open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
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.
김은화, 전인수 (2006). 소비자 후회: 사후가정사고의 영향 및 후회해소노력이 구매후 행동에 미치는 영향. 마케팅연구, 21(4), 165-187.
김재휘 (2004). 광고와 심리. 한국방송광고공사.
김재휘 (2006). 구매행동에서의 광고효과. 광고정보, 10, 52-59.
김재휘, 이해인 (2006). 구매 결정후의 인지부조화가 구매 후 정보탐색 행동에 미치는 영향. 광고학연구, 17(5), 7-18.
김재휘, 이희성 (2008). 사회적 추론이 광고효과에 미치는 영향: 다수가 시청할 것이라는 추론의 영향, 광고학연구, 19(4), 43-56.
박지숙, 양윤 (2007). 의사결정 상황에서 행동과 비행동에 따라 경험하는 후회. 한국심리학회지: 소비자, 광고, 8(1), 1-33.
이유재, 차문경 (2005). 부정적 소비감정의 선행요인과 결과변수에 대한 연구: 후회감과실망감을 중심으로. 소비자학연구, 16(4), 103-127.
Ajzen, I., & Fishbein, M. (1980). Understanding attitude and prediction social behavior. Englewood Cliffs NJ: Prentice Hall, Ine.
Aronson, E. (1999). The social animal (8th edition). New York: Worth Publishers.
Beatty, S. E., & Smith, M. S. (1987). External Search Effort: An Inves- tigation Across Several Product Categories. Journal of Consumer Research, 14(June), 83-95.
Bloch, P. H., Sherrell, D. L, & Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13 (June), 119-128.
Campbell, J. D., & Fairey, P. J. (1989). Informational and normative routes to conformity: the effect of faction size as a function of norm extremity and attention to the stimulus. Journal of Personality and Social Psychology, 57, 457-468.
Carmon Z., Wertenbroch, K., & Zeelenberg, M. (2003). Option Attachment: when deliberating makes choosing feel like losing. Journal of Consumer Research, 30(1), 15-29.
Cohen, J., & Davis, R. G. (1991). Third-person effect and the differential impact in negative political advertising. Journalism Quarterly, 68(4), 680-688.
Creyer, E. H., & Ross, W. T. (1999). The development and use of the. regret experience measure. Marketing Letters, 10(4), 379-392.
Davison, P. W. (1983). The third-person effect in communication. The Public Opinion Quarterly, 47(Spring), 1-15.
Engel, J. F. (1963). Are automobile purchasers dissonant consumers? Journal of Marketing, 27(2), 55-58.
Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stan- ford University Press.
Folkman, S., Lazarus, R. S., Gruen, R. J., & DeLongis, A. (1986). Ap-prai- sal, coping, health status, and psychological symptoms. Journal of Personality and Social Psychology, 50, 571-579
Gilovich, T., & Medvec, V. H. (1995). The experience of regret: what, when, and why. Psychological Review, 102, 379-395.
Gunther, A. C., & Thorson, E. (1992). Perceived Persuasive Effects of Product Commercials and Public Service Announcements: third- person effects in new domains. Communication Research, 19, 574-596.
Inman, J. J., Dyer, J. S., & Jia, J. (1997). A Generalized Utility Model of Disappointment and Regret Effects on Post-Choice Valuation, Marketing Science, 16(2), 97-111.
Inman, J. J., & Zeelenberg, M. (2002). Regret repeat versus switch decisions: The attenuation role of decision justifiability. Journal of Consumer Research, 29, 116-128.
Kahneman, D., & Trversky, A. (1982). The Psychology of Preference. Scientific American, 246, 167-173
Kardes, F. R. (2001). Consumer Behavior and Management Decision Making. Upper Saddle River. New Jersey: Prentice Hall.
Kiesler, C. A., & Kiesler, S. B. (1970). Conformity Reading. MA: Addison- Wesley Publishing Co.
Landman, J. (1987). Regret and Elation following Action and Inaction. Personality and Social Psychology Bulletin, 13(4), 524-536.
Landman, J., & Manis, J. D. (1992). What might have been: Counter-factual thought concerning personal decisions. British Journal of Psychology, 83, 473-477.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 13-143.
Mantel, S. P., & Kardes F. R. (1999). The Role of Direction of Com- parison, Attribute-Based Processing, and Attitude-Based Proces- sing in Consumer Preference. Journal of Consumer Research, 25(4), 335-352.
Miller, N., & Dollard, J. (1941). Social Learning and Imitation. New Haven, NJ: Yale University Press.
Mills, J. (1965). The Effect of Certainty on Exposure to Information Prior to Commitment. Journal of Experimental Social Psychology, 1(November), 348-355.
Moscovici, S., & Zavalloni, M. (1969). The group as a polarizer of attitudes. Journal of personality and social psychology, 12, 125- 135.
Oliver, R. L. (1997). Satisfaction: a behavioral perspective on the consumer. New York: The McGraw-Hill Companies.
Rucinski, D., & Salmon, C. T. (1990). The “Other” as the Vulnerable Voter: A study of the third-person effect in the 1988 U.S. presidential campaign. International Journal of Public Opinion Research, 2, 345-368.
Sherif. M. (1936). The psychology of social norms. New York: Harper.
Stafford, M. R., Stafford, T. F., & Chowdhury, J. (1996). Predispositions toward green issues: the potential efficiency of advertising appeals. Journal of Current Issue and Research in Advertising, 18(10), 67-79.
Szykman, L. R., Bloom, P. N., & Blazing, J. (2004). Does corporate sponsorship of a socially-oriented message make a difference? An investigation of the effects of sponsorship identity on responses to an anti-drinking and driving message. Journal of Consumer Psychology, 14(1.2), 13-20.
Thorelli, H. B., Becker, H., & Engledow, J. (1975). The information seekers: An international study of consumer information and advertising image, Cambridge, Mass: Ballinger.
Tsiros, M., & Mittal, V. (2000). Regret: a model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26, 401-17.
Tsiros, M. (1998). Effect of Regret on Post-Choice Valuation: the case of more than two alternatives. Organizational Behavior and Human Decision Processes, 76(October), 48-69.
Yi, S., & Baumgartner, H. (2004). Coping with Negative Emotions in Purchase-Related Situations. Journal of Consumer Psychology, 14(3), 303-317.
Zeelenberg, M. (1996). On the importance of what might have been: psychological perspectives on regret and decision making. Doctoral dissertation: University of Amsterdam.
Zeelenberg, M., van Dijk, W. W., Manstead, A. S., & van der Pligt, J. (2000). On bad decisions and disconfirmed expectancies: they psychology of regret and disappointment. Cognition and Emotion, 14, 521-541.