Browse > Article

The Effects of the Congruence between Cosmetic Advertising Image and Self-Image on Consumer Attitudes  

Choi, Jung-Sun (Department of Beauty Design, Teakyeung College)
Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
Publication Information
Journal of the Korean Home Economics Association / v.46, no.7, 2008 , pp. 35-45 More about this Journal
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
Congruence; Cosmetic Advertising Image; Self-Image; Consumer Attitudes;
Citations & Related Records
연도 인용수 순위
  • Reference
1 김찬경(1999). 도입기, 성숙기 제품의 메시지소구에 관한 연구: 소구유형과 소비자 반응을 중심으로. 경희대학교 박사학위 청구논문
2 Chaiken, S.(1987). The Heuristic Model of Persuasion in Social Influence: The Ontario Symposium. M. P. Zanna, J. M. Olson and C. P. Herman, eds., Hillsdale, NJ: Erlbaum, 3-39
3 Dolich, I. J.(1969). Congruence Relationship Between Self-Image and Product Brand. Journal of Marketing Research, 6(February), 80-84   DOI   ScienceOn
4 Jacoby, J., & Chestnut, R.(1978). Brand Loyalty Measurement. Management, John Wiley & Sons
5 Reichheld, F. F.(1996). The Loyalty Effect: The Hidden Force Behind Growth Profits and Lasting Value. Boston: Harvard Business School Press
6 Ross, I.(1971). Self-concept and Brand Preference. Journal of Business, 44(January), 39-50
7 MacKenzie, S. B., Lutz, R. J., & Belch, G. E.(1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(May), 130-143   DOI   ScienceOn
8 Sirgy, M. J.(1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research, 13(3), 195-206   DOI   ScienceOn
9 Ataman, B., & Ulengin, B.(2003). A Note on the Effect of Brand Image on Sales. Journal of Product and Brand Management, 12(4), 237-250   DOI   ScienceOn
10 박은숙(2003). 모델의 공신력과 기업의 공신력이 광고효과에 미치는 영향: 기능성화장품 광고를 중심으로. 연세대학교 석사학위 청구논문
11 홍세희(2000). 구조방정식 모형의 적합도 지수 선정기준과 그 근거. 한국심리학회지, 19(1), 161-177
12 Calder, B. J., & Sternthal, B.(1980). Television Commercial Wearout: An Information Processing View. Journal of Marketing Research, 18(April), 147-167
13 Homer, P. M.(1990). The Mediating Role of Attitude toward the Ad: Some Additional Evidence. Journal of Marketing Research, 27(Feb), 78-86   DOI   ScienceOn
14 Sternthal, B. & Craig, C. S. (1973). Humor in Advertising. Journal of Marketing, 37(October), 12-18   DOI   ScienceOn
15 이유재, 라선아(2002). 브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형: 이용자와 비용자간 차이에 대한 탐색적 연구. 마케팅연구, 17(3), 1-33
16 Graeff, T. R.(1996). Image Congruence Effects on Product Evaluation: The Role of Self Monitoring and Public/Private Consumption. Psychology and Marketing, 13(August), 481-99   DOI   ScienceOn
17 Lipstein, B., & Neelankavil, J. P.(1984). Television Ad. Copy Research: A Critical Review of the State of the Art. Journal of Advertising Research, 24(2). 19-25
18 Sirgy, M. J.(1980). The Self-Concept in Relation to product Preference and Purchase Intention. in Development in Marketing Science, 3, ed. v. Bellur, Marquett, MI: Academy of Marketing Science, 350-354
19 김효성(2002). 기능성화장품 광고의 광고소구유형별 광고효과 차이에 관한 연구 : 제품유형별 소비자 반응조사를 중심으로. 연세대학교 석사학위 청구논문
20 Aaker, D. A., Batra, R., & Myers, J. G.(1992). Advertising Management. Prentice Hall, 346-367
21 Aaker, J. L.(1999). The Malleable Self: The Rile of Self- Expression in Persuasion. Journal of Marketing Research, 36(Feb), 45-57   DOI   ScienceOn
22 Pessemier, E. A.(1959). A New Way to Determine Buying Decisions. Journal of Marketing, 24(October), 41-46
23 Gorn, G. J.(1982). The Effects of Music in Advertising on Choice Behavior: Classical Conditioning Approach on Choice Behavior: Classical Conditioning Approach. Journal of Marketing, 46(winter), 94-101   DOI   ScienceOn
24 Graeff, T. R.(1996). Using Promotional Messages to Manage the Effects of Brand and Self-image on Brand Evaluation. Journal of Consumer Marketing, 13, 4-18
25 Bearden, W. O., Sharma, S., & Teel, J. E.(1982). Sample Size Effects on Chi-Square and Other Statistics Used in Evaluating Casual Model. Journal of Marketing Research, 19(Nov.), 425-430   DOI   ScienceOn
26 Hong, J. W., & Zinkhan, G. M.(1995). Self-Concept and Advertising Effectiveness: The Influence of Congruency, Conspicuousness and Response Mode. Psychology and Marketing, 12(1), 38-78
27 Landon, E. L.(1974). Self-Concept and Ideal Self- Concept, Consumer Purchase Intentions. Journal of Consumer Research, 1(September), 44-51   DOI
28 이학식, 안광호, 하영원(2007). 소비자행동-마케팅전략적 접근 제4판. 서울: 법문사
29 McGuire, W. J.(1969). The Nature of Attitudes and Attitude Change. in the Handbook of Social Psychology, vol.3, Gardner Lindsey and Elliott Aronson, eds., Reading, MA: Addison-Wesley
30 Sirgy, M. J.(1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(December), 287-299   DOI   ScienceOn
31 Birdwell, A. E.(1968). A Study of the Influence of Image Congruence on Consumer choice. Journal of Business, 41(January), 76-88   DOI   ScienceOn
32 Heath, A. P., & Scott, D. (1998). The Self Concept and Image Congruence Hypothesis. European Journal of Marketing, 32(11/12), 1110-1124   DOI   ScienceOn
33 Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J., Chon, K., Claiborne, C. B., et al.(1997). Assessing the Predictability Validity of 2 Methods of Measuring Self-Image Congruence. Journal of the Academy of Marketing Science, 25, 229-241   DOI   ScienceOn
34 Keller, K. L.(2002). Strategic Brand Management, Building, Measuring and Managing Brand Equity. Upper Saddle River, New Jersey: Prentice Hall
35 MacKenzie, S. B., & Lutz, R. J.(1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(April), 48-65   DOI   ScienceOn
36 Mitchell, A. A., & Olson, J. C.(1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?. Journal of Marketing Research, 18(August), 318-322   DOI   ScienceOn
37 Kelman, H.(1961). Process of Opinion Change, Public Opinion Quarterly. 25. 57-58   DOI   ScienceOn
38 Bagozzi, R. P., & Yi, Y.(1998). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16, 74-94   DOI