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ISSN : 1229-8778
The purpose of this study is to probe of the social inference that is caused on advertising model, and the effect. To achieve the purpose of this study, experiments were designed by 2(Single/Group) x 2(Korean/Foreigner) between-subjects factor. And participants were 130 undergraduates, who were randomly assigned to one of four experimental condition groups. As for the result, the social inference is more activated in number of sources condition than model's race condition in advertising. Especially, group condition caused a higher level on the social inference and purchasing intention than those of single condition. But when classify by the racial, each condition show significant difference. So, we were added to the experiment Ⅱ design to probe the effect of racial. Experiment Ⅱ is fixed group condition, we compared three conditions according to model's race (Korean/Foreigner/A mixed condition). In result, a mixed condition caused a higher level on the social inference and purchasing intention than those of a foreigner condition. Consequently, the number of sources and model's race effect in this study could be different activate by social inference. The findings of this study offered the effect of social inference for advertising model.
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