본 연구는 소비자들의 구매 후 행동에 영향을 미칠 수 있는 부정적인 감정인 후회라는 감정을 중심으로 하여 소비자들의 후회해소에 광고가 어떠한 영향을 미칠 수 있는지 알아보고자 하였다. 즉 광고가 소비자들의 후회감에 어떠한 영향을 미치는지에 관한 구매 후 광고효과에 주목하였다. 구체적으로, 구매 후 피험자들에게 후회를 유발시킨 뒤, 광고를 보여준 집단과 광고를 보여주지 않은 집단으로 나누어, 광고가 구매 후 후회해소에 미치는 영향을 살펴보았다. 또한 어떠한 광고가 영향을 미치는지 살펴보기 위하여 광고의 사회적지지메시지 강도(고/저)*매체 유형(다수매체/소수매체)으로 광고를 제시하였다. 연구 결과, 사회적지지 메시지의 강도가 높은 광고가 소비자들의 후회해소와 제품태도에 더 긍정적인 영향을 미쳤고, 다수 시청의 매체보다 소수매체인 경우에 광고메시지의 차별적인 효과가 더 나타나는 것을 확인할 수 있었다. 본 연구는 광고가 구매 이전뿐만 아니라 구매 후에도 소비자들에게 영향을 미칠 수 있다는 광고의 새로운 역할을 제시하였다.
This research's purpose is to know the impact of advertising on consumer's regret resolution and product attitude. Even after their purchase decisions on consumers own choice not to have confidence or fear, and they will suffer a sense of regret. Therefore, consumers will be resolving their regret because regret state is like a feeling of uneasiness. At this point, the contents of the selected products of the positive impact will be in the advertising. Advertising for the consumer the choice of social support they receive, and conformity is going to be resolved to their regret for the attitude of the product will also increase. To the regret of the consumer satisfaction and dissatisfaction with the factors that influence the function. Therefore, this research through the ads affect consumers about any regrets after the purchase was to pay attention to advertising. So, the after cause regret, the ad shows a group and not to break it up into groups to purchase and then regret it caused the group to look at ads to influence the saw, the second to affect any ads, we look at the Ad's social support level (high / low) * media type (multiple media / minority media) were present to the ad. Based on research, advertising is products attitudes of consumers and regret resolution that affects found positive. In particular, the ads, High social support level is more positive effect on regret resolution and product attitude, and the effect of advertising message that appears if a few Medium was able to see. This research shown that post-purchase of the effect and give us advertising's new role.
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