색상은 영어 브랜드명 회상을 촉진하는가? 제2언어로서의 영어 능력의 조절효과|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Most Korean consumers learn English as a second language and thus have relatively limited English literacy. The current research investigated the effect of using unique brand colors on immediate recall of English and Korean brand names for Korean consumers with limited English literacy. Revised hierarchical model(Durgunoglu and Roediger 1987) was initially proposed to account for observed asymmetries in performance between L2(second language) and L1(first language) translation by late bilinguals who acquired the second language after early childhood and for whom the first language remains the dominant language. English represents the second language(L2) and Korean represents the first language(L1) for most Korean natives. According to previous research on consumers with limited second-language proficiency(Jae, Delvecchio, and Cowles 2008b; Wheeler and Treisman 2002; Willows 1978a), low literate consumers may rely on visual information, such as colors, to infer the meanings of unfamiliar English brand names; but without the aid of color as a visual association cue, they may not successfully encode difficult and unfamiliar English names. It is, therefore, hypothesized that L2 literacy will have an inverse relationship with the degree of color dependence in the L2 brand name recall. Specifically, it is predicted that consumers with low English literacy show better immediate brand recall performance when second-language brand names are presented with unique colors compared to the case where they were presented in indistinguishable black color only. For them, meaning activation from unfamiliar English lexical word does not occur naturally; thus, color-aided presentation of L2 brands names may aid them in inferring some meaning while encoding the unfamiliar names that are scripted in a low literacy language. However, such a memory enhancing effect of unique brand coloring might disappear with L1 brand names. It is suggested that additional meaning activation from color presentation which is separate from lexical processing, may even increase cognitive load during encoding of native brand names because conceptual meaning activation from native lexical words is automatic and effortless due to high language proficiency. The Experiment 1A demonstrates that consumers with low English literacy most likely to show better immediate brand recall performance with unique brand colors than without. The experiment design adopts a 2(brand coloring: unique colors vs. black only) x 2(English literacy: high vs. low English literacy) between-subjects design. We measured English proficiency by asking participants whether they have residential experiences in an English-native country for a relatively lengthy period. The result show that English literacy has a significantly positive effect on immediate recall performance of L2 brand names with unique colors (F(2,145)=12.86, p=0.00). Specifically, participants with low L2 literacy show higher immediate brand recall performance when they are exposed to English brand name with unique colors (M=4.50) than when exposed to English brand name in black color only (M=3.88). On the other hand, participants with high L2 literacy show an opposite pattern of higher immediate brand recall performance when they are exposed to English brand name without unique brand colors (M=4.85) than with unique colors (M=4.06), thereby supporting our research hypothesis. The Experiment 1B show that Korean native participants would likely show no difference in brand recall performance when Hangul (i.e., high-literacy language) brand name are presented with or without unique brand colors. This experiment used a 2(brand coloring: unique colors vs. black only) x 2(English literacy: high English literacy vs. low English literacy) between-subjects design. The results show that L2 literacy has no significant effect on immediate brand recall performance with or without unique brand colors (F(2,145)=0.26, p=0.61). Participants with low L2 proficiency show no differences in immediate brand recall performance whether they were exposed to Hangul brand name with (M=4.79) or without brand unique colors (M=4.61). Therefore, the memory-enhancing effect of unique coloring seems to disappear for native brand names that are scripted in a high literacy language. The underlying mechanism for such memory-facilitating effect of unique brand colors for L2 brand names is further probed in Experiment 2, which demonstrate that consumers with low English literacy most likely to show better English brand name recall performance only under the condition where L2 brand colors match their brand-meaning associations. In order to test this hypothesis, we use a 2(brand color and brand-meaning association: match vs. mismatch) x 2(English literacy: high English literacy vs. low English literacy) x 2(brand language script: Hangul vs. English) mixed-subjects design. In this experiment, we measure English Literacy by having subjects complete the grammaticality judgement task (Hulstijn 2000). The results show that participants with low English literacy show better immediate brand recall performance when English brand names are presented with meaning-matching colors compared to the case where the L2 brand names were presented with non-matching colors (F(1.32)=4.79, p=0.01; Mmatch=4.60 vs. Mmismatch=3.79). Therefore, unique and meaning-matching brand colors which are used for low-literacy brand names appear to serve as a memory-binding feature for most Korean consumers who have acquired the English language domestically after childhood, thus having relatively limited English L2 literacy. By focusing on language literacy, which an often-ignored yet important aspect of consumer behavior, the current research identifies the benefits of using unique brand colors in global brand communication for many international consumers who have limited English literacy. Marketers may be able to enhance the memory of English brand names by properly harnessing the power of color while communicating with international consumers who have learned English as a second language.

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참고문헌 (Reference)

1 한겨레 신문, "회사 이름 온통 영어 한글․한자 이름 상장사 36%뿐"

2 YTN, "우리말 회사명 36% 불과!"

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10 Treisman, Anne., "The Binding Problem" 6 (6): 171-178, 1996