방향성이 지닌 은유적 의미에 대한 소비자의 반응: 기업의 상황과 조절 초점의 상호작용에 의한 조절효과를 중심으로|RISS 상세보기

다국어 초록 (Multilingual Abstract)

As Consumer are bombarded with marketing information, a company``s need to provide an appropriate image in their communication message is ever mounting in today``s market place. In line with this trend, the current research examines consumers‘ responses to metaphorical meanings contained in advertising images, particularly, images with vertical direction. Past research has mainly focused on the potential impact of metaphoric expression of vertical direction on consumer perception of costs (e.g., time and efforts required to reach the place). Building on this stream of research the present study suggests that the vertical direction of the image presented in the advertising message can activate consumers`` attitudinal orientation of the company, thus affecting their overall evaluation of the company. Specifically, I propose that when a company’s situation reflects promotion (prevention) focus attitudinal orientation, the image in upward (vs. downward) direction will produce a greater fit, resulting in a more favorable company evaluation. Furthermore, I propose that the company situation-image fit effect interacts with consumers‘ regulatory orientation due to information processing fluency. Consumers with high promotion (prevention) focus displayed higher sensitivity to situation-image fit/misfit when the company’s situation reflected promotion (prevention) orientation than prevention (promotion) orientation. We test the proposed effect in two laboratory studies with four advertisement images that vary in vertical direction and situation context. In both studies, more favorable company evaluations were garnered when there were fit among the situation, image, and the regulatory focus of the consumers. Study 2 provides evidence that this effect is mediated by the processing fluency. This study shows different metaphoric meanings associated with vertical directional images and their interaction with situational contexts and consumer self-regulatory focus. It also provides practical implication as to how marketers can design an effective communication message by incorporating company``s situations described in the message and the self-regulatory characteristics of their target consumers.

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참고문헌 (Reference)

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