광고 이미지 속 기업의 진출 방향이 기업 성과 예측에 미치는 영향 : 조절 초점의 조절 작용과 심리적 메커니즘을 중심으로

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경 및 가설 설정
• 1) 이동 방향성과 은유적 의미(metaphoric meaning)
• 2) 조절 초점(regulatory focus)과 이동방향성의 은유적 의미
• 3) 이동 방향성의 은유적 의미와 조절초점간 상호작용이 미치는 영향력의 심리적메커니즘
• 3. 실험
• 1) 사전조사
• 2) 실험 1
• 3) 실험 2
• 4. 결론
• 1) 연구의 요약 및 의의
• 2) 연구의 한계 및 향후 연구
• 참고문헌
• Abstract

참고문헌 (Reference)

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2 이호희, "조절초점과 제품의 편익 프레이밍 방식, CSR 메시지 제시여부가 기업 이미지에 미치는 영향" 한국광고학회 25 (25): 103-130, 2014

3 장정민, "정보(원재료 vs. 완제품)의 제시위치가 소비자의 제품 평가에 미치는영향" 한국광고학회 26 (26): 305-320, 2015

4 장정민, "위험자극의 이동 방향이 내포하고 있는 은유적 의미가 위험 지각에 미치는 영향: 전염병 확산을 중심으로" 한국광고학회 26 (26): 81-97, 2015

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