비의식적 광고 처리에서 나타나는 암묵적 기억의 광고효과 -시각적 주의를 중심으로- = Effects of implicit memory in advertising between visual attention and non-conscious processing

국문 초록 (Abstract)

본 연구는 갈수록 혼잡한 광고 상황과 소비자들의 광고무시라는 문제와 관련해 암묵적 기억을 주의와 결부시켜 비의식적인 광고 처리가 갖는 효과를 검증해 보았다. 이러한 목적을 달성하기 위해, 관련연구에서 사용한 ART(attentional resource tracking) 방법을 응용하여 시각적 주의와 광고기억의 관련성을 파악하였다. 특히 본 연구에서는 광고에 대한 주의를 분산시킨 후 광고의 제시 속도와 제시 위치를 조정하고, 이를 개념적 점화와 지각적 점화, 재인 등의 다양한 기억 측정치를 통해 효과검증을 하였으며, 실험과정에서 아이트래커를 활용하여 시각적 주의를 측정한 후, 주의된 광고와 비주의된 광고를 분류하였다. 분석결과, 시각적 주의를 기울이지 않은 광고는, 비의식적인 처리로 인해 명시적 기억인 재인은 광고 제시 속도에 따라 재인율이 차이가 없었다. 그러나 암묵적 기억인 개념적 점화는 차이를 보였다. 이러한 결과는 시각적 주의를 기울이지 않아서 비의식적으로 광고 처리가 되는 경우는 암묵적 기억이, 의식적 광고 처리가 된 경우에는 재인이 적절한 광고효과 측정치임을 시사한다.

다국어 초록 (Multilingual Abstract)

This study examined the effect of non-conscious advertising processing with attention related to current situation which faces with increasing advertising clutter and consumers' ignorance to ads. We measured the attention with the eye-tracker apparatus and adapted ART (attentional resource tracking) method, which was developed by Shapiro et al. (1997), which can divert consumers’ attention from ads, as well as manipulated presentation speed and position of ads. Four ads were produced for this study and each ad contains product feature, brand name, and category name. The dependent variables of this study are various memory types such as conceptual priming (stem completion test), perceptual priming (word fragment) and explicit memory (recognition). The results reveal that due to non-conscious stimulus processing, there is no difference in recognition on non-attentional ads; however conceptual priming, implicit memory, had different effect related to presentation speed. Related to presentation position, because of stimulus feature, there is difference in only perceptual priming. Through acquisition of validity in using ART method by tracking visual attention, the result implies that implicit memory was constructed although ad processes non- consciously.

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