open access
메뉴.png){kind=logo}
open access
메뉴
소비자는 특정 브랜드와 관련된 광고 모델의 설득 영향을 그대로 수용하지 않고 광고 모델에 대한 사회적 특성 평가 결과(대응편향과 선호도)를 기반으로 광고에 대한 태도와 광고 브랜드에 대한 태도(광고 효과성)를 형성하거나 변화시킨다. 이에 본 연구는 무명 여성 광고 모델의 신체적 매력도(고매력 vs. 저매력)와 시선(소비자 시선 응시 vs. 소비자 시선 회피)이 광고 모델에 대한 사회적 특성 평가와 광고 효과성이라는 광고 정보 처리 과정에 미치는 영향을 알아보았다. 20대와 30대 남성 실험 참가자를 대상으로 진행한 온라인 실험 결과, 위계적 광고 정보 처리 과정(광고 모델에 대한 대응편향 → 광고 모델 선호도 → 광고 태도 → 광고 브랜드 태도)에서 광고 모델의 신체적 매력도는 광고 모델 선호도에 그리고 광고 모델의 시선은 광고 모델에 대한 대응편향과 광고 태도에 개별적인 영향을 미치는 것으로 밝혀졌다. 실험 참가자들은 광고 모델의 신체적 매력도가 높을 때가 낮을 때보다 광고 모델 선호도를 더 긍정적으로 평가했다. 또한 실험 참가자들은 광고 모델이 실험 참가자 자신을 응시하는 경우가 시선을 피하는 경우보다 광고 모델에 대한 대응편향을 더 강하게 경험하고 광고 태도도 더 긍정적으로 평가하였다.
Consumers are less likely to be vulnerable to ad endorser's persuasive attempts to make them purchase the advertised brand. Instead, they tend to form or change their attitudes toward the ad and the advertised brand (i.e., ad effectiveness) on the basis of their evaluation of the endorser's social characteristics (i.e., correspondence bias and preference for the ad endorser). The study examined the effects of non-celebrity female ad endorser's physical attractiveness (high vs. low) and gaze direction (looking at participants vs. looking away from participants) on male participants' evaluation on her social characteristics and ad effectiveness by using an online experiment. As a result, the hierarchical relationship of ad information processing (correspondence bias → preference for the ad endorser → ad attitudes → brand attitudes) was found. The results also indicated that ad endorser's physical attractiveness had a direct influence on preference for the ad endorser and gaze direction had direct effects on correspondence bias and ad attitudes. In particular, the preference for the ad endorser was stronger when the ad endorser was highly attractive than when the ad endorser was lowly attractive. Both correspondence bias and ad attitudes were stronger when the ad endorser looked at participants than when the ad endorser looked away from participants.
베스트사이트 (2007). 한국 성인의 선호 주류 조사 보고서. 서울: 베스트사이트.
성영신, 장영, 신주리 (2006). 유명인 모델과 소비자의 성별 일치성 및 모델의 시선 대상이 광고효과에 미치는 영향. 광고연구, 70, 119-148.
성영신, 정건지, 장영 (2004). 모델의 매력도와 시선처리에 따른 광고효과 연구: fMRI를 이용한 뇌기능영상자료의 분석. 광고연구, 62, 55-81.
한국갤럽 (2013). Gallup Report: 한국인은 광고를 어떻게 생각할까? 서울: 한국갤럽.
한국인터넷진흥원 (2013). 2013년 인터넷이용실태조사 요약보고서. 서울: 한국인터넷진흥원.
Ahearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing, 16(4), 269-284.
Allen, M. (1983). Models of hemispheric specialization. Psychological Bulletin, 93(1), 73- 104.
Allison, T., Puce, A., & McCarthy, G. (2000). Social perception from visual cues: Role of the STS region. Trends in Cognitive Sciences, 4(7), 267-278.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555.
Boush, D. M., Friestad, M., & Rose, G. M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21(1), 165-175.
Brumbaugh, A. M. (1993). Physical attractiveness and personality in advertising: More than just a pretty face. Advances in Consumer Research, 20(1), 159-164.
Buck, R., & Vanlear, C. A. (2002). Verbal and nonverbal communication: Distinguishing symbolic, spontaneous, and pseudo-spontaneous nonverbal behavior. Journal of Communications, 52(3), 522-541.
Calder, A. J., Lawrence, A. D., Keane, J., Scott, S. K., Owen, A. M., Christoffels, I., & Young, A. W. (2002). Reading the mind from eye gaze. Neuropsychologia, 40(8), 1129- 1138.
Campbell, M. C., & Kirmani, A. (2000). Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69-83.
Campbell, M. C., & Kirmani, A. (2008). I know what you’re doing and why you’re doing it: The use of the persuasion knowledge model in consumer research. In C. P. Haugtvedt, P. M. Herr, & F. R. Kardes (Eds.), Handbook of Consumer Psychology (pp. 549-575). New York: Psychology Press.
Cronley, M. L., Kardes, F. R., Goddard, P., & Houghton, D. C. (1999). Endorsing products for the money: The role of the correspondence bias on celebrity advertising. Advances in Consumer Research, 26(1), 627-631.
Dandurand, F., Shultz, T. R., & Onishi, K. H. (2008). Comparing online and lab methods in a problem-solving experiment. Behavior Research Methods, 40(2), 428-434.
DeCarlo, T. E. (2005). The effects of sales message and suspicion of ulterior motives on salesperson evaluation. Journal of Consumer Psychology, 15(3), 238-249.
DePaulo, B. M., Lindsay, J. J., Malone, B. E., Muhlenbruck, L., Charlton, K., & Cooper, H. (2003). Cues to deception. Psychological Bulletin, 129(1), 74-118.
Eagly, A. H., Ashmore, R. D., Makhijani, M. G., & Longo, L. C. (1991). What is beautiful is good, but…: A meta-analytic review of research on the physical attractiveness stereotype. Psychological Bulletin, 110(1), 109- 128.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
Fein, S. (1996). Effects of suspicion on attributional thinking and the correspondence bias. Journal of Personality and Social Psychology, 70(6), 1164-1184.
Fiske, S. T., & Taylor, S. E. (1991). Social cognition, New York: McGraw-Hill.
Freimuth, M., & Wapner, S. (1979). The influence of lateral organization on the evaluation of paintings. British Journal of Psychology, 70(2), 211-218.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.
Gaied, A. M., & Rached, K. S. B. (2010). The persuasive effectiveness of famous and non famous endorsers in advertising. IBIMA Business Review, 2010, 1-14.
Gilbert, D. T., & Malone, P. S. (1995). The correspondence bias. Psychological Bulletin, 117(1), 21-38.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420.
Homer, P. M. (1990). The mediating role of attitude toward the ad: Some additional evidence. Journal of Marketing Research, 27(1), 78-86.
Janiszewski, C. (1990). The influence of nonattended material on the processing of advertising claims. Journal of Marketing Research, 27(43), 263-278.
Janiszewski, C. (1993). Preattentive mere exposure effects. Journal of Consumer Research, 20(3), 376-392.
Kardes, F. R. (1993). Consumer inference: Determinants, consequences, and implications for advertising. In A. A. Mitchell (Ed.), Advertising exposure, memory and choice (pp. 163-191). Hillsdale, NJ: Lawrence Erlbaum Associates.
Kim, J., Allen, C. T., & Kardes, F. R. (1996). An investigation of the mediational mechanisms underlying attitudinal conditioning. Journal of Marketing Research, 33(3), 318-328.
Krugman, H. E. (1972). Why three exposures may be enough. Journal of Advertising Research, 12(6), 11-14.
Langton, S. R. H., Watt, R. J., & Bruce, V. (2000). Do the eyes have it? Cues to the direction of social attention. Trends in Cognitive Sciences, 4(2), 50-59.
Leigh, T. W., & Summers, J. O. (2002). An initial evaluation of industrial buyers' impressions of salespersons' nonverbal cues. Journal of Personal Selling & Sales Management, 22(1), 41-53.
Machleit, K. A., & Wilson, R. D. (1988). Emotional feelings and attitude toward the advertisement: The roles of brand familiarity and repetition. Journal of Advertising, 17(3), 27-35.
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(2), 130-143.
Mason, M. F., Tatkow, E. P., & Macrae, C. N. (2005). The look of love gaze shifts and person perception. Psychological Science, 16(3), 236-239.
McGuire, W. J. (1985). Attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology: Special fields and applications (pp. 233-346). New York: Random House.
McLaughlin, J. P. (1986). Aesthetic preference and lateral preferences. Neuropsychologia, 24(4), 587- 590.
Mead, A. M., & McLaughlin, J. P. (1992). The roles of handedness and stimulus asymmetry in aesthetic preference. Brain and Cognition, 20(2), 300-307.
Moriarty, S. E. (1986). Creative advertising: Theory and practice. Englewood Cliffs, NJ: Prentice- Hall.
Murphy, S. T., & Zajonc, R. B. (1993). Affect, cognition, and awareness: Affective priming with optimal and suboptimal stimulus exposures. Journal of Personality and Social Psychology, 64(5), 723.
Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159-186.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Pechmann, C. (1992). Predicting when two-sided ads will be more effective than one-sided ads: The role of correlational and correspondent inferences. Journal of Marketing Research, 29(4), 441-453.
Pedhazur, E. J., & Schmelkin, L. P. (1991). Measurement, design, and analysis: An integrated approach. Hillsdale, NJ: Lawrence Erlbaum Associates.
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526.
Simpson, P. M., Sturges, D. L., & Tanguma, J. (2008). The eyes have it, or do they? The effects of model eye color and eye gaze on consumer ad response. Journal of Applied Business and Economics, 8(2), 60-71.
Sorum, K. A., Grape, K. M., & Silvera, D. (2003). Do dispositional attributions regarding peer endorsers influence product evaluations? Scandinavian Journal of Psychology, 44(1), 39-46.
Stallen, M., Smidts, A., Rijpkema, M., Smit, G., Klucharev, V., & Fernández, G. (2010). Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame. Journal of Economic Psychology, 31(5), 802-811.
Tonidandel, S., & LeBreton, J. M. (2013). Beyond step-down analysis: A new test for decomposing the importance of dependent variables in MANOVA. Journal of Applied Psychology, 98(3), 469-477.
Van der Waldt, D. L. R., Schleritzko, N. E. A., & Van Zyl, K. (2007). Paid versus unpaid celebrity endorsement in advertising: An exploration, African Journal of Business Management, 1(7), 185-191.
Vrij, A., Akehurst, L., & Knight, S. (2006). Police officers', social workers', teachers' and the general public's beliefs about deception in children, adolescents and adults. Legal and Criminological Psychology, 11(2), 297-312.
Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising, 19(2), 40-48.
