광고 노출 시 태도 및 태도자신감 형성 과정에서 사고 자신감의 역할 (Roles of Thought Confidence in the Process of Ad-Exposed Consumers’ Attitudes and Attitudes Confidence Formation)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 40권 / 6호 / 1417 ~ 1454페이지
· 저자명 : 김장현, 이학식

초록

본 연구는 소비자 설득 과정에서 메타인지(metacognition)의 역할을 조사하는 것으로, 광고에 노출된 소비자의 태도 및태도자신감 형성 과정에서 사고 자신감(thought confidence)의 역할에 관한 것이다. 본 연구는 세 개의 연구로 구성되어 있다. 연구 1은 광고에 노출된 소비자의 브랜드 태도형성 과정에서 모델의 매력도에 의한 자기 타당화 효과에 관한 것이며, 연구 2는 사고 자신감에 대한 성격 변수의 영향, 그리고 사고 자신감과 태도 자신감의 관계에 관한 것이다. 그리고연구 3은 사고의 원천이 사고 구전 가능성에 미치는 영향과 사고 자신감의 매개적 역할에 관한 것이다. 세 연구의 수행을위해 실험용 광고를 피실험자들에게 노출시키고 설문지에 의해 자료를 수집하였다.(문단 시작부분 들여쓰기)연구 결과, 정교화 가능성이 높을수록 사고 자신감이 높고, 광고 모델의 매력도에 의한 사고 자신감은 정교화 가능성이높고 이미지적인 인상이 약한 경우 (vs. 그렇지 않은 경우보다) 크게 나타났다. 또한 그 자신감은 메시지 주장(중심 단서)이 브랜드 태도 형성에 영향을 미치는 데 조절적 역할을 하는 것으로 나타났다. 그러나 정교화가 낮은 경우 소비자는 자기 타당화 과정을 겪지 않으며, 모델의 매력도는 단지 주변단서로서 브랜드 태도에 직접적인 영향을 미치는 것으로 나타났다(연구 1). 또한 성격 변수는 사고 자신감에 영향을 미치는데, 인지욕구가 높을수록, 사적 자의식이 높을수록, 그리고자기 감시성이 낮을수록 사고 자신감이 높게 나타났다. 그리고 사고 자신감은 태도 자신감에 정(positive)의 영향을 미치는 것으로 나타났다(연구 2). 그리고 타인의 주장에 노출되지 않고 자기 스스로 사고를 생성한 경우 그렇지 않은 경우보다 높은 사고 자신감을 갖는 것이 확인되었다. 또한 사고 자신감이 높을수록 자신의 사고를 타인에게 구전할 가능성이 높은 것으로 나타났는데, 이 때 사고 자신감이 매개적 역할을 수행한다는 것이 확인되었다(연구 3).

영어초록

Cognitive responses model contends that consumers' thoughts evoked by persuasive message are critical determinants of their attitudes. According to the research of metacognitive dimension of thoughts, however, consumers may first generate and then validate their own thoughts.
This research is regarding the roles of thought confidence in the process of ad-exposed consumers’ attitudes and attitude confidence. The current research consists of three studies.
Study 1 was designed to examine the effect of self-validation that might be induced by ad endorser's attractiveness. Study 2 investigated the effects of personality variables on thought confidence and the relationship between thought confidence and attitude confidence. Study 3was regarding the effect of thought’s source on the possibility of word-of–mouth.
Study 1: The Effect of Self-Validation Induced by Ad Endorser's Attractiveness Hypotheses Four hypotheses were established as follows. H1: The higher the elaboration likelihood is,the higher the thought confidence would be. H2: The thought confidence induced by endorser's attractiveness is expected to be greater in the case that elaboration likelihood is high (vs. low)and the imagery impression is weak (vs. strong). H3: Under a high-elaboration condition, the thought confidence induced by endorser’s attractiveness would moderate the relationship between argument cogency and brand attitudes in a positive direction. H4: Under a low-elaboration condition, ad endorser's attractiveness would play a role of only peripheral cue. That is, endorser's attractiveness would directly influence brand attitudes in a positive direction.
Research Design For the experiment, advertisements of a toothpaste brand were made. In this experiment,experimental variables were argument cogency and endorser's attractiveness. In the pretest,two arguments (strong and weak) and two endorsers (more and less attractive) were selected from four arguments and eight endorsers, respectively. Thus, four experimental ads were developed and experimental design was a 2 (argument cogency: strong and weak) × 2 (endorser's attractiveness:more and less) factorial design. Two hundred and eighty-one students participated in the experiment. Subjects were randomly assigned to each of four conditions. They were asked to view an ad presented on a computer screen and to answer the questionnaire. In the questionnaire,subjects were asked to list the thoughts they had while viewing the ad and to provide a response on a seven-point scale regarding the extent of their confidence in those thoughts.
They were also asked to answer questions asking brand attitudes, imagery impressions, and level of elaboration. Data obtained from two hundred and sixty-five subjects were analyzed.
Results For testing H1, we conducted a regression analysis predicting thought confidence with elaboration likelihood. The coefficient was positive and statistically significant, supporting H1. For testing H2, two-way ANOVA and three-way ANOVA were conducted, and the results appeared to be consistent with H2. To test H3, a moderated regression analysis was performed and the interaction term of argument cogency and thought confidence appeared to be statistically significant, which supported H3. In a similar way, H4 was tested with a moderated regression analysis and the result supported H4.
Study 2: The Effects of Personality Variables on Thought Confidence and the Relationship between Thought Confidence and Attitudes Confidence Hypotheses Four hypotheses were established as follows. H5: The higher the need-for-cognition is, the higher the thought confidence would be. H6: The lower the self-monitoring is, the higher the thought confidence would be. H7: The higher the private self-consciousness is, the higher the thought confidence would be. H8: The higher the thought confidence is, the higher the attitude confidence would be.
Research Design Data for study 2 were collected at the same time when we collected data in the experiment for study 1. All personality variables, need-for-cognition, self-monitoring, and private selfconsciousness were measured with five seven-point scales, respectively. In addition, attitudes confidence and thought confidence were measured with a seven-point scale, respectively.
Results To test the hypotheses, simple regression analyses were conducted four times. The results were as follows. In each regression analysis predicting thought confidence with personality variable,the predictor variable appeared to be in the hypothesized direction and was statistically significant. Thus, the hypotheses 5, 6, and 7 were supported. In addition, a significant positive relationship between thought confidence and attitudes confidence also appeared, which was consistent with H8.
Study 3: The Effect of Thought’s Source (Self-generated vs. Other-generated Argument) on the Possibility of Word-of-mouth Hypotheses Three hypotheses were established as follows. H9: Thought confidence would be higher in the case of self-generated argument than the case of exposure to other-generated argument.
H10: The higher the thought confidence is, the higher the possibility of word-of-mouth would be. H11: The effect of thought’s source on the possibility of word-of-mouth would be mediated by thought confidence.
Research Design The experimental ads used in the study 1 were modified to accommodate to the purpose of this study. One-hundred subjects were randomly divided into two groups. The subjects in one group were exposed to the experimental ads and were asked to list the thoughts they had while viewing the ad and to answer the question for thought confidence. The subjects of the other group viewed the thoughts generated in the first group and were asked to answer the question for thought confidence. In addition, all subjects answered the question for the possibility of word-of-mouth. Data obtained from eighty-three subjects were analyzed.
Results To test the hypotheses 9, 10, and 11, a path-analysis was performed with AMOS 16.0. The coefficients of the paths both from self-generated argument to thought confidence and from thought confidence to the possibility of word-of-mouth appeared to be positive and were statistically significant. These results supported H9 and H10. However, the path from selfgenerated argument to the possibility of word-of-mouth also appeared to be positive and were statistically significant. To investigate the mediating effect of thought confidence, mediated regression analyses were performed. The result showed that the effect of self-generated argument on the possibility of word-of-mouth was partially mediated by thought confidence.

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