메시지의 긍정·부정 프레이밍과 시간 프레임에 따른 광고 효과

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effects of message framing and temporal frame on advertisement effects in the utilitarian product and the hedonic product respectively. 400 students were randomly assigned to one of 8 types of advertising. In the utilitarian product condition, the result showed that significant interaction of message framing and temporal frame. The analysis of simple main effect showed that advertisement attitude and purchase intention are significantly higher in the distance condition versus the close condition in the positive message framing. In the hedonic product condition, there is only main effect of message framing with no interaction of message framing and temporal frame. The results of this study represent that temporal frame is effective only in the positive message framing on the utilitarian product, and temporal frame is not effective in the hedonic product. This results are support the hypothesis 3 and 4 and show that positive message framing is consistently more effective than negative message framing in the hedonic product.

참고문헌 (Reference)

1 신현정, "제품 특성과 소비자 특성에 따른 광고의 프레이밍 효과에 대한 연구: 쾌락적 vs. 실용적 제품과 소비자의 제품지식수준을 중심으로" 서울대학교 대학원 2006

2 Assael,H, "소비자행동론: 전략적 접근" 한티미디어 2005

3 조재운, "사전지식과 메시지 프레이밍이 소비자 의사결정에 미치는 영향에 관한 연구" 한국마케팅학회 16 (16): 1-15, 2001

4 조형오, "비만예방 광고의 메시지 유형별 설득효과 차이분석" 11 (11): 165-185, 2000

5 장영주, "브랜드 호의성 수준에 따른 수평적 공동광고의 효과" 전북대학교 대학원 2008

6 이혜진, "메시지 프레이밍과 메시지 전달형태에 관한 고찰" 동아대학교 경영문제연구소 25 : 177-195, 2004

7 최명일, "메시지 유형에 따른 에이즈 예방 캠페인 효과: 공포소구와 메시지 측면성의 효과를 중심으로" 165-182, 2007

8 이상빈, "마케팅ㆍ광고척도 핸드북" 학지사 2000

9 이철한, "광고메시지 프레이미의 설득효과에 관한 연구: 관여도와 정보원의 중개변인을 중심으로" 연세대학교 대학원 2000

10 박재진, "광고 표현수단의 변천에 관한 통시적 연구 : 1960년대 이후 잡지광고를 중심으로*" 한국광고홍보학회 10 (10): 65-91, 2008

11 김재휘, "공해방지 광고의 프레이밍 효과" 한국방송광고 공사 49 : 55-75, 2000

12 Block, M. B, "When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior" 32 (32): 192-203, 1995

13 Chandran, S, "When a day means more than a year: Effects of temporal framing on judgments of health risk" 31 : 375-389, 2004

14 Schneider, T. R, "Visual and auditory message framing effects on tobacco smoking" 31 (31): 667-682, 2001

15 Liberman, N., "The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory" 75 : 5-18, 1998

16 Grewal, D, "The moderation effects of message framing and source credibility on the price-perceived risk relationship" 21 : 145-153, 1994

17 Maheswaran, D., "The influence of message framing and issue involvement" 27 (27): 361-367, 1990

18 Tversky, A, "The framing of decisions and the psychology of choice" 211 (211): 453-458, 1981

19 Meyerowitz, B. E, "The effect of message framing on breast self-examination attitudes, intentions, and behavior" 52 (52): 500-510, 1987

20 Mitchell, T. R, "Temporal adjustments in the evaluation of events: The 'Rosy View'" 33 (33): 421-48, 1997

21 Trope, Y., "Temporal Construal" 110 (110): 403-421, 2003

22 Rothman, A. J, "Shaping perceptions to motivate healthy behavior: The role of message framing" 121 : 3-19, 1997

23 Kahneman, D, "Prospect theory: An analysis of decision under risk" 47 (47): 263-292, 1979

24 Donovan, J, "Positive versus negative framing of a hypothetical infant immunization: The influence of involvement" 27 (27): 82-95, 2000

25 Patrick, V. M, "Not as happy as I thought I'd be? Affective misforecasting and product evaluations" 33 : 479-489, 2007

26 Young, Z, "Moderating effects of need for cognition of responses to positively versus negatively framed advertising messages" 28 (28): 1-15, 1999

27 Homer, P. M., "Message framing and the interrelationships among ad-based feelings, affect, and cognition" 21 (21): 19-31, 1992

28 Ganzach, Y, "Message framing and buying behavior: A field experiment" 32 (32): 11-17, 1995

29 Levin, I, P, "How consumers are affected by the framing of attribute information before and after consuming the product" 15 (15): 374-378, 1988

30 Smith,G.E, "Framing in advertising and the moderating impact of consumer education" 36 (36): 49-64, 1996

31 Schoorman, F. D., "Escalation of commitment and the framing effect: An empirical investigation" 24 (24): 509-528, 1994

32 Trope, Y, "Construal levels and psychological distance: Effects on representation, prediction, evaluation and behavior" 17 (17): 83-95, 2007

33 Kahneman, D, "Choices, values, and frames" 39 : 341-350, 1984

34 Levin , I, P., "All frames are not created equal: A typology and critical analysis of framing effects" 76 (76): 149-188, 1998