• 제목/요약/키워드: Advertisement Cognition

검색결과 17건 처리시간 0.032초

광고유형, 브랜드 전형성, 인지욕구가 광고태도에 미치는 영향 - 아웃도어 의류 브랜드를 중심으로 - (The Effect of Advertisement Type, Brand Typicality and Need for Cognition on Attitude toward Advertisement Intention - Focused on Outdoor Apparel Brands -)

  • 정미연;황선진
    • 복식
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    • 제66권8호
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    • pp.1-13
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    • 2016
  • The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

사물인터넷이 구현된 광고의 소비자 인지욕구에 따른 광고태도 연구 (Study of Relation Between Consumers' Advertisement Attitude and Need for Cognition for IoT-Implemented Advertisement)

  • 이지화;조세홍
    • 디지털콘텐츠학회 논문지
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    • 제16권1호
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    • pp.165-172
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    • 2015
  • 본 연구는 사물인터넷 기술이 구현된 광고에서 사용자요인인 소비자의 인지욕구에 따라 어떠한 광고 효과가 나타나는지에 대하여 연구를 진행하였다. 연구방법은 사물인터넷 광고에 대한 간단한 사전교육 이후 사물인터넷 기술로 구현된 광고 동영상과 설문지를 배포하였으며, 조사대상은 서울 및 수도권의 대학생을 대상으로 진행하였다. 연구결과 인지욕구가 높은 소비자의 경우 인지욕구가 낮은 소비자보다 더 긍정적인 광고태도를 나타내었으며, 통계적으로 유의미하였다. 이를 통해 사물인터넷이 구현된 광고에 있어서 소비자의 인지욕구에 따라 다른 광고태도를 나타내는 것을 알 수 있었다.

공익광고 효과에 미치는 상호작용 영향:광고주 인지도, 광고 소구 및 수용자 관여도와 인지욕구 중심으로 (Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition)

  • 박준영;강동우;강현진;권혜연;김준태;박병호;조현
    • 한국IT서비스학회지
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    • 제12권4호
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    • pp.235-253
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    • 2013
  • This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

A Study on Recognition of the Eroticism in Fashion Advertisement

  • Lim, Mi-Ae;Choi, In-Ryu
    • The International Journal of Costume Culture
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    • 제12권1호
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    • pp.13-25
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    • 2009
  • This research is progressed to look out for efficient expression-elements of eroticism used in advertisements. Since these expressions of eroticism appealing to sex which is one of the primitive instincts of mankind are increasing in advertisements of cosmetic products which are used more often by recent high-rate-growth and the elevation of living conditions. The most usual expression-elements of eroticism in advertisement are exposure, pose, fashion style, make up, hair style and color. To analyze those expression-elements we made four pieces of fashion advertisement photos with four different types and surveyed both fashion majored students and non-fashion majored students. We applied regression analysis, ANOVA, and frequency analysis to verify the hypothesis. We found that in eroticism, the pose was the most important cognitive feature among the expression-elements and degree of cognition are varied according to major field and sexual interest. As a result, degree of cognition which effected by expression-elements will be varied even in same advertisement. In particular, convincing that the pose was the significant factor of eroticism cognition, expression of eroticism in advertisement would be more diverse and daring.

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친환경 패션 광고의 친환경 주장 유형과 소비자 언어가 광고효과에 미치는 영향 (The Effects of Environmental Claim Types and Consumer Vocabulary on Eco Fashion Advertisement)

  • 김민영;전은하;고은주
    • 한국의류산업학회지
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    • 제19권2호
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    • pp.166-179
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    • 2017
  • Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.

미디어 파사드의 광고효과 - 삼성 스마트폰 광고를 중심으로 - (A Study on the advertising effect of media facade - focusing on Samsung smartphone AD -)

  • 이승민;황성원
    • 커뮤니케이션디자인학연구
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    • 제57권
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    • pp.44-53
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    • 2016
  • 미디어 파사드를 통한 광고가 보다 활성화되고 지속적인 성장을 가져오기 위해서는 무엇보다도 미디어 파사드가 매체로서의 역할을 충분히 수행할 수 있는 효율적인 매체라는 것을 입증할 필요가 있다. 따라서 본 연구는 미디어 파사드를 통한 광고의 소비자 반응과 효과를 알아보기 위해 TV광고와 미디어 파사드 광고를 각각 연구 참여자에게 보여주고, 이에 대한 반응을 설문을 통해 알아보았다. 연구결과, TV광고보다 미디어 파사드 광고를 접한 소비자의 인지적/감정적 반응이 긍정적으로 나타났다. 또한 미디어 파사드 광고가 TV 광고에 비해 제품태도에는 긍정적 영향을 미치지 못하지만 구매의도에는 긍정적 효과를 나타내었다. 미디어 파사드 광고를 접한 소비자는 인지적 반응과 제품태도의 상관이 다소 낮긴 하지만, 인지적 반응과 구매의도, 감정적 반응과 제품태도, 감정적 반응과 구매의도 모두 유의한 상관관계를 나타냈다. 또한 소비자의 소비성향 및 성별은 소비자의 반응에 있어 통계적으로 유의한 결과를 나타내지는 않았다. 그러나 소비자 반응에 있어 평균값은 모두 높게 나와 광고의 긍정적 효과를 보여준다. 본 연구 결과를 통해 미디어 파사드가 광고 매체로서 다양한 가능성을 가진 뉴미디어라는 사실을 실증적으로 확인해 볼 수 있었고, 특히 흥미를 유발하는데 효과적이며, 기존의 광고보다는 멀티미디어를 이용한 메시지가 받아들이는 시간이 빠르고 편리하여 광고의 효과가 높다는 것을 알 수 있었다.

An ANOVA Evaluation on the Visual Cognition of Advertisement Signboards on the Buildings

  • Hwang, Jee-Wook;Go, Sun-Young;Lee, Moon-Kyu;Park, Joon-Soo
    • 한국환경과학회지
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    • 제16권11호
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    • pp.1209-1218
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    • 2007
  • Advertisement signboards on the buildings have functionally a visual value as factor of urban and building design. But it is not easy to find any reasonable principles and regulations, how well the signboards deliver the information of stores to the customers, and how they contribute the visual amenity from the sight of urban landscape. Under this context, this study tries to analyze the information delivery power of signboards in relation to the visual cognition. The analysis method is the Two-Way ANOVA (Analysis of Variance) evaluation with factors, such as scale, amount and arrangement of signboards. The scale of letters or figures at Signboards is specified in 3 different sizes such as big, medium and small. The amount is classified into 5 grades from 100% to 20% installation. And the arrangement is divided into orderly and disorderly installation. As the results of the Two-Way ANOVA, the identical scale of signboards is much better for the awareness. And the orderly arrangement shows also the same result. Above all, including these two results, the 80% of installation showed the biggest different result of awareness.

전통 놀이 문화에 기반한 기능성 게임 개발 (Development of Serious Game based on Traditional Activities Culture)

  • 박정용
    • 한국콘텐츠학회논문지
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    • 제11권5호
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    • pp.117-124
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    • 2011
  • 최근 게임분야는 게임에 대한 부정적인 인식을 재고하기 위해서 의료용 게임, 교육용 게임, 광고용 게임, 훈련용 시뮬레이션 게임 등 기능성 게임으로 연구가 진행되고 있다. 이러한 기능성 게임에 대한 개발 및 방법론은 다른 소프트웨어 개발에 비해서 덜 정규화되어 있고 연구가 미흡한 상태에 있다. 본 논문은 광고용 게임을 3가지 타입으로 정의하고 전통 놀이 문화에 기반한 기능성 게임 개발 방법을 제안한다. 그리고 기능성 게임 개발을 위한 요소 기술 및 절차를 설명하고, 제안하는 방법을 여러 게임 중 전통놀이인 윷놀이 게임에 적용하여 개발한다.

The Impact of Social Network Service, Trust and Cognition on Customer Loyalty in Internet Shopping

  • Sun, Han-Gil
    • 정보관리연구
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    • 제42권2호
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    • pp.211-234
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    • 2011
  • The development of information technology improves the globalization of the world economy. This change was able to expand the cyber space, and the online community known as the cyber community is made within the existing offline community. From the cyber community's activity, the concept of social network services created, and recently developed social computing. Social computing is the current situation and the next step in the online community. Currently, most CIOs are using social computing for workplace empowerment. As online transactions become more active, the strategy to increase customer loyalty in Internet shopping is an effective tool to increase profit for the company, and as a method to maintain competitive. With the growth of electronic commerce, through insurance of customer loyalty on the Internet, a company can establish a long-term relationship with customers, so for this, it is important to have reliable relationship with customers. Also, through advertisement and commercial information, the cognition of Internet shopping looks can be effective in retaining customers. In this study, it explores how social computing and trust and cognition of Internet shopping are effective in maintaining customer loyalty. As the result of study, the trust and cognition of Internet shopping are significantly effective on customer loyalty, but the sense of social computing. Still, social computing has not matured enough to be as effective in retaining customer loyalty. However, it does indicate that social computing has significantly increased the trust and cognition in Internet shopping. In this study, as the concepts of the social network service and social computing are applied in Internet shopping, which are actively discussed by scholars, it is expected that the basis of the study could improve and present the idea of social shopping.

From Thinking to Action: The Moderating Effect of Perspective Taking on Embodied Cognition

  • Min, Dongwon;Kang, Hyunmo
    • Asia Marketing Journal
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    • 제15권2호
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    • pp.117-132
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    • 2013
  • Recent developments in embodied cognition suggest that people process environmental information by using their bodily state and mental simulation. The focus of embodiment theory is that cognitive processing is based on the interaction among the body, the mind, and the world. Based on embodied theories of cognition, the authors predict that when the representation of marathon running is activated, bodily feedback such as tiredness and thirst will occur because mental simulation of marathon running contains sensorimotor representation of marathon running. As a result, it is predicted that participants primed with marathon runner will have more desire to have products that enable thirsty-quenching. Specifically, this research proposes that consumers' tendency to adopt the perspective of others influences embodied cognition, since perspective taking leads people to assimilate their own self-judgments and behaviors toward the cognitive representations of others. An experiment reveals that both perceptual and cognitive perspective taking tendencies moderate how participants respond to the contextual cues. The effect of perspective taking is moderated by whether participants are prompted to adopt a first-person view or a third-person view. In detail, among the high perspective takers, those in the marathon-first-person condition drink more the mineral water than those in the marathon-third-person condition, who in turn drink more the mineral water than those in the control condition. Among the low perceptual perspective takers, however, there are no significant differences in the amount of mineral water intake. This research delivers important insights for advertising messages. When being exposed to an advertisement, high perspective taking consumers may be more engaged in the advertised message than low perspective taking consumers, which in turn high (vs. low) perspective taking consumers' tendency to respond behaviorally consistent with the message may be higher. Based on the findings of this research, if the message induces the high perspective taking consumers to have a first- (vs. third-) person view, this effect may be stronger. Moreover, if the advertising message contains behaviors, such as using the target product, inducing consumers to mimic the behaviors seems to bring more behavioral responses which marketers intend.

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