제품 유형이 성적 소구 광고에 대한 소비자 반응에 미치는 영향

국문 초록 (Abstract)

성적 소구 광고의 효과성에 대한 논의는 지속적으로 이루어져 왔지만, 기존의 성적 소구 광고 연구를 살펴보면 일반 광고와 성적 소구 광고 간의 효과 차이에 대한 의견은 혼재되어 있으며, 그러한 혼재 이유에 대해 명확한 설명을 해주는 연구가 많지 않다. 이에 본 연구는 일반 광고와 성적소구 광고에 대한 반응에 있어 조절적 영향을 미치는 요인을 찾기 위해 최근 소비자 행동 분야에서 많이 논의되고 있는 ‘쾌락(hedonic)-실용(utilitarian) 제품 유형’을 적용 하였다. 2(광고 유형: 일반 광고/성적 소구 광고) 𐌢 2(제품 유형: 실용/쾌락) 집단 간 디자인의 실험 결과, 가설과 일치되는 방향성을 보였다. 쾌락적 제품의 경우, 일반 광고보다는 성적소구 광고에 노출되었을 때 브랜드에 대한 태도가 더 우호적으로 나타났으며, 실용적 제품의 경우, 성적소구 광고보다는 일반 광고에 노출되었을 때 브랜드에 대한 태도가 더 우호적으로 나타났다. 또한 이러한 브랜드 태도 결과에 대해서는 광고 태도가 유의한 매개 역할을 하는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Although many researches addressed the effectiveness of sexual appeal advertising, the effects of sexual appeal ad compared to non sexual appeal ad were mixed and the researches on the reason of this complexity were little. Thus, this research applied hedonic-utilitarian framework which are discussed frequently in recent years to explore the moderating role on sexual appeal ad. 2(type of ad.: non-sexual appeal/sexual appeal) 𐌢 2(type of product: hedonic/utilitarian) between subjects ANOVA demonstrated supports for our predictions. In case of the hedonic product, the brand attitude after exposed to sexual appeal ad. was more positive than non sexual appeal ad.. Whereas, in case of the utilitarian product, the brand attitude after exposed to non sexual appeal ad. was more positive than sexual appeal ad., Also, these brand attitudes were mediated by the ad attitudes.

목차 (Table of Contents)

• 요약문
• I. 서론
• II. 이론적 배경 및 가설 설정
• 1. 해석 수준 이론(Constual level theory)
• 2. 실용/ 쾌락 제품 유형
• 3. 본 연구의 가설 설정
• III. 연구 방법
• 1. 실험 디자인과 독립 변수 조작
• 2. 실험 절차 및 측정 항목
• IV. 연구 결과
• 1. 조작 점검 결과
• 2. 가설 검증 결과
• V. 결론
• 1. 연구의 요약 및 시사점
• 2. 연구의 한계점 및 향후 연구 방향
• 참고문헌
• Abstract

참고문헌 (Reference)

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