DOI QR코드

DOI QR Code

제품에 대한 심리적 거리감에 따른 이성적, 감성적 광고소구의 효과분석: 아이트래킹 방법을 중심으로

Analysis of Effects of Rational and Emotional Advertising Appeals on Products from a View of Psychological Distance : Focusing on the Eye-Tracking Method

  • 강창민 (성균관대학교 경영대학) ;
  • 이건창 (성균관대학교 글로벌경영학과/삼성융합의과학원 융합의과학과)
  • Kang, Chang Min (SKK Business School, Sungkyunkwan University) ;
  • Lee, Kun Chang (Global Business Administration/Dept of Health Sciences & Technology, SAIHST Sungkyunkwan University)
  • 투고 : 2019.06.14
  • 심사 : 2019.11.20
  • 발행 : 2019.11.28

초록

제품에 대해 소비자들은 주관적인 심리적 거리감을 갖는다. 그리고 해당 제품에 대한 광고소구 효과는 소비자의 심리적 거리감에 따라 달라질 수 있다. 본 연구는 해석수준이론을 바탕으로, 심리적 거리에 따라 효과적인 광고소구가 무엇인지를 분석하고, 아이트래커를 활용하여 신경 생리 실험을 하였다. 실험 참가자는 동일한 제품에 대하여 두 가지 소구유형의 광고를 모두 보았고, 7점 척도를 통해 각각의 광고를 평가하였다. 연구 결과, 심리적 거리가 가까운 제품일 때 이성소구를 선호하며, 심리적 거리가 먼 제품일 때에는 감성소구를 선호하는 것으로 확인되었다. 또한 눈의 움직임은 선호소구와 비선호소구를 보았을 때의 차이를 보였고 측정 변수로는 시선방문횟수(VC), 응시횟수(FC), 응시시간(TFD)을 사용하였다. 선호하는 소구를 보았을 때 세 변수 모두 비선호 소구를 보았을 때보다 값이 작게 나오는 것을 확인했다. 결론에는 본 연구가 갖는 학문적 시사점과 실무적 시사점, 그리고 연구의 한계점에 대해 논의하였으며, 향후 연구방향을 제시하였다.

Consumers possess their own psychological distance towards products. Based on the construal-level theory, this study aims to analyze which type of advertising appeal is more effective according to psychological distance. Also this study conducts neurophysiology experiment through eye-tracker. By using eye-tracking methods, participants' responses to products was measured and analyzed accordingly. Results revealed that consumers prefer rational appeals when the psychological distance is perceived near, while emotional appeals are preferred when the psychological distance is perceived far. In addition, eye movements measured in Visit Count(VC), Fixation Count(FC), and Total Fixation Duration(TFD) showed significant difference when participants are viewing preferred and non-preferred appeals.

키워드

참고문헌

  1. M. P. Garnder. (1985). Mood States on Consumer Behavior: A Critical Review. Journal of Consumer Research, 12, 281-300. https://doi.org/10.1086/208516
  2. M. B. Holbrook & J. O'Shaughnessy. (1984). The Role of Emotion in Advertising. Psychology and Marketing, 1(2), 45-64. https://doi.org/10.1002/mar.4220010206
  3. J. S. Johar & M. J. Sirgy. (1991). Value-expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of Advertising, 20(3), 23-33. https://doi.org/10.1080/00913367.1991.10673345
  4. S. Shavitt. (1990). The Role of Attitude Objects in Attitude Functions. Journal of Experimental Social Psychology, 26, 124-148. https://doi.org/10.1016/0022-1031(90)90072-T
  5. C. P. Puto & W. D. Wells. (1984). Informational and Transformational Advertising: The Differential Effects of Time. Advances in Consumer Research, 36, 638-643.
  6. S. S. Liu & P. A. Stout. (1987). Effects of Message Modality and Appeal on Advertising Acceptance. Psychology and Marketing, 4(3), 167-187. https://doi.org/10.1002/mar.4220040303
  7. D. Y. Choi & K. C. Lee. (2016). Investigating Cognitive Process and Brain Activation Study on the Rational/Emotional Advertising Appeals : Emphasis on fMRI Experiments. Korean Journal of Cognitive Science, 27(1), 61-99. https://doi.org/10.19066/cogsci.2016.27.1.004
  8. K. S. Kim. (2015). Advertising Contents based on Semiotic Methodology. Journal of the Korea Convergence Society, 6(6), 87-93. DOI : 10.15207/JKCS.2015.6.6.087
  9. Y. Trope & N. Liberman. (2010). Construal-Level Theory of Psychological Distance. Psychological review, 117(2), 440. https://doi.org/10.1037/a0018963
  10. T. Bornemann & C. Homburg. (2011). Psychological Distance and The Dual Role of Price. Journal of Consumer Research, 38(3), 490-504. https://doi.org/10.1086/659874
  11. G. H. Kim & M. Y. Cho. (2018). Effect of Visual Presentation for Price Discount on Consumer Response. The Korean Journal of Consumer and Advertising Psychology, 19(2), 405-428. https://doi.org/10.21074/kjlcap.2018.19.2.405
  12. S. Y. Ko & C. Y. Lee. (2018). A Study on the Influence of Intelligent Advertising on the Attitude of Consumers. Journal of Brand Design Association of Korea, 16(3), 337-346. DOI : 10.18852/bdak.2018.16.3.337
  13. I. H. Cha & B. Y. Kim. (2019). A Study on the Receptor Responses according to the Personality of Rationality and Emotional Appeal Messages in Advertising. Journal of Basic Design & Art, 20(1), 538-552.
  14. T. C. Kinnear & K. L. (1995) Bernhardt. Principles of Marketing. Harper Collins College Publishers.
  15. Q. Q. Fan, S. E. Hyoung & S. W. Chung. (2011). A Study on Relationship between Preference Degree and Emotional Elements in Advertising Design. Journal of Digital Interaction Design, 10(3), 179-189.
  16. S. H. Yoon & S. T. Kim. (2015). A Study on Visual Attention by Spatial Components and Perceptual Characteristic in Hotel Lobby-mainly with on-line image-. Bulletin of Korean Society of Basic Design & Art, 16(4), 391-405.
  17. M. Yeo & C. N. Lee. (2014). A Study on the Interest of the Eyes Applying Gazing Phenomena - Based on an Eye-tracking Experiment Carried with a Facade as a Medium -. Journal of the Korean Institute of Interior Design, 23(1), 122-131. DOI : 10.14774/jkiid.2014.23.1.122
  18. H. K. Park. (2010). A Study on Evaluating Visual Attention of Public Environment Facilities in Subways by Using Eye tracking Method. Journal of Korean Society of Design Science, 23(1), 238-247.
  19. S. H. Lee, K. H. Kim, J. A. Ahn & I. H. Jeong. (2012). Analysis of Advertising Research Studies Using Eye-tracking Method in Korea and USA. Journal of Social Science, 23(2), 47-73. DOI : 10.16881/jss.2012.04.23.2.47
  20. A. Aribarg, R. Pieters, & M. Wedel. (2010). Raising the BAR: Bias Adjustment of Recognition Tests in Advertising. Journal of Marketing Research, 47(3), 387-400. https://doi.org/10.1509/jmkr.47.3.387
  21. S. M. Choi, I.Kim & S. J. Hwang. (2017). A Study on Eye Tracking for Price Fluctuation Strategies in On-line Shopping mall. A Journal of Brand Design Association of Korea, 15(3), 110-126. DOI : 10.18852/bdak.2017.15.3.111
  22. M. Y. Heo & C. W. Lim. (2017). A minimum combination t-test method for testing differences in population means based on a group of samples of size one. The Korean Journal of Applied Statistics, 30(2), 301-309. https://doi.org/10.5351/KJAS.2017.30.2.301
  23. D. F. Cox. (1967) Risk taking and information handling in consumer behavior. Boston : Harvard University.
  24. J. B. Cohen & K. Basu (1987). Alternative Models of Categorization: Toward a Contingent Processing Framework. Journal of Consumer Research, 13(March), 455-472. https://doi.org/10.1086/209081