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open access
메뉴
양면적 광고 메시지는 일면적 광고 메시지에 비해서 광고주 신뢰도에 긍정적인 영향을 미치는 반면, 양면적 메시지의 부정적 제품특성의 언급은 소비자가 제품태도나 구매의도를 형성할 때 부정적인 영향을 미칠 가능성이 크다. 본 연구는 양면적 메시지가 광고주 신뢰도 형성에 미치는 긍정적인 영향과 부정적 요소의 포함으로 인한 부정적 영향이 어떤 성향의 소비자에게 더 긍정적(또는 부정적) 영향을 미치는지를 알아봄으로써 메시지 측면성의 영향에 대한 선행연구를 확장하고자 한다. 본 연구에서는 긍정적 메시지와 부정적 메시지에 대한 주의가 소비자의 조절초점에 따라 다르다는 조절초점 이론을 바탕으로 소비자의 조절초점 (regulatory focus)이 일면적 메시지와 양면적 메시지의 효과에 대해서 조절적 역할을 하는지를 보았다. 연구결과에서는, 메시지 측면성의 광고효과가 조절초점에 의해서 조절되어지는 것으로 밝혀졌다. 양면적 메시지는 소비자의 조절초점에 관계없이 일면적 메시지에 비해서 신뢰도 향상에 긍정적인 영향을 미치지만 양면적 메시지에 포함된 부정적인 정보가 제품태도와 구매의도에 미치는 영향은 조절초점에 따라 다르게 나타났다. 세부적으로, 촉진초점의 소비자는 메시지 측면성에 대한 영향이 적은 반면 방어초점인 소비자인 경우는 부정적인 속성을 포함한 양면적 메시지에 비해서 일면적 메시지에 더 긍정적인 태도와 구매의도를 형성했다.
Two-sided advertisement is acknowledged to be more effective than one-sided advertisement to build source credibility of advertising messages, but two-sided advertisement includes negative information which may lead to negative information processing. As a result, past studies provide inconsistent account for the effect of message sidedness on such outcome measures as product attitude and purchase intention. To resolve this inconsistency, this study examines potential moderating role of regulatory focus on the effect of one-sided vs two sided advertising on advertising effects such as product attitude and purchase intention. Results of the study indicate that promotion focused subjects are less influenced by message sidedness while prevention focused subjects evaluated one-sided advertising messages more favorably than two-sided advertising message.
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