소비자 마음가짐과 메시지 구체성의 일치성이 광고메시지의 효과성에 미치는 영향|RISS 상세보기

다국어 초록 (Multilingual Abstract)

To develop more effective communication messages, service providers often implement different framing strategies to achieve a desirable level of persuasion. While marketing researchers have invested significant amount of efforts to identify effective framing strategies(e.g., Bettman and Sujan 1987; Grewal et al. 1994; Ward and Ostrom 2006), there has been little attempts to examine the impact of message concreteness on communication effectiveness. Creative personnel have strived to develop an abstract communication message that can emphasize consumers’ fundamental needs and marginalized concrete information often required to complete service deliveries. In this manuscript, we demonstrate that, depending on consumer’s mind-set in goal striving process, the concrete communication messages can be more effective in inducing positive perceptions about servics. Based on Construal Level Theory (Trope and Liberman 2010) and goal striving process (Gollwitzer and Bayer 1999), we developed a series of hypotheses that describe how the congruence between message concreteness and consumer mind-set influences consumers’ evaluation of marketing communication. While consumers with implemental mind-set will prefer concrete messages to abstract ones, consumers with deliberative mind-set will evaluate abstract messages more persuasive than concrete ones. Because consumers would perceive messages congruent with their mind-set necessary and useful for achieving their desirable goals/plans, they will experience a high level of uncertainty when they receive incongruent messages Therefore, we further propose that consumers’ perceived risk will mediate the congruence effect between message concreteness and consumer mind-set to message evaluation. Experiment 1 examines the congruence between consumer mind-set and message concreteness in a financial service context. Experiment 2 replicates the congruence effect found in experiment 1 and tests the mediating effect of perceived risk in an educational service context. We analyzed data obtained from these experiments using a series of ANOVA and regression analyses and found the following results. First, consistent with our hypotheses, consumers with deliberative mind-set evaluated the abstract message more favorably than the concrete message while consumers with implemental mind-set evaluated the concrete message more favorably than the abstract message. Second, the interaction between consumer mind-set and message concreteness also influences consumers’ risk perceptions. Consumers with deliberative mind-set showed a higher level of perceived risk for the concrete message than the abstract message. On the other hand, consumers with implemental mind-set showed a higher level of perceived risk for the abstract message than the concrete message. Third, the test of mediated moderation (Muller et al. 2005) revealed that perceived risk mediates the interaction between the two independent variables - a partial mediation for message persuasiveness and a full mediation for attitude toward the service. Many of the services involving value co-creation processes require consumers’ active participation (Curran, Meuter, and Surprenant 2003), and service providers often try to stimulate a consumer’s implemental mind-set to increase consumers’ participation in service process. Our findings demonstrate that a communication messages focused on concrete and detailed information about service delivery, which often have been neglected by marketing practitioners, can be an effective communication strategy for generating active consumer participation in such a service context.

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참고문헌 (Reference)

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