광고모델 친숙도의 효과에 관한 고찰: 중복 출연 친숙도와 일상 친숙도를 중심으로 = Effects of Endorser Familiarity on Advertising Effectiveness: Focusing on Multiple Endorsement and Ordinary Familiarity

국문 초록 (Abstract)

본 연구는 광고모델 친숙도를 중복 출연 친숙도와 일상 친숙도로 나누고 이들 친숙도가 광고효과에 미치는 영향을 실증적으로 고찰하고 있다. 여기서 중복 출연 친숙도란 인위적인 클러터 상황에서 동일 모델의 (다른 광고에)반복 출연으로 인해 생겨나는 친숙도를 말하며, 일상 친숙도란 일상생활에서 자연스러운 접촉 혹은 직·간접적인 경험 등으로 인해 형성된 친숙도를 의미한다.
실험은 대학생 180명을 대상으로 모의 상황에서 실시되었다. 연구 결과 일상 친숙도가 낮은 광고모델의 경우 중복 출연 친숙도가 높을 때보다 낮을 경우에 메시지 기억이 더 높은 것으로 나타났다. 그러나 일상 친숙도가 높은광고모델의 경우 중복 출연 친숙도 고/저에 따라 분명한 차이가 나타나지 않았다. 또한 본 연구에서는 중복 출연친숙도와 광고태도의 관계는 ∩ 형태로 나타났으며, 이러한 ∩ 형태의 정점은 일상 친숙도가 높은 모델보다 낮은모델에서 더 늦게 나타났다.
본 연구는 광고모델 친숙도를 세분화하고, 그 영향을 광고효과 측면에서 실증 고찰하고 있다는 점에서 의의를 지닌다고 할 수 있다.

참고문헌 (Reference)

1 나준희, "상표 친숙도에 따른 트레일러식 광고유형이 소비자의 기억 및 태도에 미치는 영향" 한국광고학회 14 (14): 75-93, 2003

2 박은아, "노출조건과 반복횟수에 따른 광고효과 : 상표친숙도의 조절역할을 중심으로" 한국광고학회 16 (16): 195-213, 2005

3 이성호, "광고의 변환-반복 전략이 소비자 기억에 미치는 영향 - 브랜드 친숙도와 메시지 유사성의 조절 역할" 한국방송광고공사 (63) : 129-157, 2004

4 윤승욱, "광고가 유발한 감정반응이 소비태도에 미치는 영향:제품관여도와 브랜드 친숙도를 중심으로" 한국광고홍보학회 7 (7): 7-38, 2005

5 Mowen, John C., "nsumer Behavior: A Framework" Prentice-Hall 2002

6 McGuire, William J., "The Nature of Attitudes and Attitude Changes, In Handbook of Social Psychology" Addison-Wesley 1968

7 Till, Brian D., "The Match-Up Hypotheses: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intention and Brand Beliefs" 29 (29): 1-13, 2000

8 Goldsmith, Ronald E., "The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands" 29 (29): 44-54, 2000

9 Romaniuk, Jenni, "The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising" 49 (49): 143-150, 2009

10 Yalch, Richard F., "The Effects of Music in a Retail Setting on Real and Perceived Shopping Times" 49 (49): 139-148, 2000

11 Tripp, Carolyn, "The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions" 20 (20): 535-547, 1994

12 Hilton, James L., "The Effects of Interaction Goals on Person Perception, In Advances in Experimental Social Psychology" Academic Press 236-267, 1991

13 Kellaris, James J., "The Effects of Background Music in Advertising: A Reassessment" 16 (16): 113-118, 1989

14 Kellaris, James J., "The Effect of Background Music on Ad Processing: A Contingency Explanation" 57 (57): 114-125, 1993

15 MacInnis, Deborah J., "The Differential Role of Music on Highand Low-Involvement Consumers' Processing of Ads" 18 (18): 161-173, 1991

16 Zajonc, Robert, "The Attitudinal Effects of Mere Exposure" 9 (9): 1-27, 1968

17 황인석, "TV광고에서 배경음악의 기억촉진 효과와 방해효과 - 어구메시지 회상과 재인측정치를 중심으로" 51 : 153-165, 2001

18 고한준, "TV 광고에서 배경 음악이 소비자의 기억과 태도에미치는 영향: 배경 음악의 친숙도와 메시지와의 조화를 중심으로" 한국광고학회 18 (18): 83-101, 2007

19 Wilson, Elizabeth J., "Source Effects in Communication and Persuasion Research: A Meta-Analysis of Effects Size" 21 (21): 101-112, 1993

20 Erdogan, B. Zafer, "Selecting Celebrity Endorsers: The Practitioner's Perspective" 41 (41): 39-48, 2001

21 Taylor, Shelley E., "Schematic Bases Social Information Processing in Social Cognition" 11 (11): 316-345, 1981

22 Appel, Valentine, "On Advertising Wear Out" 2 : 42-44, 1984

23 Ha, Louisa, "Observations: Advertising Clutter in Consumer Magazines: Dimensions and Effects" 36 (36): 76-84, 1996

24 Berlyne, D. E., "Novelty, Complexity, and Hedonic Value" 8 : 279-286, 1970

25 Pitt, Leyland F., "Music in Advertisements for Unmentionable Products-A Classical Conditioning Experiment" 7 (7): 130-137, 1988

26 Craik, Fergus I. M., "Levels of Information Processing: A Framework for Memory Research" 11 : 671-684, 1972

27 Keller, Kevin L., "Journal of Marketing Research" 28 (28): 42-57, 1991

28 MacKenzie, Scott B., "How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions" 18 (18): 519-529, 1992

29 Stewart, David W., "Executional Factors and Advertising Effectiveness: A Replication" 18 (18): 21-32, 1989

30 Friedman, Hershey, "Endorser Effectiveness by Product Type" 19 (19): 63-71, 1979

31 Machleit, Karen A., "Emotional Feelings and Attitude toward the Advertisement: The Roles of Brand Familiarity and Repetition" 17 (17): 27-35, 1988

32 한민희, "Effects of tempo and familiarity of background music on message processing in TV advertising: A resource-matching perspective" 16 (16): 659-676, 199912

33 Rethans, Arno J., "Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model" 23 (23): 50-61, 1986

34 Webb, Peter H., "Effects of Television Clutter" 19 (19): 7-12, 1979

35 Stewart, David W, "Effective Television Advertising: A Study of 1000 Commercials" Lexington Books 1986

36 Anand, Punam, "Ease of Message Processing as a Moderator of Repetition Effects in Advertising" 27 (27): 345-353, 1990

37 Fazio, Russell H., "Direct Experience and Attitude-Behavior Consistency" 14 : 161-202, 1981

38 Alba, Joseph W., "Dimensions of Consumer Expertise" 13 (13): 411-454, 1987

39 Park, C. Whan, "Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation" 23 (23): 11-24, 1986

40 Elliott, Michael T., "Consumer Perceptions of Advertising Clutter and Its Impact across Various Media" 38 (38): 29-41, 1998

41 Sujan, Mita, "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments" 12 (12): 16-31, 1985

42 Kamins, Michael A., "Congruence between Spokesperson and Product Type: A Matchup Hypothesis Perspective" 11 (11): 569-586, 1994

43 Till, Brian D., "Classical Conditioning and Celebrity Endorsers: An Examination of Belongingness and Resistance to Extinction" 25 (25): 179-196, 2008

44 Misra, Shekhar, "Celebrity Spokesperson and Brand Congruence" 21 (21): 159-173, 1990

45 "CENTRAL AND PERIPHERAL ROUTES TO ADVERTISING EFFECTIVENESS - THE MODERATING ROLE OF INVOLVEMENT" UNIV CHICAGO PRESS 10 (10): 135-146, 1983

46 Campbell, Margaret C., "Brand Familiarity and Advertising Repetition Effect" 30 (30): 292-304, 2003

47 McGuire, William J., "Attitudes and Attitude Change, In Handbook of Social Psychology" Random 233-346, 1985

48 Mitchell, Andrew A., "Are Product Attribute Beliefs are the Only Mediators of Advertising Effects on Brand Attitudes" 18 (18): 318-322, 1981

49 Kamins, Michael A., "An Investigation into the Match-Up-Hypothesis in Celebrity Advertising: When Beauty Be Only Skin Deep" 19 (19): 4-13, 1990

50 Fang, Xiang, "An Examination of Different Explanations for the Mere Exposure Effect" 34 (34): 97-103, 2007

51 Tellis, Gerald J., "Advertising and Sales Promotion Strategy" Addison-Wesley 1996