감정편익 일치성, 감정강도 및 제품 범주가 광고태도와 상표태도에 미치는 영향

양윤,정지현 한국소비자·광고심리학회 2006 한국심리학회지 소비자·광고 Vol.7 No.3

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. 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.

기업에 대한 고등학생의 CAB 경제적 태도 분석

박영석,신혜원 한국경제교육학회 2017 경제교육연구 Vol.24 No.3

The purpose of this study is to identify the attitude of students toward an enterprise. We measured the cognitive, affective, and behavioral attitude of the high school students with the questionnaire, which can be used together with the open description and the scale display. As a result of the study, the cognitive and behavioral attitude toward the enterprise was positive but the affective attitude was negative. There were both positive and negative statements that responded to students' attitudes to enterprise. It was ‘making money’, ‘corruption’ and ‘contributing to economic development’ that the frequency is high as a description of the cognitive attitude. It was ‘scary’, ‘unbelievable’ and ‘bad’ that the frequency is high as a description of the affective attitude. Also, it was ‘I purchased and used the products of the enterprise’, ‘I visited the enterprise’, and ‘I got services at the service center’ that the most frequent description in the behavioral attitudes. This study represents that high school students' attitude was not negative in general, but that there is a need to be interested in the negative attitude formation factors because it still shows us both attitudes as positive and negative. In addition, it shows that the method including the open-ended questionnaire abundantly provided the specific information of the respondent regarding the cognitive, affective, and behavioral attitude. We expect that the result of this study contributes to improve learning methods of the attitude study that is relatively weak. 본 연구는 학생들의 기업에 대한 태도를 밝히고자 하는 목적에서 이루어졌다. 태도에 대해 개방형 서술과 척도 표시를 함께 할 수 있는 설문지를 활용하여 고등학생들의 기업에 대한 인지적, 정의적, 행동적 태도를 측정하였다. 연구 결과, 기업에 대한 인지적 태도와 행동적 태도는 긍정적으로 나타났으나 정의적 태도는 부정적으로 나타났다. 기업에 대한 태도를 응답하는 서술에서는 긍정적 서술과 부정적 서술이 함께 나타난 경우가 많았다. 기업에 대한 인지적 태도를 표현한 서술로 빈도수가 높은 것은 ‘돈 버는 곳이다’, ‘부정부패, 비리가 심하다’, ‘경제 발전에 기여한다’ 등이었다. 기업에 대한 정의적 태도를 표현한 서술로 빈도수가 높은 것은 ‘무섭다’, ‘믿을 수 없다’, ‘나쁘다’ 등이었다. 기업에 대한 행동적 태도를 표현한 서술로 빈도수가 높은 것은 ‘기업의 상품을 구매하여 사용해 봤다’, ‘기업에 견학 가 보았다’, ‘서비스센터에 가서 서비스를 받았다’ 등이었다. 이 연구는 우선, 고등학생들의 기업에 대한 태도는 전반적으로 부정적이지 않았으나, 긍정적 태도와 부정적 태도가 함께 나타난 경우가 많아서 부정적 태도 형성 요인에 관심을 가질 필요가 있음을 보여주었다. 그리고 태도 측정 방법으로서 개방적 기술을 포함한 방식이 인지적, 정의적, 행동적 태도와 관련한 응답자의 구체적인 태도 근거를 풍부하게 제공함을 보여주었다.

외제차 광고에 대한 인식적‧감정적 반응이 광고와 제품태도에 미치는 영향

김재진,박미령 한국경영교육학회 2011 경영교육연구 Vol.26 No.3

The research was investigated the impact of cognitive and affective responses of consumers to attitude toward the ads and products. The purposes of this paper are as follows:Firstly, we review the impact of cognitive responses on the attitude through the literature. Secondly, we review the relationship between attitude toward the ads and the attitude toward the products through the literature. In addition, we analyze the relationship between the cognitive responses and the attitude toward the products. Thirdly, we analyze the relationship between the affective responses and the attitude toward the ads. Also, we analyze the relationship between the attitude toward the ads and the attitude toward the products. For these purposes the authors have developed hypotheses as follows:H1: The cognitive response is positively associated with the attitude toward the products. H2: The affective response is positively associated with the attitude toward the ads. H3: The attitude toward the ads is positively associated with the attitude toward the products. We surveyed 264 consumers who viewed a fictitious ad for foreign automobiles. The data was compiled from 264 questionnaires. 300 questionnaires were collected, but some of the data was considered unsuitable and inappropriate. The subjects of the survey were male and female consumers who had been interested in foreign cars in Seoul and Daegu․Gyeongbuk. It was carried out between Sep. 27 and Oct. 11, 2010. They indicated cognitive and affective responses, and attitude toward the ads and products. The data was analyzed by frequency analysis using SPSS 12.0 and Structural Equation Modeling using LISREL 8.7. The result of the overall model analysis is as follows: Chi-Square=153.97, d.f.=59, p-value=0.00, RMSEA=0.078, RMR=0.049, SRMR=0.062, GFI=0.92, AGFI=0.87, NFI=0.97, NNFI=0.97, CFI=0.98. [표]<Figure 1> The proposed model of conceptual framework The results of the overall model analysis were coherent. The results of the study show that the cognitive response had impact on the attitude toward products. The affective response had impact on the attitude toward ads. The attitude toward ads had impact on the attitude toward products. Therefore, all hypotheses were supported. It was found that not only the affective response but also the cognitive response were a significant influential factor to consumers' attitudes. 본 연구는 외제차 광고노출 시 인식적‧감정적 반응이 광고효과에 어떠한 영향을 미치는가에 대한 것이다. 특히 인식적 반응에 초점을 두고 실증연구를 하였다. 이러한 연구를 위해 먼저 인식적 반응, 감정적 반응, 광고태도 및 제품태도 간 어떤 관련이 있는지를 문헌고찰을 통해 연구모형을 제시하고 실증연구를 위한 가설을 도출하였다. 가설을 검증하기 위해 서울과 대구․경북지역 거주자로 외제차에 관심이 있는 남녀 소비자를 표본으로 선정하였다. 인식적 반응 측정항목에 대해서는 광고를 보는 동안 일어났던 마음속의 생각이나 반응을 기록하도록 하였다. 그리고 감정적 반응, 광고태도 및 제품태도에 대해서는 기존 연구에서 사용되어진 측정도구를 본 연구 상황에 적합하게 수정하여 사용하였으며 SPSS 12.0과 LISREL 8.7을 이용해 가설을 검증하였다. 분석결과, 본 연구에서 설정한 모든 가설은 지지되었는데 이를 요약하면 다음과 같다. 첫째, 인식적 반응은 제품태도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 감정적 반응은 광고태도에 유의적인 영향을 미치는 것으로 나타났다. 셋째, 광고태도 역시 제품태도에 유의한 영향을 미치는 것으로 나타났다.

아웃도어레크리에이션의 자연매력성이 태도와 행동의도에 미치는 영향

김진옥(Jin Ok Kim),김남조(Nam Jo Kim) 한양대학교 관광연구소 2015 觀光硏究論叢 Vol.27 No.1

본 연구에서는 최근 국내에서 자연에서 이루어지는 아웃도어레크리에이션이크게 증가하여 자연매력성이 아웃도어레크리에이션의 태도와 행동의도에 어떠한 영향 을 미치는지 살펴보고자 하였다. 구체적으로 자연매력성을 외적요소인 유인성과 내적요 인인 추진성으로 구분하였고, 태도는 인지적 태도와 감정적 태도로 구분하였다. 실증분 석을 위한 설문조사는 국내의 아웃도어레크리에이션 중에서 가장 크게 증가한 오토캠핑 참가자를 대상으로 실시하였다. 연구결과, 자연매력성의 유인성은 인지적 태도와 감정적 태도에 정(+)의 영향을 미치고, 추진성은 인지적 태도에는 정(+)의 영향을 미치나 감정적 태도에는 영향을 미치지 못하였다. 또한 인지적 태도는 정서적 태도에 정(+) 의 영향을 미치고, 인지적 태도와 감정적 태도는 행동의도에 정(+)의 영향을 미쳤다. 이러한 결과는 최근 자연 기반의 아웃도어레크리에이션은 자연매력성이 태도에 영향을 미치는 것으로 자연의 유인성이 아웃도어레크리에이션의 의사결정과정에 큰 영향을 미친다는 것을 시사한다. The purpose of this study is to explore the effect of the attractiveness of nature on attitude and behavioral intention in outdoor recreation as outdoor recreation based on natural environment has increased. The attractiveness of nature has been subdivided into a pull factor as an external factor and a push factor as an internal factor. Attitude has also been subdivided into cognitive attitude and affective attitude. For achieving the aim of this study, the survey was conducted with participants of auto camping. The results of the analysis are that the attractiveness of nature has an influence on cognitive and affective attitude. However, while push has an effect on cognitive attitude, it does not have an effect on affective attitude. In addition, cognitive attitude affects affective attitude and cognitive and affective attitude have effects on behavioral intention. The implication of the study is that the attractiveness of nature has a crucial effect on attitude and decision-making processes in outdoor recreation.

음악축제의 방문 동기와 태도가 만족도, 충성도에 미치는 영향-인천 펜타포트 락 페스티발을 중심으로-

김성조,임재문,유창근 한국관광학회 2014 관광학연구 Vol.38 No.9

The purpose of this study was to identify the relationship among participants motivaton, attitude and satisfaction, loyalty component of music festival through SEM(Structured Equation Model). A survey was conducted from August 10 to August 12, 2012. A total of 350 questionnaires were collected and 314 questionnaires were used. The results of this study are as follows: Firstly, it was found that experience & entertainment factor of participants motivation had a positively significant influence on affective attitude, however, there was not any significant influence on cognitive attitude, in the second place, concern for musician and sense of place factors of participants motivation had a positively significant influence on cognitive attitude, but, there was not any significant influence on affective attitude. Secondly, it was found that the cognitive attitude had a statistically positive effect on affective attitude and satisfaction, but there was not any significant influence on loyalty. Thirdly, it was found that the affective attitude had a positively significant influence on satisfaction and loyalty. 본 연구는 음악페스티발 구성요소인 참여동기, 태도 그리고 만족도와 충성도의 관계를 구조방정식을 통해 규명하고자 하였다. 설문은 2012년 8월10일부터 12일까지 이루어졌고, 총 350부의 설문이 수거되었고 그 중 314부가 연구에 사용되었다. 본 연구의 결과는 다음과 같다. 첫째, 음악페스티발 방문 동기의 축제의 경험과 오락성요인은 정서적태도에 정(+)의 영향을 미치는 것으로 나타났다, 하지만 인지적 태도에는 아무런 영향관계를 보이지 않았다. 다음으로, 방문동기의 출연 뮤지션의 관심도와 개최지의 장소성요인은 인지적태도에 정(+)의 영향을 미쳤지만, 정서적 태도에는 아무런 영향관계를 보이지 않았다. 두 번째로, 인지적 태도는 통계적으로 정서적 태도와 만족도에 정(+)의 영향을 미치는 것으로 확인되었으나, 충성도에는 아무런 영향관계를 보이지 않았다. 마지막으로 정서적 태도는 만족도과 충성도에 정(+)의 영향관계를 확인할 수 있었다.

애착이 양육태도에 미치는 영향 : 자존감의 매개역할을 중심으로

김순영,김환 한국여성심리학회 2013 한국심리학회지 여성 Vol.18 No.3

This study examined the effects of attachment ability and self-esteem on hostile parenting attitude and repressive parenting attitude. 461 online university students who were at parents status and took counseling psychology class participated this study and filled out Adult Attachment Scale(AAS), Rosenberg Self-Esteem Scale(RSES), Maternal Behavior Research Instrument(MBRI) and Repressive attitude subscale of Parental Meta-Emotion Scale(PMES). ANOVA analysis were accomplished to identify main effect of attachment style over parenting attitude. The result was that parents with secure attachment style showed higher affective parenting attitude score and lower hostile attitude score than avoidant attachment style and anxious attachment style. Parents with anxious attachment style got higher repressive attitude score than any other attachment style. Correlation analysis showed that only the affect-hostile dimension of parenting attitude was related with depend dimension of attachment. As for close and anxiety dimension of attachment, both the affect-hostile dimension and autonomy-control dimension of parenting attitude were related, but with opposite direction. Regression analysis was accomplished to find out mediating roles of self-esteem along the path from attachment ability to parenting attitude. As a result, there was partial mediation role of self-esteem when dependent variable was the affect-hostile parenting attitude. When dependent variable was the autonomy-control parenting attitude, there was full mediation effect of self-esteem. Finally the significance and limitation of this study were discussed.

읽기 태도의 개념과 성격

정혜승 ( Hye Seung Chung ) 한국독서학회 2006 독서연구 Vol.0 No.16

이 연구는 읽기 태도 검사 도구를 체계적으로 개발하는 데 필요한 이론적 기초를 마련하기 위해 읽기 태도의 개념과 성격을 정리하고, 그것의 국어교육적 의의를 논의하는 데 목적이 있다. 읽기 태도는 읽기를 추동하는 정의적 요인으로 읽기 능력과 성취, 자아 계발, 사회생활, 독서문화 측면에서 중요한 역할을 한다. 읽기 태도는 가치, 흥미, 선호, 동기, 의도와 구분되는 개념인데,‘ 읽기를 대상으로 좋고 싫음의 평가를 내리고 그러한 평가에 따라 읽기 상황에 접근하거나 회피하는 등의 반응을 일관되게 산출하는 심리적 경향’으로 정의내릴 수 있다. 이러한 정의는 읽기 태도가 인지, 정의, 행동적 요소로 구성됨을 의미한다. 읽기 태도는 읽기 교육의 목적이면서 결과이고 수단으로 볼 수 있으며, 관련 대상으로 전이되는 성질을 갖는다. 한번 형성된 읽기 태도는 지속적이고 안정적이나 변화가능성 또한 열어두고 있다. 읽기 태도는 학습에 의해 형성 가능하기 때문에 체계적이고 의도적인 태도 교육이 가능하다. 읽기 태도 교육이 실효성 있게 전개되기 위해서는 우선 아동의 읽기 태도를 정확하게 파악하고, 진단하는 일이 선행되어야 한다. 그러나 기존의 읽기 태도 검사 도구가 체계적이지 못하고, 외국에서 개발된 것을 번역하여 사용하는 수준이기 때문에 아동의 읽기태도를 측정하기에 어려움이 크다. 읽기 태도를 구성하는 요인을 면밀하게 검토하여 검사도구를 개발하는 일이 필요한 까닭이 여기에 있다. This study aims at arranging the concept and character of an attitude toward reading to provide the theoretical basis required for developing a testing instrument for the attitude systematically, and discussing the significance of the attitude in Korean education. As an affective factor of stimulating reading the attitude plays an important role in ability to read and achievement, self-development, social life, and reading culture. Distinguished from value, interest, preference, motive and intention, it can be defined as“a psychological tendency to make positive or negative evaluation about ‘reading’ and consistently produce a response such as approaching or avoiding the situation of reading according to the evaluation”. Such a definition means that it consists of cognitive, affective, and behavioral elements. The attitude can be seen as a purpose, result and method of reading education, and is characterized by being transferred to related objects. Once formed attitude toward reading is continuous and stable, but also opens the possibility of changing. An attitude toward reading which can be formed by learning makes it possible to provide systematic and intentional attitude education. Understanding and diagnosing a child`s attitude toward reading accurately should come before the effective development of the education. However, the existing nonsystematic testing instrument for the attitude and the use of translated one developed in foreign countries make it very difficult to measure the attitude. That is why it is necessary to closely examine the factors which compose it and develop a testing instrument for it.

TIMSS 결과에 나타난 수학 및 과학 정의적 태도와 성취도의 관계

김경희,서민희,이빛나 한국교육평가학회 2022 교육평가연구 Vol.35 No.4

For the past 20 years, Korea has shown a very low level of affective attitude in math and science despite high academic achievement scores in international academic achievement evaluations such as PISA or TIMSS. To identify patterns of affective attitudes in math and science, we compared the relationship between affective attitudes and academic achievement through comparisons of high-performing countries. Also, we conducted latent profile analysis on affective attitudes in math and science and investigated the relationship between latent profile and academic achievement. We used cohort data for 4th and 8th graders to compare changes across grades. The results are as follows. First, affective attitudes and academic achievement were positively correlated in all countries, but high-performing countries had very low affective attitudes. Second, according to the results of the latent profile on affective attitudes in math and science, the 4th graders were derived on the basis of positive attitudes, whereas the 8th graders were derived on the basis of negative attitudes. Third, students who belonged to a group with high affective attitudes showed high academic achievement for all graders in Korea. Lastly, educational implications for improving affective attitudes in math and science were proposed.

A study on the Website Attitude and Purchase Intentions of Franchise Bakery

전태유,박노현 한국유통경영학회 2011 유통경영학회지 Vol.14 No.6

This research, structurally designing, has analyze associations between website attitude and purchase intention based on prerequisite that the intention will be defendant on the attitude of a website and the attitude is formed based on both cognitive responses and affective responses. Analysis has been conducted with 227 different survey results and the conclusion has been led as following. Firstly, both cognitive responses and affective responses have positive influence on website attitude. Secondly, Website attitude also positively affects purchase intention. This research, structurally designing, has analyze associations between website attitude and purchase intention based on prerequisite that the intention will be defendant on the attitude of a website and the attitude is formed based on both cognitive responses and affective responses. Analysis has been conducted with 227 different survey results and the conclusion has been led as following. Firstly, both cognitive responses and affective responses have positive influence on website attitude. Secondly, Website attitude also positively affects purchase intention.

인지초점과 감정초점이 DMB 휴대폰에 대한 태도와 구매의도에 미치는 영향

손준상(Jun-Sang Sohn) 한국컴퓨터정보학회 2009 韓國컴퓨터情報學會論文誌 Vol.14 No.9

본 연구에서는 DMB 휴대폰 마케팅에서 인지정보와 감정정보의 초점에 따라 소비자의 태도와 구매의도가 어떻게 달라지는지를 알아보고자 하였다. 이를 위해서 실험설계에 따라 인지초점집단, 감정초점집단의 태도와 구매의도를 측정하여, 무조작집단과 비교하였다. 실험결과에서 인지초점집단은 인지적 태도에서 높은 수준을 보였고, 감정초점집단은 감정적 태도에서 높은 수준을 보였다. 구매의도에서는 감정초점집단의 구매의도가 가장 높았고, 인지초점집단의 구매의도가 중간수준, 무조작집단의 구매의도가 가장 낮았다. 일정 기간후의 기억에서는 인지초점집단은 인지정보를 많이 기억하였고 감정초점집단은 감정정보를 많이 기억했으나, 유의적 차이는 아니었다. 결론적으로 제시된 제품정보의 초점에 따라 소비자들은 태도와 구매의도를 형성한다고 할 수 있으며, 감정정보의 영향이 인지정보보다 크다는 점을 알 수 있었다. 그리고 초점효과는 시간의 경과에 따라 약화되지만 지속적으로 소비자의 구매행동에 영향을 미친다고 할 수 있다. The present study investigated the effects of focus on consumers' attitudes and buying intentions. For these purposes, researcher compare the attitudes and buying intentions by focus groups after presenting cognitive and affective product informations about a cellular-phone. The results of present experiment were as follow: First, cognitive focus led to highest cognitive attitude and affective focus also led to highest affective attitude. Second, It was highest buying intention in an affective focus and lowest in a non-focus. Third, a cognitive focus resulted in more cognitive words being recalled, by comparison with an affective focus, whereas an affective focus resulted in more affective words being recalled, by comparison with a cognitive focus. But they were not significant. These results show that cognitive and affective focuses lead to different attitudes that differ in their basis. An attitude formed in an affective focus results in a stronger buying intention than an attitude formed in an cognitive focus. The present findings also suggest that the different focus conditions result in different attitudes and buying intentions being formed, and to be diluting but to more enduring effects.