본 연구는 소비자의 구매의도를 촉진하는 데 있어서 보다 효과적인 메시지 구성에 관한 시사점을 제공하기 위한 것이다. 구체적으로, 제품의 희소성을 강조하는 메시지가 소비자의 구매의도를 촉진하는 효과가 있는지를 검토하고, 특히 동일한 희소성 메시지라고 하더라도 광고 메시지의 긍정 혹은 부정 프레이밍 방식에 따라 그 효과가 달라질 수 있음을 확인하고자 하였다. 이를 위해 연구는 2(희소성 메시지 유/무) × 2(긍정/부정 프레이밍) 요인설계로, 100명의 여대생을 참여자로 모집하여 4가지 실험조건에 무선 할당하였으며, 각 집단별로 각기 다른 광고메시지를 노출하고 제품에 대한 구매의도를 측정하였다. 그 결과, 희소성 메시지는 소비자의 구매의도를 촉진하는 효과를 이끌어낼 수 있었으며, 광고 메시지의 프레이밍 방식에 따라서 그 효과가 달라질 수 있음을 확인하였다. 구체적으로, 긍정적인 메시지 프레이밍과 함께 제시된 희소성 메시지는 구매의도를 촉진하였으나, 부정적인 메시지 프레이밍의 경우에는 희소성 메시지의 구매의사결정 촉진효과를 억제한다는 사실을 확인하였다. 이러한 결과가 나타난 것은 메시지 프레이밍 방식에 따라서 소비자들이 서로 다른 의사결정의 준거점(손실 혹은 이득)에 초점을 두게 되며, 희소성 메시지가 유발하는 심리적 위협 수준을 다르게 지각할 수 있기 때문으로 볼 수 있다. 따라서 제품의 희소성을 소구하는 것은 효과적일 수 있지만, 제품을 구매하지 않았을 경우의 손실을 지나치게 강조하는 커뮤니케이션 전략은 오히려 역효과를 가져올 수 있다는 점을 시사하고 있다.
In this study, we demonstrated relative effects of scarcity messages in advertising. In other words, we thoroughly examined a scarcity message function (to be advertising effect increased) because it emphasize on scarcity as a value. Especially, we verified the change of the effects according to massage framing types(positive or negative). To achieve the purpose of this study, experiments were designed by 2(scarcity message existence or nonexistence) × 2(positive or negative framing) between-subjects factor, and participants were 100 female undergraduates, who were randomly assigned to one of four experimental condition groups. Thus, we separately measured purchasing intention of participants in each condition, which had been exposed to four different types of skin care cream advertising messages. In result, it revealed that purchasing intention was higher in condition, which was emphasized scarcity ad message than in condition, which was not emphasized. Then, (non)existence of scarcity message was interacted with positive and/or negative message framing. In summary, scarcity message was effective in positive message framing but not in negative message framing. Because of, negative message framing suppressed the automatic processing of scarcity message, and it evoked evaluation about reliability of message information itself. Moreover, it gave rise to a psychological resistance toward message contents because of excessive emphasizing of loss in case not buying. Therefore, in this study, we suggested that it was effective to use scarcity message in products as a value but the communication strategy of emphasizing loss when consumers didn't buy product was rather dangerous.
김광수 (1998). 광고에서의 프레이밍 효과: 예상 이론을 중심으로, 광고학연구 9(4), 193-212.
김재휘, 박유진 (2000). 공해방지광고의 프레이밍 효과, 광고연구, 49, 55-75.
김재휘, 신진석 (2004). 공익광고 메시지의 프레이밍과 결과 지각이 환경행동에 미치는 영향, 한국심리학회지: 소비자광고, 5(2), 65-86.
김진병, 도성실 (2000). CATV 홈쇼핑 프로그램에서 활용되는 희소성 메시지의 광고효과에 대한 연구, 광고연구, 47, 143-159.
배윤경, 이석규, 차태훈 (2004). 인터넷 쇼핑에서 희소성 메시지가 소비자 구매의도에 미치는 영향에 관한 연구, 광고학연구, 15(5), 503-521.
이규완, 구자은 (2006). 케이블 TV홈쇼핑 프로그램에서 지각된 위험과 희소성 메시지가 이용경험이 다른 소비자의 반응에 미치는 영향에 관한 연구, 한국언론정보학보, 32, 209-245.
전성률, 허종호, 김헌동 (2004). 희소성 메시지의 유형이 소비자의 구매의도에 미치는 효과에 관한 연구, 마케팅연구, 19(2), 71-89.
조형오 (2000). 금연광고 메시지 유형의 효과분석: 메시지 프레이밍과 메시지 소구방향의 매개역할. 광고학연구 11(1), 133-157.
Aandreoni, J. (1995). Warm-glow versus cold- prickle: The effect of positive and negative framing on cooperation in experiments, Quarterly Journal of Economics, 1, 1-21.
Anderson, N. H, & Hubert, S. S. (1963). Effect of concomitant verbal recall on oder effect in personality impression formation. Journal of Verbal Learning and Verbal Behavior, 2, 379-391.
Berelson, B., & Steiner, G. A. (1964). Human behavior. New York: Harcourt, Brace and World.
Bettman, J. R. & Sujan, M. (1987). Effect of framing on evaluation of comparable and noncomparable alternatives by expert and novice consumer. Journal of Consumer Research, 14(September), 141-154.
Blankenship, K. L., & Holtgraves, T. (2005). The role of different makers of linguistic powerlessness in persuasion. Journal of Language and Social Psychology, 24(1), 3-24.
Block, L. G., & Keller, P. A. (1995). When to accentuate the negative: The effect of perceived efficacy and message framing on intentions to perform a health-related behavior, Journal of Marketing Research, 32(may), 192-203.
Bozzolo, A. M., & Brock, T. C. (1992). Unavailability effects on message processing: A theorical analysis an empirical test. Basic and Applied Social Psychology, 13(1), 93-101.
Brehm, S. S., & Brehm, J. W. (1981). Psychological resistance: A theory of freedom and control, New York: Academic Press.
Brock, T. C. (1968). Implications of commodity theory for value change. In A. G. Grrenwald T.C. Brock, and T. M. Ostrom(eds), Psychological Foundations of Attitudes, New York: Academic Press.
Brock, T. C., & Brannon, J. C. (1992). Liberalization of commodity theory, Basic and Applied Social Psychology, 13(1), 135-144.
Chaiken, S., (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal or Personality and Social Psychology, 39, 752-766.
Cialdini, R. B. (1995). Influence: Science and practice. Glenview, IL: Scott, Foresman.
Eagly. A. H., & Chaiken, S. (1993). The psychology of attitude, New York: Harcourt Brace College Publichers.
Fromkin, H. L. (1968). Affective and valuational consequence of self-perceived uniqueness deprivation. Ph. D. diss., Ohio State University.
Fromkin, H. L (1971). A commodity theory analysis of consumer preference for scarce products. In Proceedings of the 79th Annual Convention of the America Psychological Association, 6, 521-654.
Ganzach, Y. & Karsahi, N. (1995). Message framing and buying behavior: A field experiment. Journal of Business Research, 32, 11-17.
Gaeth, G. J., Levin, I. P., Cours, D. A., & Combs, S. (1990). Framing of attribute information in product description, Advances in Consumer Research, 17. 531-532.
Gelb, B. D., Hong, J. W., & Zinkhan, G. M. (1985). Communications effect of specifics advertising elements: An update, Current Issue and Research in Advertising, 2, 75-98.
Gill, J. D.. & Grossbart, S. (1985). Influence of deceptive claim strategy and product class involvement on belief induced by deceptive and corrective commercials. Current Issue & Research in Advertising, Vol. 2, pp.129-160.
Golden, L. L., & Alpert, M. I. (1987). Comparative analysis of the relative effectiveness of one and two sided communication for constrating products, Journal of Advertising, 16(1), 18-25.
Hauser, J. R., & Wernerfelt, B. (1990). An evaluation cost model of consideration sets. Journal of Consumer Research, 16(March), 393-408.
Heath, T. B., Chatterjee, S & France, K. R. (1995), Mental accounting and changes in price: The frame dependence of Reference dependence. Journal of Consumer Research, 22(June), 90-97.
Hershey, J. C., & Schoemaker, J. H. (1980). Risk taking and problem context in the domain of losses: An expected utility Analysis. Journal of Risk and Insurance, 47(1), 111-132.
Jung, J. M., & Kellaris, J. J. (2004). Cross- national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure, Psychology & Marketing, 21(9), 739-759.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263-291.
Kahneman, D., & Tversky, A. (1984). Choices, value and frames. American Psychologist, 39(4), 341-350.
Kamins, M. A. (1989). Celebrity and noncelebrity in a two-sided context. Journal of Advertising Research, Jun/Jul, 34-42.
Leventhal, H., & Trembaly, G. (1968). Negative emotions and persuasion. Journal of Personality, 36(2), 154-168.
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by framing of attribute information before and after consuming the product, Journal of Consumer Research, 15, 374-378.
Lynn, M. (1989). Scarcity effects on value: Mediated by assumed expensiveness. Journal of Economic Psychology, 10, 257-274.
Lynn, M. (1991). Scarcity effects on value: A Quantitative review of the commodity theory Literature. Psychology Marketing, 8, 43-57.
Lynn, M. (1992). Scarcity enhancement of desirability: The role of naive economic theory. Basic and Applied Social Psychology, 13, 67-78.
MacKenzie, S. B., Lutz, R. T., & 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, 140-143.
Maddenm, T. J., Allen, C. T., & Twible, J. L. (1988). Attitude toward the ad an assessment of diverse measurement indices under different processing sets. Journal of Marketing Research, 25, 242-252.
Maheswaran D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27(3). 361-367.
Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes, intention, and behavior. Journal of Personality and Social Psychology, 52(3), 500-510.
Mitchell, A. A., & Olson, J. C. (1981). Are product attitude beliefs the only mediator of advertising effect on brand attitude? Journal of Marketing Research, 18, 318-331.
Newcombe, N., & Arnkoff, D. B. (1979). Effect of speech style and sex of speaker on person perception. Journal of personality and Social Psychology, 37(8), 1293-1303.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.
Puto, C. P. (1987), The framing of buying decision, Journal of Consumer Research, 14(3), 301-315.
Rogers, R. W. (1975). A protection motivation theory of fear appeals and attitude change, Journal of Psychology, 91, 93-114.
Smith, G. E. (1996). Framing in advertising and the moderating impact of consumer education. Journal of Advertising Research, 49-64.
Shiv, B., Edell, J. A., & Payne, J. W. (1997). Factors affecting the impact of negatively and positively framed ad messages. Journal of Consumer Research, 24, 285-284.
Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products, Journal of Consumer Research, 30(1), 92-104.
Thaler, R. (1985), Mental accounting and consumer choice. Marketing Science, 4(Summer), 199- 214.
Tversky, A., & Kahneman, D. (1991). Loss aversion in riskless choice: A reference dependent model. Quarterly Journal of Economics, 106(November), 1039-1061.
West, P. M., & Broniarczyk, S. M. (1998). Integrating multiple options: The role of aspiration level on consumer response to critic consensus. Journal of Consumer Research, 25(June), 38-51.
Yoon, K. (1992). Involvement level and the mediating role of attitude toward the advertising. In L.N. Reid(Ed.). Processing of the 1992 Conference of the Academy of Advertising, 46-54.
.png){kind=logo}
