혼합감정 프레이밍에 대한 소비자 반응에 대한 연구 = A Study on Consumer Response toward Mixed Emotion Framing

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the effect of construal level on the evaluation toward a mixed emotion framing in the context of donation advertising. Specifically, this study verifies that mixed emotional framing in the charity advertisements utilizing negative and positive emotions are more effective for consumers with high construal level than consumers with low construal level. Also, this study suggests psychological discomfort experiencing through encountering mixed emotional framing ads as a underlying mechanism. The results of this study are as followings: First, this study reveals that people with high construal level have a more positive attitude toward a mixed emotion framing advertising than people with low construal level. Next, experiment results showed that psychological discomfort mediated the effect of construal level on the attitude of ad using a mixed emotion framing. Specifically, it showed that when consumers with low construal level encounter the mixed emotional framing in the charity ads, it leads to higher psychological discomfort toward the ads, which resulted in lower ad attitude. Prior studies on framing effect have primarily focused on cognitive mechanism like accessibility. This study may contribute to building the theoretical foundation on emotional framing literature which is an important yet under-researched field and broadening our understanding of the underlying mechanism of mixed emotion framing effect. Also, this research serves as a guide for NGO marketers to try to design effective charity advertising.

국문 초록 (Abstract)

본 연구에서는 혼합감정 프레이밍을 이용한 기부광고에 대한 소비자 평가가 개인 특성에 따라 어떻게 달라지는지 검증하였다. 혼합감정 프레이밍이란 긍정적 감정과 부정적 감정을 함께 경험하도록, 광고 속에서 표현되는 감정을 구조화하는 것이다. 본 연구에서는 혼합감정 프레이밍이 어떠한 소비자 유형에게 더 적합한지 검증하였다. 구체적으로 혼합감정 프레이밍을 이용한 기부광고에 대해, 상위수준의 해석을 하는 소비자들이 하위수준의 해석을 하는 소비자들에 비해 보다 더 긍정적인 태도를 보였다. 더 나아가 이러한 현상이 일어나는 심리적 기제에 대한 검증 결과, 심리적 불편감이 주요한 매개 역할을 함을 밝혔다. 다시 말해, 상위수준의 해석을 하는 소비자들이 혼합감정 기부광고에 대해 심리적 불편감을 덜 경험하였고, 이는 긍정적인 광고 태도로 이어졌다. 본 연구는 혼합감정 프레이밍을 이용하는 기부광고에 대한 소비자 평가에 영향을 미치는 소비자 특성을 제안함으로써, 감정 프레이밍 연구의 초석을 마련하고 관련 연구를 촉진하는 계기를 마련하였다는 점에서 학문적 시사점을 지닌다. 또한 혼합감정 프레이밍 효과가 발생하는 심리적 기제에 대한 깊은 이해를 제공하였다는 점에서 학문적 시사점이 크다고 볼 수 있다.

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