소비목적과 광고유형이 규제적합성 및 제품평가에 미치는 영향
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2012.03
- 14페이지/ 어도비 PDF
- 가격 4,600원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 한국감성과학회
ㆍ수록지정보 : 감성과학 / 15권 / 1호
ㆍ저자명 : 최낙환, 유총
영어 초록
Consumers can have impression goals as well as defense goals. Those with impression goals could use social goals or opinions of others in a social context to determine their attitudes, and those with defense goals could maintain their existing attitudes and beliefs. Since people typically approach pleasure and avoid pain, there are two kinds of goal orientations depending on regulatory focus theory. Therefore, marketers could design advertisements for their products on the basis of two types of focus, promotion-focused and prevention-focused advertisements. This study aims to explore how consumers with different consumption goals evaluate an advertised product. The results of this study demonstrate that consumers with impression goals felt much more "right" about the product in a promotion-focused, rather than prevention-focused, advertisement, and those with defense goals, felt much more "right" about the product in a prevention-focused advertisement. Consumers with impression goals evaluated the product in the promotion-focused advertisement more favorably than in the prevention-focused advertisement, and those with defense goals evaluated the product in the prevention-focused advertisement more favorably.
참고 자료
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