일면적광고와 양면적 광고의 효과에 관한 연구: 조절초점의 조절효과 = The Effects of One-sided vs. Two-sided Advertising: Moderating Roles of Regulatory Focus and Involvement

국문 초록 (Abstract)

양면적 광고 메시지는 일면적 광고 메시지에 비해서 광고주 신뢰도에 긍정적인 영향을 미치는 반면, 양면적 메시지의 부정적 제품특성의 언급은 소비자가 제품태도나 구매의도를 형성할 때 부정적인 영향을 미칠 가능성이 크다. 본 연구는 양면적 메시지가 광고주 신뢰도 형성에 미치는 긍정적인 영향과 부정적 요소의 포함으로 인한 부정적 영향이 어떤 성향의 소비자에게 더 긍정적(또는 부정적) 영향을 미치는지를 알아봄으로써 메시지 측면성의 영향에 대한 선행연구를 확장하고자 한다. 본 연구에서는 긍정적 메시지와 부정적 메시지에 대한 주의가 소비자의 조절초점에 따라 다르다는 조절초점 이론을 바탕으로 소비자의 조절초점 (regulatory focus)이 일면적 메시지와 양면적 메시지의 효과에 대해서 조절적 역할을 하는지를 보았다. 연구결과에서는, 메시지 측면성의 광고효과가 조절초점에 의해서 조절되어지는 것으로 밝혀졌다. 양면적 메시지는 소비자의 조절초점에 관계없이 일면적 메시지에 비해서 신뢰도 향상에 긍정적인 영향을 미치지만 양면적 메시지에 포함된 부정적인 정보가 제품태도와 구매의도에 미치는 영향은 조절초점에 따라 다르게 나타났다. 세부적으로, 촉진초점의 소비자는 메시지 측면성에 대한 영향이 적은 반면 방어초점인 소비자인 경우는 부정적인 속성을 포함한 양면적 메시지에 비해서 일면적 메시지에 더 긍정적인 태도와 구매의도를 형성했다.

다국어 초록 (Multilingual Abstract)

Two-sided advertisement is acknowledged to be more effective than one-sided advertisement to build source credibility of advertising messages, but two-sided advertisement includes negative information which may lead to negative information processing. As a result, past studies provide inconsistent account for the effect of message sidedness on such outcome measures as product attitude and purchase intention. To resolve this inconsistency, this study examines potential moderating role of regulatory focus on the effect of one-sided vs two sided advertising on advertising effects such as product attitude and purchase intention. Results of the study indicate that promotion focused subjects are less influenced by message sidedness while prevention focused subjects evaluated one-sided advertising messages more favorably than two-sided advertising message.

참고문헌 (Reference)

1 Eisend,M, "Understanding two-sided persuasion: An empirical assessment of theoretical approaches" 24 : 615-640, 2007

2 Kamins, M. A., "Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility" 18 (18): 4-10, 1989

3 Kamins, M. A., "Two-sided versus one-sided appeals: A cognitive perspective on argumentation, source derogation, and the effect of disconfirming trial on belief change" 24 : 29-39, 1987

4 Eisend,M, "Two-sided advertising: A meta-analysis" 23 (23): 187-198, 2006

5 Wang, J., "The role of regulatory focus in preference construction" 43 : 28-38, 2006

6 Hunt, J. M., "The role of disconfirmed expectancies in the processing of advertising messages" 124 : 227-236, 1984

7 Golden, L. L., "The relative effectiveness of one-sided and two-sided communication for mass transit advertising, In Advances in Consumer Research" Association for Consumer Research 12-18, 1978

8 Kelley, H. H, "The process of causal attribution" 28 : 107-128, 1973

9 Swinyard, W. R, "The interaction between comparative advertising and copy claim variation" 18 : 175-186, 1981

10 Florack, A., "The impact of regulatory focus on the effects of two-sided advertising" 27 (27): 37-56, 2009

11 Zhao, G., "The impact of regulatory focus on adolescents' response to antismoking advertising campaigns" 44 (44): 671-687, 2007

12 Sawyer,A.G, "The effects of repetition of refutational and supportive advertising appeals" 10 : 23-33, 1973

13 Easley, R. W., "Testing predictions derived from inoculation theory and the effectiveness of self-disclosure communications strategies" 34 (34): 93-105, 1995

14 Fiske, S. X, "Social cognition (2nd ed.)" McGraw-Hill 1991

15 Szybillo, G. J., "Resistance to persuasion: Inoculation theory in a marketing context" 10 : 396-403, 1973

16 Higgins,E.T, "Promotion and prevention: regulatory focus as a motivational principle" 30 : 1-46, 1998

17 Pechmann,C, "Predicting when two-sided ads will be more effective than one-sided ads: The role of correlational and correspondent inferences" 24 : 441-453, 1992

18 Etgar, M., "One-sided versus two-sided comparative message appeals for new brand introductions" 8 : 460-465, 1982

19 Lockwood, P., "Motivation by positive or negative role models: Regulatory focus determines who will best inspire us" 83 (83): 854-64, 2002

20 McGuire,W.J, "Inducing resistance to persuasion: Some contemporary approaches, In Advances in Experimental Social Psychology" Academic Press 191-229, 1964

21 Pham, M. T., "Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion" 30 (30): 503-518, 2004

22 O’Keefe,D.J, "How to handle opposing arguments in persuasive messages: A meta -analytic review of the effects of one-sided and two-sided messages" 22 : 209-249, 1999

23 Pechmann,C, "How do consumer inferences mediate the effectiveness of two-sided messages?, In Advances in Consumer Research" Association for Consumer Research 337-341, 1990

24 Higgins,E.T, "How Self-Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making" 12 (12): 177-91, 2002

25 Jones, E. E., "From acts to dispositions: The attribution process in person perception, In Advances in Experimental Social Psychology" Academic Press 219-266, 1965

26 Golden, L. L., "Comparative analysis of the relative effectiveness of one-sided and two-sided communication for contrast products" 16 (16): 18-68, 1987

27 Kamins,M.A, "Celebrity and noncelebrity advertising in a two-sided context" 29 (29): 34-42, 1989

28 Hunt, J. H., "Causal attributions and persuasion: The case of disconfirmed expectancies, In Advances in Consumer Research" Association for Consumer Research 287-292, 1982

29 Higgins,E.T, "Beyond Pleasure and Pain" 52 (52): 1280-1300, 1997

30 Anderson, W. T., "Bank promotion strategy" 24 (24): 53-65, 1984

31 Smith, R. E., "Attributional processes and effects in promotional situations" 5 : 149-158, 1978

32 Settle, R. B., "Attribution theory and advertiser credibility" 11 : 181-185, 1974

33 McGuire,W.J, "Attitudes and attitude change, In Handbook of social psychology. Special fields and applications" Random House 233-346, 1985

34 Crowley, A. E., "An integrative framework for understanding two-sided persuasion" 20 : 561-574, 1994

35 Haws, K. L., "An assessment of chronic regulatory focus measures" 47 (47): 967-982, 2010

36 Berlyne,D.E, "Aesthetics and psychobiology" Meredith 1971

37 Kamins, M. A., "Advertising puffery: The impact of using two-sided claims on product attitude and purchase intentions" 16 (16): 6-15, 1987