lee, Jae Ik) 한국디지털디자인협의회 2015 디지털디자인학연구 Vol.15 No.2

현대 사회에서 광고는 치열한 경쟁 속에서 소비자를 사로잡기 위해 다양한 크리에이티브 전략을 모색하고 있다. 이에 본 연구는 광고 전략의 중요한 요소인 광고 표현유형을 소구에 따라 분류하고, 감성적 소구의 한 유형으로 볼 수 있는 반전형 광고와, 이성적 소구의 유형인 정보전달형 광고의 비교분석을 통해 소비자가 느끼는 광고에 대한 창의성, 호감도, 신뢰도 및 구매의도의 관계에 대해 실증 연구를 진행했다. 자극물 선정은 5단계의 스크리닝 과정을 통해 이루어졌으며 선행연구를 바탕으로 설문 문항을 구성, 20대를 대상으로 표본을 수집했다. 수집한 자료는 t-test, 다중회귀분석을 실시하였으며 연구 결과는 다음과 같다. 첫째, 표현유형에 따른 광고의 창의성, 호감도, 신뢰도 및 구매의도는 모두 통계적으로 유의한 차이를 보였으며, 소비자는 반전형 광고에 대한 광고의 창의성, 호감도, 구매의도에 긍정적인데 반해, 제품에 대한 신뢰도는 정보전달형 광고의 효과가 더 높았다. 둘째, 구매의도에 가장 큰 영향을 미치는 요인은 광고에 대한 호감도로 밝혀졌다. 본 연구를 통해 감성 소구의 광고 표현 중 하나인 반전의 광고표현 전략은 소비자에게 높은 호감도를 형성하여 구매의도까지 영향을 줄 수 있는 효과적인 광고 전략으로 활용될 수 있다는 결론을 내릴 수 있겠다. Advertisement in modern society tries to catch the eyes of the consumers in the midst of fierce competition through diverse creative strategies. Hereupon, in this study advertisement expression types have been classified by their advertising appeal, turnabout advertisement, a type of emotional appeal, and advertisement for information delivery, a type of rational appeal. By comparing these two types an empirical study was carried out to identify the relationship between creativity, a good feeling, and credibility of advertisement which consumers feel, and their purchase intention. Selection of stimulants was conducted by 5 steps of screening, questionnaire items based on preceding researches were formulated, and subjects in their twenties were recruited. The collected data were analysed by t-test and multiple regression analysis, and the summarized results are as follows. First, there was a statistically significant difference in creativity, a good feeling, and credibility of advertisement and purchase intention depending on advertisement expression types. Consumers showed their positive feelings of creativity and good feeling of advertisement as well as purchase intention with turnabout advertisements, meanwhile they showed higher credibility with advertisement for information delivery. Second, the most highly influencing element on purchase intention was shown to be a good feeling toward advertisement. The results of this study suggest that turnabout advertisement, a type of emotional appeal of advertisement expression type, which forms a good feeling toward and influences purchase intention of consumers, can be used an effective advertising strategy.

영상광고의 효용성과 발전방향에 관한 연구 -애니메이션 광고를 중심으로-

김석준 ( Seog Jun Kim ) 한국영상미디어협회 2007 예술과 미디어 Vol.6 No.1

컴퓨터 그래픽을 통한 디지털 이미지 제 작은 애니메이션 광고뿐만 아니라 영상 미디어 제작에 결과적으로 급진적인 성장을 가져왔고 많은 제작 방법들을 통하여 우리 들에게 다가오고 있으며, 또한 현대 영상에 서는 다양한 볼거리를 제시하고 있다. 이는 과거에는 불가능했던 장면들을 다양한 방법을 통하여 완벽히 구현하고 있기 때문이다. 본 연구에서는 영상광고 중 에서도 특히, 애니메이션으로 제작된 영상광고의 사례와 특징, 및 효용성과 발전방향에 관하여 연구 한다. 광고주는 생명력이 짧은 광고보다 생명력 긴 광고를 원하는 일은 당연한 일이다. 즉, 실사광고보다 애니메이션 광고가 생명력 이 길며, 지역적 한계성에서 벗어 날 수 있고, 경제성 요인까지 갖추었다. 결론적으로, 애니메이션 광고는 독특한 표 현 방법으로 다른 광고와의 차별화가 가능 하고 단순성, 상상력 및 과장기법을 통해 일반적인 광고에서 기대할 수 없는 비약과 강 조, 파격, 절제 등을 무기로 광고의 주목효과와 효율성을 극대화 할 수 있다. 또한, 애니메이션은 21세기 고부가가치 산 업으로 광고, 캐릭터, 영화산업 등으로 폭 넓은 시각의 관심을 가져야 할 것이다. Making Digital image through the computer graphics are not only to influenced on the animation advertisement and took big effects on making the image media and th rough the several producing methods. It is approached to receivers and also attached many surveying things. Many scenes and dimensions that was impossible things in past, taken out and seen in front of eyes with several methods. Gouge between image advertisement in this research, specially, study about example and characteristic, and effectiveness of image advertisement and development direction that is manufactured by animation. Advertiser is racket that work that life force wants life force long advertisement than short advertisement is rightful. that is, life force of animation advertisement could be long, and escape in regional maximum, and equiped economic performance factor than on-the-spot survey advertisement. Conclusively, animation advertisement is possible differentiation with other advertise ment by peculiar expression method and in general advertisement through simplicity attribute, imagination and department manager techniques insecure leap and emphasis, breaking the rule, resection etc. by weapon attention effect and efficiency of advertisement greatest Tuesday do can. also, animation may have to have interest of wide sight by advertisement, character, film etc. by 21th century high added value industry.

의료광고에 대한 법적 규율

정규원 ( Kyu Won Jung ) 한양대학교 법학연구소 2014 법학논총 Vol.31 No.3

Medical Advertisement is one of the important methods to get medical information and to help appropriate and free decision of patient. Also, it is a kind of activity of medical professionals to perform their jobs. However, medical practice has some different characteristics from other goods, very specialized activity, imbalance of information between medical professionals and patients, etc. Because of these characteristics, medical advertisement should be regulated. Historically, the method of regulation of medical advertisement had been done through positive model, that means ban of medical advertisement in principle and exceptional allow of medical advertisement. According to the basis of justification of medical practice changes, paternalism to autonomy, the method of regulation of medical advertisement has moved to negative model, allow in principle and exceptional ban. Even though the change of regulation model, there have been hot debates surrounding medical advertisement, because of the limits of allowance and criminal punishment. In this article, I discussed the current Acts and cases which are relevant to medical advertisement and proposed some standards and framework of regulation of medical advertisement.

국내 TV패러디광고 경향 연구 (2000년~2010년까지의 국내 TV-CF를 중심으로)

백주연,김종덕,김현석 한국기초조형학회 2011 기초조형학연구 Vol.12 No.1

Parody advertisement can easily appeal to consumers through dissolution, reorganization and recreation of original work, not mere imitation, based on ‘familiarity’ as a core element of postmodernism, and embeds a variety of humor and satire. Meanwhile, various types of parody advertisements have been produced in Korea, and also many precedent studies have been conducted. However, most of such precedent studies were those which have focused on semiotic analysis of successful factor in TV commercial parody advertisements, classification of representing types/techniques, and effect of advertisement, and were detailed researches that mainly used the samples of specific TV commercial parody advertisement of the past or directly produced parody advertisements for conducting an experiment. Because of it, it was insufficient to identity overall trend of TV commercial parody advertisements. Therefore, this study analyzed overall trend of parody advertisements which had been made from January, 2000 to September, 2010 during the past 10 years, and then predicted a future orientation of producing TV commercial parody advertisements. First, this study found out that the factors, such as the development of new product and increased use of digital products due to the development of digital technology, the use of parody in a group of low-involvement products, the increase interest of consumers in economic and health, change of consumer behaviors, and the ranking of preference types in TV commercials, had effect on the production of TV commercial parody advertisement. In addition, based on this finding, this study could predict that the amount (ratio) of TV commercial parody advertisement would constantly increase in the fields of low-involvement product group as well as product group related to health/financial service and advertisement materials, such as those focusing on SF movie of cutting-edge technology, environment-friendly/nature conservation, social network service (SNS) in virtual space, and human bond with traditions, would be used as advertisement materials of TV commercials parody advertisement in the future. Parody of digital era will repeat ‘difference’, continue to keep such difference and create new difference. 패러디광고는 포스트모더니즘의 핵심으로 ‘친숙함’을 내세워, 모방이 아닌 원작의 해체와 재구성, 재창조를 통하여 소비자들에게 쉽게 어필 할 수 있으며, 유머와 해학 그리고 풍자를 내포하고 있다. 그 동안, 국내에서는 여러 다양한 유형의 패러디광고들이 많이 제작되어왔고, 선행연구들도 많이 있었다. 그러나 대부분의 선행연구들은 TV패러디광고의 성공요인의 기호학적 분석, 표현유형/기법 분류, 광고효과에 중점을 둔 연구들로, 과거 특정한 TV패러디광고의 샘플을 사용하거나 실험을 위해 직접 패러디광고를 제작한 세부적인 연구들 이였으며, TV패러디광고의 전반적인 경향을 알기에는 부족했다. 따라서 이 연구에서는 2000년 1월부터 2010년 9월까지 지난 10년간의 패러디광고의 총체적인 경향을 분석하고, 향후 TV패러디광고의 제작 방향을 예측해보았다. 먼저, 다매체, 다채널 시대의 디지털기술의 발달로 인한 새로운 제품의 개발과 디지털제품의 사용 증가, 저 관여(low-involvement) 제품군에서의 패러디의 사용, 영화, 소비자의 경제, 건강에 대한 관심의 증가, 소비자행태유형의 변화 그리고 TV광고 선호유형 순위 등이 TV패러디광고제작에 영향을 주는 요인임을 밝혀냈다. 또한 이 결과를 통해, 저 관여 제품군과 건강/금융 관련 제품군의 TV패러디 광고량(비율)이 지속 될 것이라는 것과 그리고 첨단기술의SF 영화, 친환경/자연보호, 가상공간인 소셜네트워크(SNS), 전통과 인간적인 유대감을 강조하는 소재들이 미래의 TV패러디광고의 소재로 사용 될 것이라는 것을 예측하였다. 디지털시대의 패러디는 ‘차이를 반복’하면서, 계속해서 차이를 두고, 새로운 차이를 만들어 나갈 것이다.

인터넷 광고에서 캐릭터 애니메이션 구현에 관한 연구 -리치미디어 중심으로-

백승만 ( Sung Man Back ) 한국디자인과학학회 2002 디자인과학연구 Vol.4 No.4

인터넷 광고는 신문, 잡지, TV, 라디오 등의 매체와 비교하여 인터액티브 미디어로써 사용자와 정보를 서로 주고 받을 수 잇는 환경을 제공해 준다. 초창기 인터넷 광고는 희소성과 신비성으로 인해 큰 효과를 발휘하였지만, 최근에는 배너 광고의 혼잡성과 사용자의 무관심으로 광고 효과는 많이 떨어지고 있다. 이런 상황에서 사운드, 동영상, 애니메이션 등의 멀티미디어 요소로 하여 사용자와 상호작용을 할 수 있는 리치미디어가 등장하였다. 리치미디어 광고는 정적인 광고에서 동적인 광고를 표현으로 광고효과를 높일 수가 있었다. 기존 배너 광고는 클릭률이 0.5%에 반해 리치미디어 광고는 4% 클릭률을 보이고 있으며, 앞으로도 네트워크와 다양한 기술 구현 바탕으로 한 리치미디어는 인터넷 광고에서 중요한 자리 매김을 할 것이다. 이에 본 고에서는 인터넷 광고 사례 분석 바탕으로 광고효과를 높일 수 있는 리치미디어 광고 형태를 구현하고자 하였다. 리치미디어의 구현으로는 웹 페이지에 캐릭터 애니메이션을 등장시켜 인터넷 사용자가 자료 검색에 전혀 방해를 받지 않는 범위에서 흥미와 즐거움을 줄 수 있는 광고 형태로 접근하여 광고효과를 높일 수 있도록 구현하였다. Internet advertisement is interactive media compared to the media such as newspaper, magazine, TV and radio and can offer the environment which can communicate information with users. The earlier internet advertisement exerts a great effect owing its rareness and mystery, by recently the effects of advertisement have been lowered due to the confusion of banner advertisement and users` indifference. Under such a situation, rich media which can interact with users based on multimedia factors such as sound, video and animation is emerged. While existing banner advertisement has click rate of 0.5%, rich media advertisement shows that of 4% and further rich media based on the implementation of network and variety of technical implementation has been settled significantly in the field of internet advertisement. Therefore this study is to implement rich media advertisement which can enhance the advertisement effects based on case analysis of internet advertisement. Rich media can enhance the advertisement effects with the advertisement form which can give internet users interest and pleasure within the range that they have no interference in retrieving data by making character animation appear on web page.

원작과 패러디광고 모델의 동일시 조건에 따른 광고효과 연구

김금주(Kim, Keumjoo) 한국디자인지식학회 2014 디자인지식저널 Vol.32 No.-

본 연구는 원작과 패러디광고에 등장한 모델의 동일시 유무 조건에 따른 광고모델 요인이 광고 친숙도, 광고 호감도, 광고태도 그리고 브랜드태도에 미치는 영향은 어떠한지 확인하는 것이다. 패러디광고의 모델요인은 신뢰성, 매력성 그리고 친숙성으로 확인되었다. 연구결과는 다음과 같다. 첫째, 광고 주목도는 원작과 광고모델의 동일시 조건에서 광고모델의 매력성 요인이 긍정적인 영향을 미쳤으나 비동일시 조건에서는 광고모델 요인은 영향이 미치지 않았다. 둘째, 광고 호감도에는 원작과 광고모델의 동일시 조건에서 광고 속 모델요인은 신뢰성, 매력성 요인이, 광고모델의 비동일 조건에서는 매력성 요인이 영향을 미쳤다. 셋째, 광고태도는 원작과 광고모델의 동일시 조건에서 광고 모델의 매력성, 신뢰성 요인이, 광고모델의 비동일시 조건에서는 신뢰성 요인이 부의 영향을 친숙성은 정의 영향이 미쳤다. 넷째, 브랜드태도에는 원작과 광고모델의 동일시 조건과 비동일 조건 모두 광고모델의 신뢰성 요인이 정의 영향이 영향을 미쳤다. 이상의 연구는 익숙함과 새로움 그리고 재미와 웃음이라는 정서적 교감의 특성을 가진 패러디 광고효과를 광고모델 조건에 따라 확인함으로써 표현전략 측면에서서 의미 있는 결과를 제시하였다는 것에 의의를 두고자 한다. This study examined the effect of advertisement model on the advertisement effect according to the use or non-use of identical models for original work and parody advertisement. The model elements of parody advertisement were identified as reliability, attractiveness, and familiarity. First, the model"s attractiveness affected attention to the advertisement when the models of original and advertisement were identical but it did not affect attention to the advertisement when the models were not identical. Second, when the models were identical, the model"s reliability and attractiveness affected preference of the advertisement whereas when the models were not identical, attractiveness affected the preference of the advertisement. Third, when the models were identical, the model"s attractiveness and reliability affected attitude toward the advertisement positively whereas when the models were not identical, the model"s reliability affected attitude toward the advertisement negatively and the model"s familiarity affected attitude toward the advertisement positively. Fourth, the model"s reliability affected attitude toward the brand positively both when the models were identical and when the models were not identical.

인터넷 광고에 따른 수용자들의 정보태도 및 신뢰도에 대한 연구

신재욱 한국기초조형학회 2012 기초조형학연구 Vol.13 No.5

Since the introduction of Internet to Korea in 1997, Internet industry has experienced explosive growth and various portal sites have been emerged. Internet and Internet advertisement have received attention as advertisement media for marketing activities. Therefore, this study attempts to review the impact of Internet advertisement on users’ information attitude and website reliability as well as its difference. In addition, this study tries to analyze the impact of users’ advertisement information attitude and reliability on the degree of interest in website. For this purpose, this study secured effective data through the survey targeting 150 persons and conducted frequency analysis, technical statistics, t-test and Anova analysis. The result of survey revealed that the degree of interest of users becomes higher as the information attitude of Internet advertisement and the reliability of website become higher. That is, the higher the information attitude of Internet advertisement and the reliability of website, the more positive the degree of interest in websites. Also, as the information attitude of Internet advertisement and reliability become lowered, significant number of users tend to evade websites, considering that Internet advertisement is a cyber pollution or spam. An attitude evading websites affected Internet advertisement. Therefore, this study has an implication because it empirically proved that Internet advertisement may also have an influence on websites, contrary to the findings of the previous studies that the higher the reliability, the higher the degree of interest in Internet advertisement. 1997년 인터넷이 한국에 본격적으로 도입된 이래 인터넷산업은 폭발적인 성장을 이루었으며, 다양한 포털 사이트가 등장하였다. 인터넷과 인터넷 광고는 마케팅의 한 수단으로 광고매체로써 주목 되어왔다. 이로 인해 국내외 광고업계에서 사용자들에게 광고 메시지를 효과적으로 전달할 수 있는 방안에 대한 기업들의 관심이 증대되고 있다. 이에 본 연구는 인터넷 광고에 대해 수용자들의 정보태도 및 사이트의 신뢰도에 어떠한 영향과 차이를 보이는지 살펴보고자 한다. 또한 수용자들의 광고정보태도 및 신뢰도에 따라 웹사이트의 관심도에 어떠한 영향을 미치는지 분석하고자 한다. 이를 위해 150명의 설문조사를 통해 유효 데이터를 확보하였으며 빈도분석, 기술통계, t-test 분석 등을 실시하였다. 연구결과, 인터넷 광고의 정보태도와 웹 사이트의 신뢰도에 따라 수용자들의 관심도가 높아지는 것으로 나타났다. 즉, 인터넷 광고의 정보태도와 신뢰도가 높을수록 웹 사이트의 관심도에 긍정적으로 나타났으며, 인터넷 광고의 정보태도와 신뢰도가 낮을수록 수용자의 상당수가 인터넷 광고를 사이버 공해나 스팸으로 인식하여 사이트를 회피하는 현상이 발생하였다. 따라서 본 연구는 기존 선행 논문의 신뢰도가 높을수록 인터넷 광고의 관심도가 높아진다는 결론과는 반대로 인터넷 광고 또한 웹사이트에 영향을 미칠 수 있음을 실증적으로 검증해 내었다는 데 그 의의가 있다.

광고자극과 심리변수가 광고반복에 의한 소비자 싫증에 미치는 영향에 관한 연구

김은희,정진택 한국소비자·광고심리학회 2010 한국심리학회지 소비자·광고 Vol.11 No.3

This study tries to find the effects of advertisement stimulation variables and consumer's psychological characteristic variables on the consumer's dislike response. For the advertisement variables, type of appeal(reason, emotion, and public interest), notice of advertisement exposure time, and number of advertisement exposure(1 time, 3 times, and 6 times) are used. For the consumer's psychological variables, self assertion, which represents one's characteristics well, and need for cognition are used. This study found that there are significant differences in consumer's dislike of advertisement according to the appeal type and number of exposure. In addition, the exposure of 6 times resulted in stronger consumer dislike of the advertisement than the exposure of 3 times. There is no significant difference in consumer's dislike of advertisement according to the notice of advertisement exposure time. It was also found that there is a relation between advertisement appeal type and number of advertising repetition and consumer's dislike of advertisement. But self assertion and need for cognition do not have any significant effect on the consumer's dislike of advertisement. 본 연구는 광고의 반복적 노출에 있어 광고자극 변인과 소비자 심리특성 변인이 소비자 싫증 반응에 어떠한 영향을 미치는지 알아보고자 하였다. 광고 자극변수는 광고 소구유형과 광고노출 시간의 예보제시 유무 및 광고 자극물의 노출 횟수로 선정하였으며, 소비자 심리적 변인으로는 개인적 특성을 잘 나타내는 자기주장과 인지욕구를 선정하여 광고싫증 반응에 어떠한 영향을 미치는지 확인하였다. 연구결과, 광고의 소구유형과 광고의 반복노출 횟수에 따른 소비자의 광고 싫증반응은 유의미한 차이가 있음을 확인하였다. 또한 반복횟수가 높은 6회 노출은 노출횟수 3회보다 광고 싫증반응이 더 강하게 나타났다. 반면, 광고노출 시간에 대한 예보제시 유무에 따른 소비자의 광고 싫증반응은 유의미한 차이가 확인되지 않았다. 광고의 유형과 광고노출의 반복횟수에 따른 소비자의 광고 싫증반응에는 상호작용효과가 있는 것으로 확인되었으나 소비자 심리변인의 자기주장과 인지욕구는 광고 싫증반응에는 유의미한 영향을 미치지 않는 것으로 나타났다.