광고자극의 처리유창성과 심미성 및 가치부합성이 소비자의 긍정적 반응유발에 미치는 효과 = Effects of Processing Fluency, Aesthetics, and Value-Congruency of Advertising Stimuli on Consumers' Positive Responses

다국어 초록 (Multilingual Abstract)

This research classifies consumers’ responses into cognitive and emotional responses and
investigates both the effects of conceptual fluency of advertising stimuli and perceived value
congruency of an advertised product on positive brand beliefs and the influences of perceptual
fluency and aesthetics of advertising stimuli on positive brand emotions. In addition, the relations
among positive brand beliefs, emotions induced by advertising stimuli, and behavioral intentions are
verified.
The results of this research are as follows. Processing fluency of advertising stimuli has positive
effects on consumers’ positive responses. Conceptual fluency of advertising stimuli has a positive
influence on positive brand beliefs and perceptual fluency induces positive emotions. In addition,
aesthetics of advertising influences positive emotions. Perceived value congruency, however, does
not have a significant effect on positive beliefs of the advertised brand. Finally, positive beliefs and
emotions have positive effects on buying intentions.

국문 초록 (Abstract)

본 연구에서는 광고에 대한 소비자의 반응을 인지적 반응과 감정적 반응으로 분류하고 광고 자극의 개념
적 유창성과 광고 제품의 가치 부합성이 브랜드 신념이라는 소비자의 인지적 반응에 미치는 영향과 지각적
유창성과 광고자극의 심미성이 소비자의 브랜드에 대한 긍정적 감정 유발에 미치는 영향을 탐색하였다. 또
한 광고를 통해 유발된 소비자의 긍정적인 브랜드 신념과 감정적 반응이 구매의도에 미치는 영향을 탐색하
였다. 분석결과 광고자극의 처리 유창성은 소비자의 긍정적인 반응을 유발하는 것으로 나타나 선행연구들과
일치되는 결과를 얻었다. 특히, 광고자극의 개념적 유창성은 브랜드에 대한 긍정적인 신념을 형성하는 것으
로 나타났으며, 지각적 유창성은 브랜드에 대한 긍정적인 감정을 유발하는 것으로 나타났다. 또한 광고자극
의 심미성은 소비자의 긍정적인 감정을 유발하는 것으로 나타났다. 그러나 광고제품에 대해 지각하는 가치
부합성은 긍정적인 브랜드 신념에 영향을 미치지 못하는 것으로 나타났다. 마지막으로 광고를 통해 형성된
브랜드에 대한 긍정적인 감정과 신념은 브랜드 구매의도에 긍정적인 영향을 미치는 것으로 나타났다.

참고문헌 (Reference)

1 Berrnd H.Schmitt, "체험마케팅 (Experimental Marketing)" 세종서적 2001

2 이승준, "제품평가에 대한 소비비전과 이동성의 역할" 한국마케팅학회 23 (23): 137-171, 2008

3 이학식, "정서적 반응이 광고효과에 미치는 영향:제품 소비경험과 관여도의 조정적역할" 21 (21): 345-364, 1991

4 이학식, "소비자 행동-마케팅 전략적 접근" 법문사 2001

5 이미영, "브랜드 확장제품에 대한 태도에서 광고유형과 조절적 동기의 효과 연구" 한국방송광고공사 6 (6): 61-87, 2007

6 Poldrack, R.A, "What is the Mechanism for Fluency in Successive Recognition?" 98 : 167-181, 1998

7 Sirgy,J, "Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation" 13 : 195-206, 1985

8 Ajzen, I, "Understanding Attitude and Predicting Social Behavior" Prentice-Hall 1980

9 Ostrom,Thomas M, "Theoretical Perspectives in the Analysis of Cognitive Responses in Cognitive Responses in Persuasion" Lawrence Erlbaum Association 283-290, 1981

10 Weldon,M.S, "The Time Course of Perceptual and Conceptual Contributions to Word Fragment Completion Priming" 19 : 1010-1026, 1993

11 Santayana,G, "The Sense of Beauty" Dover 1955

12 Perugini, M, "The Role of Desires and Anticipatory Emotions in Goal-Directed Behaviors: Extending the Theory of Planned Behavior" University of Michigan Business School 1998

13 Erevelles,S, "The Role of Affect in Marketing" 42 : 199-215, 1992

14 Winkielman P, "The Psychophysiological Perspective on the Social Mind in Blackwell Handbook of Social Psychology: Intraindividual Processes" Blackwell 89-108, 2001

15 Rokeach, Milton, "The Nature of Human Values" Free Press 1973

16 Seamon, John G, "The Mere Exposure Effect Is Based on Implicit Memory: Effects of Stimulus Type, Encoding Conditions, and Number of Exposures on Recognition and Affect Judgments" 21 (21): 711-721, 1995

17 Allen, Michael W, "The Interactive Effect of Cultural Symbols and Human Values on Taste Evaluation" 35 (35): 294-308, 2008

18 Winkielman, P, "The Hedonic Marking of Process ing Fluency : Implications for Evaluative Judgment in The Psychology of Evaluation: Affective Processes in Cognition and Emotion" Lawrence Erlbaum 189-217, 2002

19 Lee, Angela Y, "The Effect of Conceptual and Perceptual Fluency on Brand Evaluation" 41 (41): 151-165, 2004

20 Vallacher, R.R, "The Dynamics of Self-regulation in Perspectives on Behavioral Self-regulation" Lawrence Erlbaum Associates 241-259, 1999

21 Wright,Peter L, "The Cognitive Processes Mediating Acceptance of Advertising" 10 (10): 53-62, 1973

22 Chaudhuri, A, "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty" 65 (65): 81-93, 2001

23 Verkuyten,Maykel, "Symbols and Social Representations" 25 (25): 263-284, 1995

24 Kelley, C.M, "Subjective Reports and Process Dissociation: Fluency, Knowing, and Feeling" 98 : 127-140, 1998

25 Mandler,G, "Recognizing:The Judgment of Previous Occurrence" 87 : 252-271, 1980

26 Tulving, Endel, "Priming and Human Memory System" 247 (247): 301-306, 1990

27 Richins,Marsha L, "Possessions,Materialism,and Other-Directedness in the Expression of Self in Consumer Value: A Framework for Analysis and Research" Routledge 85-104, 1999

28 Anand, Punam, "Perceptual Fluency and Affect Without Recognition" 19 (19): 293-300, 1991

29 Jacoby,L.L, "Perceptual Enhancement:Persistent Effects of an Experience" 9 : 21-38, 1983

30 Carver, C.S, "Origins and Functions of Positive and Negative Affect: Acontrol-ProcessView" 97 : 19-35, 1990

31 Carver, C. S, "On the Self-Regulation of Behavior" Cambridge University Press 1998

32 Jacoby, Larry L, "On the Relationship Between Autobiographical Memory and Perceptual Learning" 110 (110): 306-340, 1981

33 Simon,H.A, "Motivational and Emotional Controls of Cognition" 74 : 29-39, 1967

34 Schwarz, N, "Mood, Misattribution, and Judgments of Well-being: Informative and Directive Functions of Affective States" 45 (45): 513-523, 1983

35 Eich, Eric, "Memory for Unattended Events: Remembering with and Without Awareness" 12 (12): 105-111, 1984

36 Olson, J. C, "Mediationg Effects of Cognitive Responses to Advertising on Cognitive Strcture on Advances in Consumer Research Vol. 05" Association for Consumer Research 72-78, 1978

37 Hamann,Stephan B, "Level-of-Processing Effects in Conceptuallly Driven Implicit Tasks" 16 (16): 970-977, 1990

38 Litvin, Stephen W, "Individualism/Collectivism as a Moderating Factor to the Self-Image Congruity Concept" 10 : 23-32, 2004

39 Roediger,H.L, "Implicit Memory: Retention Without Remembering" 45 : 1043-1056, 1990

40 Whittlesea,Bruce W.A, "Illusions of Familiarity" 19 (19): 1235-1253, 1993

41 Allen,Michael W, "Human Values and Product Symbolism: Do Consumers Form Product Preference by Comparing the Human Values Symbolized by a Product to the Human Values That They Endorse?" 32 (32): 2475-2501, 2002

42 Schwarz, N, "How Do I Feel about It? The Informative Function of Affective States in Affect, Cognition, and Social Behavior" Hogrefe 44-62, 1988

43 Desmet, P. M. A, "Framework of Product Experience" 1 (1): 57-66, 2007

44 Zajonc,R.B, "Feeling and Thinking: Preference Need No Inferences" 35 : 151-175, 1980

45 Fazendeiro, T. A, "False Memory for Paired-Associates: Evidence for the Implicit Activation-Fluency Misattribution Hypothesis"

46 Bornstein,Robert F, "Exposure and Affect:Overview and Meta-Analysis of Research,1968-1987" 106 (106): 265-289, 1989

47 Demir, E, "Experiential Concepts in Design Research; a (not too) Critical Review" 2006

48 Reber, R, "Effects of Perceptual Fluency on Affective Judgments" 9 : 45-48, 1998

49 Lee,Angela Y, "Effects of Implicit Memory on Memory-based Versus Stimulus-Based Brand Choice" 39 (39): 440-454, 2002

50 Brown, S.P, "Effects of Goal-Directed Emotions on Salesperson Volitions, Behavior, and Performance: a Longitudinal Study" 61 (61): 39-50, 1997

51 Fazendeiro, T. A, "Effects of Conceptual Fluency on Affective Judgments"

52 Roediger, H.L, "Dissociations Between Implicit Measures of Retention in Implicit Memory: Theoretical Issues" Lawrence Erlbaum Associates 67-84, 1989

53 Hekkert,P, "Design Aesthetics: Principles of Pleasure in Product Design" 48 (48): 157-172, 2006

54 Dick, Alan S, "Customer Loyalty: Towards an Integrated Framework" 22 (22): 99-113, 1994

55 Clore,G.L, "Cognitive Phenomenology: Feelings and the Construction of Judgment in The Construction of Social Judgment" Erlbaum 133-164, 1992

56 Mc Glone, M.S, "Birds of a Feather Flock Conjointly (?): Rhyme as Reason in Aphorisms" 11 : 424-428, 2000

57 Fishbein, M, "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading" Addison-Wesley 1980

58 Ajzen, I, "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research" Addison-Wesley Publishing Co. 1975

59 Jacoby, L.L, "Becoming Famous Overnight: Limits on the Ability to Avoid Unconscious Influences of the Past" 56 : 326-338, 1989

60 Maritain,J, "Beauty and Imitation in A Modern Book of Esthetics" Holt, Rinehart and Winston 1966

61 Zajonc,R.B, "Attitudinal Effects of Mere Exposure" 9 : 1-27, 1968

62 Heider,F, "Attitudes and Cognitive Organization" 21 : 107-112, 1946

63 Lutz, R. J, "Attitude Toward the Ad as a Mediator or Advertising Effectiveness: Determinants and Consequences" 10 : 235-241, 1983

64 Hastak, Manoj, "Assessing the Role of Brand-Related Cognitive Responses as Mediators of Communication Effects on Cognitive Structure" 15 (15): 444-456, 1989

65 Lavie, T, "Assessing Dimensions of Perceived Visual Aesthetics of Web Sites" 60 (60): 269-298, 2004

66 Schwartz, Shalom H, "Are There Universal Aspects in the Structure and Contents of Human Values?" 50 (50): 19-46, 1994

67 Scherer,K.R, "Appraisal Considered as a Process of Multi-level Sequential Checking in Appraisal Process in Emotion: Theory, Methods, Research" Oxford University Press 92-120, 2001

68 Fishbein,M, "An Investigation of the Relationships Between Beliefs about an Objects and the Attitude Toward That Object" 16 : 233-240, 1963

69 Schenkman, B. N, "Aesthetics and Preferences of Web Pages" 19 (19): 367-377, 2000

70 Burmester, M, "Aesthetic Design - Just an Add on? in Human Computer Interaction: Ergonomics and User Interfaces" Lawrence Erlbaum 671-675, 1999

71 Schwarz,N, "Accessible Content and Accessibility Experiences: The Interplay of Declarative and Experiential Information in Judgment" 2 : 87-99, 1998

72 Locke, E. A, "A Theory of Goal Setting and Task Performance" Prentice Hall 1990

73 Festinger,L, "A Theory of Cognitive Dissonance" Stanford University Press 1957