기분, 메세지 틀, 정보처리 유형이 행동의도에 미치는 영향 = The Effects of Mood, Message Frame, and Processing Types on Behavioral Intention

국문 초록 (Abstract)

본 연구에서는 긍정적·부정적 기분상태에서 득·실로 틀화된 메시지의 설득효과가 개인의 성격특성인 인지욕구와 감정강도를 결합한 정보처리유형에 따라 어떻게 달라지는지 살펴보았다. 정보처리유형은 인지욕구와 감정강도 각각에서의 고·저에 따라 사고처리자, 수동처리자, 복합처리자, 감정처리자로 분류되었다. 실험결과, 사고처리자에게서 실 틀이득 틀보다 더 효과적인 것으로 나타났고, 수동처리자에게서는 득 틀이 실 틀보다 더 효과적인 것으로 나타났다. 한편 긍정적 기분의 복합처리자에게서 실 틀이 득 틀보다 더 효과적인 것으로 나타났으나, 부정적 기분의 복합처리자에게서는 틀에 따른 효과 차이가 유의하지 않은 것으로 나타났다. 또한 감정처리자의 경우 긍정적 기분에서는 틀의 효과가 유의하지 않은 것으로 나타났고, 부정적 기분에서는 득 틀이 실 틀보다 더 효과적인 것으로 나타났다. 아울러 긍정적 기분에서는 실 틀이 더 효과적이었고 부정적 기분에서는 득 틀이 더 효과적이었다. 본 연구결과에 따르면, 메시지 틀의 효과는 기분 조건과 인지욕구 조건에 따라 다르게 나타난다. 또한 인지처리와 감정처리가 동시에 발생할 때, 둘은 상호작용하여 소비자의 의사결정에 영향을 미칠 수 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to investigate the effects of affect and cognition with the effects of frame on behavioral intention. The experimental design of this study is 2(mood: positive/negative)X2(message frame: gain/loss)X4(processing type: cognitive/passive/combination/feeling) 3-way completely randomized factorial design. The results showed that thinking processors who are high in need for cognition assigned greater weight to the negative information which is viewed as more diagnostic as than positive information, so that loss-framed message was more persuasive for them. On the contrary, passive processors who are low in need for cognition accepted the positive information with relatively low effort according to hedonic principle, so gain-framed message was more persuasive for them. When combination processors were in positive mood, loss-frame was more effective than gain-frame, but when they were in negative mood, framing effect was not significant. Besides, in the case of feeling processors under positive mood condition, framing effect was not significant either, but when they were in negative mood, gain-frame was more effective than loss-frame. In result, lossframed message was more persuasive under positive mood condition, and gain-framed message was more persuasive under negative mood condition.

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