부정문 메시지가 소비자태도 형성에 미치는 영향: 메시지 중요도의 조절적 역할을 중심으로 (The Influence of Negation Message on the Attitude Formation:The Moderating Role of Message Importance)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 23권 / 2호 / 21 ~ 37페이지
· 저자명 : 박종철

초록

본 연구는 설득커뮤니케이션 맥락에 있어 제품의 속성(benefits)을 강조시키기 위해 사용되어지는 부정문 메시지
(negation message)가 소비자들의 반응에 어떠한 영향을 미치는지를 살펴보고 있다. 특히, 본 연구는 부정문 메시
지(negation message)가 소비자 태도형성에 영향을 미치는데 있어서 메시지 중요도가 미치는 영향을 살펴보고 있
다. 기존연구에따르면,‘ 이제품은사용하기쉽지않다’라는부정문메시지가‘이제품은사용하기어렵지않다’라
는 메시지보다 더 호의적으로 평가되었다. 그러나 본 연구에서는 기존의 아이러니한 결과가 메시지의 중요도에 따라
달라질 수 있음을 제시하였다.
분석결과, 메시지 중요도가 낮은 부정문 메시지의 경우, 기존 연구결과와 동일하게‘쉽지 않다’라는 부정문 메시
지가‘어렵지않다’라는메시지보다더호의적으로평가되었다{긍정초두효과‘( affirmation primacy effect)’가나
타남}. 그러나 중요도가 높은 부정문 메시지의 경우‘쉽지 않다’와‘어렵지 않다’라는 부정문 메시지의 평가차이는
나타나지않았다{긍정초두효과‘( affirmation primacy effect)’가약화됨}. 이러한이유는중요도가서로다른부정
문 메시지 노출 후, 부호화시점에서 인지적 정교화 정도가 다르므로, 시간지연에 따라 평가/판단 시점에서 부정어
태그에 대한 접근성 정도가 다르기 때문이다.

영어초록

This study examined the influence of the negation message which is used to enhance product
benefit on the consumer response in the persuasive context of product benefits. Negations are part
of our daily language and communication. Especially, a negation is often used in marketing
context to influence consumers' product expectation. Whereas an affirmation describes a brand's
features, a negation achieves distinction by incorporating a negator, such as‘ not’or‘ no’. It
typically appears in persuasive communications in the form of a single syntactical expression.
Beside, people usually succeed in understanding the intended meaning of negation. Yet, I believe
that a message which is phrases as a negation can under certain conditions activate associations
that are incongruent with the message meaning, and might thus introduce communication errors
that may actually lead to inferences opposite whether and how this can happen.
Although the persuasive impact of importance of negations message has not been investigated,
psycholinguistic research offers a starting point for predicting their effects on consumers’
response. Several studies support the notion that the processing of a negation is more cognitive
elaboration(or resource) demanding than the processing of an affirmation. Also the same lines,
respondents were slower in generating deductions when a negation was present than when it was
absent. Also, prior research suggested that encoding negations requires more time because it
entails processing an additional operator, the negation operator, which is separated or dissociated
from the message’s core concepts.
So, this study explores how negation are encoded by considering the importance of negations
message. According to the schema-plus-tag model, a negated message is represented as a core
supposition and a negation tag, allowing for dissociation of the two at a later point in time.
Especially, past research showed that consumers evaluated more positively when the persuasive
message in the product benefits was ‘this product is not easy to use’than when it was ‘this
product is not difficult to use’(affirmation primacy effect). According to an affirmation primacy
effect, Not only are more resources needed to process a negation than an affirmation but also
these resources are allocated to the processing of an affirmation. Initial resources are allocated to
the processing of an affirmation. If additional resources are available, they are used to process the
negator.
Therefore, this study examined the moderating role of the message importance in the influence
of the negation message on the attitude formations. Namely, I compared the two types of negation
message by examining the nature of inferences and the accessibility of a negation tag that is
considered by message importance.
According to the present results, when the negation message is not important, consumers
evaluate ‘not easy to use’more positively than ‘not difficult to use’(an affirmation primacy
effect was generated). However, these affirmation primacy effects are weakened when the
negation message is important. The reason is that the accessibility of the negator tag was
generated weakly or strongly as time goes by, according to the importance of negation message
context.
My finding offers support for the schema-plus-tag model. As expected, in the case that
resources or cognitive elaborations were limited, memory for the negated product feature was
impoverished, and thus, when the message importance is low, the negation had no effect on
consumers’judgment.

참고자료

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