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본 연구에서는 비도덕적 행동을 저지른 광고모델에 대한 소비자 반응을 규명하고자 하였다. 구체적으로, 본 연구에서는 광고모델의 아름다움에 따라 해당 광고모델에 대한 소비자 반응이 달라질 수 있으며, 이러한 효과는 개인적 특성인 사회비교경향성에 따라 조절될 수 있음을 제안하였다. 제안한 가설을 검정하기 위하여 음주운전이라는 비도덕적 행동을 저지른 광고모델의 아름다움이 사건의 심각성 지각과 전문성 지각에 유의한 영향을 미치는지 알아보았다. 분석 결과, 광고모델이 비매력적인 경우보다 매력적인 경우에 해당 광고모델의 전문성을 더 낮게 지각하였으며, 이러한 광고모델의 전문성 지각은 광고모델태도에 유의한 영향을 미쳤다. 또한 사회비교경향성이 높은 소비자의 경우 광고모델의 외모가 전문성 지각에 미치는 영향이 더 크게 나타났다. 다만, 사건의 심각성 지각의 경우 광고모델의 외모에 따른 차이가 나타나지 않았는데, 이는 심각성이 낮게 인지된 음주운전을 대상으로 연구를 진행했기 때문인 것으로 보인다. 본 연구는 광고모델에 대한 부정적 정보에 대한 소비자 반응 관련 연구를 확장하여, 광고모델의 아름다움이나 사회비교경향성에 따라 해당 사건에 대한 소비자 반응이 달라질 수 있음을 보였다. 이러한 연구 결과는 실무적으로 유명인 광고모델과 관련된 실질적 시사점을 제공할 것으로 기대한다.
This research aims to verify consumer responses toward celebrity endorsers who have engaged in immoral behavior. Specifically, this research suggested that the attractiveness of the celebrity endorser would influence consumer responses toward him or her, and this influence would be moderated by consumers’ social comparison orientation as a personal trait. To verify the suggested hypotheses, an experiment was conducted. Through the analyses, it was found that when the endorser was attractive, consumers perceived the expertise of the endorser as lower in comparison to a non-attractive endorser. Also, this pattern was more pronounced for consumers with a high level of social comparison orientation. This research expanded the research scope to include negative information on celebrity endorsers, and suggested that the beauty of the celebrity endorser was an antecedent and social comparison orientation was a moderator. It is expected that the findings of this research can have practical implications for marketers.
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