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http://dx.doi.org/10.15207/JKCS.2020.11.3.171

Aesthetic's Influence on Ad Text for Hyper Connection Media and Consumers' Thinking Tendency  

Park, Jinpyo (Dept. of Railroad Management Information, Dongyang University)
Kim, Jeayoung (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.3, 2020 , pp. 171-179 More about this Journal
Abstract
Media technologies that have made the hyper-connected age change the way people use communication text. Ads texts actively used by companies are storytelling and storydoing. These two advertising texts are very effective in inducing people's emotions and forming participatory behavior. People's thinking tendency also influence persuasion. The results of this study are as follows according to the type of ads text and the thinking tendency of consumers. Consumers' attitudes toward ads turned out to be more positive in synthetic thinking. In analytical thinking, the storytelling ads texts induced more favorable responses. On the other hand, in comprehensive thinking, the story doing text was effective. The same result was found in the perception of premium value, willingness to pay premium price, and repurchase intention.
Keywords
Hyper-connection; Storytelling; Storydoing; Analytic thinking; Synthetic thinking;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
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