.png){kind=logo}
ISSN : 1229-8778
This study examined the wear-in and wear-out of advertising effects according to arousal, presentation of advertising time, and cognitive need caused by repetition advertising and cable television programs. The results of experimental study for verification are as follows: First, for wear-in, there was no significant effect of exposure frequencies. For wear-out, however, it was found that significant effect of strong repetition was higher than that of weak repetition. Second, for both wear-in and wear-out, interaction effect of exposure frequencies and presentation of advertising time left was found. Third, drama which has low broadcast program arousal showed higher wear-in for repetition advertising, while entertainment program which has high arousal showed higher wear-out. Fourth, there was no interaction effect for both wear-in and wear-out of program arousal and advertising exposure frequencies. Fifth, the examination of wear-in of repetition advertising effect for cognitive need showed that the higher cognitive need is, the higher the repetition advertising effect is. But no difference in cognitive need was found for wear-out. These results provide implications for establishing advertising media strategy for cable broadcasting, as well as suggestions for further studies.
김상기, 양 윤 (1995). 자기감시, 사용상황 및 지각된 위험이 소비자 행동에 미치는 영향. 광고연구, 29, 103-125.
김세범 (1993). 광고유형별 반복노출이 상표태도에 미치는 영향. 광고연구, 겨울호, 285 -326.
김완석 (1994). 한국형 인지욕구척도 개발연구. 한국심리학회지, 7(1), 87-101.
김완석 (2002). 광고심리학, 서울;학지사.
동아비즈니스리뷰 (2008). 왜 스토리텔링인가? http://www.dongabiz.com
양 윤, 고은형 (2000). 감정 강도와 인지욕구가 광고, 상표 태도 형성에 미치는 영향. 광고연구, 48, 79-99.
양 윤, 민재연 (2004). 무드, 정보처리유형 및 광고유형이 광고에 대한 감정, 인지반응과 광고태도에 미치는 영항. 광고학연구, 15(3), 7-37.
양 윤, 조영미 (2000). 웹광고 메뉴유형, 인지욕구 및 탐색목적이 소비자 정보탐색행동에 미치는 영향. 광고연구, 46, 83-111.
유승엽, 김은희 (20101). 광고의 싫증에 영향을 미치는 광고자극과 심리변수는 무엇인가?. 소비자광고심리학회 춘계학술대회, 39-49.
이경렬 (2001). 텔레비젼 방송광고 회피행동에 영향을 미치는 예측변인들. 광고학연구, 12(2), 165-189.
이경렬, 김상훈 (2001). 인터넷 배너광고 정보처리과정에서 조정변인으로서의 관여도 및 인지욕구의 역할에 관한 연구. 광고연구, 52, 73-90
이명천, 김요한 (1999). 상표친숙도와 광고소구 유형에 따른 광고반복의 효과. 한국광고홍보학보, 2(2), 107-150.
이학식, 김 영 (1997). 반복광고 실행과 광고효과 간의 관계에 대한 조정변수들의 역할. 광고연구, 34호, 51-77.
정청희, 김병준 (1999). 스포츠 심리학의 이해, 서울; 금광.
하봉준 (2001). 전략적 광고조사론, 서울; 커뮤니케이션북스.
한국케이블TV 방송협회 (2011). 2011년 6월 케이블TV방송 가입자 현황, http://www.kcta .or.kr/
KBS, 서울대학교 언론정보 연구소 (2011). 국민생활 시간조사, 서울; 한국방송.
Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in Advertising: Measurement, Impact, and Sequence Effects. Jouranl of Consumer Research, 12, 365-381.
Anand, P. & Sternthal, B. (1990). Ease of Message Processing as A Moderator of Repetition Effects in Advertising. Journal of Marketing Research, 27(8), 345-353.
Atkin, C. & Block, M. (1983). Effectiveness of Celebrity Endorser. Journal of Advertising Research, 23(1), 57-61.
Aylesworth, A. B. & MacKenzie, S. B. (1998). Context is key: The Effect of Program -Induced Mood on Thoughts About the Ad. Journal of Advertising, 27(2), 17-31.
Bagozzi, R. P. (1986). Principles of Marketing Management, Science Research Associates, Chicago, IL.
Bailey, J. R. (1997). Need for Cognition and Response Mode in the Active Construction of an Information Domain, Journal of Economic Psycholgy, 18(1), 69-85.
Batra, R. & Stayman, D. M. (1990). The Role of Mood in Advertising Effectiveness, Journal of Consumer Research, 17(September), 203-214.
Berlyne, D. E. (1970). Novelty, Complexity and Hedonic Value, Perception and Psychophysics, 8, 279-286.
Broach, V. C., Page, T. J. & Wilson, R. D. (1995). Television Programming and Its Influence on Viewer’s Perceptions of Commercials: The Role of Program Arousal and Pleasantness. Journal of Advertising, 24(4), 45-54.
Burke, R. & Surll, T. (1988). Competitive Inference and Consumer Memory for Advertising. Journal of Consumer Research, 15(6), 55-68.
Burnkrant, R. E., H. R. Unnava, & K. R. Lord. (1992). The Effects of Programming Induced Mood States on Memory for Commercial Information, Working Paper, The Ohio State University College of Business.
Cacioppo, J. T. & Petty, R. E. (1981). Social Psychological Procedures for Cognitive Response Assessment: The Thought-listing Technique, In T. Merluzzi, C. Glass, & M. Genest(Eds.), Cognitive assessment, New York: Guilford Press, 309-342.
Cacioppo, J. T. & Petty, R. E. (1982). The Need for Cognition, Journal of Personality and Social Psychology, 42(1), 116-131.
Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The Efficient Assessment of Need for Cognition. Journal of Personality Assessment, 48, 306-307.
Cacioppo, J., Petty, R., Kao, C. & Rodriguez, R. (1986). Central and Peripheral Routes to Persuasion: An Individual Difference Perspective. Journal of Personality and Social Psychology, 51, 1032-1043.
Campbell, Margaret & Kevin Lane Keller (1997). The Impact of Brand Familiarity on Advertising Repetition, Advances in Consumer Research, 251.
Cannon, Hugh. M., & Riordan, E. A. (1994). Effective Reach & Frequency: Does it Really Make Sense?, Journal of Advertising Research, 41, 19-28.
Cohen, A. E., Stotland, E. & Wolf, D. (1955). An Experimental Investigation of Need for Cognition, Journal of Abnormal and Social Psychology, 51, 291-294.
Christ, W. G., & Biggers, T. (1984). An Exploratory Investigation into the Relationship Between Television Program Preference Arid Emotion-Eliciting Qualities-A New Theoretical Perspective, Western Journal of Speech Communication, 48(Summer), 293-307.
Peltier, J., & Schibrowsky, J. (1994). Need for Cognition, Advertisement Viewing Time and Memory for Advertising Stimuli. Advances in Consumer Research, 21, 244-250.
Preference and Emotion-Eliciting Qualities-A New Theoretical Perspective. Western Journal of Speech Communication, 48, 293-307.
Cohen, A. R., E. Stotland, & D. M. Wolfe. (1995). An Experimental Investigation of Need for Cognition, Journal of Abnormal and Social Psychology, 51, 291-294.
Gibson, L. (1996). What Can One TV Exposure Do?. Journal of Advertising Research, 36(3-4), 9-18.
Gould, D. & Krane, V. (1992). The Arousal-Athletic Performance Relationship :Current Status and Future Directions. Advances in Sport Psychology, 119-141.
Gorn, G. J., Pham, M, T. & Sin, L, Y. (2001). When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa). Journal of Consumer Psychology, 11(1), 43-55.
Haugtvedt, C. P., Petty, R. E., Cacioppo, J. T., & Steidley, T. (1988). Personality and ad Effectiveness: Exploring the Utility of Need for Cognition. Advances in Consumer Research, 15, 209-212.
Hawkins, S. A., & Hoch, S. J. (1992). Low Involvement Learning: Memory Without Evaluation. Journal of Consumer Research, 19(2), 212-225.
Heeter, Carrie, & Greenberg, B. S. (1985). Profiling the Zappers. Journal of Advertising Research, 25(2), 15-19
Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion Signal: Proxy for a Price Cut?. Journal of Consumer Research, 17(1), 74-81.
Jones, J. P. (1995). Single-Source Research Begins to Fulfill Its Promise. Journal of Advertising Research, 35(3), 9-16.
Kahneman, D. (1973). Attention and Effect, Englewood Cliffs, NJ: prentice-Hall.
Kaplan, Barry M. (1985). Zapping-The Real Issue is Communication. Journal of Advertising Research, 25(2), 9-12.
Kim, T. & Nelson, M. (1999). Considering Individual Personality Traits in Forming Student Teams: A Read-to-Use Questionnaire. Business Research Yearbook, 291-295.
Kirmani, A. (1997). Advertising Repetition as a Signal of Quality: If It's Advertised So Much, Something Must Be Wrong, Journal of Advertising Research, 26(3), 77-86.
Krugman, Harold E. (1972). Why Three Exposures May be Enough, Journal of Advertising Research, 12, 3-9.
LaTour, M. S., & Rotfeld, H. J. (1997). There are Threats and (Maybe) Fear-Caused Arousal: Theory and Confusions of Appeals to Fear and Fear Arousal Itself. Journal of Advertising, 26, 25-59.
LaTour, M. S., & Zahra, S. A. (1988). Fear Appeals as Advertising Strategy: Should They Be Used? Journal of Services Marketing, 2(Fall), 5-13..
Lewinsohn, S., & Mano, H. (1993). Multi-attribute Choice and Affect: The influence of Naturally Occurring and Manipulated Moods on Choice Processes. Journal of Behavioral Decision Making, 6, 33-51.
Lord, K. R. & Burnkrant, R. E. (1993). Attention Versus Distraction: The Interactive Effect of Program Involvement and Attention Devices on Commercial Processing. Journal of Advertising, 22(1), 47-60.
Mano, H. (1992). Judgments Under Distress :Assessing the Role of Unpleasantness and Arousal in judgment formation. Organizational Behavior and Human Decision Processes, 52, 216-245.
McDonald, C. (1995). Advertising Reach and Frequency: Maximizing Advertising Results Through Effective Frequency, Association of National Advertisers Inc, New York (NTC Business Books).
Naples, N. (1997). Effective Frequency: Then and Now. Journal of Advertising Research, 37(4), 7- 12.
Pavelchak, M., John H. Antil, & James, M. (1993). Why Do People Recall TV Ads? A Comparison of Viewer Beliefs And Objective Contextual Determinants of Recall, in Classical and Contemporary Perspectives on Marketing Thought, P. Rajan Varadarajan and Bernard Jaworski eds. American Marketing Association.
Pechmann, C. & Stewart, D. W. (1992). Advertising Repetition: A Critical Review of Wearin and Wearout. Current Issues and Research in Advertising, 11, 285-330.
Reeve, J. (2001). Understanding Motivation and Emotion.(3th). New York: Wiley.
Rethans, A. J., Swasy, John. L. & Marks, Lawrence J. (1986). The Effects of Television Commercial Repetition, Receiver Knowledge and Commercial Length: A Test of the Two- Factor Model. Journal of Marketing Research, 23(2), pp.50-56.
Schmitt, B. H. (1994). Contextual Priming of Visual Information in Advertisements. Psychology & Marketing, 11(1), 1-14.
Shapiro, Stewart, Deborah J. Maclnnis, & C. W. Park. (2002). Understanding Program Induced Mood Effects: Decoupling Arousal from Valence, Journal of Advertising, 31(Winter), 15- 26.
Singh, S. N., Cole, C. A., & Rothschild, M. L. (1983). Recognition as A Measure of Learning from Television Commercials, Journal of Marketing Research, 20(8), 35-208.
Sundar, S. S., & Kalyanaraman, S. (2004). Arousal, Memory, and Impression-Formation Effects of Animation Speed in Web Advertising. Journal of Advertising, 33(1), 7-17.
Pechmann, C. & Stewart, D. W. (1992). Advertising Repetition: A Critical Review of Wearin and Wearout. Current Issues and Research in Advertising, 11, 285-330.
Poiesz, T. (1986). Children’s Relationships Between Repetition and Affect: Theory, Research and Policy Implications. In: Ward, S. et al.(eds.) Commercial Television and European Children: an International Research Digest. Aldershot, Gower.
Tellis, G. J. (1995). Advertising and Sales Promotion Strategy. MA: Addison-Wesley.
Zajonc, R. B. (1968). Attitudinal Effects of Mere exposure. Journal of Personality and Social Psychology Monograph Supplement, 9(2), 1-27.
Zhang, Yong. (1996). Responses to Humorous Advertising: The Moderating Effect of Need for Cognition, Journal of Advertising, 25(Spring), 15-32.