Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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The Effects of the Congruence between Cosmetic Advertising Image and Self-Image on Consumer Attitudes

화장품 광고이미지와 자아이미지의 일치성이 소비자 태도에 미치는 영향

  • Choi, Jung-Sun (Department of Beauty Design, Teakyeung College) ;
  • Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
  • 최정선 (대경대학 뷰티디자인학부) ;
  • 전중옥 (부경대학교 경영학부)
  • Published : 2008.08.30
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Abstract

For the highly involved and emotional product, such as cosmetic product, the consumer focuses on the information about the symbolic meaning of a product. As a continuum, cosmetic advertising frequently requires a celebrity and/or cue since it provides identification between customer and cosmetic. Although many studies have examined the effectiveness of the congruence between brand image and self-image, there are little research regarding the congruence between advertising image and self image. The objective of this study is to examine the attitudinal effectiveness of the congruence between cosmetic advertising image and self-image. For the experiment, 2(ad type: rational vs emotional) factorial designs were performed. A total of 240 undergraduate female students participated in the experiment. The results of the study are as follows. First, the congruence had a significantly positive influence on advertising attitude, but not on brand attitude. Second, the type of cosmetic advertising caused differences in attitudinal persuasiveness affected by the congruence.

Keywords

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