정보전달방법에 따른 비교광고의 효과

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to test the effect of comparative advertising by using the information presentation pattern. One of the independent variables is presentation format, that is, verbal presentation and numeric presentation. The moderator variable is source credibility(especially expert credibility). The dependent variable is the effect of advertising which is divided into cognitive attitude, affective attitude, and conative attitude. There are two hypotheses as follows; H1: Numeric presentation pattern is more effective in cognitive attitude(H1a), affective attitude(H1b), and conative attitude(H1c) than verbal presentation pattern. In the result of the empirical testing, all those hypotheses are supported. We may infer that the comparative advertising with numeric information about competitive advantage attributes is more persuasive than the one with verbal information. H2: The influences of credible source on cognitive attitude(H2a), affective attitude(H2b), and conative attitude(H2c) are more effective in verbal presentation pattern than in numeric presentation pattern. In the empirical result, H2b and H2c are supported, but H2a is not supported. These results mean that the comparative advertising with credible source is useful to increase affective and conative attitude in verbal presentation. But as for cognitive attitude there is no difference of source credibility between verbal and numeric presentation. However, the credible source increases the effect of advertising. The marketing implication of this study is that comparative advertising with verbal information by using the credible source is the optimal choice in Korean advertising environment because it`s not easy to do the direct comparative advertising in Korea environment.